The vast majority of users scan Web sites therefore starting with a black and white mockup helps focus the client on the most important element of a Web site – content!

Over the last many years working as a Web designer and developer I’ve come to realize how valuable a black and white mockup is to the overall design process and removing the imagery, colors and other visual elements allows the client to focus on the layout, content and identifying the various “calls to action” we want the user to take. It’s really all about the user experience (UX) and providing key information that’s meaningful and useful to them.

Many designers, especially if there expertise is in graphic design tend to focus on the visuals and not usability, but no matter how visually engaging your site is if the content is poorly written or fails to meet the user’s needs then your competitor is just one-click away.

Based on my experience clients really appreciate the attention given to the site’s content, and together after the visuals are added the entire presentation helps to support and compliment the company’s overall messaging and brand.