Smart Design For Small Business

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Today’s website is doing more on the back end before 8am than most people do all day but, sadly, the front end can put those same folks to sleep OR even scare them away.

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Smart Design For Small Business

  1. 1. Small Smart Design for Small Business • Know what fits you• Know what fits your user • Know the Rules (Yes there are rules)
  2. 2. Your business builds a website to offer something. What do you offer? A product? Information? A function?
  3. 3. Your business builds a website to offer something. What do you offer? A product? Information? A function?Something your customer wants!
  4. 4. Three things that will make your customer take your offer: 1? 2? 3?
  5. 5. Three things that will make your customer take your offer:1. Your offer is believable? 2? 3?
  6. 6. Three things that will make your customer take your offer: 1. Your offer is believable.2. Your offer is trustworthy. 3?
  7. 7. Three things that will make your customer take your offer: 1. Your offer is believable.2. Your offer is trustworthy. 3. Your offer is exciting.
  8. 8. Three things that will make your customer take your offer: 1. Your offer is believable. 2. Your offer is trustworthy. 3. Your offer is exciting.What does your design say?
  9. 9. Know your Customer anti-Computer/Internet Casual Internet user Tech nerd•Most Fearfule •Appropriate respect •Most savvy – confident•Lost •Lead able •Instinctive almost subconscious navigation•Reads Everything •Scans first, then reads relevant •Scans first two words information•Believes (Susceptible) •Dismisses or believes •Dismisses or prevents according to personal interests marketing•Limited User Interaction •Escalated user interaction •Condensed user interactionsExamples:Grandparents Examples: Examples:Non-Technical Profession General professional US? Tech professional (not internet) Kids/young adults Students ?
  10. 10. Know the Rules Don’t reinvent the wheel.The internet is a tool for your user to get what they need, and you have it for them. Help them find it.
  11. 11. Search with filters
  12. 12. Personalization
  13. 13. Tracking and Memory
  14. 14. Intuitive Offerings
  15. 15. Relevant Callouts
  16. 16. Know the RulesLocation, Location, Lo…. Organization!
  17. 17. What your user expects
  18. 18. Expected Branding Bigger size What your user expects
  19. 19. Navigation Priorities What your user expects
  20. 20. Headlines decrease in size to show priorityWhat your user expects
  21. 21. Copy shortens to most concise messageWhat your user expects
  22. 22. Most important content from top to bottomWhat your user expects
  23. 23. Search using my ownlanguage with filters Three different user methods
  24. 24. Browse by Content offeringsThree different user methods
  25. 25. Show me MY stuffThree different user methods
  26. 26. Know the RulesLocation, Location, Lo…. Organization! Limit your fonts, not your voice.
  27. 27. Fonts define your personality… The Intrigue The Intrigue TheIntrigue The Intrigue The Intrigue The Intrigue
  28. 28. XWe love our branding font!!
  29. 29. Two fonts: Branding and Information
  30. 30. Brand fonts conveythe personality and believability Two fonts: Branding and Information
  31. 31. Branding fonts lend priority… don’t overuse them.Two fonts: Branding and Information
  32. 32. Information fonts are clean and scannable.Two fonts: Branding and Information
  33. 33. Use text decoration to show priority. I.E. Arrows for high, underlines for lowTwo fonts: Branding and Information
  34. 34. Know the Rules Location, Location, Lo…. Organization! Limit your fonts, not your voice.You need to see the lines to stay in them.
  35. 35. What the userwants to see Pages have a Feng Shui
  36. 36. What the business wants the user to seePages have a Feng Shui
  37. 37. Today’s Specials!Pages have a Feng Shui
  38. 38. Pages have a Feng Shui
  39. 39. Know the Rules Location, Location, Lo…. Organization! Limit your fonts, not your voice.You need to see the lines to stay in them. Colors count.
  40. 40. Foundational Colors Solid Reliable Trust inspiring Established
  41. 41. Action Colors Aggravating Dynamic Vibrating
  42. 42. Royal Colors Elevated Special Honored Distinguished
  43. 43. Hot PinkWomen’s shopping
  44. 44. Royal color for logo topromote prestige. You canalso use Foundation colors.
  45. 45. Foundation colors for headlines add trust to message.
  46. 46. Royal colors inheadlines add intrigue
  47. 47. Warm spotsvisually cue user into importantinformation
  48. 48. Body Gradient pushes background away
  49. 49. Background colors can show priority
  50. 50. Know the Rules Location, Location, Lo…. Organization! Limit your fonts, not your voice.You need to see the lines to stay in them. Colors count. I need a HERO. (Know which rules to break)
  51. 51. Graphics lend visual interpretation.NOW you know what THE INTRIGUE is.
  52. 52. Moved the promotions to the right “Today’sSpecials” column to free up center real estate for “hero”
  53. 53. Somethings can and will fall below the fold. What should it be?

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