Choosing
Graphics
for your Web Site
The graphic features on your web site are probably the second
most important decision you need to make about your web site
(the first being what content your web site will contain).
The graphics that make up the navigation structure and branding
on your site should enhance the content on your web site,
not distract the viewer from whatever valuable information
is on your site.
Too often, decisions are made about what graphic features
are put on a site by looking at what is possible, not what
is wise.
Every item on your site should have a purpose. Generally
the purpose should fall into one of the four basic points
of writing a good advertisement:
- Attract Attention
- Attract Interest
- Generate Desire
- Generate Action
Remember, the content on your site needs to be the
focus, not the flashy artwork. However, the artwork on your
site should make it possible for your prospect to remember
your site. If your prospects cannot remember you, it is not
very likely they will buy your product.
Color
Choices  |
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Use
color to attract attention and to help your prospect remember
your site. Your color choices should be consistent across all
of your advertising, as well as using some of the same basic
graphic elements. |
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| Web
Page Layout |
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When you layout your web page, the goal is threefold:
- Don’t distract the prospect from whatever
it is you are trying to show him.
- Use a consistent layout for all of your pages so
your prospect learns quickly where your content and
navigation structures are located.
- Make sure that your prospects can find whatever
information they are looking for on your site.
Remember: Once your user is at your page, you have
his attention. You only need to direct his attention
to the important parts of your page: product listings
and purchase options. Too often, additional attention-gathering
devices are used that end up directing attention away
from the content, not toward it.
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| Navigation
Graphics |
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The navigation graphics on your site need to be labeled
clearly so that your prospects have a pretty good idea
what they will find when they click on a link. If expectations
are not quickly met, often your prospects will assume
you do not have what they are looking for and will immediately
leave your site.
The second important point about navigation graphics is that
it needs to be obvious that they are clickable. Prospects
should not have to hunt for the clickable parts of your web
page.
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| Attention
Gathering Devices |
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There are a number of attention-gathering devices that
can be used on the web. Most use MOTION to attract your
viewer’s eye. If you decide to use any of these
devices remember that not only are you attracting the
viewer’s eye to your moving graphic, you are attracting
that eye away from something else on your page. Make
sure you are attracting the viewer’s eye to the
part of the page that is generating interest and desire,
and not distracting the viewer from those components.
Affordable Web Design offers Web site design
consulting services. Please contact
us to learn more.
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