The Joshua Tree Epiphany can easily be seen as the blueprint of basic design. It consists of Contrast, Repetition, Alignment, and Proximity. You can’t have the most unique and flashiest idea, but without these principles, there will always be something…off. It’s always refreshing to see simple designs that flow so well together because of the usage of the Joshua Tree Epiphany. So, in this blog will be highlighting the usage of the Epiphany in web design. And our example will be Lemonade, a Home and Rental Insurance company.
To put it simply, if elements aren’t the same, make them stand out. Contrasting items in your design draws attention, which is essential for anything that you want your audience to pay attention. Lemonade uses this principle very well in the way they sparsely use pink in their mainly grey and white landing page. This color pop keeps the audience hooked and makes it easy to find certain links or CTAs.
Now if you’re going to make designs specified to grab one’s attention, make sure to repeat them. Consistent elements in a design keeps everything unified and recognizable to any user, no matter how many times they’ve visited the website. In this website’s case, the pink color was used throughout their FAQ. And it wasn’t used randomly, but for hyperlinks to other pages in their website. Which is an ingenious idea, even if it’s a simple.
Next is something simple, but equally important. Placing things on the website randomly only brings confusion. Giving the elements in the website some sort of a visual tie keeps things clear and readable. Lemonade shows a good example in their blog page. Center aligning the title and graphics, left-aligning the text, and keeping social media links to the right.
And lastly, there’s proximity which is grouping related items together to make visual units. It removes clutter and gives clear structure to your design. Organized designs are more likely to be read and remembered. You can see this in the way the introduction for ‘Making a Change” is close to the title and spaced out from the next piece of text. Using space instead for clear transition instead of graphic designs is much more efficient in easy readability.
As you can see, the Joshua Tree Epiphany is essential for a well-rounded website. Hopefully this quick explanation is enough to quickly use it to practice. Unfortunately, all this information comes straight from my personal notes, but feel free to look for websites like Lemonade that use these principles for a good reference. Enjoy!