Do You Want To Be Remembered? Part II of the Successful Websites Series
By Jennifer Shaheen
Next week we will celebrate the unofficial beginning of summer, Memorial Day weekend, and for me this is a great time of year. Personally, I like the season change because of fashion. My wardrobe explodes with color; lighter colors that don't soak up the sun but make me feel cool and comfortable. Now don't get me wrong, I have not given up on wearing black completely, that is a staple in most women's wardrobes, but I take my inspiration from the explosion of colors outside my window. This season change brings to mind an important ingredient to our successful website series - design.
Tip 1 - Create a Road Map
When focusing on the design of your website, start with the sitemap or navigation elements your users will need to find information on your website. Though this is a text element, the number of navigational elements you create will lead into what is doable from a design and layout point of view. Don't just map out the first level of your pages, map out 2-3 levels deep. This will reveal if your site will need a secondary navigation to help users understand where they are and the pages that exist within certain sections of your site.
Tip 2 - What a Feeling
It is my personal belief that your website needs to be an extension of your company's personality. Before you choose the colors of your website, talk about the feelings you want to personify through your design. Choose colors that represent you and that will also be appealing to your client. The keywords here are your client. You cannot satisfy everyone and if the choices you make are focused on pleasing the masses, you will not succeed.
Tip 3 - Blend In or Stand Out
For many of my clients choosing colors is about putting forth an identity and strength in what their company does. Frequently, a client's first conversation with me starts with something similar to this: "everyone in my industry uses blue; therefore I believe we should do the same." A normal idea and I completely understand why most people would start here. But then I ask them a very important question and I ask you the same one: Do You Want To Be Remembered? Duplicating color schemes can very often cause you to blend in, and when it comes to selling yourself and your business - you may want to stand apart from the competition. Smart color decisions can do this for your company.
Tip 4 - Copycat Layouts
I just advised you to find a way to standout and I stand by that when it comes to selecting colors. But when it comes to page structure, being different can lead to confusing your audience. It is no surprise that most websites that sell books look like Amazon. There are some things that should be copied. Contact information should be easy to find in your design. Typically this information is found in 3 places: the top right corner, the footer and the contact us page. Navigation bars on your website are traditionally in 3 places as well: either at the top or on the left for main navigation, and added to the bottom for sites with long pages or for search purposes. Navigation bars found in different places may make it difficult for your visitor to follow your road map or may even be cut-off in certain browser windows.
Tip 5 - Imagery with a Message
Most websites use stock photographs or illustrations to liven up pages. I want you to revert back to tip 3 when thinking about your stock choices - Stand Out! Pick images that communicate your message without feeling contrived. This happens when we default to the typical symbols that people find themselves drawn to, and then we see the same symbols on every site in your industry. If your business approach is unique, find images that follow a theme or complement your personality. This will set your visual images apart from your competition and make your website more memorable.
Creating the right visual representation for your company is about understanding more than just good design, it is about appreciating what works online. The 5 tips outlined here are just the beginning when it comes to creating the right web design. One of my favorite books that I ask all my designers to read is "Don't Make Me Think." Design is about complementing your message and making things easy for potential customers to get around. In our next installment, we'll discuss how design and technology come together with our third element - Marketing.
Tip 1 - Create a Road Map
When focusing on the design of your website, start with the sitemap or navigation elements your users will need to find information on your website. Though this is a text element, the number of navigational elements you create will lead into what is doable from a design and layout point of view. Don't just map out the first level of your pages, map out 2-3 levels deep. This will reveal if your site will need a secondary navigation to help users understand where they are and the pages that exist within certain sections of your site.
Tip 2 - What a Feeling
It is my personal belief that your website needs to be an extension of your company's personality. Before you choose the colors of your website, talk about the feelings you want to personify through your design. Choose colors that represent you and that will also be appealing to your client. The keywords here are your client. You cannot satisfy everyone and if the choices you make are focused on pleasing the masses, you will not succeed.
Tip 3 - Blend In or Stand Out
For many of my clients choosing colors is about putting forth an identity and strength in what their company does. Frequently, a client's first conversation with me starts with something similar to this: "everyone in my industry uses blue; therefore I believe we should do the same." A normal idea and I completely understand why most people would start here. But then I ask them a very important question and I ask you the same one: Do You Want To Be Remembered? Duplicating color schemes can very often cause you to blend in, and when it comes to selling yourself and your business - you may want to stand apart from the competition. Smart color decisions can do this for your company.
Tip 4 - Copycat Layouts
I just advised you to find a way to standout and I stand by that when it comes to selecting colors. But when it comes to page structure, being different can lead to confusing your audience. It is no surprise that most websites that sell books look like Amazon. There are some things that should be copied. Contact information should be easy to find in your design. Typically this information is found in 3 places: the top right corner, the footer and the contact us page. Navigation bars on your website are traditionally in 3 places as well: either at the top or on the left for main navigation, and added to the bottom for sites with long pages or for search purposes. Navigation bars found in different places may make it difficult for your visitor to follow your road map or may even be cut-off in certain browser windows.
Tip 5 - Imagery with a Message
Most websites use stock photographs or illustrations to liven up pages. I want you to revert back to tip 3 when thinking about your stock choices - Stand Out! Pick images that communicate your message without feeling contrived. This happens when we default to the typical symbols that people find themselves drawn to, and then we see the same symbols on every site in your industry. If your business approach is unique, find images that follow a theme or complement your personality. This will set your visual images apart from your competition and make your website more memorable.
Creating the right visual representation for your company is about understanding more than just good design, it is about appreciating what works online. The 5 tips outlined here are just the beginning when it comes to creating the right web design. One of my favorite books that I ask all my designers to read is "Don't Make Me Think." Design is about complementing your message and making things easy for potential customers to get around. In our next installment, we'll discuss how design and technology come together with our third element - Marketing.
Labels: building a website, web design, web marketing
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