Tuesday, April 5, 2011

Design and WINNING!

I’m a strong believer that a company’s website design tells a story that can make or break a business. Research backs me up. Colors, typography, logo -- these seemingly small things are actually major factors in your success. When people visit your website for the first time, the colors and design give them a subconscious feeling for your company and whether they want to deal with you.

Research backs it up

Sports companies study jersey colour and pattern to find out how these correlate with winning. Some have determined that winners wear red. This relates back to all businesses. Paul Haft is a Toronto color guru who has been helping his clients find winning color strategies for decades. He designed the immensely successful Pink ribbon logo for the Canadian Cancer Society.

Recruiter by day, design buff by night

I’m by no means an expert but I do have a passion for design and these are things I notice. I’m not saying a failing company can resurrect its self by changing its branding, but it’s definitely possible. A fresh new design has the potential to carry a company to a new level of success.

Colour matters

Technology companies often use blue with white and yellow/orange/grey accent colours. This is a great colour palette as blue has a feeling of crisp/clean and business. Depending on the tones it can be regal or soft and inviting. Whenever I walk into a white and blue Apple store, I feel compelled to buy something. Banks often have green carpet runners. We all relax when we see the sand tones at spas.

Black and white

Look at websites like RIM. Their user experience is fantastic. They have excellent design and functionality. This isn’t just because they’re a huge conglomerate company. It’s because RIM puts innovation and passion behind everything they do. The black differentiates them from the white favoured by their arch rival Apple. Black gives a feeling power and authority that's good for business.

What story does your company tell?

This leads me to BMW’s new campaign slogan, “JOY”. What does that word mean to you? Is it freedom of sitting at the cottage on a lazy Saturday afternoon? Is it the walk on a crisp autumn morning with your Golden Retriever? Is it the feeling of flying down a black diamond ski hill? Joy is the perfect word to describe the feeling of owning and driving a BMW. The point is that they’re selling a car on a feeling! And that's what design and color does for your company too. 

Written By:

Ryan Ayres
Technology Recruiter
Website:    http://www.stafflink.ca/
Email:        ryan@stafflink.ca
LinkedIN:  http://ca.linkedin.com/in/ryandayres
Twitter:     http://twitter.com/ryandavidayres

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