“Should I Change My Website Design for Summer?”
Posted 21 April 2014
The changing of the seasons is often considered to be a significant time. As summer beckons, many of us will be looking forward to the holiday season, spending more time outdoors and enjoying (we hope!) some better weather…
You’ll probably have noticed that advertising campaigns change dramatically with improvements in the weather – just wait for the BBQ deals to start rolling out – which raises a number of questions for diligent website owners. In this short article we’ll consider the question: “should I change my website design for summer?”
There are various reasons why this is worth considering.
1. Understanding and Connecting with Website Visitors
Seasonal Affective Disorder (SAD) affects around 2 million of us in the UK, meaning that we experience greater motivation in the summer months. Successful website design is all about connecting with people, which means that you need to understand the customers that you’re trying to engage with.
If your website design can capture something of the joy of summer (and, for that matter, something of the magic of winter/Christmas) this will help to increase user engagement, create a great first impression and ultimately increase your conversion rate. This is also an easy way to demonstrate to your customers that you understand what they are experiencing in their lives.
2. Using Colour to Communicate Meaning
Web Designers know that different colours can create a range of responses in people. Blue, for example, is often used by financial institutions in their logos because it is often associated with trust, integrity and expertise. Whilst this is a largely subconscious reaction, it’s very important that you understand the meaning of colour in your web design.
You can use colour to capture something of the essence of summer, particularly through your use of greens, yellows and oranges, which tend to evoke feelings of freshness, sunshine and nature.
Whilst this might not always be possible or appropriate – you need to consider the best way to promote your particular brand – finding ways to integrate seasonal colours into your website design, particularly on your homepage, is another great way to engage your site visitors, build trust and show them how your products and services can benefit them at this time of year.
3. Updating Your Website Regularly to Increase User Engagement and Trust
Taking a ‘seasonal’ approach to website maintenance will normally mean that you make subtle changes to your website design 3 or 4 times a year. There are various reasons why this is important.
If a first-time visitor clicks through to your website they are much more likely to contact you if your website is up-to-date. There are various ways in which this can be achieved, but a seasonally-adjusted homepage is probably the easiest way to build trust and show that you’re on the ball.
Regular visitors will appreciate regular updates to your website, because whilst consistency is important – particularly in terms of navigation – keeping things fresh will improve their experience of your website.
Thirdly, effective e-commerce website design helps users to imagine your products and services improving their lives. By integrating seasonal updates into your website you’ll help them to see the relevance of what you’re offering.
We hope that this has given you some ideas to think about. In Wednesday’s article we’ll be looking at very practical ways in which you can make these changes and consider ‘How’ to change your website design for summer…