You want a distinctive look, and your visitors want action. So we combine both needs in our design work.
Here's an autopsy of one of our designs:
- The logo expresses the company character (here it's "business friendly")
- Proposition: states the offering in simple terms
- Corporate illustration: here we chose to illustrate our client's audience (office workers). It helped to blend the proposition into the illustration. Actually users tend to regard the banner area as blurb, but it still communicates.
- Logo motif is amplified and used as a background graphic
- The entire site is searchable, allowing impatient users, or those with specific issues to get to what they seek quickly
- White background and use of space provides a clear, open feel (a part of the company's ethos)
- USP's are reinforced right next to the main picture (distinctiveness always increases the likelihood of enquiry)
- Curves: express friendliness
- Segment pages occupy the important right hand side panel (most users expect actions or context-sensitive useful links to appear here)
- The menu communicates the marketing proposition
- Curves on corners emphasise friendliness (a key requirement)
- Greatest visual emphasis on the most important tools
- Innovation is expressed in the tool names and content. Also the grid layout is familiar and emphasises dependability (a key requirement)
- Visual and narrative comparison tool, which compares the client's approach versus the conventional utilitarian approach (a key differentiator)
- Phone-back increases the likelihood of response
- Option to open an account online for those who like to buy online - it proves they''re "open for business"
- The staff photo illustrates what the company does
- The video shows the chief exec explaining why their proposition is better
