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Choosing a Layout and Template for Your Online Store

Imagine walking into an electronics or jewelry store with some of the most amazing products you’ve ever seen. Everything this store offers is unique. The people seem kind. The prices are right. But the store itself is very drab and almost looks like a warehouse, and you can’t find anything. It makes you wonder where these people came from and if their goods were stolen or not.

A template is like that brick-and-mortar storefront. If it doesn’t live up to your products, you could be selling your store short. What is a template exactly though? The template is the frame of your website. It contains the categories and navigation. You can see an example of how templates vary in structure here.

What are some things to consider when choosing how and where your categories will be displayed?

1.) Color scheme: Different colors solicit different emotional reactions. Understanding what emotions your site is conveying is key. Since you will probably choose more than one color, it can be very helpful to be familiar with different color schemes together first before putting together a design. This color schemer gallery is very helpful in making this choice.

2.) Navigation: Do you want your navigation to be on the top, the left, or the right? Do you want both top and left navigation? Laying out information in a clear manner is key. Since navigation is ultimately controlled by you and your shopping cart software, making this choice before choosing a template can help give your store a more deliberate, unified feel.

3.) Having an About Us page, a prominent return policy, and contact information will determine if people can trust you or not. We don’t buy from people we don’t know. Where can you display this information so that people can find it?

4.) Customers who use your search functionality to find products are much more likely to purchase than those who are simply browsing. Make sure it is prominent for your users somewhere in your template.

Michelle Greer, Marketing Specialist
http://www.volusion.com

 

April 23rd, 2008

Choosing the Right Logo for Your Online Store

logo design ecommerce

Your logo seems like such a small part of your online store. After all, your customers are looking at your products, right? A logo is an afterthought.

Your company’s logo is the most prominent form of branding your store will have. A logo can go on a receipt, a letterhead, a t-shirt, banner, as well as every page of your online store. It is also typically in one of the more prominent places website users look according to eye-tracking studies. It’s how your customers identify you.

What should you consider when choosing a logo?

  • Simplicity: It is important to stand out when creating a logo. However, if standing out means creating something that can’t be replicated across multiple mediums, you could be stuck with something that limits your marketing efforts. Be sure to use a logo that does not involve a photograph, intense drop shadows, and does not overwhelm the overall look and feel of your site. Such detail looks nice on a full scale, but tends to get blurred when an image is shrunken down.
  • Color Selection: Less can be more when it comes to color. Be sure to keep the colors to a minimum. One or two colors is ideal. People have cognitive and emotional responses to colors, so four or five can make for confusing branding. If you are having a hard time choosing, take a look at this article on the different emotional responses to colors in Entrepreneur. Remember also that your logo should look good in black and white as well, since this is how it would appear on a letterhead or a receipt.
  • Longevity: How long do you plan to keep this store? If you understand that what you sell will probably just be a passing fad, then creating a logo that is in line with current trends is okay. If you are wanting to keep your store long term, be sure to choose a somewhat classic style to ensure your branding has some staying power.

    • Your customers can’t see if you choose to wear a suit or t-shirt, cargo pants, and Birkenstocks. They don’t know if you or your employees are country or city dwellers. They see your site. Ensuring your logo matches what you are all about will set the cornerstone for creating a solid brand people will be able to trust.

    If you are a Volusion customer, you can purchase a logo design for $495.

    Michelle Greer, Marketing Specialist
    michelle_greer(at)volusion.com
    http://www.volusion.com

     

    April 21st, 2008