Cyberbranding: Brand Building in the Digital Economy

Number 4: Using Attractive Design Consistent with Company Image and Audience Appeal

The design of a Web site should reflect the company and its product(s). Colors, layout, fonts, and graphics all play a part in the design for maximum effectiveness. The careful thought of these elements combined must appeal to the target audience. Successful design has more to do with these elements than it does interactivity and content. It’s market research that enables branding professionals to understand primary audiences and figure out what sort of look and feel will make them respond to a Web site favorably. In-depth research allows companies to understand audiences before they come to a site. Research pinpoints a target audience with respect to gender, ...