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Web Design: MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED
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Web Design: MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED

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Your Audience Judges Books by their Covers

Your Audience Judges Books by their Covers
MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED

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    Web Design: MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED Web Design: MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED Presentation Transcript

    • Your Audience Judges Books by their Covers MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED May 18, 2010 • Raheel Gauba
    • Overview
      • Why are first impressions important?
      • Key factors that affect first impressions & how to improve them
      • Questions / Answers
    • Your Audience Judges Books by their Covers: WHY ARE FIRST IMPRESSIONS IMPORTANT?
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    • GARR REYNOLDS Former Manager of Worldwide User Group Relations, Apple Inc.
      • “ Good design must necessarily, in my opinion, have an impact on people’s lives, no matter how seemingly small. Good design changes things.”
    • Your Audience Judges Books by their Covers: KEY FACTORS THAT AFFECT FIRST IMPRESSIONS AND HOW TO IMPROVE THEM
    • page load times
    • Page Load Times
      • Directly impacts user experience “ At Google, we focus constantly on speed; we believe that making our websites load and display faster improves the user’s experience and helps them become more productive.” – Google Blog
      • The age of instant gratification No one likes to wait for a web page to load – Attention span decreases dramatically after 1-2 seconds
      • Faster page loads lead to higher conversions When Google experienced their page load time to drop from 0.4 second to 0.9 seconds, it decreased traffic and ad revenues by 20% - Marissa Mayer, VP Google
    • Page Load Times > How to Improve
      • Optimize your images via compression & display size
      • Prioritize your content and publish only what is necessary
      • Use quick links and teasers when possible (especially on home pages)
      • Optimize your html, css & javascript code
    • LOGO AND BRANDING
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    • Logo & Branding
      • Your logo & brand sets the tone for the entire experience The logo is the first piece of identity that your audience looks at when they arrive on your website
      • Perception is reality Good branding creates a favorable perception in the minds of your audience – As such, good organizations with weak branding create a bad perception
      • Your brand is the foundation upon which all other activity takes place A good branding effort makes your organization recognizable - it inspires trust and loyalty
    • Logo & Branding > How to improve
      • Avoid a logo designed through ‘design contests’ Most, if not all, designers do not put in the proper effort in designing your logo if they do not have any guarantee of payment
      • Avoid the low cost trap of cheap or free logos Most are recreations of artwork from stock art as well as reused or rejected logos
      • Avoid designing the logo yourself Entrust the public image of your organization to a professional
      • Go through a formal design process when designing your identity Creative Brief & Vision > Research > Sketch > Review > Render > Review > Production
    • FONT & COLOR USAGE
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    • Font & Color Usage
      • Increases visual interest Good choices in fonts and colors will enhance aesthetics, increase visual interest and direct the audiences attention to the most important information on your website
      • Reinforces your brand Consistent usage of correct fonts and colors will reinforce your brand and aid in clear understanding of elements within the design of the website
      • Establish the mood for your audience Colors evoke feelings and emotions… They establish moods and communicate the purpose of your website
    • Font & Color Usage > How to improve
      • Follow the style guide Ensure that your content managers are using the style guide when updating content. This ensures consistent usage of fonts and colors throughout the website resulting in a positive user experience… You do have a style guide, right?
      • Limit the color palette to what the eye can process Too many colors causes confusion, introduces chaos and disrupts the flow of the website
      • Web-safe fonts Avoid the urge to use unique system specific one-off fonts on your website – Your users may not have that beautiful, wonderful font you just found to promote your event. Also, ensure that your style-guide specifies brand friendly, web-safe fonts to use on your website
    • LAYOUT & VISUAL FLOW
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    • Layout & Visual Flow
      • Guide your audience Optimal website layouts naturally guide the audience towards the most important information on your website without alienating them
      • Smooth flow of information Your audience will grow fond of your website when they are able to scan the page without having to think - A good layout gets the users to the desired information quickly and easily
      • Keep it Clean A clean and simple layout conveys professionalism and helps your audience perceive your organization to be legitimate and established
    • Layout & Visual Flow > How to improve
      • The Rule of Thirds Use the Rule of Thirds, a grid based technique that helps create aesthetically pleasing positioning for important elements of your website
      • The Zen of Symmetry Introduce symmetry within the elements of your website to convey a sense of balance, harmony and stability
      • Prioritize content for Usability Take an objective approach towards your site design and develop wireframes to position elements in order of important and priority for your audience
    • EASE OF USE
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    • Ease of Use
      • Please don’t go! Most visitors will leave a website if they do not find what they are looking for within 30 seconds - .Net
      • Retention leads to recommendations It is far more likely that a visitor will come back to your website if they found it easy to use – they are also much more likely to be your advocates and recommend your website to others
      • Higher Conversions A website that is easy to use takes the audience to the organization’s desired action quickly and easily – The result is higher donations, registrations, memberships etc.
    • Ease of Use > How to improve
      • Card Sorting Conduct a Card Sorting exercise with your select audience to understand how they perceive and prioritize information on your website
      • Divide & Conquer Break down text and key information into manageable chunks
      • Quick Readability Develop a design with easy-to-scan titles, headlines and sub-headlines
      • Keep it relevant Know your audience and create relevant titles and call-to-actions
      • Simple Navigation Develop a clear and concise navigation system suited to your audience
    • QUALITY OF IMAGES
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    • Quality of Images
      • Make a connection through emotion The right image can evoke an emotional response and create an instant connection with your audience
      • Communicate visually Relevant images that communicate purpose have a huge impact on your audience’s perception of your goals and mission
      • Look Professional Professional photography enhances your messaging and brand – Poor photography looks unprofessional and can damage a perfectly reputable brand
    • Quality of Images > How to improve
      • Images are a communication tool Take some time and think about what you want to communicate through imagery
      • Hire a photographer Try to hire a photographer to create original photography for your events as well as for your brand at large
      • Stock photography is not a bad thing Don’t be afraid of using stock photography – The art of using stock photos successfully lies in the selection and usage of the photo
      • Generic photos not permitted Avoid using generic images – everyone can, and is, doing it… Instead, use images that communicate a message and a point of view
    • INTERACTIVE ELEMENTS & MEDIA
    • Interactive Elements & Media
      • The next best thing to touching & feeling Just like a picture speaks a thousand words, interactive media takes your audience’s experience to the next level
      • Captures attention Encourages your audience to explore and connect resulting in an increase in time spent on your website as well as increase the number of pages per visit
      • Creates an emotional connection Videos and motion graphics create emotional connections in a very short amount of time – this is impossible to do by simple words and pictures
      • Increases conversions An engaged audience is far more likely to take action vs. once that is doing a lot of reading and analyzing
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    • Blackbaud’s 2010 Conference for Nonprofits
      • Three days of educational content dedicated to your specific needs and opportunities to network and interact with your peers and industry experts
      • October 20 – 22, 2010 at the Gaylord National Hotel and Convention Center in Washington, D.C.
      • Visit www.Blackbaud.com for more information!
    • HOW WOULD YOU ENHANCE FIRST IMPRESSIONS?
      • Raheel Gauba
      • Brand Leader & Creative Director, Blackbaud
      • Email: raheel.gauba@blackbaud.com
      • Phone: +1 (843) 697-9579
      • Facebook: Raheel Gauba
      • Twitter: @raheelgauba
      Thank You!