The Importance of 450 pixels

November 15th, 2007

So much of what goes on behind the scenes of developing and designing websites is typically never considered by people who end up visiting the websites that are designed. These types of things would fall into the category of “things you don’t know, that you don’t know.” The importance of 450 pixels is one of these things.

So 450 pixels, what is it all about?

It is a measurement that has, through trial and error come to be what is arguably considered the right width for a column of text typeset on the Internet. Big deal? Well consider that whenever you read anything your eyes are scanning from left to right on a page. When the eyes get to the furthest right point they quickly scan back to catch the next line of text. The longer the line of text horizontally, the quicker we introduce eye fatigue over longer passages of text. Eventually when you continue to lengthen lines of text the eyes have a difficult time catching the next line. Frustration sets in for the reader and they are gone.

Observe most books have moderately narrow column widths for their text, it is this principle in action. In print this has been going on since the time of Gutenberg and best practices have come to find that approximitely 60 characters, typeset at 12pt in size is a comfortable column width. This measurement in print, when translated to the Internet, results in approximately 450 pixels of screen real estate.

So, what does this mean for you? If you want to keep people reading your content, apply the rule. You may have the most fascinating content around, but if it is difficult to read no one will. You could be losing out on increasing your exposure. This minute aspect of user experience should matter because it is at the core of usability.

Did you know about the importance of 450 pixels?

If not, do you feel it is important enough for you to consider its implementation on your website?

Design Details - November 2007

November 15th, 2007

Volume 01 // Number 11

November 2007

In this issue

• Giving Thanks
• Making Distinctions with Design
• Find of the Month

Hi friend,

This email newsletter comes to you in HamiltonBerchman’s never-ending pursuit of helping our clients and friends succeed because your success is our success.
Giving Thanks

Hard to believe we are less than 50 days away from greeting a new year. Thanksgiving is nearly upon us and I have been taking stock of all I am thankful for. I have actually begun to make a habit of waking every day and thinking of at least 5 things I am grateful for. It helps you think about the little things you take for granted. I wish you and yours a very Happy Thanksgiving. Now on to our topic this month.
Scheduling Design

Everyone working in business today is looking for the same thing—more time. We could all use a few more hours each day to catch up and get ahead with work. We are all pressed to get things done efficiently and effectively. Working with clients on a variety of projects over the years I find that most clients do not know how long their project—that involves design—takes to produce and complete. This can bring up the “fast, inexpensive, or good” trifecta where you need to pick 2 of the 3 and inevitably compromise the final product. If you only had more time or more money you could create the perfect solution. This can create unneeded stress and who needs that. So, how do you get to pick “inexpensive and good?” Read on.

Do you know how long that brochure you need to mail will take to get in your hands?
The parameters involved in developing commercially printed or web-based projects are not something you think about. You are busy working on your projects, or on running your business. The lists below will give you a gauge on how long the various phases of a project involving graphic or web design typically take to complete. The lists can help inform you in advance of your next project so you do not feel crunched for time and can develop an effective solution without the added stress.

Print Projects
Any project that is commercially printed takes time to produce—more time than you think.

It typically involves these phases:

1. Define the project: The who, what, where, when, and how.
   How long does it take? 1 hour to 1 month. (Depends on the complexity.)
2. Design the project: What does it look like?
   How do people interact with it? How long does it take? 1 week to 1 month. (Again depends on complexity.)
3. Produce the project: Prepare the final digital files for mass production.
   How long does it take? 1 to 3 days.
4. Manufacture the project: Print or make the project come to life.
   How long does it take? 1 week to 1 month. (Depends on complexity.)
5. Deliver the project. Get the final pieces to the people who need it.
   How long does it take? Depends on distance. Local can happen next day after manufacturing. If manufacturing happens at a distance you need to build in shipping time too.

A simple print project (like a business card) can take approximately 15 days (business days) to start, design, produce and deliver. That is the low stress verion. You can do it in less time but the stress level goes up for everyone involved. The more complex a project is in size or scope can exponentially change the timeline of a project So what defines complexity on a print project? Anything non-standard meaning die cuts, custom inks, foil, non-standard sizing, binding, and any other special requirements.

Web-Based Projects

The phases here are just like the print process minus manufacturing.

1. Define the project. The who, what, where, when, and how.
How long does it take? 1 hour to 1 month. (Depends on complexity.)
2. Design the project. What does it look like? How do people interact with it?
How long does it take? 1 week to 3 months. (Depends on complexity.)
3. Produce the project. Create the infrastructure and files necessary to execute the project.
How long does it take? 1 day to 6 months. (Depends on complexity.)
4. Deliver the project. Make the project come to life–launch it to the public.
How long does it take? Can take minutes to a few weeks.(Depends on complexity.)

Web-based projects can be simple like an email design template that can be completed relatively quickly. Or, on the other end are complex, database driven websites that involve e-commerce or other special data needs. The spectrum of projects are wide so the potential time frame is also wide.

Really, how do you know how long your project will take?
The key is knowing what you want to accomplish with your project. What are its goals? Why are you doing this project? If you bring your goals and ideas to the table it will help start the process of “defining” the project. The definition will inform what needs to happen and then you can begin to define time. Whoever you are working with on your project will help you discover how long your project will take. Let me know if you have any questions.

Finally, Find of the Month

In every issue I share an Internet destination I have come across that has some application to doing business, getting things done, or just plain cool. This month it’s an ebook called “Seinfeld on Marketing.” I came across this ebook by Bill Gammell on one of the many blogs I read called WebInkNow by David Meerman Scott. The book uses examples from the hit television show to explain 7 marketing lessons. This is definitely worth a download and read.
Wrap up.

That’s it for this month of DesignDetails. Let me know if you have any questions about any of this content.

We are always on the lookout for article ideas. If you have a challenge or questions you are facing and would be willing to share, let me know. I can answer your issues here and share with everyone.

Do you know a friend or colleague that may find the content of this newsletter interesting? Please forward to a friend, and thanks.

I’ll talk to you again in December.

Bert Mahoney AIGA
Publisher, DesignDetails

Principal and Creative Director, HamiltonBerchman Design Group, Inc.
details@hamiltonberchman.com

Director of Internet Strategy and Services
AIGA Santa Barbara

AIGA | the professional association for design