When it comes to web design, users are largely accustomed to the ones you see in the western half of the world. Where western designs are simple and subtle, those in the east such as Japanese web designs are the exact opposite – complex and busy.
When you look at Japanese websites, it’s an overwhelming flood of colors, ads, flash, and information. There is no subtlety in what is being presented. This kind of design works if the device you are using is a laptop or a computer. On smaller devices, the website may look congested and cramped.
Moving to mobility
Japan was one of the foremost users of the mobile web. The introduction of flip phones with the ability to support the web came to influence Japan’s way of designing websites for mobile sites. The tiny screens on flip phones were packed with information, a design that continues to this day.
Even with the influx of smartphones, there hasn’t been much progress in designing websites for the Japanese consumer. Though Japanese users took their time to warm up to smartphones, within a short span almost 60 percent of the populace has taken to them. Due to this increase in mobility, it is important that Japanese websites adhere to adaptive web design rather than a responsive one.
Unlike responsive design, where the browser determines a website’s layout, an adaptive design uses information from the web server to map the layout. The web server detects vital information such as device type and operating system, quickly opening the most compatible version of the site. With adaptive design, the website loads quickly, saving a user’s time.
Adapting to adaptive web design
Apple is the dominant player in the Japanese market, closely followed by Google. You can find a plethora of iPhone, iPad, and Android users everywhere you turn. Windows, Blackberry, and other smartphones are not widely preferred. Even then, a good website should be able to work flawlessly on any device.
Adaptive web design will also have to tackle common design challenges faced by many Japanese websites. Too little spacing, logographic language, overuse of hyperlinks, and an overload of information are characteristic of Japanese websites. When carried over to a smaller screen the website can look quite confusing. Therefore, mobile websites should be structured and built to adapt to the device.
Making websites adaptive can help companies reach out to a wider audience who will welcome the improved design and experience. Though it may take time for designers to strike a balance between functional and aesthetic when it comes to web design, a user-friendly website can quickly garner a loyal customer base.
