Group items tagged

Demographics. Regardless of the assessment tool you use, questions first should address basic demographic information. Prior to conducting a survey or focus group, spend some time online. The U.S. Department of Commerce publishes the Country and City Data Book which captures hard statistics for all U.S. states, counties, and cities with a population of 25,000 or more. Then, compile a questionnaire to address market segmentation along specific criteria:

Age: Users' wants and needs tend to change based on their generation. Knowing the average age range of potential users can help you design and market the site to meet that group's expectations. Gender: Male and female users often differ when it comes to what they value in a Web site. Studies show the factors that motivate women to visit or purchase from a particular site don't necessarily inspire men to do the same. Knowing gender predilections at the outset can impact the entire Web design process. Education: Data regarding potential users' educational background will help the Web developer determine design and content. In general, a site's format should target the average likely visitor, rather than aim at high or low ends of the academic experience curve. Geographic location: Where the target audience calls home drives the Web page content. For instance, urbanites living in a densely populated northeastern U.S. city likely will have different needs and preferences than their rural counterparts.

Marital status: Married Internet users typically access different retail/service sites than do single people. A TAP will help ascertain which group comprises your largest consumer demographic, with your Web site following this direction. Occupation: Although exceptions invariably exist, Web sites servicing "blue-collar" consumers will differ in style and content from those catering to professionals and "white-collar" workers. By the same token, retirees usually will have different preferences than consumers still in the throes of career building. Income level: A company targeting consumers who are apt to purchase luxury goods and services will require a Web site that differs considerably from a discount retailer's Internet page. Nationality: Businesses trading in goods and services for an ethnically diverse target market may need to consider multilingual content, as well as adjustments in design and format to fit cultural standards. Social class: A consumer's perception of his or her social status impacts preferences in goods and services - even when individual income does not reach this level.

Psychographics. Once you've finished with demographic-based questions, you're ready to take the line of inquiry a bit further. The science of psychographics (also known as "enriching characteristics") addresses why consumers act as they do. So, while demographics offer a general outline of your customer pool, psychographics brings critical characteristics of your target audience into sharper focus. Employing a psychographic methodology means devising queries about lifestyles, attitudes, values, beliefs, purchasing habits and other qualitative criteria. Although possibilities are numerous, key questions can help you and your designer hone and refine your Web site. Depending on your business, you might ask, for instance:

Do you consider yourself conservative or liberal? Is it important to care of the environment? What are your hobbies? Interests? Are you family-oriented or a loner? What type of entertainment do you prefer (cinema, theater, symphony, etc.)? How many books do you read monthly? What magazines do you read?

When you shop, which is most important - friendly staff, nice surroundings, good prices or convenient location? Do you shop for fun, because you must, or to relieve stress? Do you purchase (our) company's product because of quality, ease of use, price or availability? Do you patronize our competitor because their product is cheaper, product quality is better, service is friendlier, the store is nicer, or returns are simpler? Do you go online to work, shop, do research, play games, or e-mail? Do you think the Internet is tough going or easy to navigate? Do you prefer retail/service Web sites that are easy to navigate, easy to read, picture-heavy, or text heavy?

ValueValue could also be called “lightness.” It refers to how light or dark a color is. Ligher colors have higher values. For example, orange has a higher value than navy blue or dark purple. Black has the lowest value of any hue, and white the highest.When applying color values to your designs, favor colors with different values, especially ones with high chroma. High contrast values generally result in more aesthetically pleasing designs.

This website combines blue hues with two different values. Because the different values have enough contrast, the overall look is visually appealing.

Combining colors with similar muted saturation levels creates a soft design, which is emphasized by the watercolor effects.

Colors with very high chroma are best used in moderation

Cyan has a high chroma and so really stands out against black and white

TonesTones are created when gray is added to a hue. Tones are generally duller or softer-looking than pure hues.Tones are sometimes easier to use in designs. Tones with more gray can lend a certain vintage feel to websites. Depending on the hues, they can also add a sophisticated or elegant look.

Tones can be intensified by adding gray around them

ShadesA shade is created when black is added to a hue, making it darker. The word is often incorrectly used to describe tint or tone, but shade only applies to hues made darker by the addition of black.In design, very dark shades are sometimes used instead of black and can serve as neutrals. Combining shades with tints is best to avoid too dark and heavy a look.

TintsA tint is formed when white is added to a hue, lightening it. Very light tints are sometimes called pastels, but any pure hue with white added to it is a tint.Tints are often used to create feminine or lighter designs. Pastel tints are especially used to make designs more feminine. They also work well in vintage designs and are popular on websites targeted at parents of babies and toddlers.

Let’s give our <body> some more style, and center everything in the viewport (this will be important later for our content wrapper.) Our initial CSS ends up like this: html{ font-size: 100%; } body{ font-size: 1em; font-family: georgia, serif; text-align: center; color: #444; background: #e6e6e6; padding: 0; margin: 0; }

1 ÷ 16 × 740 = 46.25em (1 ÷ parent font-size × required pixel value = em value)

While we're here, we might as well add some typographic goodness by selecting a basic leading and adding some vertical rhythm, with everything expressed in ems.