Web Design: When should a jalapeno dance?

I am often asked why I place so much emphasis on visuals in my website design. After all, haven't website designers always said that if you have a lot of graphics it will bog down the website?

That's half-fact and half-myth. Today's computers process information much more quickly than even a couple years ago and can handle complex graphics. However, if someone's trying to fit too much stuff into their website designs, it will slow things down - sometimes a lot.

Now while that doesn't mean "jam a page full of pictures," visuals can be strong website design ideas.

A well-planned picture will speak a thousand words and can define a company and set a vibe for the visitor. With a little marketing strategy, the right picture can be developed to deliver a strong message without interfering with the advertising ideas or the performance of the website.

One example I like to give of a great illustration idea is a smiling tooth. It says a whole lot more more than "dentist." It indicates happy teeth, a happy visit, kid-friendliness and a whole lot more. A dentist with this visual on their website sends a positive message to their visitors - and one that's a lot more specific that just a couple people smiling!

Being a marketing junkie who has run production departments at ad agencies and publications for years, using and planning pictures that speak volumes just comes naturally to me... take Andy and Nick, who opened a taqueria in Midtown Atlanta.

A *what???* How do you spell that?

A taqueria is defined as a restaurant or stand specializing in Mexican dishes, like tacos and burritos. But that really only tells about a third of the story at Andy and Nick's place. They also have an extensive tequila selection (over 100 types) and a large margarita/mojito menu - so they bring the party, too.

Luckily, pictures are my playground...

I know that a Margarita with a Jalapeno pepper can say "Jumping Mexican Party Bar," - if the Jalapeno is dancing.

So I broke my rule of "avoid animation" and started the site with a display of drink shakers, spinning margaritas...

...and dancing jalapenos...

Now when a visitor goes to the site, they know within two seconds what they can expect the taqueria to be like... and so far, the business at the restaurant indicates that the visitors like what they see (and the food's good, too!).