We’ve written before on the essential elements of an online marketing campaign, and we’ve devoted no small amount of time to branding and social media marketing analysis. Your “home base,” as it were, is still your company website. This obviously leads you to one simple question: how should you format your website to attract and keep the interest of your target audience?
The content of your website is first priority, but once this is developed, you need to portray it effectively. A layout must be carefully constructed and creative decisions must be made. Over the course of your development cycle, you’re likely to encounter these questions about your graphic design elements:
- What elements are most significant and need to stand out?
- What style am I trying to convey?
- How can I make sure my content flows and is easy to read?
There are many ways to accidentally push your audience away because of the design techniques you choose, ranging from a lack of creativity to a generally unpleasing aesthetic. You wouldn’t want to simply use an example layout from a website-formatting program, and you certainly wouldn’t want your website to have the clashing colors and copious amounts of text that marked the ugly early era of web development. Follow these tips to avoid common mistakes and create a flawless website your audience will love.
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Think outside the box. If you have the same old font, style, boring format, readers won’t be excited. Combine different prefaces and filters that complement your skills and unique characteristics. You want an intrigued reaction from the consumer so they stay on the page to learn more.
2. Font Mood
We know there are so many fonts to choose from and it can become overwhelming. The first step is finding text that is easy to read and clear. The second step is to experiment with different styles until you find one that matches your purpose. An entertainment company may use a bubbly, curvy font while a recruiting firm may use a formal, straight-line style. Font styles that are clean, crisp and minimalist tend to look and feel professional. It is also best to use similar fonts throughout the website, because the viewer will have difficulty adjusting to drastically different styles .
3. Color Choice
Choosing colors wisely is more important than you think. It is one of the first things your audience notices clicking on your page. It gives tone and emotion to your website and should be chosen wisely. Warm colors such as oranges and yellows give a happy and sweet vibe. This could be used for a travel company or a wedding planner. Cold colors like blue and green give more a serious attitude for agencies and business corporations. Also, pick a specific color palette that flows throughout the entire website. The palette should only include colors that contrast to some degree and compliment each other. Color palettes typically include 2 contrasts colors such as blue and green with one neutral such as white.
This principle of color palette contrasting should apply to all aspects of your website. It’s important for different ideas to stand out whether through bolding, font size or shapes/images. Creating contrast is important, because many people are searching for a specific part on your website. If they cannot find it by skimming quickly, many people may leave the page.
Deciding what should be enhanced depends on your company and what is most important. If there is a core idea, create a focal point on the page with an eye-catching color, decorative border or bolded font. If there are a few main ideas, use a list or bullet points to make each idea stand out.
Patterns establish relationships between concepts. A standard format for headings and key information will allow the reader to instantly know what is important. Content will become easier to read when patterns are recognizable. If the reader plans to skim your information, they will also recognize what areas are most important.
6. Negative Space
Nothing is worse than a cluttered composition. Utilizing space around images, titles and other graphic elements attract attention. The concept of negative space seems to scare many people, but it’s very important. Pockets of negative space looks crisp, clear and sophisticated when used correctly. It gives the eye a break and will make your page look more professional.
Everything should be in balance and aligned strategically . You don’t want all your text on the left and images on the right. Instead, you should mix it up so the eye follows around the page. A single line in the correct spot will boost the appeal of your design. A line on the side of text can mimic a margin line and anchor your text . Shapes and objects can create a baseline or foundation for your ideas. This process is key to forming an aesthetically pleasing website.
If the reader is overwhelmed, they will most likely give up and leave the page. Your audience has to be comfortable while browsing your page and this is impossible if there are distractions. Every element of your website should have a purpose, therefore, avoid excessive information, images and links . Important links should be noticeable and active and not hidden behind other design elements. Utilize a solid frame to keep information logically spaced. It’s simple- keep things simple.
Your competitors are getting more innovative and technology-savvy everyday. To stay ahead of the curve, it is very important that your website is up to par. Your graphic design techniques will represent your company online and what you stand for. If you use these tips, no matter what graphic design expertise you have, you’ll please your audience and stand out above the crowd. You will build a website that captures interest, sustains it, and brings you to your goals.
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