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Page Layouts Critical to Corporate Message January 2006 Written by Laura Ballerini Just as a good floor plan enables you to move through a home with ease, a good page layout should do the same. They should lead potential clients to your "story" - whether it's a website, brochure, business card or tradeshow booth, the message should be clear. With the use of headings, angular lines, appropriate column lengths and graphics, a strong design flow can be created to communicate your corporate message. The following design layout illustrates the power of good layout and communication. The layout is clean, simple, and although it's asymmetrical, is balanced. Notice how the strong directional photo in the upper left is acting like an arrow. It literally points to the page content and the company's corporate messaging. The viewer naturally starts in the upper left hand corner of the page (this is proven to be prime design "real estate"). The viewer then scans the photo, logo and center area. Leading to the core of the web page - the textural content, which, even a designer will concede, is king.  This layout creates stability and conveys credibility. It shows that great care has been taken to tell the corporate story with a definite hierarchy to the content. The heading is dominant in this layout: "Finally, someone gets it. Small business deserves more interest ". It is positioned with lots of white space and clearly communicates a benefit to the viewer. It leads you into the supporting text and the "calls to action" such as "Call us Today, View our Best Rates, Find Out More". The calls to action are strategically placed so that the viewer gets the information he or she needs and is then ready to take action. After all, the ultimate outcome for a good layout is to make a sale, whether it's indirect or direct. When it comes to website layout, there are many things to consider. Great websites hinge on great navigation. It's imperative viewers get to the page they want to go to quickly and effortlessly. The navigation should be user-friendly and understated. Flashing buttons, sound effects and animation are probably overkill for page navigation. The best rule of thumb is to keep it simple and functional and let the content "sing". Web page layout must also enable web viewers to "scan" the page easily. Research has shown that web viewers do not necessarily read web pages - they scan web pages. So a good page layout must be conducive to scanning - assisting the viewer to find the information he wants when he wants it. Layouts must be consistent throughout a website. From the homepage to the catalogue to the checkout page, a viewer must be able to move through the process seamlessly. Images, particularly in a catalogue or product section must be crisp and clear. They are in many ways, your online sales person. The option to view details of the products is critical as it gives you the opportunity to "sell" your product further. To enable a smooth transition from browsing to purchasing or making online inquiries, ensure the page layout creates a comfortable experience for the viewers. Again, easy-to-use navigation, clear and concise text and consistent page layout build that comfort level. This comfort level is critical in creating trustworthiness and persuading the viewer to take the next step. Don't underestimate the value of page layout. Communication, credibility and comfort are created from great layout design. We'd love to talk to you about page layout and communicating your corporate message. Contact us directly. Read more articles from our DESIGN Files. Print Email to a Collegue Subscribe to DESIGN Files |
