Digital Marketing Excellence by Dave Chaffey & PR Smith

Author:Dave Chaffey & PR Smith
Language: eng
Format: epub
Publisher: Routledge

We think the examples of Ultralase (Figure 6.5) and Swiftcover (Figure 6.10) are good examples of a visual design with personality. But personality as Bhargava describes it is more than this; it also makes the brand shareable. Harley-Davidson (Figure 6.3) is a better example of this, perhaps.

Site Style

Some sites are information-intensive and other sites are graphics-intensive. Information-intensive sites may appear cluttered because of the amount of text blocks, but the intention is to make best use of screen real estate and project an image of information depth and value to the visitor. Retail sites often fall into this category. Tests by Amazon showed that they generate best average order value with a design with many containers in left and right sidebars and with the option to scroll several times – there is simply more opportunity to connect a diverse audience with relevant products and promotions as they scan and scroll. However, where product range is more limited, as with Ultralase and Swiftcover, it is often found that simplicity is more effective, particularly at the level of the home page. With graphics-intensive sites, there is relatively little text; graphics and animations are used to create an impression. Fast-moving consumer goods (FMCG) brand sites often use this approach also. It’s a matter of balance, which is best established through testing.

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