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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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  • 1. Your Audience Judges Books by their Covers MAKE THE BEST FIRST IMPRESSION AND KEEP YOUR AUDIENCE ENGAGED May 18, 2010 • Raheel Gauba
  • 2. Overview
    • Why are first impressions important?
    • Key factors that affect first impressions & how to improve them
    • Questions / Answers
  • 3. Your Audience Judges Books by their Covers: WHY ARE FIRST IMPRESSIONS IMPORTANT?
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  • 8. 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.”
  • 9. Your Audience Judges Books by their Covers: KEY FACTORS THAT AFFECT FIRST IMPRESSIONS AND HOW TO IMPROVE THEM
  • 10. page load times
  • 11. 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
  • 12. 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
  • 13. LOGO AND BRANDING
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  • 15. 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
  • 16. 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
  • 17. FONT & COLOR USAGE
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  • 20. 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
  • 21. 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
  • 22. LAYOUT & VISUAL FLOW
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  • 25. 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
  • 26. 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
  • 27. EASE OF USE
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  • 30. 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.
  • 31. 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
  • 32. QUALITY OF IMAGES
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  • 35. 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
  • 36. 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
  • 37. INTERACTIVE ELEMENTS & MEDIA
  • 38. 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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  • 41. 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!
  • 42. 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!