For work I’ve been auditing a car manufacturer’s site, particularly its data capture mechanisms. I’ve come to the conclusion that as well as the usual guidelines – don’t ask for more than you need, tell users what items are mandatory or optional, and tell users what you plan to do with their personal details, etc. – form design is so, so important. A form that’s just a long procession of input fields just scares users but I think it also gives the impression that little love went into designing this page. This reflects badly on the site as a whole. Users should be directed through the form in much the same way today’s users are directed or enticed down long web pages.

The use of colour, grouping of information (so it’s less one huge form and more a form with a few different logical areas), typography and visual hierarchy, a friendly and trustworthy tone of voice, and clear calls-to-action are also very important. The design of the form is vital too.  Sites like Facebook, Twitter, etc. capture data in engaging and interactive ways – not solely dependent on the standard input fields, radio buttons and checkboxes. For the user it’s more of an experience than a chore – like filling out an online tax form.