The length of time people take to judge a website has huge implications, says Nick Taylor, managing director of Liverpool-based web design and marketing company e-blueprint. Their first impressions give way to a halo effect, so if they think the site looks good, they transfer that assessment to its functionality. It means we literally have milliseconds to persuade customers that sites are trustworthy, efficient, and can do what they want them to do, which is why a bespoke website design always works best.
Good design is composed of three vital ingredients; imagery, colour and typography. Bespoke imagery shows customers you believe in your business, says Nick. Its also a big part of your personality, and good product photography – ideally between three and five shots from different angles – is essential. Colour also has a very emotional effect. We automatically associate certain things with certain colours, like red and black in horror movies, pastel baby products, and technology signalled by electric blues and greens or black and grey.
Finally, typography gives us the biggest visual clue to what we need to do, and when. Clear, easy-to-read fonts, good spacing and consistent use of titles and call to action text helps users to know what to do, and when. Good design is vital, but you need to be clear about what you want before you start, says Nick. Its important to work through a complete task analysis programme – working out what you want customers to do, and making sure that youre creating all of the right steps to lead them that way.
Matt Wilson, chief executive officer of Crosby Communications, an e-blueprint clients, says: ‘We like the designs, creativity and innovation e-blueprint bring. They understand us, so they get results more quickly, which is more cost effective. Were using that quality and resource to roll out another five to eight sites over the next six months
e-blueprint’s five golden design rules are: