1. Fewer distractions
This is something I’ve touched on previously, but with the absence of navigation bars, there’s obviously fewer distractions. Navigation bars have become a place to store all the content you can’t fit on your website. On top of that, we put every single page we’ve imagined and come up with on the navigation bar. Some are junky and cluttered. Some have telephone numbers and search boxes. Some are just big and only have three small links on them. Some have drop-down menus that span the entire height of a website. What’s the point?
2. Customer Focus
At one point, I posed the question of whether or not flat design has made our web sites too simple. I’ve also asked other community members if they think minimalism is killing our creativity. I’ll spare you the lengthy read and summarize by saying this: we’ve traded in spectacular design for subtle web experiences. What do I mean? We’d rather have a simple blog with a white background, as long as the posts auto-scroll. We’d rather use a monotone or two-tone color scheme and make the highlight color something totally expected. Because we think that’s cool.
3. Experience driven designs
Let’s build a bridge. This bridge connects what we want them to see along with how we want them to see it. The length of the bridge varies depending on how far away the two are from each other, but there must be a bridge nonetheless. We obviously want to have the smoothest bridge possible so the transfer of information can be as smooth as possible. By ridding ourselves of the navigation bar, we’ve created a platform to have a fully immersive brand design that should cater directly to the customer.