Achieving the image of a site for your company is not a simple thing to do: your Web page is the face of your company. It is not convenient to create a site with no style, too austere or homogeneous, where the sight of the visitor is unnoticed as if it were just another Web page. It is highly important that the site be appropriate for the profile of the corporate image of your company, showing safety, confidence and experience, that your company can provide to the potential client. On the Internet, the first impression is given by the image.
Big companies devote a lot of time and work to create the Web site. It is necessary to clearly and simply place on it a series of guidelines that make your site work. The site aesthetics means everything. The Web designer can conduct a market research, based on his experience and work quality, achieving the image you want for your company. It has to be clear, with colours that can fix in the users’ retina. Familiarization with a product provides the idea of a consolidate and trust-worthy company.
There are three things that have to be borne in mind when creating a Web site:
Theory of colour
Spacing and composition
Typography: When dealing with texts it is necessary to separate titles from paragraphs. For the titles, it is advisable to use big and thick fonts, taking care of colour. It must be thought taking into account the rest of the page. For paragraphs, we must use “sans serif”, such as Arial or Verdana:
Saenz Print (Arial)
Saenz Print (Verdana)
Never use the ones with “serif” such as Times New Roman:
On the one hand, fonts without serif are easier to work with, because they are straighter and have more legitimacy within the Web page. On the other hand, typography with “serif” has much more details and makes reading harder. This kind of type can be used for titles and subtitles, since it counts with a well-worked design and in big sizes it is legible and attractive.
Theory of colour: Though it may seem something simple, the colour in a Web page is a fundamental part of it. For example, if you pay attention, you will notice that in hospitals red is not used, since it represents blood and it is shocking; however (not only in hospitals) white represents cleanness and order. Imagine working in an office with red or black walls; it would give the idea of suffocation. Colours produce stimuli in people; they have a clear meaning that at a first glance seems naive, but it is highly important. There are three aspects to be considered within theory of colour:
Colour and its expansion
Harmony and contrast
Colour and its expansion: Plastic artists can handle the properties of colours, and your Web site needs a critical and objective viewpoint. You may have wondered why most Web sites have light backgrounds instead of dark ones. This is due to the fact that light colours have the property of expansion (with a few exceptions); Web pages take advantage of light colours. These (as they are more expansive) do not make you strain your eyes, making the user read in a relax and attentive way. Besides light colours tend to enlarge figures that are upon them, as opposed to dark colours that make them smaller, given the idea of a smaller size.
Harmony and contrast: It is important to use colours within the same range or shade. If you are going to use the green colour, it would be a good idea to use to the most its different shades ?this will relax your sight and your eyes will not get tired. You can also use, in special cases, a range of colours that mixed lead to shades, such as: cold or warm colours, light or dark colours. (For example: red and pink; blue and light blue.)
Colour meaning: Though it may seem something unimportant, the meaning of the colour is very important, preferably for certain cultures. E.g.: Red is used against envy and Yellow against bad luck. Here is a list of the colours to use.
White: White at the end of the colour range (opposite to black) and it can enhance other colours. White is the universal graphic background; it symbolizes light, peace and order.
Black: It is at the other end of the colour range, just like white. According to some cultures it symbolizes evil or darkness; however, when it is bright, it symbolizes elegance.
Grey: It symbolizes doubt, lack of energy and sadness due to its association with the coldness of metals. But, at the same time, it gives the idea of brightness, luxury and elegance, which are properties of precious metals.
Yellow: It is the more luminous, warm, bright, hot and expansive colour. It is the colour of light, sun and gold. It is also a very violent colour. It is not recommended for the background of a Web page, since it tires sight.
Orange: It is a radiant and expansive colour. It gives the idea of cosiness, warmness and stimulation. It also symbolizes energy and dynamism. It is not recommended as background due to its excessive luminosity.
Red: It symbolizes vitality. It is the colour of blood, brute force and fire. It is violent and exciting, it has touches of elegance. Besides, it implies virility and passion.
Blue: It has the optical capacity to withdraw and that is why it is used as background for bright images. It symbolizes friendship, harmony and tranquillity. It is associated with the sky and the sea. By getting closer to clarity, it tends to lose its attraction and it becomes empty. When it gets darker, it implies the infinite. It is an aesthetically beautiful colour and very used.
Violet: It symbolizes temperance and lucidity. It is a mystical and introvert colour; when it is much lighter it loses its capacity and it becomes cold. In its darker shades it represents greatness.
Green: It is the most sedative one. It reminds of nature and wildlife. It can symbolize life and hope.
Brown: It is a masculine and safe colour. It implies severity and confidence when we associate it with the earth we walk on. It can also mean seriousness. It is not recommended to use it excessively since it can be treacly.
Spacing and composition: it is necessary that your text, in order not to tire the reader’s sight, has a good spacing between lines, especially after an image. It is always a good idea to mark when you change from one paragraph to another, giving the reader time to breathe so he can resume his reading without feeling invaded.
Another aspect to bear in mind when designing a Web page is the position of tables. They should not be all in the same perspective, and they have to be spread out according to its importance. Putting images next to the texts is a good tip. This gives the reader a visual image of what he is going to read and it will help him in his reading and will increase his desire for information. The user will not find interesting a Web page with just text on it and he will not even read the title. You should attract the user’s attention with a good combination of colours, images and texts.
Image inside a Web page is completely necessary. The Web design uses it to the most, generating in those visiting the site an unconscious desire for search, even when they have entered the page without a definite need. Your page must be used as much as possible and a good Web designer can achieve that.
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