The Independent has completed a long overdue revamp of its website, placing more of an emphasis on multimedia content.

Independent homepage

When the new look Guardian homepage was launched in May last year, we noticed a passing resemblance to the Times' site, which spent a rumoured £10m on an earlier revamp.

Both sites adopted a layout that pushed the main content into the far left column (influenced, we think, by the simplicity of blog design, and usability studies / heatmaps), and introduced two right 'sidebars' for ads and promotional units.

Now we have the new look Independent and it too seems to be using a similar design, by which we mean the underlying grid / layout and some common elements that are found across many of the world's top newspaper sites.

Is this a sign that a standardisation in newspaper website design is emerging? It would be no bad thing if this were the case.

Let's take a look at the similarities. All three now have a tab-style navigation in the header bar, and a similar layout on the front page, content on the left, ads and links on the right, spread across a pair of columns.

All three also display the most popular / most commented on stories, to ease navigation and drive usage:







Below the fold, the three are also broadly similar, though the Independent - despite increasing the focus on multimedia content - gives less prominence to video content and blogs than we see on Times Online and the Guardian.

The typography on the Indy is excellent. Again, the combination of big serif fonts for headlines and sans serif for body text reflects recent online trends.

In fact, a move towards standardisation in newspaper websites is good for readers, and it's certainly something we recommend on e-commerce sites. Don't reinvent the wheel unless you seriously need to.

Think about it. Why must consumers 'learn' how to shop every time they visit a new retail site? And is there a competitive advantage to be had from changing the checkout, just for the hell of it, or 'to be different from Amazon'? Users become accustomed to prevailing design standards, and therefore find it easier to use and navigate websites that follow best practice design conventions.

Good job, Team Indy.

Related stories:
The Times unveils £10m website redesign

Graham Charlton

Published 29 January, 2008 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

2566 more posts from this author

You might be interested in

Comments (2)



This kind of mirrors the move that actual newspapers made a few years ago from several of them being huge as standard to them being around A4 in size (much more manageable!). It makes sense for them to change according to each other, a standardised format of any kind of content to be used by consumers is a good thing.

over 10 years ago

Lawrence Ladomery

Lawrence Ladomery, Founder at automatico

Not to mention The Time's site.

over 10 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.