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Color Wheel

Color is one of the most important elements of web design. Here is a basic color wheel lesson to help you understand how we select the right color palette for your corporate website.

Primary Colors - Red, Yellow and Blue

Secondary Colors - Two primary colors mixed together. Orange, Green and Violet.

Tertiary (Intermediate) Colors - A primary and a secondary mixed together. Red-Orange, Yellow-Orange, Yellow-Green, Blue-Green, Blue-Violet, Red-Violet.

We refer to color as hue, and tinted or toned when we add white or gray to it. Adding black creates shades.

Colors can take on aggressive qualities when warm and recessive when cool. In other words, yellow, orange and red can evoke strong emotional responses such as anger or energy, while the cooler blue, green and violet can relax and reassure.

Palettes

Palettes are combinations of colors. We select palettes to give websites depth and interest. 

Monochromatic schemes use any shade, tint or tone of any single color.

Complimentary colors appear opposite each other on the color wheel such as orange and blue or yellow and violet.

Analogous palettes include colors that lie adjacent to each other on the color wheel. (green, blue-green, blue)

Applying different palettes to a single design concept can completely change the way to look is perceived.

More on color and how computer monitors effect them coming soon.

Blogging is taking over the world - the corporate world that is. Many executives are complacent in thinking that blogging is just something “the kids these days dabble in.” Many simply stumble upon a blog or two as a result of a Google search. They read the article and then move on. In doing so, they underutilize web tools that are out there for the taking - many of which are free and make blogging invaluable to their own business development (bookmarking, RSS, etc.) See Cost-effective Web Tools and Trends for more.

I find many executives and company owners don’t want to put in the time it takes to develop a blog and in turn a community around their brand. In neglecting to do so, they miss out on many qualified consumers that are too savvy to listen to the typical marketing jargon. These consumers are multiplying exponentially and demand user-centered content that directly addresses their concerns. They want to search for testimonials from satisfied customers, browse well-organized categories and read breaking news (not last year’s press releases). And they want that news expressed in an authentic voice - not one contrived of marketing spin. I discuss the importance of this in my entry, Do You Need a Biz Blog?

So… to blog or not to blog? Maybe these compelling reasons will convince even the most skeptical:

* Community Builders
* Built In Content Management
* Lower Development Costs
* Fully Customizable
* Organic in Nature
* Archival
* Link Drivers
* Revenue Generators

As a web designer, I am witnessing a trend of increasing use of the blog platform as a replacement to the traditional, and often static, corporate brochureware website. I predict that businesses will need to get on the bus by developing their own blogs, or get left behind.

To conclude, as certain politicians lead the way in leveraging the internet to their advantage by welcoming new supporters every day, many executives will see the value in terms of their own businesses and follow. 

The Jacksonville web design creatives at Brown Dog have officially entered the WWT, or World Wide Twitter® revolution! Follow us to see what we crazy dogs are doing when not producing thoughtful, deliberate, and effective web design services for our amazing clients.

Until recently, many companies had to create expensive custom applications to perform basic business tasks. Now many of these applications are available online and easy to customize to your particular industry, and some are even free.

Here’s our list of what’s hot and helpful:

Blasting allows companies to reach a large database of clients through custom email messages, or email blasts, into which the company brand can be integrated by embedding graphics and HTML styles. (Recipients can easily opt out if desired.)

For the more advanced, we recommend Campaign Monitor.

For the beginner (or busy executive), we set up easy-to-use custom email templates at MailBuild.

Blogs allow CEOs, employees or customers to share their thoughts in an online journal. A corporate blog can give the public a more personal impression of the company and can be an additional way to launch products or announce company news. Also, published blog articles generate additional visitors to the website for improved seo. We love WordPress for its flexibility, easy-to-use interface and outstanding plug-ins.

For the seasoned blogger, online tools are available to help promote and manage your blog site - even drive others directly to your website. Check out Technorati.

RSS, Really Simple Syndication, is a format for syndicating news and content of news-like sites. Like blogs, RSS feeds have grown so popular that there are specific tools like Feedburner to promote and track them. Subscribe to our feed in the Meta area at right.

Bookmarking through 
del.icio.us allows individuals to mark useful sites online that they want to visit again later and then share their bookmarks company- or department-wide. To discover or share website content with others, visit Digg.

It’s hard to keep track of all the new options, but these sites are dedicated to announcing and reviewing new products for consumers: TechCrunch 
and Mashable. We keep them both close at hand in our blogroll!

As business and personal communications continue to become more streamlined, companies must keep up with the latest technology to stay relevant. Today’s tech-savvy customers prefer to receive online business communications, like email blasts. There are many ways to conduct this outreach effectively.

“Blasting” is when an email message is sent to a large group of recipients at once. These can be a cost- and time-efficient way to distribute company news. Make it a practice to gather email addresses whenever possible, such as during sales transactions, at networking or sales events or by adding an email sign-up link on your corporate website.

Why blast:

Email blasts are inexpensive and save on printing and postage.

A regular, preset blast is an easy way to interact with your clients.

Emails are easily forwarded by recipients, creating more client referrals.

Clients can opt out of the program if they choose.

When to blast:

Send email blasts early in the day.

Only send blasts when you have something real to offer. Too many irrelevant e-mails will get your messages automatically sent to the trash file.

Use email blasts to launch a new product or service, as an event invitation, as part of a fundraising campaign, as a company newsletter, to augment advertising or public relations campaigns or to gauge customer satisfaction.

A biz blog is an online journal from a business perspective that is frequently updated and intended for public consumption. It is a tool for communicating with customers or employees on a more personal level about corporate issues.

Tangible results will take some time, but many companies post biz blogs because they:

Give the company a voice. They present information from an insider’s perspective. Blogs can show a CEO’s personal point of view, not just their products and services.

Position the author as industry expert. The author shares knowledge and expertise through specific topic-oriented information.

Help to educate an audience. The author has an opportunity to publish fresh, insightful commentary that speaks personally to his clients. Entries should be authentic and should not read like press releases.

Invite feedback. Comments create an open dialogue between author and audience and encourage their participation.

Increase online visibility. Some blogs catch the attention of the media and gain mainstream coverage. They keep the company top of mind with clients and show its technological savvy.

Generate word-of-mouth interest. Viral marketing moves fast and more efficiently than the traditional word-of-mouth approach.

Build an online community. Blogs create a place for like-minded individuals to gather around your core initiatives.

Drive traffic to your Web site. A biz blog will link seamlessly to and from the company’s Web site.

Are free and fast. You can create a blog in less than five minutes at blogger.com or wordpress.com.

Want to customize its look and feel to match your company’s brand, give is a call and we will unleash it.

When your company’s name or product is typed into a search engine, where does your website appear in the rankings? Being ranked highly in the search engines is not luck of the draw. With over 100 search engine optimization (SEO) rank criteria to consider, how does a company focus on what should be done?

First, identify a short list of relevant keywords and phrases that pertain to your company and its offerings. Keywords and phrases are the actual words that users type into search engines that allow them to find a particular company or information regarding their need. Then, incorporate these in specific ways to boost your ranking.

Here are a few strategies that we use to boost our clients’ search engine rankings:

Keywords in your domain name (URL). Search engines promote those which have keywords in the actual name.

Keywords in page titles. Page titles appear at the top of the browser window. Search engines promote sites which contain the searched keyword or phrase in their page title.

Relevant META keywords and descriptions. META data is embedded into the page’s source coding. Descriptions can appear on the results page, giving the user an indication of what type of information they can find when tracing the link.

Keywords and phrases in page content. When keywords and actual page content are in sync, high ranking is the payoff.

Keyword anchors (links) within website. Replace generic “click here” links with keywords links to targeted pages within your site.

Referring links from credible websites. Have affiliate websites link to your website to encourage interested users to click. The more referrers the better. (Do not use link farms – they harm your rank.)

Number of pages in site. The larger, the better.

Age of site. The older, the better.

Frequent site updates. “Fresh” pages are preferred and considered more important.

Finally, your fabulous new corporate website is complete. How do you launch the new site successfully, with as few glitches as possible, and ensure that the right people see it?

A professional web designer can assist in the process, but keep in mind a few helpful hints:

Create a unique website. Hire a professional web design boutique that will customize a site specific to your company’s needs and goals, while setting you apart from your competition.

Select a proven hosting company. If your site is being hosted externally, choose a host with a proven track record of dependability and customer service. If you require a lot of bandwidth, consider using a dedicated server.

Test, test and retest. Prior to going live, upload the site to a testing area which allows your web team to interact with the site on its destination server. View your site in multiple browsers and on all pertinent platforms. Consider your audience’s usage of hand-held devices, laptops, etc. in the design process.

Consider a “soft launch.” Try an initial launch to a small, selective audience that can provide personal feedback. Use this opportunity to enhance your site before opening it to a more comprehensive user audience.

Stage a phased approach. It is not necessary to launch a large-scale website on your first attempt. Begin with critical or time-sensitive material that solves your immediate need, and phase in additional content as it develops over time.

Promote your launch. Publicize your new website launch with an integrated marketing and public relations campaign. At a minimum, send your clients an email announcement that directly links to your new site.

Keep important contact numbers at hand. During the launch and a few days following, keep your designer/developer and hosting contact numbers handy in case of unforeseen trouble.

Follow these guidelines to make your corporate website more effective:

Identify your brand. Clearly present what the company offers, your corporate philosophy, key employees and what makes your business stand out.

Know your audience. Who is visiting your site? What are they looking for? Communicate how your product or service can benefit them or offer them value.

Engage with content. Work with professional writers to develop text that reflects your company’s style. If your business is more casual, your site should echo that culture.

Keep text concise. Most users do not have hours to spend on your website. Make it simple for them to identify the key components that support your positioning. Using bulleted text and downloadable PDF files will help to keep text simple.

Make it easy to navigate. Make site navigation easy to find, and keep it consistent. Name the main level buttons clearly so they are easily spotted on each page.

Be interactive. Give users a place to comment on your site. This will help you improve and customize it specifically for them.

Respond quickly. Users want swift results. Automate replies which tell the visitor when someone will respond personally to their question or need. Better yet, respond immediately.

Collect data. Ask users how they heard of the company, what their specific needs are and if they would like a follow up call or mailing. Link their email address to your database for future marketing.

Be proud. Allot a budget worthy of your company’s needs. A good web boutique will help you decide how best to allocate your dollars to meet your goals.