Delivering high impact creative design that has a positive impact on user interaction with your B2B website
Most of the focus in web design inevitably falls on the process that delivers the look and feel for a website. But well thought through visual branding can help to differentiate your offering and develop credibility.
Your website should be representative of your company and its design needs to efficiently and effectively convey the personality and values enshrined in other marketing material. If there is an existing brand used as part of other marketing communications, apply it to the website environment. An established brand offers an opportunity to quickly tap into design elements that customers are already comfortable with and can identify with.
Think about these five ways of developing a creative impression you can be proud of – and one that dovetails with all the other ways customers come into contact with your business.
1. Templates. For layout structure consider keeping it simple by using three main page layouts: one for the homepage, one for content pages (with different layouts for product or service categories and products in some cases) and one for form pages. For example, your homepage will have a different layout from a landing page for a PPC campaign. Keep the elements in these layouts constant. This will help keep your visitors from feeling lost.
2. Colour. Avoid using lots of colours by focusing on two to four colours consistent with your brand for your templates and call to action buttons.
3. Typography. Make sure your website type is legible and consistent with branding. Use fonts, font sizes and font colors that are easy to read. For easier page scanning, use bullet lists, section headers and short paragraphs. If your site is English language-based, make sure information flows from left to right and top to bottom.
4. Images. Images can be a powerful element to any website but you need to use them wisely. Every image is transmitting a subconscious message to your audience and sometimes the result is different from what you might expect. Many businesses use stock photography that can cheapen your brand. If you must, give stock photo shots a colour treatment makeover to develop your own style. Cropping or manipulating the angle can create a bespoke photographic style but it is always better to have your own. In all major tests, photos of real people outperformed stock photos in terms of preference.
5. Animations, gadgets and other rich media. Avoid anything unnecessary. Using Flash animations because they look cool is the wrong strategy. In most cases it’s best not to use animated background or background music. Only use rich media like video and animations to help support content and information. Carousels or sliders are becoming more common in business sites to convey proposition and promotions.
Industrial brands like Ingersoll Rand and BOC take different approaches to how the use design in their website strategy, but both are geared towards trafficking customers to content as quickly as possible.
Through combining brand colour, shape, typography, photography, graphics, sound and video, good website design can create atmosphere as well as consistency in identity. This can also help provide a framework to support the functional requirements a site needs to have as well as the content it should contain to deliver a superior customer experience.
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