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notcot.org is a good example of style put to good use

So you want to monetize the web, and you're racking your mind for the Next Big Thing. The problem is, you can't find an edge over the big boys. All the good ideas are taken, and that new start-up just implemented that innovative idea you had.

What now?

While innovation will give you a significant edge, many undermine the value of a great design and user interface. The term 'style without substance' may ring true, but oftentimes it is the 'style' that proves to be the tipping point.

So, if you can't beat them at innovation, beat them visually.

Take a look at Facebook and compare it with Friendster. They're essentially offering the same things- a profile, apps, community. But the difference comes in the design and user interface. Facebook has a snappy, responsive interface, coupled with a clean, minimalist design. Friendster remains pretty much the same as it was five years ago. It isn't as intuitive as Facebook, the layout doesn't put the apps in the spotlight, and you don't have enough customization options.

Notcot.org is another good example of style taking the lead role. It's basically a collection of user submitted links around the web, many of which also appear on top bookmarking sites like Digg. The difference here is that it presents each link in rows of neat thumbnails, and that has made all the difference.

Truth is, sight is the most powerful sense we have. In a recent study, researchers dyed some white wine red and asked some wine connoiseurs to guess the grape. And guess what? All of them named a red wine, despite the dye having no effect on the smell and taste whatsoever. Sadly, we've been told time and again not judge a book by its cover, when in reality, we can't help doing the opposite subconsciously.

Again, I can't stress enough the value of good design and interface. It can really give you the edge in a highly saturated market.

In the fast paced environment of the internet where attention spans are freighteningly short, perhaps the most important thing is making a good first impression, because your revolutionary idea won't be much help if the user finds your site boring and leaves.

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