03 Jun It’s not just about Google – Alluring Visual Contrasts for Landing Page Conversions
A visually alluring Landing Page Design can be important for two reasons. For one it is likely to be your first and best opportunity to start a conversation with your visitor. Next, it can receive visitor traffic from a narrowly defined channel through a single call to action image.
Awareness of the ‘vocabulary’ of design is then the first logical step in creating that successful seamless blend of graphic arts, technology, and psychology. And here, the need to understand how to use visual relationships to our advantage.
Visual Relationships: How we See
Creating an appropriate landing page personality requires the use of colors, shapes, images, patterns, cues, and more, to ‘say’ the right thing to your audience. For that matter, whenever we attempt to make sense of information visually, we observe similarities and differences in what we are seeing. This is what provides the emotional impact or your instinctual response to what you see.
But understanding the psychological manner in which we group visual information is not enough if we want to be able to communicate a specific message. In order to do that, we need to know what communicates with your audience and directs them to your intended conversion goal.
Exploring Contrast in Communication
One of the best tools to create a standout design is contrast. Here we try to understand some fundamental elements of design through an eye of Visual Contrast (and photography) that will help you grab your visitor’s attention.
Using the dark/light contrasts to create interesting compositions has been an artistic theme since the early 1900’s. Beyond just appearing elegant, dark-light website designs can also elicit more emotional responses than standard light designs, making them ideal for creative projects.
In this picture your eye directly discerns towards the lit view outside the window. The dark background adds depth to the design.
In Web Designs finding the perfect contrast means balancing the darkness of the background with the lightness of the text. A good process to follow is to add essential content first and then bring in design elements as needed making sure the layout is not being over-powered. But again, they’re not suitable for every site.
Contrast in Colour
Experts who have researched the way colors interact with each other would often say that color must blend. However, blending could be contrasting as well.
Here is an example of a complimentary color photograph. Notice how the two dominant colors of this photography are orange and blue.
The visually dominant colour red-orange gets noticed the most for it creates a center of interest in a layout and determines where the story begins.
Using other such contrasting complementary colours you can create a similar dramatic image since each color makes the other color appear more active. When placed side by side, they intensify each other, but are seldom used in equal amounts.
Contrast of Size
Of equal importance is the contrast of size to a web page layout. Images or items can also be added to contrast in size to create a variety in style.
Some experts rely on contrast in size when they do not have the option of adding it with colors.
In Web Design, big headings are a great way to establish hierarchy within the content of a website.
Contrast in Repetition
When you repeat some aspect of the design throughout each page and throughout the site, it reinforces communication and ultimately helps the reader understand.
It is most effective when it is not over done. Repetition of colors, textures, fonts, thickness of lines, and white space unify your piece. Try to keep your theme consistent by using similar elements to strengthen your work.
Designers want to make things different. Surfers want predictability. It is a synchronistic validation of these two elements which ultimately works for both.