RSS FeedYour target audience is right, not you!
The most difficult part of designing a website is to make the target audience understand the website. But there is something even more difficult in this process... know who your target audience is. That's not only your responsibility as a designer but also the responsibility of your client.
If you run a company which sells wedding dresses you know for a fact that 99,99% from your audience are women. These figures helps you a lot in your design process. You can use different colors, add design elements which will attract the female visitors, etc. It will be a whole different story when you have a large target audience. With a large target audience you need to choose your design elements wisely. Don't overdo it, give your visitors a clean and clear path to the action you want them to be.
You need to keep one thing in mind, when an average surfer is visiting a website they only see the design for something like 0.4 seconds. After that they go directly into the content, if your content isn't any good you can have such a great design, but your visitors and your conversion rates will drop.
- A few things for you as a designer (in random order):
- Give your content enough whitespace (padding/margin), give it room to breath. Increase your line-height in your paragraphs.
- Know where the folding-line will be. The folding line need to interrupt your content or a design element to give the visitor the impression there is more to scroll to.
- Design with importance, not every element on the website is equally important.
- Know your colors and contrast. Don't use reds for buttons (red is error for most). Increase the contrast for easy reading.
- Give your website a clear call to action. The label on this button can increase your conversion rate. For example: "Sign up" of "Sign up, it's free". Which one will increase your rate?
You need to keep one thing in mind, you are not designing for your client, you are designing for the target audience from your client. So, your target audience is right, not you!
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