There are several stylistic choices that you will be required to make during the initial stages of your website design or redesign. Though individually these choices may seem somewhat trivial, each of these decisions contributes and play a significant role in the website as a whole and each one works in collaboration with other elements and should compliment each other. Some of these elements include:
- Typography and font; Different fonts, colours and sizes are important. Web content is as effective as the way that it is conveyed. The font and style that you choose will determine if, when and most importantly, how the message is read, interpreted and interacted with. For example, a call to action in bold font is more effective than a call to action written in a small, cursive font.
- Colour Scheme; Choosing the colour scheme can be relatively straightforward if your company has a set of colours that are used on its promotional material, logo, etc. But if you are creating a site from scratch for a company without a colour scheme, for yourself or for another purpose, it is important to understand the impacts and effects of different colours and the way they are perceived by your target demographics. Believe it or not, there have been studies on the impacts, reactions and effects of different colours that may be helpful in choosing for your site.
- Layout; simple is easy to navigate, that is typically a good rule of thumb. Keep the number of pages, redirects, pdfs, etc. to as little as you can to help avoid overwhelming users and to provide a user friendly experience. One call to action per page is a safe bet, this will help draw attention to it and keep it the focus of the page. Positioning content such as calls to action is also important, so bear that in mind.