Following on from Part 1 of “Importance of positioning in website design” the following are key elements of positioning:
- Logo and brand strapline
- Brand and primary brand positioning statements of the products and service you offer
- A good image visually suggesting your positioning statements
- Content that is descriptive of your product and service offering as a whole which can then link to further pages about each
- Clean and clear navigation linking to just the main sections of your website, allowing those sections to link to relevant information.
To achieve priority of positioning these are some of the techniques to employ your emphasis where needed:
Position – Where text and images are positioned on a page to clearly influence the order in which your prospect views it.
Colour and contrast – Using a blend of bold and subtle colours to differentiate between your key areas of importance.
Spacing or “white space” – White space is very important. To fill every available space up with information thinking that empty space seems wasteful is quite commonly accepted as good practice. In fact the opposite is true. Aesthetics include how well white space is used to make everything else on your page clear and uncluttered. Click here to read more about spacing within website design.
Size – Less is more even within website design and the size and space dedicated to information highlights are directly proportional to its purpose within the page.
Design Elements – With clever highlighting, plus surrounding boxes or shapes you can direct your readers’ flow through the page as you would like them to follow.
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