"Controlling white space through layout will keep users focused on the content and control user flow," adds Paul Novoa, founder and CEO at Novoa Media. "With a lot of visual competition taking place on the Web and on mobile, less is more. Controlling white space will improve user experience, increasing returns from the website."
5. Use color strategically. Using "a mostly neutral color palette can help your site project an elegant, clean and modern appearance," says Mark Hoben, the head of Web design at Egencia, the business travel division of the Expedia group, who is also a believer in using color wisely. "Employing small dashes of color — for headlines or key graphics — helps guide visitors to your most important content," he explains.
It is also important to use a color palette that complements your logo and is consistent with your other marketing materials.
6. Invest in good, professional photography."Website visitors can sniff out generic photos in a second — and they'll be left with a generic impression of your company," warns Zane Schwarzlose, community relations director, Fahrenheit Marketing. "Your company isn't generic. So show your visitors that by investing in professional photography."
"We strongly recommend that our clients invest in professional photography or purchase professional stock photos," says Gatti. Good photographs "draw the eye, providing an emotional connection to the written content." Poor quality photographs or photographs that have nothing to do with your message, on the other hand, are worse than having no photographs.
Bonus photography tip: "If you want to draw attention to a particular piece of content or a signup button, include a photo of a person looking at the content," suggests Elie Khoury, cofounder and CEO of Woopra, which provides real-time customer and visitor analytics. "We are immediately drawn to faces of other humans — and when we see that face looking' at something, our eyes are instinctively drawn there as well."
7. Choose fonts that are easy to read across devices and browsers. When choosing fonts, keep in mind that people will be looking at your website not just on a laptop but on mobile devices. "Some large-scaled fonts may read well on [a computer monitor], but not scale or render well on mobile, losing the desired look and feel," explains Novoa. So he advises using a universal font.
"Pick a typeface that can be easily read and size it no less than 11pt," says Ethan Giffin, CEO, Groove Commerce. "If you're using Web fonts, try to use no more than two font families in order to ensure fast load times," he says.
"If you're using a fixed-width design, use a font size that allows a maximum of 15 to 20 words per line," adds Lurie. "If you're using a fluid design, use a font size that allows 15 to 20 words per line at 900 to 1000 pixels wide."
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