Why "Save the Pixel"
Simplicity reduces risk. Simple designs are easier, cheaper, and less risky to make, edit, re-purpose, modify, re-style etc. etc. etc. This is good basic business sense.
Web sites succeed when people use them successfully, i.e. achieving their own goals. They really work when they find a win-win solution that achieves the site's goals by letting visitors achieve theirs.
The more people use your site, the more successful it's likely to be.
Web design is the discipline of crafting a conversation that delivers 2-way communication. It's a percentage game, with visitor retention at the core.
You want everyone who lands on your site, wherever they enter, to get what you offer, and to trust that "I'm in the right place to get what I want".
Then, the site needs to offer them a strong path to find what they want, keeping the trust high that "I'm still in the right place to get what I want", until they've got what they want, and hoepfully met your site's goals in the process.
Your success rate is how effectively you can do this (i.e. minimising the drop-off rate at each step).
Success is a function of Attention divided by Stuff
There's not a huge amount you can do about Attention (other than having a compelling offering, and making sure your site is accessible). There is a LOT you can do about Stuff.
The more stuff you have on each page, the lower the chance of your visitors quickly getting the clues they need that confirm they're in the right place.
So get rid of any unnecessary stuff that doesn't serve that purpose, and you'll achieve more success.
"Save the Pixel" gives you tools and techniques to do that most effectively, from how to make your pages "getable", to organising your layout and navigation to be intuitive and obvious, through to understanding when to use design conventions, how to use text and imagery effectively etc. etc.
Our Mission
Many web designers and site owners feel in their guts that simple works, and more and more great web sites are discovering real benefits every day.
But there are still millions of sites that are pointlessly losing visitors on every page, by being over-complex, over-written, poorly laid out, or too busy.
There is still also a vociferous minority of professional in the web design field peddling the notion that design is about looking good, or making an impression. It isn't. That's Art. Art's great, but it isn't Design. Design is "crafting communication with a purpose".
The "Save the Pixel" approach can solve these problems, by giving web site owners and the people who make web sites knowledge and tools to have confidence make better sites.
Watch this space to learn how you can get involved...