Have you just put your e-Commerce online, or is it time for a complete web design overhaul? Redesigning a website can be done for many different reasons, and it is always a good idea to regularly make changes to your design and content. Before redesigning the entire look and feel however, it is important you study your market, traffic and competition to make sure a redesign is exactly the thing your brand needs. Our in-house web designers give away 6 tips to designing a beautiful and effective design:
1 - Choice of colours
A Kissmetrics study shows that it takes visitors less than 90 seconds to unconsciously judge a product and that 90% of this judgment is based solely on colours. Choosing the right colours for your site should not be taken lightly!
3 tips to help you choose the colours of your design:
- Choose colours consistent with your industry and your target audience
- The colour of your call-to-action buttons must stand out to increase clicks
- Avoid associating more than three colours.
Red is a colour that tends to attract attention, it is often associated with desire, excitement, energy and movement. It's a colour that suits food, sports, fashion or health industries.
Blue is the colour most appreciated by Europeans. Bleu is associated with reliability, calm, and quality. It is often used by banks, social networks, hygiene or medical industries. It is a colour that is also perfectly suited to the high-tech sector. Blue is however little used in the food sector.
Green is a colour that is more associated with nature, harmony and growth. It is suitable for the sectors of the environment, nature, health, organic products ...
Mixing multiple colours:
Mixing more than 3 colours must be done with caution. You need to know how to spread the palette like an artist does, otherwise it is better not to venture there. Just like in music, poorly tuned colours can have an immediate negative effect on click-through-rate and conversion. But do not hesitate to get inspired by colour schemes as there are many beautiful and efficient sites that have been successful in applying colourful schemes.
Mind the colour-blind!
8% of men and 0.5% of women are actually blind to colour variations and shades, so make sure your colours contrast well, making important content and call-to-action button visible to everyone.
Some contrasts however are to be avoided:
- Avoid red on green and vice versa, it is an unreadable association, even for the non-colour-blind
- Also avoid red on black, difficult to read and and very aggressive to the eye and emotional state
- Favour the highest contrast between the background and the text colour
2 – Adapted Fonts
Besides the aesthetic aspect, the fonts you use have the primary function of being readable on any screen (computer, tablet and smartphones). There are two main font families: Serif and Sans Serif. They include many subfamilies, but here will address the main differences only.
Serif fonts (serifs)
These characters have small extensions forming the termination of the letters. These fonts are usually used in printing (newspapers, books or magazines) because they are considered more readable on long texts.
Sans Serif fonts (sans serif)
These letters are devoid of any ornament at the end of the letters. Cleaner and simpler.
The same font can contain several bold variations and do not hesitate to play with these to highlight titles, subtitles etc.... Below, the bolds of the same font "Open Sans":
As a rule of thumb, you can mix two fonts as long as they remain legible and consistent with your style chart. Avoid fonts that seem too personalised, such as “handwritten” style fonts on long texts because they are difficult to read in smaller size. You can however use them for titles.
4 tips to choose your fonts:
- Avoid using more than 2 different fonts
- Give priority to readability
- Choose a font that is consistent with your brand
- Apply a good colour / contrast ratio
3 - A professional logo
Your logo aims to convey the spirit of your brand through any media. Be pragmatic and keep it simple because it must integrate just as well on your website as on your business cards, flyers and all other marketing material.
4 tips for creating an effective logo:
- Make sure your logo is unique
- A logo should be comprehensible quickly
- Easy to remember
- Easy to print in different formats
4 - Navigation: make browsing easy for your customers!
4 tips to increase your UX:
- Optimise your main menu organisation
- Keep content light and easy to read
- Have search filters displayed to the left on in a filter bar
- Place the shopping cart top right.
Avoid packing information in too small a space. Information ranked in order of importance in an airy way are much more enjoyable to read and your visitors will enjoy browsing your well organised content and convert. You can add tabs to your product pages to neatly organise product information.
5 – An active mobile site
Thanks to m-Commerce, 50% of online purchases now are made by customers riding the bus, taking a coffee break at work or cooking the family dinner at home. Your mobile site experience must match that of your brand’s. Personalise your mobile site in the Oxatis back office with colours, icons and fonts.
6 - Quality images
Showcasing your product starts with quality visuals. The perceived value of your products, but also the trustworthiness of your site and brand are at stake when choosing the images to represent your products, your catalogue and categories, but also your news section, your Blog, your trust icons etc.
3 tips for choosing your product images:
- Place yourself in your customer's shoes: what does he want to see or buy?
- Choose images of good quality, consistent with the product and that arouse desire.
- Place your products against a white background for optimal contrast.
For photo enthusiasts: Display your product in a setting in which we would naturally find it. For example, placing a coffee mug on a white desk, or colourful coffee table to help the customer see the product “in action” making it even more desirable.
If you need help designing your store or when you would like to see how your design can be optised, feel free to contact your e-Commerce expert at 0845 129 4800 or click here