Designing an Attractive Sustainable Usonian Style Website

In today’s “What if Wednesday” post, we will explore what a Usonian inspired website might look like. The Usonian style was an effort by Frank Lloyd Wright to produce affordable and sustainable houses in his classic style and represented his idea of American democracy (Reaktion Books 2007). The word “Usonia” comes from the phrase “United States of North America” (Watson 2024). These houses were designed to be affordable by average people who wanted to live with nature (Mansfield 2008) and were designed to be surrounded by it (Time 1942). These houses also eliminated the separate dining room that was common in houses of the time (Cromley 2012).

• Visual Design:
  • Clean lines and geometric shapes: The layout of the site would feature strong horizontal lines, rectangles, and squares, reflecting the simplicity and functionality of Usonian architecture.
  • Incorporation of Earth Tones and Natural Colors: The color palette would be inspired by nature, utilizing earthy hues like browns, greens, and grays, with accents of warmer colors like red or orange.
  • Integration of Nature Imagery: Photographs and illustrations of natural elements such as trees, plants, and landscapes would blur the lines between the digital and natural world.
  • An Emphasis on Natural Light: The design would utilize white or light-colored backgrounds to create a sense of airiness and spaciousness, mimicking the the natural light prevalent in Usonian homes.
  • It would have a Minimalist Aesthetic: Excessive ornamentation or clutter would be avoided in favor of focusing on essential elements and clear navigation.
• Functionality and Features: Frank Lloyd Wright was known for putting “functionality over form.” A Usonian website would follow this same principle and include:
  • An Open Layout to Mimic the Open Floor Plan: The website layout would be intuitive and easy to navigate, with a clear visual hierarchy and ample space between the elements.
  • Streamlined Navigation: The menu and navigation options would be simple and unobtrusive, allowing users to easily find the information they seek.
  • Interactive Elements: Elements such as parallax scrolling, subtle animations, or hover effects would be added for depth and engagement.
  • Responsive to the Screen of the Reader: The design would adapt seamlessly to the viewing device of the user, ensuring a consistent experience.
• Content:
  • Content would Focus on Functionality and Simplicity: The content included on a Usonian website, like the houses, would focus on functionality and simplicity. Material presented would be concise, informative, and easy to understand and avoid jargon and overly technical language.
  • Integration of Frank Lloyd Wright Quotes: A Usonian site could include quotes from Frank Lloyd Wright relating to the Usonian style.
  • Highlight the Benefits of Usonian Design: The website could spotlight the advantages of the architecture, such as affordability, sustainability, and its connection to nature.
  • Provide a Showcase of Usonian Projects: A portfolio of Usonian houses could be provided to show the various forms and implementations of this style.

Having clean lines and geometric shapes included in the web design would bring to mind the Usonian principles of simplicity, functionality, and harmony with nature.

• Clean Lines:
  • Layout and Goals: A Usonian website would be structured using a clear grid system that guides the placement of the content, thereby creating a sense of order and balance. Using these principles, the website would have distinct sections, well-defined margins, and consistent spacing between elements.
  • Typography: Fonts would be simple and legible with minimal serifs or decorative elements. For example, Helvetica or Futura could be used with various weights and sizes for hierarchy.
  • Dividers and Borders: Subtle lines or borders could be used to separate sections or content blocks, enchancing readability and reinforcing the geometric aesthetic.
• Geometric Shapes:
  • Rectangles and Squares: Rectangles and squares would be the fundamental shapes included in the website. Content areas, images, and buttons could be contained with rectangular or square frames to build a cohesive visual aesthetic.
  • Overlapping Shapes: Adding depth and dynamism, some elements could be designed to overlap.
  • Use of Angles: Occassional use of diagonal and angled shapes could be used here and there to guide the eye and create focal points.

• Hero Image: The hero image could feature a Usonian home or a natural landscape, setting the tone for the entire website.
• Content Blocks: The main content area could be divided into rectangular sections with each containing text, images, and other media.
• Navigation Menu: A horizontal bar menu could be divided into square-shaped buttons, each leading to a different section of the website.
• Image Gallery: Images could be presented in a grid of squares and rectangles, creating an easy to browse gallery.

Having earth tones and natural colors in the web design, would follow the Usonian principles of harmony with nature and organic architecture. Like those colors in the houses, they create a visually pleasing and calming environment for the user, encouraging them to linger and explore the content. Using accent colors strategically adds vibrancy and helps to guide the user to important information or calls to action.

Earth tones come from nature’s elements such as soil, wood, stone, and sand. These colors bring about a sense of warmth, grounding, and stability. They also reinforce the connection to nature and environmentally conscious choices. Some examples include:

• Browns: Rich chocolate to lighter tans and beiges, representing soil and wood. Some examples are:
  • Dark Chocolate: #5D391D
  • Sienna: #8B5A2B
  • Tan: #C4A484
  • Beige: #F5F5DC
  • Cream: #FFFDD0
• Greens: Muted olive greens, mossy greens, and sage greens, to mimic foliage and plants. Some examples include:
  • Olive Drab: #6B8E23
  • Forest Green: #228B22
  • Moss Green: #8A9A5B
• Grays: Suggestive of rocks and minerals, these colors include soft dove grays, warm charcoal, and stone grays.
  • Charcoal: #707070
  • Stone: #989898

Earth tone colors can be used as the primary colors for backgrounds, text, and larger elements and give the website a calming backdrop.

Natural colors can be used as accents to complement the earth tones and add vibrancy. They can be used in buttons, links, icons, or headlines. These colors can be inspired by:

• Flowers: muted reds, oranges, yellows, blues, or purples
  • Burnt Sienna: #E2725B
  • Brown: #A52A2A
  • Burnt Orange: #CC5500
  • Gold: #FFD700
• Sky: Soft blues or pinks for ethereal beauty
  • Sky Blue: #87CEEB
• Sunset: warm oranges, reds, yellows giving energy and optimism
  • Pale Violet Red: #CC8899

• Backgrounds: A soft beige background could be used for the main content area, with a darker brown used for the header or footer.
• Text: Dark brown or gray text could be used for body copy with a muted green or blue used for headlines or links.
• Buttons: An orange or yellow button could stand out against a brown or green background, drawing attention to calls to action.
• Images: Images of nature, such as forests, mountains, or deserts, could be used to reinforce the earth tone palette and give a connection to the natural world.

As discussed in the post on the Frank Lloyd Wright inspired website, Wright made every effort to integrate his architecture with its environment and as such nature should be a part of a Usonian-inspired website. Listed below are some ways to integrate nature with the website.

• Types of Imagery:
  • Photography: High-quality photos of natural landscapes, forests, trees, leaves, water bodies, and rock formations can be used as background images, hero images or within content sections. An example would be a full-width image of a redwood forest that is used as the backdrop of the homepage and having the site’s title overlaid with a subtle, earthy color.
  • Illustrations: Line drawings or watercolor paintings of plants, flowers, or animals can add a touch of artistry and elegance. An example would be a stylized illustration of a prairie flower that is used as a decorative element beside a quote from Frank Lloyd Wright.
  • Textures: Subtly textured backgrounds of wood grain, stone, or leaves can add depth and visual interest without being overwhelming. Wright used these materials in this designs. For example, a light gray background with a subtle wood grain texture could be used for the main content area.
• Placement and Integration of the Imagery:
  • Backgrounds: Large-scale images could be used as backgrounds, however, make sure that they do not distract from the content. Blurred effects or semi-transparent colors could be used to meet the contrast requirements for readable content.
  • Hero Images: A prominent nature image that is the first thing visitors see can set the tone and create an immediate connection to the Usonian aesthetic. An example would be the website example of Charles Dickey, where an image of the Hawaiian coastline was used.
  • Content Integration: Images can be used to complement written content, illustrate concepts, or break up large blocks of text.
  • Dividers: Instead of harsh lines, use images of leaves, branches, or flowing water as dividers between sections.
• Things to Consider:
  • Mind the Image Quality: The images should be professional and visually appealing.
  • Color Palette: Choose images that complement the earth tones and natural colors you have selected for the website.
  • Relevance: Select images that are relevant to the content and purpose of the website.
  • Optimization: Optimize images for web use to ensure fast loading times.

Integration of nature imagery will:

• Enhance the Usonian Aesthetic: It will bring the outdoors into your website and create a sense of harmony and tranquility. Remember, Frank Lloyd Wright was known for bringing the outside in.
• Improves the User Experience: Nature imagery makes the website more visually appealing and engaging.
• Reinforces the Brand Identity: If you have an environmentally focused website, it can help to communicate your commitement to nature and sustainability.

As stated in enhancing the Usonian aesthetic, this architectural style was about bringing the outside in and one way it was done was by using natural light. In a Usonian house, the light came through clerestory windows. But how do you translate natural light to your website? Let’s find out,

• Use a Light Color Palette:
  • Backgrounds: Your background should be predominantly white or very light shades of gray, beige, or pale pastels. These colors create a sense of spaciousness and allow content to stand out.
  • Content Areas: Make sure that there is adequate contrast between the background and the text/images. Dark brown or gray text on a light background mimics the interplay of light and shadow in Usonian houses.
  • Minimalism: Avoid dark or heavy colors that can make the website feel closed-in and to bring out the best in minimalism.
• “Open” Layout:
  • Whitespace: Use generous amounts of whitespace around elements to give a feeling of airiness and allow the design to “breathe.” This mirrors the open floor plans of Usonian houses and the larger Wright concept of embrace and release.
  • Use an Uncluttered Design: Avoid cramming too much content into one space. Prioritize essential elements and use clear visual hierarchy.
  • Strategically Use Lines: Use lines sparingly as dividers or to guide the eye, but avoid creating a sense of confinement. To keep in line with Wright designs, use horizonal lines.
• Use Evocative Imagery:
  • Sunlight and Shadows: Try to use images where sunlight plays a key role, such as sunbeams through trees or shadows cast by architectural elements.
  • Outdoor Spaces: Images of patios, gardens, or landscapes bathed in natural light can reinforce the connection to nature.
  • Use Transparency and Reflections: Use images with transparent elements or reflections to create a sense of light and depth.
• Interactive Effects (Make it Subtle if used):
  • Hover Effects: Subtle brightening or shadow effects on hover can add dynamism without being overwhelming. For instance, a button that gently changes color or lifts slightly.
  • Parallax Scrolling: Used sparingly, parallax scrolling can create sense of depth and movement, simulating the experience of walking through a sunlit space.
  • A Ken Burns Effect: Subtle panning and zooming on images can add a sense of motion.
  • Use of Animations: Animations, if used, should be simple, like a leaf swaying in the breeze, a spinning element, or a progress bar that fills gradually. These animations can add a touch of life and reinforce the natural theme. For transitions, fade-in effects or subtle slide animations could be used.

By creating natural light effects in a website, you can achieve:

• Visual Comfort: You create a welcoming and easy-on-the-eyes experience for users.
• Enhanced User Experience: It improves the readability and makes the website more enjoyable to navigate.
• Reinforces the Usoninan Aesthetic: It captures the essence of Wright’s design principles, which celebrated the connection between humans and nature.

Another trait of Usonian architecture and of Frank Lloyd Wright in general is the focus on minimialism. This focus aligns with the Usonian sustainability principles of reducing the unnecessary use of resources. To add this attribute to your website you need to focus on:

• Content Prioritization:
  • “Less is More”: The Usonian houses were small but distinctive and very liveable. On your website, only include essential information and cut out clutter and unnecessary elements. All content included should have a clear purpose and not just be there for whatever reason.
  • Concise Text: The writing should be clear and succint with plain language and without jargon. Large amounts of text need to be broken up with headings, bullet points, and/or images, in a way similar to this blog post.
  • Purposeful Imagery; Select images that enhance the message and bring about the desired emotion. Avoid excessive use of images and those that are purely decorative.
• Have a streamlined Navigation:
  • Use Simple Menus: Use clear and concise menu labels. Consider using a horizontal navigation bar that has only essential pages.
  • Have an Intuitive Structure: Organize content logically with a clear hierarchy, making it easy for users to find what they need.
  • Design the Navigation for Minimal Clicks: Make your website information available in as few clicks as possible.
• Visual Clarity:
  • Whitespace: Use ample white space to give elements room to breathe and avoid a cramped feeling, This improves readability and visual appeal.
  • Limited Color Palette: Stick to a core palette of earth tones and natural colors, as describe above, using accent colors sparingly for emphasis of highlighted elements.
  • Use Simple Typography: Have only one or two easy-to-read fonts. Use different font weights and sizes to create hierarchy without sacrificing clarity.
• Stripped-Down Functionality:
  • Have only the Essential Features: Focus only on the core functionalities that support the website’s purpose. Avoid unnecessary bells and whistles. Keep it simple and engaging.
  • Aim for a Fast Loading Time: Optimize image and code to guarantee that the website loads quickly. A slow website can be frustrating and detract from the user experience.
  • Optimize your Mobile Site: Make sure the website is responsive and functions seamslessly across all devices. Better yet, design for mobile first.

• The User Experience is Improved: A minimalist website is easy to navigate, understand, and use.
• Enhanced Focus: Minimalism is free of distractions and helps users to focus on the essential content and message.
• It tends to Have a Faster Loading Time: With fewer elements, these websites tend to load faster, improving user satisfaction and SEO.
• The Design is Timeless: Minimalism has withstood the test of time and will look modern and elegant for years.

A characteristic of a Frank Lloyd Wright house is the flowing, interconnecting spaces. To create this same feeling or open floor plan in a website you can use:

• Visual Flow and Hierarchy:
  • Clear Paths: Guide the user’s eye through the content in a logical way, similar to how one would through a Usonian home. Use visual cues like headings, subheadings, and images to create a natural flow.
  • Have Minimal Obstructions: Avoid jarring transitions or elements that disrupt the user’s journey. Think of it like minimizing walls in a physical space.
  • Have “zones” instead of “rooms”: Instead of having pages that are isolated from one another, create sections that flow into one another, like different areas within a open-floor plan home.
• Intuitive Navigation:
  • Ensure Easy Access: Make it simple for users to move between different sections of the website. Have clear menus, prominent links, and easily seen “back to top” buttons to facilitate smooth navigation.
  • Create Visual Connections: Use design elements to visually link related content. For example, a thumbnail image on the homepage could lead to a detailed article in another section.
  • Use “Wayfinding” Cues: Provide clear indicators of where the user is within the website’s structure. Breadcrumbs or a highlighted menu item can help users orient themselves.
• Content Grouping and Layout:
  • Put Related Content Together: Group content that is related in a logical way, similar to how areas are clusted together in an open-floor plant home.
  • Use a Flexible Grid System: Use a grid system that adapts to different screen sizes to maintain the open feel on all devices.
  • Use Whitespace as “Breathing Room”: Use ample white space to separate content areas and avoid a cramped feeling.

• Homepage: Instead of separate pages for “About,” “Services,” and “Contact,” these could be sections on a long, scrolling homepage, with clear visual breaks between them.
• Portfolio Page: Examples of projects could be presented in a visually connected grid, allowing users to easily explore different works without rigid page breaks.
• Blog Page: Instead of having a separate page for each post, you could have a continuous scrolling blog feed with clear visual cues to distinguish between posts.

• It Improves the User Experience: Users can easily find and access the information, leading to greater satisfaction.
• There is more Interest: Having a seamless flow encourages users to explore the website more.
• It has a Modern and Welcoming Feel: The open design creates a sense of spaciousness and accessibility, reflecting the principles of Usonian architecture.

A Usonian inspired website would have streamlined navigation throughout and would follow some common minimalist principles.

• Clear Hierarchy: The website would be organized with a well-defined hierarchy of information. The main navigation categories should be easily identifiable, with subcategories logically nested beneath them, mirroring the clear organization of spaces in a Usonian home.
• It would Have Limited Menu Items: This website should stick to essential pages and categories in the navigation. If needed, dropdown menus could reveal subcategories.
• It would have “Flat” Architecture: Users should be able to access most pages within a few clicks from the homepage. This minimizes the feeling of getting lost deep in the site.

• The Menu would have Clear Labels: Concise and clear labels that avoid jargon or overly creative names would be used.
• The Menu would have Visual Cues: Menu items would use icons, color changes, or hover effects to indicate interactive elements.
• Consistent Placement: The navigation menu should be in a consistent location throughout the website.

• Search Functionality: A prominent search bar would allow users to quickly find specific information without having to navigate menus.
• Breadcrumbs: Breadcrumbs can provide a visual trail of the user’s path through the website allowing them to backtrack or understand their current location.
• “Back to Top” Buttons: A back to top button allows users to quickly return to the top of the page without having to scroll.

With streamlined navigation you can have an improved user experience since people find the information they need easily. Bounce rates are reduced since people can find the information they need easily. Bounce rates are reduced since people can find what they are looking for and are more apt to linger on the site and explore more content. When users find what they are seeking, it results in more conversions. Your brand credibility is also bolstered when people have professional experience that builds trust.

The idea of sustainability was central to the design of Wright’s Usonian houses, which included the principles of affordability, efficient use of resources, and harmony with the environment. These designs often went beyond the house itself and were integrated with the furnishings as well (Losch 2012). Your website can also reflect these principles by:

• Having the Same Usonian Principles: Explain the sustainability of Usonian architecture, such as the use of local materials, passive solar design, and integration with nature (Barber 2023). This introduces and educates visitors about the idea of being sustainable.
• Eco-Friendly Practices: If your website represents a business or organization, spotlight what you do to advance sustainability. For example, you could talk about recycling efforts or energy reduction efforts.
• Show the use of Green Resources: Provide links to resources or information about sustainable living, building, or design.
• Host Your Website Using Green Hosting: Choose a web hosting provider that uses renewable energy sources or has environmentally conscious practices.
• Include a Carbon Footprint Calculator: Include or provide a link to a tool that allows users to calculate their carbon footprint.

Focusing on sustainability helps to educate users on the subject and reminds one of the main features behind the Usonian philosophy. Going further it can position your brand and website as being environmentally responsible and attract those users who are environmentally conscious. By using sustainable practices you can contribute to a greener web, just as Frank Lloyd Wright contributing sustainable communities through his architecture.

Creating a website inspired by Frank Lloyd Wright’s Usonian architecture can be a rewarding experience. By embracing the principles of simplicity, functionality, and harmony with nature you can produce a website that is not only functional but can help the environment.

Through thoughtful integration of elements like clean lines, natural colors, open layouts, and streamlined navigation, you can capture the essence of Usonian design in the digital world. By having content that reflects the values of sustainability and organic architecture, you can further develop the connection to Wright’s vision. In short, a Usonian-inspired website should provide a seamless and enjoyable experience for all users, inviting and allowing them to explore and connect with the content in a meaningful way.

• Barber, Daniel A. 2023. Architecture & Sufficiency: A Case Study in Applied History. Art Papers Magazine 47 (1): 12-18.
• Cromley, Elizabeth Collins. 2012. Frank Lloyd Wright in the KItchen. Buildings & Landscapes 19 (1): 18-42.
• Losch, Edward. 2012. The Textile Block System. Concrete International 34 (3): 45-54.
• Mansfield, Howard. 2008. Frank Lloyd Wright’s Zimmerman House. Magazine Antiques 174 (2): 72-77.
• Reaktion Books. 2007. Frank Lloyd Wright – Chapter 9: Usonia Lost and Found 1949-1959. p. 171-200.
• Time. 1942. Usonian Evolution. Time Magazine 39 (18): p.67.
• Watson, Rachel. 2024. Steelcase leans into Frank Lloyd Wright’s vision for furniture. Crain’s Grand Rapid’s Business Journal 41 (18): p.4.