5.03 – Establishing a Visual Identity
Designing a website might seem daunting if you haven’t done it before, but it’s all about effective visual communication. The first step is to plan your page’s message. Determine the audience you want to reach and think about how your graphics can best convey your message.
Gathering Ideas
- Look at Award-Winning Sites: Check out The Webby Awards (www.webbyawards.com) and the WebAward Competition (www.webaward.org) to see sites that use graphics effectively.
- Consistency: Use graphics consistently across all pages to create a cohesive visual identity.
- Know Your Audience: Create graphics that meet visitors’ needs and expectations. For example, use bright colors and bold graphics for a teenage audience, and sophisticated typefaces for an older demographic.
Find online groups and mailing lists where potential visitors discuss topics related to your site. This helps you understand their concerns and vocabulary.
Choosing the Right Background
The background of a web page is crucial. Most browsers display a default light grey or white background, but you can specify a different color or image.
- Color Selection: Choose colors that elicit specific emotions and convey your business’s identity. Research how different colors influence perception. For example, bright colors may appeal to younger audiences, while muted tones can convey professionalism.
- Contrast: Ensure high contrast between text and background colors. Light text on a dark background or dark text on a light background works best.
- Background Images: If you must use a background image, choose one that doesn’t distract from the main content. Tiled images should be subtle and not create distracting patterns.
Using Web Typefaces
If you don’t specify a font, browsers use their default fonts like Times New Roman or Helvetica. To ensure uniformity across different browsers and devices, use common fonts like Arial, Courier, or Times New Roman.
For more control over your page’s appearance, specify non-standard fonts using cascading style sheets (CSS). Websites like dafont.com offer a variety of fonts, and Font Squirrel’s Webfont Generator helps create CSS for these fonts.
- Font Choices: Use serif fonts like Times New Roman for printed materials and sans-serif fonts like Arial for web content, as they are more readable on screens.
- Scanned Text: For specific typefaces, create headings or blocks of text as images to maintain their appearance across all devices.
Enhancing with Clip Art
Clip art can add visual interest to your site. Use small images like bullets or icons to highlight important content. Always respect copyright laws when using clip art.
Effective Use of Images
Images are crucial for engaging visitors. Here’s how to make the most of them:
- Choose High-Quality Images: Ensure images are clear and relevant.
- Preview and Crop: Use digital cameras or scanners to capture images. Crop unnecessary parts to highlight the main content.
- Set Resolution: Use 72 dpi resolution for web images to ensure they load quickly.
- Adjust Contrast and Brightness: Use image editing tools to enhance clarity.
- Reduce Image Size: Smaller images load faster and improve user experience.
- Save Properly: Save images in web-friendly formats like JPEG or GIF and use appropriate file names.
Creating a Logo
A logo establishes your business’s graphic identity. It can be simple or complex, but it should effectively convey your brand. Even a text-based logo can be impactful if designed well. Choose a typeface, add color, and create a distinctive look.
Conclusion
Establishing a visual identity for your website involves thoughtful planning and execution. By understanding your audience, choosing the right colors and fonts, using high-quality images, and creating a strong logo, you can create a visually appealing and effective website. These elements help attract and retain customers, ultimately contributing to your business’s success.
