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Small Smart Design
  for Small Business

   • Know what fits you
• Know what fits your user
     • Know the Rules
         (Yes there are rules)
Your business builds a website
     to offer something.
     What do you offer?


         A product?
        Information?
         A function?
Your business builds a website
      to offer something.
      What do you offer?


          A product?
         Information?
          A function?

Something your customer wants!
Three things that will make
      your customer
     take your offer:



           1?
           2?
           3?
Three things that will make
      your customer
     take your offer:



1. Your offer is believable?
             2?
             3?
Three things that will make
      your customer
     take your offer:



 1. Your offer is believable.
2. Your offer is trustworthy.
              3?
Three things that will make
      your customer
     take your offer:



 1. Your offer is believable.
2. Your offer is trustworthy.
   3. Your offer is exciting.
Three things that will make
         your customer
        take your offer:



    1. Your offer is believable.
   2. Your offer is trustworthy.
      3. Your offer is exciting.


What does your design say?
Know your Customer
   anti-Computer/Internet          Casual Internet user                      Tech nerd

•Most Fearfule               •Appropriate respect                •Most savvy – confident
•Lost
                             •Lead able                          •Instinctive almost
                                                                 subconscious navigation
•Reads Everything
                             •Scans first, then reads relevant   •Scans first two words
                             information
•Believes (Susceptible)
                             •Dismisses or believes              •Dismisses or prevents
                             according to personal interests     marketing
•Limited User Interaction
                             •Escalated user interaction         •Condensed user interactions
Examples:
Grandparents                 Examples:                           Examples:
Non-Technical Profession     General professional                US
?                            Tech professional (not internet)
                             Kids/young adults
                             Students
                             ?
Know the Rules


        Don’t reinvent the wheel.
The internet is a tool for your user to get what they need,
                 and you have it for them.
                     Help them find it.
Search with filters
Personalization
Tracking and Memory
Intuitive Offerings
Relevant Callouts
Know the Rules


Location, Location, Lo…. Organization!
What your user expects
Expected Branding
   Bigger size




                    What your user expects
Navigation Priorities




                        What your user expects
Headlines decrease
               in size to show
                   priority




What your user expects
Copy shortens to most
                    concise message




What your user expects
Most important
                         content from top to
                              bottom




What your user expects
Search using my own
language with filters




                        Three different user methods
Browse by Content
                                   offerings




Three different user methods
Show me MY stuff




Three different user methods
Know the Rules


Location, Location, Lo…. Organization!
   Limit your fonts, not your voice.
Fonts define your personality…



    The
  Intrigue
             The Intrigue
  The
Intrigue
            The Intrigue
    The
 Intrigue
                The Intrigue
X
We love our branding font!!
Two fonts: Branding and Information
Brand fonts convey
the personality and
    believability




                      Two fonts: Branding and Information
Branding fonts lend
                           priority… don’t
                           overuse them.




Two fonts: Branding and Information
Information fonts are
                                  clean and scannable.




Two fonts: Branding and Information
Use text decoration
                                 to show priority. I.E.
                                   Arrows for high,
                                  underlines for low




Two fonts: Branding and Information
Know the Rules


 Location, Location, Lo…. Organization!
    Limit your fonts, not your voice.
You need to see the lines to stay in them.
What the user
wants to see




                Pages have a Feng Shui
What the business wants
         the user to see




Pages have a Feng Shui
Today’s Specials!




Pages have a Feng Shui
Pages have a Feng Shui
Know the Rules



 Location, Location, Lo…. Organization!
    Limit your fonts, not your voice.
You need to see the lines to stay in them.
             Colors count.
Foundational Colors




         Solid
       Reliable
    Trust inspiring
     Established
Action Colors




  Aggravating
   Dynamic
   Vibrating
Royal Colors




   Elevated
    Special
   Honored
 Distinguished
Hot Pink




Women’s shopping
Royal color for logo to
promote prestige. You can
also use Foundation colors.
Foundation colors for headlines
    add trust to message.
Royal colors in
headlines add intrigue
Warm spots
visually cue
  user into
 important
information
Body Gradient pushes
  background away
Background colors can
    show priority
Know the Rules



 Location, Location, Lo…. Organization!
    Limit your fonts, not your voice.
You need to see the lines to stay in them.
              Colors count.
             I need a HERO.
            (Know which rules to break)
Graphics lend visual
   interpretation.
NOW you know what
  THE INTRIGUE is.
Moved the
 promotions to the
    right “Today’s
Specials” column to
 free up center real
  estate for “hero”
Somethings can and will fall below the
      fold. What should it be?
Smart Design For Small Business
Smart Design For Small Business
Smart Design For Small Business

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Smart Design For Small Business