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From Edward Tufte, as told to Jimmy Guterman in the MITSloan Management Review:

On the (Very, Very Bad) Design of Corporate Web Sites

The front page of a good news site will have 300 links on it. That’s great. And so the question is: How come your corporate Web site has only seven links on its opening screen, and the links are called “sharing our values,” “participation” and so on? No user has ever asked Google to show him all the Web sites about sharing your company’s values.

A corporate Web site should do what a good news Web site does. If you look at the really successful Web sites where there are millions of hits, especially nonfiction Web sites, the New York Times and Google News, they all have 300 links on the opening page. How come businesses don’t do that? How come the links are to “sharing,” “participating” and “our values”? That’s flabby design for flabby content. The models for presenting nonfiction should not be what your competitors are doing, but rather excellence in reporting nonfiction. And there are terrific examples out there for reporting nonfiction.

The kind of conformity toward flabbiness in corporate Web sites is astonishing, and they’re imitating each other in their content and design flabbiness. It’s silly. People are inherently distrustful of them. And yet most of those sites are, in fact, about reporting facts. But they get softened up by the marketing people. You get all these pressures that tend to normalize design, that tend to make it like other corporations and that make things intellectually flabby and visually flabby. They turn into pitches.

For the article…