HOW TO CREATE A WEBSITE BRAND
“I really don’t care what the website looks like. I just want people to join our hikes.”
This seems simple enough, but when a client has no existing branding or assets, and doesn’t really have an opinion on what the website should look like, it can be difficult to determine a project’s direction. And with such freedom, it can also be tempting to experiment with designs that are ultimately not representative of a company’s mission, offerings, or clientele.
Follow these tips to create a website brand that is reflective of what a small business or nonprofit organization offers its audience.
Research
As part of RB Collaborative’s onboarding process, clients are asked to fill out an extensive website questionnaire. Asking the right questions provides vital insight into what a client offers and is looking for, and helps to guide the website design project.
Questions that can help determine website branding are:
What is the job of the site?
What mood do they want the site to convey?
What other websites does the client like and why.
Choosing Colors
What products or services does the client offer? Who is their target audience? For a nature-based organization that does beach cleanups, you might consider not just shades of blue, but shades of the flora and fauna that may be found near the shore. A children’s store might choose colors that are at once playful yet modern as it’s often the parents shopping online. For a bakery, you can create a sweet color palette that is a nod to the ingredients or signature embellishments.
This post on website color theory offers even more insight into choosing the right colors and their impact on website design.
When in Doubt, Go Neutral
One could certainly argue that totally neutral sites lack personality or differentiation from the competitors. And while we love a good gray or beige, you don’t have to go so far as a total lack of color. Nearly any color in a muted tone could serve as a neutral background on a website. Think a pale green, washed out blue, or hazy purple. Paired with a black font [RB Collaborative’s favorite color], you can create an elegant and timeless design that stands out.
Photos
Sometimes a client’s photos can help determine a color palette if there’s consistency in the images. But if you need to rely heavily on Squarespace stock photos, utilizing overlays in the same shade can create consistency in the design and also differentiate the photos from other sites using the same stock images.
Font Choices
Similar to color palettes, consider the client’s products, services, and customer base. Are they more sophisticated? Are they looking for something edgy or elegant? Keep in mind that while some fonts may be absolutely stunning, they can be difficult to read. Limit the use of overly fancy fonts and reserve them for short headlines. You can still use beautiful yet easy-to-read fonts throughout the site.
With any design, it is important to keep accessibility in mind. Checking that color contrast, font choices, layout, and more meet accessibility standards will ensure these digital spaces are inclusive, welcoming, and empowering for all users.
