I think that for a long time people have thought that the more they put up on a website the better. More links, more buttons and more images.
A recent trend popping up in web design is to publish less and that is something I’d like to see more of. The website for Scottish chocolate company Nucoco is a great example of this.
When you first load the page you are brought to a very plain part of the site telling you the name of the company, what they do and you see an arrow graphic telling you to go down for more. After some really nice photography and a awesome animation that brings together their logo you are prompted to enter your email address for more information and treats!
I think this is a great way to get people excited about your product without hitting them over the head with why their product is so great. In this case, if their chocolate is as good as their website I’m sure they will be in business for a very long time.
- Steve

