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Strategic design is the fusion of your organizational goals with every aspect of your design process. You aren’t simply designing a user interface that looks good and is usable and accessible. You’re designing an interface that will help you accomplish your organization’s objectives.

There are many websites out there that look fantastic and sport the latest trends in design yet often fail miserably in their intended function. Design trends are, of course, important because they give you fresh inspiration and new techniques, but the implementation of those techniques and styles needs to be intelligent and focused. For example, a blog isn’t a marketing brochure; you should focus on usability and readability rather than style. Similarly, a promotional website for a computer game should feature graphics and styles that portray a specific feel and style; the aesthetic is very important here.

When the designer simply implements a look and feel that is fashionable at the moment (think Web 2.0 trends) without any thought of how they fit the function of the website or the business behind it, the end result is unlikely to be very effective.

Web design is all about crafting an interface that communicates function, is usable and accessible and exudes the right emotion and feeling. Effective Web design needs all of these elements to be in tune with the goals of your website and in sync with the organizational objectives behind the website. Strategic design is all about identifying those goals and using them to guide your design.