The lack of seriousness towards typography is common.
Here are just a few of these nuances:
avoid using more than 2-3 fonts (read about fonts here );
Use a legible line spacing of approximately 150% of the font size (this may vary depending on line length and typeface);
combine only contrasting fonts, or better yet, use proven font pairs, such as: Verdana and Georgia, Tahoma and Garamond, Fira Sans and Courier New, etc.;
keep the line size within 50-70 characters;
space out (i.e. increase the space between capital letters);
do not use spaces in lowercase letters;
do not leave hanging lines - "widows" (very short lines at the end of the page) and "orphans" (hanging lines that fall at the beginning of a new column);
Do not use hyphens or minuses instead of dashes.
If you stick to typography principles, you'll gain two benefits: you'll make it easier for users to digest information about your business, and you'll look more respectable to potential customers.
5. Validity and measurability
An advertising designer is strikingly different from a freelance artist in that he cannot say "I see it this way." He must always be ready to explain why he used this or that solution. That is, a fully-fledged selling design must be characterized by justification.
For example, when developing a landing page for an international ICO project, we:
1) We used this color scheme because sunny yellow effectively emphasizes the depth of purple shades. Purple and yellow are so-called complementary colors . They are opposite each other on the color wheel - a designer's invariable tool for choosing harmonious color combinations.
2) We wrote the text in white because it contrasts well with the purple background, ensuring easy readability.
3) Sans serif fonts were used as they look more modern and fit the theme uk whatsapp number list of the product.
4) Placed the first few phrases in accordance with the F-pattern - a habit observed by researchers of users scanning content along a contour resembling the Latin letter F.
5) To ensure uniformity and contrast, we stylized the icons and made them white.
6) Added a yellow arrow to draw additional user attention to the CTA button.
In the same way, we can explain any element, color, or style on each of the more than 100 websites developed by our agency.
Since the goal of advertising design is to set the user up for conversion actions, the effectiveness of design solutions can also be partially measured based on observations of these actions. A click map, webvisor and other web analytics tools will indirectly reflect whether graphic elements have been successfully selected and arranged.
Be pragmatic about design - it should be justified from the point of view of design theory and psychology of perception/influence . Study user behavior - by indirect signs you will understand how successfully you manage the attention of your site visitors.
Of course, this article has reflected only a tiny part of the nuances that need to be taken into account when developing a website design. It is important to understand that web design training should be long-term, systematic and supported by diverse practical experience. This is the thorny path that the specialists who work in our company had to go through .
