Small Smart Design for Small Business • Know what fits you • Know what fits your user • Know the Rules (Yes there are rules)
Smart Design For Small Business
Aug 20, 2015
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Small Smart Design for Small Business
• Know what fits you• Know what fits your user
• Know the Rules (Yes there are rules)
Your business builds a website to offer something.What do you offer?
A product?Information?A function?
Your business builds a website to offer something.What do you offer?
A product?Information?A function?
Something your customer wants!
Three things that will make your customer take your offer:
1?2?3?
Three things that will make your customer take your offer:
1. Your offer is believable?2?3?
Three things that will make your customer take your offer:
1. Your offer is believable.2. Your offer is trustworthy.
3?
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.
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?
Know your CustomerCasual Internet user
•Appropriate respect
•Lead able
•Scans first, then reads relevant information
•Dismisses or believes according to personal interests
•Escalated user interaction
Examples:General professionalTech professional (not internet)Kids/young adultsStudents?
Tech nerd
•Most savvy – confident
•Instinctive almost subconscious navigation
•Scans first two words
•Dismisses or prevents marketing
•Condensed user interactions
Examples:US
anti-Computer/Internet
•Most Fearfule
•Lost
•Reads Everything
•Believes (Susceptible)
•Limited User Interaction
Examples:GrandparentsNon-Technical Profession?
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.
Search with filters
Personalization
Tracking and Memory
Intuitive Offerings
Relevant Callouts
Know the Rules
Location, Location, Lo…. Organization!
What your user expects
Expected BrandingBigger size
What your user expects
Navigation Priorities
What your user expects
What your user expects
Headlines decrease in size to show
priority
What your user expects
Copy shortens to most concise message
Most important content from top to
bottom
What your user expects
Search using my own language with filters
Three different user methods
Browse by Content offerings
Three different user methods
Show me MY stuff
Three different user methods
Know the Rules
Location, Location, Lo…. Organization!Limit your fonts, not your voice.
The Intrigue
The Intrigue
The Intrigue
The Intrigue
The Intrigue
The Intrigue
Fonts define your personality…
We love our branding font!!
X
Two fonts: Branding and Information
Brand fonts convey the personality and
believability
Two fonts: Branding and Information
Branding fonts lend priority… don’t overuse them.
Two fonts: Branding and Information
Two fonts: Branding and Information
Information fonts are clean and scannable.
Use text decoration to show priority. I.E.
Arrows for high, underlines for low
Two fonts: Branding and Information
Know the Rules
Location, Location, Lo…. Organization!Limit your fonts, not your voice.
You need to see the lines to stay in them.
Pages have a Feng Shui
What the user wants to see
Pages have a Feng Shui
What the business wants the user to see
Pages have a Feng Shui
Today’s Specials!
Pages have a Feng Shui
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.
Foundational Colors
SolidReliable
Trust inspiringEstablished
Action Colors
AggravatingDynamicVibrating
Royal Colors
ElevatedSpecial
HonoredDistinguished
Hot Pink
Women’s shopping
Royal color for logo to promote prestige. You can also use Foundation colors.
Foundation colors for headlines add trust to message.
Royal colors in headlines add intrigue
Warm spots visually cue
user into important
information
Body Gradient pushes background away
Background colors can show priority
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)
Graphics lend visual interpretation.
NOW you know what THE INTRIGUE is.
Moved the promotions to the
right “Today’s Specials” column to free up center real estate for “hero”
Somethings can and will fall below the fold. What should it be?
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