Think for a second about the websites you like to visit, and why you like them so much. Chances are, the appearance of these sites stand out in your mind as being more aesthetically pleasing than others.
Aside from layout, spacing, logos and other components that comprise the functional aspect of a website, color and typography play a significant role in not only the look and feel but also its identity and personality. In fact, the colors and fonts that designers choose for their websites leave such a lasting impression on your visitors that they often create strong associations with these subtle elements and various brands.
Consider some of the top fashion blogs and websites that are ranked highly in search engines these days. They all maintain a particular aesthetic, using visually appealing fonts, pictures and colors palettes that all contribute to the overall psychological and emotional effect.
So what happens inside your brain when you come across a website anyway? When our eyes see colors, our brain processes this information, sending chemical and hormonal signals to different areas to stir up an emotional response. This means that colors have strong psychological effects, and there’s a whole branch of behavioral psychology that focuses on this phenomenon.
Although there is some debate on the objective, quantifiable measurement of an emotional response, there have been compelling studies about its value. It takes about 90 seconds for a potential customer to form an opinion about a product. And the majority of that first impression—that is, the interaction between customer and product, is influenced by color alone.
Typography plays a major role in retaining your website’s visitors and clients, while also converting visits into opt-ins, likes, shares and sales. Like color, the typefaces on your site elicit emotional responses from your visitors. The difference here is that typography deals with the interplay of different combinations of lines, curves and spacing.
Fonts are traditionally categorized into categories such as serif and sans serif typefaces, and such small differences have effects on readers. Serif fonts are often seen in body texts of official documents, novels, and newspapers, and they have a comforting, traditional appearance. Meanwhile, sans serif fonts give off a semblance of objectivity, stability and an overall clean.
Even particular fonts convey impressions on an audience in a predictable pattern. Century Gothic is a modern font that many people consider as chic. Baskerville Old Face gives off an impression of a reputable, businesslike institution. Script fonts are exemplary of elegance, style, and sophistication, while modern fonts exude confidence and an air of progressiveness.
When choosing colors for your website, consider your audience, industry and the purpose for each color. If you’re selling products for children or parents, you might want to try bright, vibrant primary colors. However, if you’re selling makeup or fashion accessories for women, avoid austere colors like brown or gray. For a masculine aesthetic, use colors like green, black and blue.
Colors such as red and yellow are highly emotional, stirring up emotions such as boldness and confidence, or danger, respectively. Red is used in so many different contexts, however, that it needs other colors to define further whatever connotation you’re seeking to draw.
The fonts that are often associated with fashion are often serif fonts such as Bodoni and Didot, although many magazines are employing original custom fonts for their branding. Regardless of which font you choose, a proportion of the letters is among the most important aspects. Use different thicknesses between the lines that construct the fonts, especially when using these fonts in the context of a photo featuring a model wearing elite fashion wear. In colleges such as the Editor’s Picks page or similar pages, feel free to mix and match several different types of fonts, balancing out the serifs with the sans serifs, while also using different sizes and thicknesses.
To manage the different colors, fonts and other assets of your website, you’ll need a content management system (CMS). There are numerous options for this, but to name a few:
- PrestaShop has a wide variety of catalog management and product displays as well as built-in security to help you manage your site.
- Magento is an industry leader when it comes to CMS, helping you to create rich customer experiences. It’s both easy to configure and has a vast ecosystem.
- VirtueMart is a Joomla MVC based CMS framework with plenty of plugins to help you manage coupons, shipping, and your whole inventory of products. This CMS boasts fast setup and ease of use
Meanwhile, if you’re in the market for ready-to-use fashion themes, there are plenty of places to look. All of the tough decisions are simplified, and all you need to do is choose the one that resonates with you.