Your website needs to accommodate the needs of the user. Having a simple clear intention on all pages will help the user interact with what you have to offer. What is the purpose of your website? Are you imparting practical information like a ‘How to guide’? Is it an entertainment website like sports coverage or are you selling a product to the user? There are many different purposes that websites may have but there are core purposes common to all websites;
- Describing Expertise
- Building Your Reputation
- Generating Leads
- Sales and After Care
Simplicity is the best way to go when considering the user experience and the usability of your website. Below are ways to achieve simplicity through design.
Colour has the power to communicate messages and evoke emotional responses. Finding a colour palette that fits your brand will allow you to influence your customer’s behaviour towards your brand. Keep the colour selection limited to less than 5 colours. Complementary colours work very well. Pleasing colour combinations increase customer engagement and make the user feel good.
Typography has an important role to play on your website. It commands attention and works as the visual interpretation of the brands voice. Typefaces should be legible and only use a maximum of 3 different fonts on the website.
Imagery is every visual aspect used within communications. This includes still photography, illustration, video and all forms of graphics. All imagery should be expressive and capture the spirit of the company and act as the embodiment of their brand personality. Most of the initial information we consume on websites is visual and as a first impression it is important that high quality images are used to form an impression of professionalism and credibility in the visitors mind.
Navigation is the way finding system used on websites where visitors interact and find what they are looking for. Website navigation is key to retaining visitors. If the websites navigation is confusing visitors will give up and find what they need elsewhere. Keeping navigation simple, intuitive and consistent on every page is key
Visual hierarchy is the arrangement of elements is order of importance. This is done either by size, colour, imagery, contrast, typographically, whitespace, texture and style. One of the most important functions of visual hierarchy is to establish a focal point; this shows visitors where the most important information is
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