Whether you order designs from
99designs or from an in-house designer,
use this simple rule of thumb:
Your most valuable content should be the most contrasted.
Here's why. Bad designs are wildly different, but all good designs share one
thing in common: they put your content first. As I am writing this, I realize
that the text I am typing appears in charcoal gray or #4d4f51 while the title
is all black. This is inconsistent at best, but not everything is lost for
LinkedIn — the list of my last posts on the right is in a lighter gray #96999c
and the editor buttons are even lighter than that.
The poster boy of good design, Boston Globe, displays text as black #000000 on
all-white background #ffffff while their menu items have varying levels of
greyness, from a rather dark #464646 on white to the same dark #464646 on
neutral gray #eeeeee. This is good design — the most important thing Boston
Globe has is news, and their news enjoy the most contrast you can get: all
black text on all white background.
However, many websites have their main content in a rather worn-out pale black, while surrounding elements are flashy and attractive. Check for instance BBC.co.uk, their content is shown in dark gray #404040 while the navigation is in all-black #00000.