Web design The Internet used to be text and image working together to communicate with the user. But with the growth of mobile and social media, as well as the younger generation of consumers, websites must now match new behaviors and expectations.
There is no doubt that the main drivers of this transformation are Facebook, Twitter and Instagram, as over the past decade they have changed fundamentally in how we move web traffic and build entirely new user trips. This is the path we continue to continue – as it continues to evolve around us now – but there are already some clear lessons that we, web designers, can learn.
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1. Customize your content to suit your audience
If you look at Instagram, the platform usually attracts a younger audience, but today a large population is stepping in. This, in turn, has had an impact on how we use it, as the image-to-copy ratio is often designed for each post with each specific audience – the younger versus the older audience.
For example, Gatwick’s Human’s of Gatwick series of Instagram contains a very long explanation aimed at a more mature audience that will read all of this, while Adidas has focused more on visual content when launching the new Solar Boost collection to young consumers.
The lesson here is to customize the image to the text-to-design ratio of each specific audience. Adaptation to this level of audience understanding and definition helps move a user from social media to the time they reach the website, helping to set the hierarchy of the site’s content as a whole.
2. Keep your website and social brand consistent
On Twitter, the design team often uses a large font in images so users do not need to click to expand in order to consume the message when designing the web, we will call the first line from the website, so the user can in turn connect the two and not get lost from the initial interaction of the social.
Continuity is essential, so we follow or repeat it directly with font and message so there is brand consistency across all channels, be it social or website. Embracing fonts builds brand awareness and helps to become a symbol of a customer or company.
03. Create your online presence with the color scheme
There is one flat color trend on social media right now that influencers and celebrities see as they stick to a specific color scheme for their profiles or specific color tones on YouTube or Instagram Stories.
These seemingly simple color choices can communicate with the target audience, thus making the general theme synonymous with this content creator. They are brand guidelines, but not as we usually know them.
Taking this trend of subtle color changes or consistent background color on the front end of the website helps to connect with a specific audience coming from social media. This system is ideal for a campaign for example, as the appearance of color enables a distinct campaign on its own while not far from the primary brand.
04. Use patterns to get recognition
Burberry recently had a comprehensive brand design overhaul and used the same mono pattern across all social media channels and on the website. As designers, it is common to hide such patterns in the background and reduce the opacity so that they are almost non-existent, but Burberry did just the opposite of that, as the patterns appeared in their images, thereby attracting user attention to them.
It’s a fashion-focused method of using clothing and accessory patterns, but this tactic instantly changed the way people perceive the style. It’s an easy way to create brand recognition across social networks, online and in physical places.
05. Create landing pages for social activities
Most social media platforms have an animated way of thinking first, which means we design the heart of the website. But it is not always so. Some customers have multiple campaigns across three different social channels, which means that something that once was a site that fits all sizes turns into three sizes and then returns to one.
In these cases, web designers should consider designing different landing pages or subpages that better communicate with the audience or content from each social channel from which the user is directed. This response, along with repetition and consistency, are the primary design lessons from social media.