Moon Bat Media

As you consider designing your website, you will face many important decision. What content will be the primary focus of the home page? What images will you use? Where will the main navigation bar be located? Before you even begin the project, you must take the time to consider your audience so that your final design will have the best possible impact.

Consider, for instance, a website that targets corporate executives. This website should not contain cutesy graphics, several sound clips and extremely bright colors. These are not considered formal, and they will turn away the business of the serious businessperson.

On the other hand, if you are creating a website for teens, you should spend some time researching catchy music, creating cool graphics and choosing bold, appealing color schemes. In this case, cartoon-like graphics may be appropriate, provided they are not designed to look too much like a children’s book.

Consider Your Audience for the Look

The look of your web design is going to be the most important place where you need to consider your target audience. Your potential client or customer needs to open up your website and feel at home instantly. If the visual look is unappealing to the target demographic, your product, service or content is going to mean little. It will never be considered or read, because the potential buyer or customer will simply click away to a more appealing site. Take some time to explore other sites that appeal to your target demographic, and take notes about the features you see that they all have in common.

For a site catering to businessmen, a simple, clean web design with classic colors and easy to navigate buttons is ideal. The younger audience enjoys animations, bold colors and modern design elements, even enjoying a little bit of on-page clutter somewhat. If your audience is primarily female, add some feminine design elements to the page. No matter what, though, keep the page readable and appealing at first glance.

Consider Your Audience for the Language

Whether you are writing your own content or hiring a writer to do it, you must consider your audience as you write the information that will be included on the page. Use terminology that is familiar to your target audience. If necessary, define words that would be foreign to the target market. Use the “grade level” assessment tool in your word processing software to decide whether or not you are writing on the level of your average reader. Keep in mind that the average adult does not read on a post-high school reading level.

You also must decide whether the tone will be formal or informal, and that will also depend on your audience. How is your audience used to being spoken to? Would you naturally talk to a member of your audience as a friend, or would you be more formal if you were conversing with them in person? Incorporate that tone into your work.

Consider Your Audience for the Layout

Finally, keep your audience in mind as you create the layout of the site. An audience who spends most of its time on social media sites, like college students and online entrepreneurs, may expect one sort of layout, whereas an audience who regularly visits retail sites will expect another.

Put important information where it is expected, like contact information and shopping cart access. Do not bury the items your audience needs to find in hopes of generating more sales. This will only serve to frustrate people, not help your bottom line. Remember, in every aspect of your web design, you must consider your audience and create a website that will be as effective as possible.

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Web designs can vary quite a bit, not just in quality and method of implementation but also in look and feel, and in what type of responses they evoke in users. The different elements that contribute to the unique impact of a web design can be broken down into layout, color and texture scheme, and typography and rhythm. When used together strategically, these three elements can create a wide variety of successful web designs.

Layout The layout of a website can help to determine not only how it’s perceived, but also how it’s used. Most website designs consist of a header and footer region, both of which house important navigation links and span the entire width of the screen, as well as one or more columns in the body area for displaying text, images and other blocks of links. Using several columns within the body area is great for presenting users with a variety of content options, or promoting a large quantity of thematically unrelated content. A body area that uses less columns is great for focusing users’ attention or allowing them to consume a big piece of content without further navigation.

Often, depending on the specific page within a website, the number of columns that are appropriate in the body area will change. For example, a news website or online merchant may want to display plenty of different stories or products on their front page, then present the user with bigger, unbroken content on inside pages once a story or product has been chosen.

Color and texture scheme The color and texture of a website can go a long way in establishing its mood and energy. Loud, vibrant colors can be used to create a buoyant, boisterous effect that communicates high energy and a fun, easy going atmosphere. On the other end of the spectrum, subdued, low intensity colors can be used to evoke a professional, strictly business, or even sombre attitude.

While a website’s layout is often dictated by its functional requirements, its color and texture scheme should be inspired by the essence of its brand. It’s important to conduct a thorough brand discovery process to make sure that the right colors, textures and images are used to represent a company’s unique culture and promote its business goals.

Typography and rhythm Typography can almost be thought of as an extension of the color and texture scheme of a web design. Fonts communicate personality attributes; depending on the font that’s used, text can come across as authoritative, brazen, honest, formal, casual and much, much more. It’s important that the font expresses the character of the website’s brand without coming across as jarring or incongruent with any established visual theme.

The rhythm of a website’s text, or the way it’s arranged within the available space, is important too. Establishing standard margins between headers, paragraphs, quotes and other unique types of text can create a rhythm at which the user will consume the content. Strategic breaks or disturbances in that rhythm can then add prominence and weight to specific lines of text, and effect the overall look and feel of the website.

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