There are a number of ways branding can help you stand tall over your competitors.
To understand the importance of graphic design for your eCommerce site picture this. What happens when someone visits your site for the first time? They see how it looks. That’s the first thing they notice- the site’s design. And it forms an impression. Whether they leave with a good impression or bad, the choice is yours to make.
There are scores of eCommerce sites online. And they’re all selling products at competitive price points. As differences fade to zero between so many like competitors, how are you going to carve a place for yourself? They provide near similar level of prices. The slew of options on the sites is comparable. So is customer support and delivery times.
You need a differentiator.
People are in a hurry. With only a few seconds to engage a user before he packs and leaves, your branding and design has to be spot on. When was the last time you purchased something off an eCommerce site? Will you in your right mind give your money to a site that looks shady?
A well-designed site elicits trust. It improves the reputation of your brand. And this trust serves as the foundation of sales. Grabbing attention boils down to how well you’re able to capture visitor attention. A beautiful design complements your marketing efforts. Why not pre-made templates and themes? Yes, pre-made templates exist. They are in much demand. But they ooze artificiality. People have seen them before on a thousand different sites. They’re not helping make a strong case for you. If you want sales, you need strong branding.
Colour is the most visually apparent aspect of website design. Your colour choices need to be impactful. For this to happen the colour you choose needs to complement your brand. The colours should be a reflection of what your site represents. How? Colour choices should be defined by the demographics of visitors who come to your site. That’s when your website design starts resonating with visitors and makes sales.
Demographics tell us what colours are the norm for every site. Gender differences have a big say in colour choice. So do factors like age. It’s a known fact that as people age, preference for longer wavelength colours increase.
Do a Google search and have a look at care homes. What colours do you find? You will find shades of grey and blue at most sites. Visit a health-oriented site and you will find predominant use of blue. These sites are designed that way, because their core demographics expects these sites to look that way. The colour blue is associated with safety.
Look at BrightStarHome’s choice of colours. The colour palette is blue and grey with the occasional splash of muted yellow.
The colours you theme your site around should be able to pop up and create a positive impression.
Visual hierarchy guides your site’s visitors from the least important thing on a page to the most important thing. It draws the eye and tells them “hey this is important”.
So it’s surprising how off the track some website design goes. They point attention to everything except the most important elements.
On an eCommerce site the most important elements to draw attention to are the products themselves. All the content on the page should help draw attention to products. Not the banners, not the social media pages. It’s funny to see that even with the singular goal of selling products how many sites get this woefully wrong.
Everything on the site should build towards this single goal. A clear visual hierarchy can help with this. Use of the right colors, bold fonts draw the customer’s eyes. Here’s how a visual hierarchy should draw action from the visitor. The main hero image gets the user’s attention first. It should be used to tell them what the site is about.
For example, pop-up restaurants are specialty restaurants that capture fleeting trends like Halloween or some festival and close shop as soon as the trend is over. To promote the business they do everything in their power to theme design, looks and recipes to match the event. Images are the biggest part of their branding mechanism. I quote this example because it shows how much of a sway imagery holds over branding. The restaurant below is themed around a tv show- “Stranger Things”.
The calls to action are the visual cues to a website visitor. They inform him on what he can do on the site. Buttons are commonly the most important CTAs. With buttons customers can add items to cart, checkout, process orders and so on. For call to actions to do their job, it’s imperative they stand out. This is done by playing with contrast. If your site’s designed in blue a yellow big bold call to action will stand out. Picking complimentary colours is easy with a colour wheel.
Look at how this site calls attention to the pricing by using a complementary colour?
These are the most important design elements you should pay attention to on your website.
Beginning with graphics, to choice colours, and CTAs all tell the story of who you are. They help you make a case for yourself and display a strong brand identity.
By tying branding to your design. By choosing the right colours. By using relevant CTA copy. And ensuring it pops up on the image, you’re making your site ready for conversions.
Author bio: George is a SaaS marketer who’s worked with several SaaS brands like CrazyEgg. He blogs at seekdefo.com.
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