Colour and Web Design and where the two meet

My passion for design and the way it speaks to our emotional selves is huge part of what informs my work. Design is made of many constituent parts, but one of the most impactful and immediately obvious is colour.

Colour is an instinctive stimulus that excites the most innate and ancient parts of our psyche and subconscious

Colour plays a crucial role in web design as it can impact the user's perception of a website, affect their emotions, and influence their behavior. A well-chosen color palette can help a business to create a brand identity, evoke certain feelings and emotions, and convey important messages.

Think about brands that want you to BUY NOW - they are all red... Coca-Cola, KFC, Mcdonalds - they use RED to stimulate that part of your brain that says "ACT NOW HUMAN! The fruit is ripe, the emotions are high, the energy is present". In contrast brands that use the colour blue want you to feel relaxed, like an ancient human might have felt while lying on their backs staring into the sky on a warm and peaceful day. Brands that use the colour green wants to convey a sense of wealth and abundance and so they choose a colour that is associated with the end of winter and the arrival of new life and fruitful gains. This is why fast food brands use red, financial advisors and investment funds often use green and banks and insurance companies love to the colour blue.

The psychological impacts of colours on the human mind are a well documented phenomenon and the use of colour in brand design is often informed by these theories.

When it comes to choosing the right color palette for a website, there are a few things that business owners should consider:

1. Brand Identity: The color palette should align with the brand identity of the business. If the business has a logo, the colors used in the logo should be incorporated into the website's color scheme. This will help to create a cohesive and recognizable brand identity.

2. Target Audience: The color palette should be chosen with the target audience in mind. Different colors can evoke different emotions and have different cultural meanings. For example, if the business is targeting a younger audience, brighter and more vibrant colors may be more effective, whereas a more subdued palette may be more appropriate for a more mature audience.

3. Contrast: The color palette should have good contrast to ensure that text is legible and the website is easy to navigate. Colors that are too similar can be difficult to distinguish, leading to a poor user experience.

4. Accessibility: It's important to choose colors that are accessible for all users, including those with color blindness or other visual impairments. This can be achieved by using color contrast tools or by using colors that are widely recognized as being accessible.

5. Trends: While it's important to stay up to date with current design trends, it's also important to choose a color palette that will stand the test of time. A website that is too trendy may quickly become outdated and need to be updated, which can be costly and time-consuming.

These days colours and colour palettes go through waves of changes as trends evolve and develop. From around 2014 to 2019 Gradients were all the rage online. All the hippest brands used colour gradients in their branding and on their websites. From 2020 to now we are seeing a influx of new generation using very vibrant, yet flat bold colours with a high contrast.

From 2014 to 2019 gradient designs were 'in". This trend corresponded with the development of updates to the CSS programming language which made these colours possible on websites using code.

Since 2019 we have seen an increasing number of sites using this kind "flat and bold" approach to colour palettes.

In summary, choosing the right color palette for a website involves considering the brand identity, target audience, contrast, accessibility, and trends. By carefully selecting a color palette that aligns with these factors, a business owner can create a website that is both visually appealing and effective at conveying their message to their target audience.

At Marshall Arts we are passionate about the use of colour (or the lack thereof!) in our work. As content marketers we are deeply rooted in our passion for design. I hope that this short article gave you some insights into the way that colour influences your customers impression of your brand and how choosing the right colors for your brand can affect the success of your website. Of course, this is a huge subject and we have only skimmed the surface of the conversation. Is there some element of colour that you'd like us to write about in future or perhaps is there a question that's on your mind now that you know what you know. Let us know your thoughts, questions and comments below and as always, if you enjoyed this post, why not subscribe to our site so that you can get first notice when we publish new insights and articles.

5 things every ecommerce site owner should know

Owning an ecommerce site is becoming a hugely popular way to make money

As an ecommerce website owner, there are several important things that you should keep in mind to ensure the success of your online store. In this post we're going to take a dive into these factors of online businesses and dive into what they really mean and how they apply to your website.

Here are five essential things that you should know:

1. Understand your target audience: You need to have a deep understanding of your target audience to create an effective marketing strategy. This means identifying their needs and preferences, as well as their online behavior, such as which social media platforms they use, what type of content they engage with, and what influences their purchase decisions.

2. Optimize for mobile: With the rise of mobile devices, it's crucial to optimize your ecommerce website for mobile devices. This means using a responsive design that adapts to different screen sizes and providing a smooth mobile user experience.

3. Provide excellent customer service: Providing excellent customer service is crucial for the success of any ecommerce website. This means providing fast and effective responses to customer inquiries, offering easy returns and exchanges, and being transparent about shipping times and fees.

4. Use high-quality images and product descriptions: The visuals on your website can make a huge impact on a customer's decision to buy. Make sure you use high-quality images that accurately represent your products, and provide detailed product descriptions to help customers make informed decisions.

5. Stay up-to-date with the latest trends and technology: The ecommerce industry is constantly evolving, and it's essential to stay up-to-date with the latest trends and technologies to stay ahead of the competition. This includes staying up-to-date with the latest marketing strategies, payment options, and shipping solutions, among other things.

Understanding your target audience

Understanding your target audience is a crucial aspect of running a successful ecommerce website. When you have a deep understanding of your audience, you can create a more effective marketing strategy, tailor your product offerings, and improve your overall customer experience.

Here are some important aspects to consider when trying to understand your target audience:

1. Demographics: Understanding the basic demographics of your target audience is essential. This includes information such as age, gender, income, education level, and geographic location. This information can help you tailor your marketing messages and product offerings to better resonate with your target audience.

2. Psychographics: Psychographics refer to the personality traits, values, attitudes, and interests of your target audience. Understanding these factors can help you create marketing messages and product offerings that resonate with your target audience on a deeper level.

3. Online behavior: Understanding your target audience's online behavior is also essential. This includes which social media platforms they use, what type of content they engage with, and what influences their purchase decisions. This information can help you target your marketing efforts more effectively and create a better user experience on your website.

4. Pain points: Understanding the pain points and challenges of your target audience can help you create products and services that solve their problems. This information can also help you create marketing messages that speak directly to their needs and concerns.

To gather this information, you can use a variety of tools such as surveys, social media analytics, website analytics, customer feedback, and market research. By gathering and analyzing this information, you can create a more effective marketing strategy, improve your product offerings, and create a better overall customer experience on your ecommerce website.

Optimising your ecommerce site for mobile

In today's digital world, it's essential for ecommerce websites to optimize for mobile devices. With the majority of online shoppers now using their smartphones and tablets to browse and purchase products, failing to optimize your website for mobile can result in a poor user experience, lost sales, and even harm your website's search engine rankings.

Here are some key aspects of mobile optimization that ecommerce website owners should consider:

1. Responsive Design: A responsive design is a web design approach that allows your website to adapt to different screen sizes, including smartphones, tablets, laptops, and desktops. This ensures that your website is easy to navigate and read, regardless of the device that the user is accessing it from. A responsive design can improve your website's usability, speed, and search engine rankings.

2. Mobile Navigation: Mobile navigation is a critical aspect of mobile optimization. On a mobile device, your website's menu and navigation should be easy to use and quick to access. A well-designed mobile navigation system will help your users find what they are looking for quickly and easily.

3. Mobile Checkout: The mobile checkout process should be simple and streamlined. Long, complicated forms can lead to cart abandonment and lost sales. A good mobile checkout process should be easy to use, intuitive, and require as little user input as possible.

4. Mobile Speed: Mobile speed is essential for providing a positive user experience. A slow-loading website can frustrate users and lead to lost sales. Optimizing your website's images, code, and content for mobile can help to improve its speed and performance.

5. Mobile SEO: Mobile optimization is also important for SEO. Google's mobile-first indexing means that websites that are optimized for mobile will rank higher in search engine results pages. Optimizing your website for mobile can help to improve your website's search engine rankings and drive more traffic to your site.

Overall, optimizing your ecommerce website for mobile is essential for providing a positive user experience, improving search engine rankings, and increasing conversions. By considering the aspects listed above, you can improve the overall mobile experience of your ecommerce website and attract more customers.

Providing excellent customer service for your online customers

Providing excellent customer service is crucial for the success of any ecommerce website. Good customer service can help to build trust and loyalty with your customers, increase customer satisfaction, and drive repeat business. Here are some important aspects of providing excellent customer service:

1. Fast and effective responses: Customers expect fast and effective responses to their inquiries. Make sure you have a system in place to respond to customer inquiries promptly and efficiently. This can include offering a live chat service, a support email address, or a customer service phone line.

2. Easy returns and exchanges: Customers appreciate a hassle-free return or exchange policy. Make sure your return policy is clear and easy to understand. Provide a simple and straightforward process for customers to return or exchange products.

3. Transparency about shipping times and fees: Being transparent about shipping times and fees can help to build trust with your customers. Make sure your customers know how much they can expect to pay for shipping and when they can expect to receive their order.

4. Personalized experiences: Personalized experiences can help to make customers feel valued and appreciated. This can include offering personalized product recommendations, personalized email newsletters, or special promotions and discounts.

5. Follow-up and feedback: Following up with customers after a purchase can help to improve their overall experience. This can include sending a post-purchase email to gather feedback on their experience, asking for a review of the product, or offering a special promotion for their next purchase.

By focusing on these aspects of customer service, you can create a positive and engaging experience for your customers. This can help to build trust and loyalty, increase customer satisfaction, and ultimately drive more sales for your ecommerce website.

Using high-quality images and product descriptions

Using high-quality images and product descriptions is critical for the success of any ecommerce website. Good product images and descriptions can help to attract potential customers, increase conversion rates, and reduce the likelihood of returns.

Here are some key aspects of using high-quality images and product descriptions on your ecommerce website:

1. High-quality images: High-quality images are essential for showcasing your products in the best possible light. Make sure your product images are clear, sharp, and show the product from multiple angles. Use a white background to ensure that the product is the main focus of the image. It's also a good idea to include lifestyle images that show the product in use, as this can help potential customers to envision how they might use the product in their own lives.

2. Detailed product descriptions: Detailed product descriptions are important for providing potential customers with the information they need to make an informed purchase decision. Make sure your product descriptions are clear, concise, and provide all the necessary details about the product, including its features, specifications, and dimensions. Use bullet points to break up the text and make it easy to scan.

3. Video content: Video content can be an effective way to showcase your products and provide more information to potential customers. Consider creating product videos that show the product in use or highlight its key features. This can help to engage customers and increase their understanding of the product.

4. User-generated content: User-generated content, such as customer reviews and photos, can be a powerful way to showcase your products and build trust with potential customers. Encourage your customers to leave reviews and share photos of your products in use. This can help to provide social proof and increase the credibility of your products.

By using high-quality images and detailed product descriptions, you can provide potential customers with the information they need to make an informed purchase decision. This can help to increase conversion rates, reduce the likelihood of returns, and ultimately drive more sales for your ecommerce website.

Staying up to date with the latest technologies

Staying up-to-date with the latest trends and technology is critical for the success of any ecommerce website. As the ecommerce industry evolves, new trends and technologies emerge that can help you stay ahead of the competition and provide a better experience for your customers.

Here are some key aspects of staying up-to-date with the latest trends and technology in ecommerce:

1. Mobile optimization: Mobile optimization is becoming increasingly important as more and more people use their smartphones to shop online. Make sure your ecommerce website is optimized for mobile devices, with a responsive design that adapts to different screen sizes and mobile-friendly features like large buttons and simple navigation.

2. Voice search: Voice search is becoming more popular as people use voice assistants like Siri and Alexa to search for products online. Make sure your ecommerce website is optimized for voice search, with natural language product descriptions and keyword-rich content that matches the way people speak.

3. AI and machine learning: Artificial intelligence (AI) and machine learning are revolutionizing the ecommerce industry, enabling new features like personalized product recommendations and chatbots that can provide customer support 24/7. Consider using AI and machine learning technology to provide a better experience for your customers and improve your ecommerce operations.

4. Social media: Social media is an important marketing channel for ecommerce websites, with platforms like Instagram and Facebook offering new ways to reach potential customers and build brand awareness. Stay up-to-date with the latest social media trends and best practices, and use these platforms to showcase your products and engage with your customers.

5. Cybersecurity: Cybersecurity is a growing concern for ecommerce websites, with data breaches and cyber attacks becoming more common. Stay up-to-date with the latest cybersecurity trends and best practices, and ensure that your ecommerce website is secure and compliant with industry standards like the Payment Card Industry Data Security Standard (PCI DSS).

By staying up-to-date with the latest trends and technology in ecommerce, you can provide a better experience for your customers and stay ahead of the competition. This can help to drive more sales and grow your ecommerce business over the long term.

I'd love to hear what you think of this list of essential things that ecommerce site owners should know. Do you have anything you would add to this list? Let me know in the comments!

Understanding brand identity and why it's important for your online business

Creating a brand is like building an avatar - every little choice you make is part of bringing the business to life

Branding and identity are two important aspects of any business, including online businesses. Your brand is the overall image or perception that your business conveys to your customers and the public, while your identity refers to the visual and tangible elements that represent your brand.

In simpler terms, branding is the way in which you communicate your business's values, mission, and personality to your target audience. It's the message that you want people to associate with your business. Your brand should be consistent across all channels, including your website, social media, advertising, and any other interactions with customers.

Your brand identity, on the other hand, is the visual and physical representation of your brand. It includes things like your logo, color scheme, typography, and other design elements that are used in your marketing materials, website, and other branded content. Your brand identity should be visually appealing, memorable, and representative of your brand's personality and values.

Having a strong brand and identity is important for any business, as it helps to differentiate you from competitors, establish trust with customers, and create a strong and recognizable image that can help to attract new customers. As an online business owner, it's important to invest time and resources into developing a strong and consistent brand and identity that resonates with your target audience and accurately represents your business.

Brand identity and website design

Your brand identity should be a central part of your website design, as it is one of the most important touchpoints between your business and your online audience. Here are some ways in which your brand identity can be implemented in your website design:

1. Color scheme: Your website should use the colors from your brand identity, which can help to reinforce brand recognition and create a cohesive look and feel. Make sure to use colors that are appropriate for your business and target audience, and that create a visual hierarchy that guides visitors to the most important information.

2. Typography: Your website's font should match the typography used in your branding, which can help to reinforce consistency and recognition. Make sure to choose a font that is easy to read and appropriate for your brand's personality and style.

3. Logo: Your logo should be prominently displayed on your website, preferably in the header or footer of each page. Make sure to use a high-quality image of your logo that is optimized for web use.

4. Imagery: The images used on your website should be consistent with your brand identity and style, and should help to convey your brand's values and personality. This can include using images that reflect your brand's color scheme or that convey a particular emotion or message.

5. Tone of voice: The tone of voice used in your website's copy should be consistent with your brand's personality and values. Make sure to use language that resonates with your target audience and that helps to establish trust and credibility.

6. User experience: The overall user experience of your website should reflect your brand's values and personality. Make sure to design a website that is easy to navigate, visually appealing, and optimized for speed and mobile use.

By implementing your brand identity into your website design, you can create a cohesive and memorable online presence that resonates with your target audience and helps to establish your business as a leader in your industry.

Building your brand

As a new online business owner, one of the most important investments you can make is in the development of a strong brand identity. A strong brand identity helps you to stand out in a crowded online marketplace, establish trust with your target audience, and create a lasting impression that keeps customers coming back.

That's where Marshall Arts comes in. We are a design agency with a passion for creating visually stunning and memorable brand identities for businesses of all sizes. Our team of experienced designers and brand strategists will work closely with you to understand your business's values, personality, and target audience, and to create a brand identity that accurately reflects those qualities.

Here are some reasons why you should choose Marshall Arts to design and implement your brand identity:

1. Tailored to your needs: We understand that every business is unique, and we take the time to understand your specific needs and goals. Whether you're a startup looking to establish your brand or an established business looking to refresh your identity, we'll work with you to create a custom solution that fits your budget and timeline.

2. Experienced designers: Our team of designers has years of experience creating brand identities for businesses of all types and sizes. We stay up-to-date with the latest design trends and tools, and are committed to creating designs that are both visually stunning and effective in achieving your business goals.

3. Focus on strategy: We don't just create pretty designs - we take a strategic approach to every project, ensuring that your brand identity is designed to resonate with your target audience and achieve your business goals.

4. Comprehensive service: We offer a comprehensive range of services, from logo design to website design and everything in between. We can help you create a cohesive brand identity that is consistent across all channels, helping you to establish a strong and recognizable online presence.

At Marshall Arts, we are committed to creating brand identities that make a lasting impression and help businesses achieve their goals. If you are starting up a new online business we would be love to work with you to create a brand identity that reflects your business's unique personality and values. Contact us today to get started!