People behave differently when it comes to processing information online compared to how they accept it in print. This is the basic premise on which websites should be designed. That is why it is important not only to adapt your corporate brochure to represent the content of your website.
Your customer is now in control:
Reading a brochure is as different from reading a website as running is swimming. The objective of both activities is to process information, and the powers involved are the same, but the act is different. While customers are used to a certain logical flow of information in print and are willing to patiently read long descriptions, they are not willing to show the same amount of discipline when browsing a website. The main reason for this is control. While in the case of a printed brochure, the format of the printed document exercises control over how the information flows, in the case of a website, the reader or website visitor has control over how they will absorb the information presented.
The website visitor often behaves unpredictably by clicking on different links and jumping from one page to another. This is why having a great home page is not enough. Your website should have great content on every click, which means not just information, but information that is presented in an engaging and interesting way.
Make every click count:
You may have heard that some thriller books are described as page-turning, and some movies are called the edge of seat thrill. An effective website is not. You don’t want your visitor to click and go to another page, but you want them to delay and make a workable decision. Otherwise, it could indicate that a particular web page lacks convincing power to keep the visitor engrossed. On the other hand, you don’t want them to be so captivated by the images that they lose the message or message.
Strike a Balance:
This is where charts can enhance your current information. Graphics are more than pretty pictures or clever illustrations. They include how the text is laid out, the colors used, the fonts used, the size of the headlines and the body, and of course, any visual images or icons used to enhance the user experience. In other words, everything on a website is symbolic.
Graphics connote. Words denote. They should not work together, but together. That is the difference between an effective website and an attractive website. An effective website uses graphics to complement the information that is conveyed. It does not detract or steal the reader’s attention from the information but rather guides the reader to better absorb the information in a more friendly and sometimes entertaining way.
Graphics on a site are often an afterthought. You can spot them right away, and there really is no excuse. Blurry product photos, staff photos that are more embarrassing than the school yearbook, and exterior photos of an office building with debris and traffic cones out front. Not ideal!
There’s a reason professional photographers exist: They are good at taking pictures. There are things you can do without your high-end expertise and equipment. I always recommend a high-end camera. After that is the lighting and the environment, you can usually get a good shot with a camera in a good light.
You can get a better shot if you prepare the environment. Notify the staff that their photo will be taken and that you would like them to schedule their next haircut a week before the session, so they have time for the hair to grow back, for those who will insist on cutting it immediately. – to give you the opportunity to look like normal people. If you are planning product photography, try photographing it instead, with all accessories, up close and well thought out.
If you prepare food or anything, you want the photo of your product to be so good that it works like a postcard. You probably won’t be able to handle that normally; this is where investing in a trained professional photographer can really help. Be prepared to spend some time looking for one. You want one that’s as close to you as possible, possibly with a studio, and one that can show expertise – show you shots of past products that show style, and potentially you also want the photo that shares the best ideas on location.
You may not need to hire another photographer for decades. Better to go back to the one who knows he does the best job.
Special care must be taken with food and kitchen equipment. Chocolate raisins can look like dog food or rat poison. Casseroles with beef in the blood may look more like a horror movie. These are messages you don’t want to hear from potential customers. For every 1 I tell you, if they tell you, there will be 20 that are just courtesy.
Even the About Us section can look strange, especially if the staff headshot photos are taken at different times and under different conditions. It is best to allocate a time and place and photograph everyone, as one of the most important messages you want to convey is consistency and, therefore, trust. You’re About Us page can really work against you if headshots are all over the place.
Also, be wary of stock photography, as there have been times when clients have been known to detect that businesses “share” the same office space. You will most likely be caught if you ‘fake it till you make it’s using stock photography. Using stock photography as the basis for a message or as an example is, of course, fine.
Be prepared for someone to edit a photo if there is a person without a suit in a shot because that was the day or because that person simply refuses to wear one. A touch-up and stock suit image with proper editing could save the day.
In short, you want to start with the highest quality photos possible; this leads to large files, best to start there and then shrink to 72 pixels per inch resolution for on-screen website usage. Three hundred dots per inch to print, it is always best to check with your printer, or copier/color printer, where you are likely to print from. It is better to lower the point in resolution since it cannot be raised.
Keep the images consistent. Use the same photographer, or shoot from the same location with the same lighting, make sure all staff is dressed appropriately and looking their best, product shots don’t look like a horror movie. Otherwise, It could be remembered the wrong things.
Lastly, don’t mislead; your people are your people; if you have the fewest number of employees in your industry, turn it to a profit, short lines of communication, quick decision making, outsourcing flexibility, etc. Take photos of the people who matter and take a little more time to describe what they do or show them in context at work, looking good and ‘in the message.’
Your goal is to educate and entertain. Show them what you have, tell them what to do, and give it to them. It’s that easy.