Small businesses can learn lots from design firm Method'ssocially appealing philosophy. Method's Interaction Design Director Ben Fullerton recently wrote an article for Fast Company about turning website design pixels into a brand experience for users.
Here are four solid bits of advice from the article:
· Embody what you want people to feel. Brands "stand for something; they have both value and a set of values," Fullerton notes. What associations do users make when they hear your brand name (versus Nike, Facebook, Oxfam)?
· Learn the difference between consistency and coherency. Consistency is ensuring your design shares common elements and behaviors across all modes of interaction, online and off. Coherency marries consistency "with a system of meaning that people can believe in and choose to be a part of: the brand," says Fullerton. "Tying the two together—interaction and brand—in a coherent system will facilitate experiences that are richer and lasting."
· Design for interaction. Brands are no longer broadcasters; they're part of conversations on multiple channels. "Designers must become comfortable with designing for a world in which these interactions spread across time and modality," says Fullerton. "It is how all of these are perceived together that creates the voice, tone, and personality of a brand, and that helps to create meaning."
· Design around your voice. A brand team's job is about shaping the brand's voice, building narrative around your product by identifying traits to which people will respond. And a designer's job is to subtly express that voice in the site design.
So remember, you only get one shot at a good, first user impression. Website design isn't just about choosing site colors; it's about constructing the identity you'll portray to the world.
Source: MarketingProfs
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