Internet Marketing Blog

Make Your Website’s Graphic Design Effective in 2008

March 13, 2008 – 11:00 am

“Strike the eye, Seduce the mind”

That phrase, coined by prominent national artist and professor Marc Dennis, is, or should be, the mantra of all marketing related visual materials. While messaging is key in marketing materials in order to generate sales, a strong message will be lost or wasted if it is set in a visual design that does not also engage the viewer.

This is especially true with web sites, since the interactive nature of that marketing medium has vast potential for enthralling the viewer. Extensive studies have shown that customers who enjoy or like an advertising piece instantaneously create a positive association with the brand. This effected is multiplied ten or twenty fold on a web site because of the comprehensive interaction between a consumer and the web site’s branding as the consumer moves through a site.

Thus it is key that the visual design of a web site be treated as much like a work of art as a mode for sending a message

To aid the marketer in creating a web site that seduces the minds of customers via striking visual imagery, I present four key principles for successful design. These principles largely stem from the confluence of traditional design techniques and studies in consumer behavior that uncovered key visual stimuli that attract attention.

Minimalism

Facebook v. MySpace. Google v. MSN. In the great battle of Internet giants, consumers have sent designers a consistent message: “We like it simple.” Minimalist design has been in vogue since Andy Warhol’s soup cans, and has evolved into the rule that simple, focused artwork is superior to complexity. Research has also shown that consumers are more likely to take notice of a strong image with a minimalist or even white background than they are of an image with a more intrusive backdrop. Notice how in the image above, simple coloring with no shading is so effective.

Contrast

Contrast is a key design element web site designers cannot ignore. By putting two high contrast stimuli in such close proximity to one another, a visual piece instantaneously grabs more attention. Use contrasting elements within your web site to guide viewers towards key purchasing pages or to emphasize your branding message. In the web page above, the contrast between the color of the models’ skin and the black setting initially attracts the eye. Then, the interplay between to to models, especially the direction of the male model’s eye and the curve of the woman’s shoulder, guide the eye to the logo.

Color

When a viewer gets to your site, the first thing they see is color. Want to grab attention? Warm colors are more arousing than cool colors, so strategically plant warm colors around the page to attract attention to important elements. Or, center the design of your page on a large, dramatic image containing warm colors, so initial viewers are attracted to the site. Contrast in color is also key. Carefully selected complimentary colors, like the blue v. orange in the above example, can pack a visual punch that more traditional combinations of color cannot match.

Foreground v. Background

The interplay between foreground and background is key, and ties together all of the previous three design elements. The foreground is comprised of the images and text that you want viewers to look at on your site. The background is the backdrop against which those elements are set and includes any images you wish to layer behind your foreground design. The easy choice is to set the background on white, since white is a neutral color that will not detract from the foreground elements.

A second popular alternative is a black background. Although visually dramatic, the interplay between foreground and background when the background is black requires more careful consideration. An example of this sort of visual design was presented under “Contrast.” Some visual backgrounds, such as a page effect or minimalist image can add to the design without taking away from the foreground. The border of this very page is a good example.

Your site is one of the most powerful marketing tools you have available for attracting customers. Don’t let it’s design fall through the cracks.