It’s not the first time to say that the site should not hang around the vast expanses of the web because it just is. It has its own tasks and goals, which it helps to achieve by communicating with the user. Obviously, it can not sit quietly peacefully in the kitchen over a cup of tea with his visitor. But he has his own ways of communicating, which are no worse, and in some ways even better than a conversation.
Today, visual communication is extremely advanced and designed to perform several tasks at once. In web design, they play a significant role: through their competent use, the user takes target actions, can navigate well on the site and interact with it.
Color
In many areas, color plays a big role. With regard to communication, the perception of colors we all have similar, and therefore they easily convey their message to huge audiences.
Red – emotionally this color is perceived as important, confident and commanding. It attracts our attention more than other colors and, as a consequence, is used for warnings and important announcements. In the design of the site color can carry the following emotional messages: passion, energy, importance, power, blood, etc. Use it wisely, otherwise there is a risk of scaring away the audience, which tends as quickly as possible to leave the “dangerous” zone, replete with aggressive hues.
Orange is the cheerful and cheerful neighbor of red in the spectrum. The color is associated with energy, youth, movement and vigor.
Yellow is a cheerful, juicy and sunny color. Its use and meaning depend on the chosen shade. For example, bright yellow carries positive energy, and its darker shades, such as gold, sends us to the noble and wise antiquity.
Green is a transitional color from yellow to blue, from warm to cool, which combines the characteristics of both colors and is on the verge of relaxing and invigorating. The result is a balanced and stable color. Depending on the shade, it is used for different purposes: the brighter colors symbolize freshness and environmental friendliness, while the darker colors represent affluence and luxury.
Blue is a cold color, the meaning of which also depends on the shade used. Lighter colors represent safety, openness and friendliness. This is especially noticeable in the world of social networking, where every second developer chooses to use them. Darker colors associate us with reliability and inspire confidence, as a consequence, they are in great demand for corporate sites.
Purple – historically, purple is associated with us as a truly royal, with a hint of luxury. Again to the difference in shades: while light colors like purple evoke feelings of romance and lightness, darker shades are the epitome of rich chic.
Black is the strongest of the neutral colors, and is used on almost every site. Its meaning depends on the colors used with it in the palette. As a primary color it can be associated with evil and aggression, but for most sites black is used to create a sense of sophistication. To achieve the effect of elegance, black is used in conjunction with white.
White – White in Western culture is associated with kindness and innocence. Most often on sites, it is used as a background for a minimalist design. The abundance of white creates a sense of lightness and purity.
Brown is a natural color: it surrounds us in nature and is inseparable from it. Brown conveys warmth, wholeness and honesty. Lighter shades are associated with comfort and coziness, and darker shades carry signs of conservatism and are more often considered masculine.
Pictograms
Usually presented rather sketchily. The image of the shopping cart in the corner of the page online store – pictograms, a question mark for the word “Help” – a pictogram, the gear for the settings menu – a pictogram. The site communicates with us through these icons, ergonomically using the space of the page blocks. Their principle is based on the associations that evoke images: if there is lightning, it means that there is electricity, and electricity hurts, and you can die … so I think I won’t go into that transformer box.
Banners
Can be both a static image and a sticky interactive element. Usually banners contain a link to the site of the advertised product.
There are several types of banners:
- Static images – the usual, well-known and gradually going away picture banner.
- Animated images – banners, which can shine and shimmer, tell whole stories and in general be quite sticky. Due to the animation attracts more attention than the previous type, and as a consequence, more effective. But the main thing is not to go too far, and then the abundance of animation will lead users to epilepsy, and no one will make the target action 🙁
- Richtext – literally “rich in text” banners are text blocks. They are the most unsightly of all kinds, but to remove them from the arsenal is not worth it. There are cases where the colorful advertising is simply inappropriate.
- Interactive – the users’ favorite block, which is an opportunity to have a little fun, for example, feeding the cat on the banner ads Viskas, or play this mini-game as part of an advertising campaign. Without attention such banners are rare.
Banners have several tasks:
- The task of selling a product is to attract, interest and push to the target action (go to the site, order goods or services, etc.) of the potential client.
- The task of branding or image task is to increase brand awareness and form emotional associations.
