Website design, like any other medium, involves a set of features, tools, and constraints that one has to contend with. When taking a campaign from one medium to another, there are adaptations that have to be made.

For example, take an ad campaign intended for both print and television. Print ads can't be translated directly into a TV commercial, because the ability to show moving images on TV has become an expectation. You rarely see a commercial that is composed of still images.

These differences are important, but they're just a matter of execution. It doesn't mean that print and TV can't relate to each other visually. They can, and in fact marketers have become quite skilled in sculpting multi-channel campaigns that carry a unified marketing message. The key is to not have the expectation of an identical implementation of that message.

The Web - more of the same

When carrying an ad campaign to the web, the differences are even more clear and can sometimes feel inhibiting, even to experienced marketers. The rich photographic spreads used in print ads become less practical on a website, because of lengthy download times and the lack of searchable text.

The use of moving images - so effective on TV - can also cause similar problems, frustrating users with choppy motion and long waits.

Blending visuals and functionality

The ideal approach is to take the brand messages and visual themes used in the rest of your marketing materials, and adapt them to their best effect - resulting in a site design that is stimulating and unique, but also functional. Use video where it furthers the marketing message - but don't rely on it exclusively. Use rich imagery, but back it up with compelling reading material.