I think we all know that B2B industry websites have the characteristics of B2B websites and portal websites, which determines some differences between page design and other websites. Here is a theoretical discussion Tianjin website construction And the basic points of production for your reference. I hope you can criticize and correct mistakes.
First, the page color, frame and overall style should be rigorous and full of commercial atmosphere.
Due to the rigorous and high-end content of B2B industry websites, involving industry development trends, various technical exchanges, enterprise marketing management knowledge and other information, the content is destined to be rigorous and high-end; Because it involves trade promotion, information exchange, and making friends between enterprises, business columns should show a strong business atmosphere, and all page designs are aimed at businessmen.
A. The color of the inner page should be more rigorous and non-commercial colors should be avoided.
Blue, red and yellow are the main colors commonly used on B2B websites, and several of them are often used together. Of course, in the process of use, colors other than these colors are often used together, or the color changes gradually.
The derived colors include: dark blue, dark red, bright red, orange, orange yellow, gray, etc., Not listed here. The color matching is up to the designer. Let's review it finally.
b. The following colors should not be used as the main colors:
Green: Green is more symbolic of nature, purity and nature. It does not conform to the rigorous and commercialized characteristics of B2B industry websites. It can be used as the matching color of orange red, but it is not recommended to use it as the main color.
Pink: This color is more feminine and warm. Even if it is an industry characterized by women's products, it cannot be used. As a matching color, use it as little as possible. After all, it is far from the needs of users.
Black: Black and gray are the colors that can be used for most text on the page, but they cannot be used as the main colors of B2B websites.
Second, the title bar and navigation bar of the home page should be more regular.
As a corporate website, a fashionable website, or in order to express fashionable and lively themes, website design can be more lively, with round or irregular layout, but as a B2B website, it cannot be designed in this way.
Each part should be clearly distinguished, each area should be neat, and the pictures and background used should be rigorous. You can't design the title bar and navigation bar of the website as oblique pictures, large ellipses, large icons, cartoon icons and lively graphics.
c. The overall style should be rigorous and full of commercial atmosphere.
The overall style of the website is more important than the color and title bar design. Certain color matching is more lively and fashionable, and will not affect the overall style. Irregular pictures, or irregular pictures of the content in the web page, will not have a great impact on the overall feeling. The overall page style cannot be fancy. To reduce the impact of frames and backgrounds on the reading content, reduce the noise of the page. The overall style should be elegant, so that tourists can calm down and think.
Third, content and function determine the form of expression and interface design
There is no fixed standard for page design. In many cases, we cannot judge by beauty or ugliness, nor by creativity. Instead, we should comprehensively analyze the visitors, content and functions of this page. Sometimes there is no creativity at all. It is similar to many other websites. It is the best because it should be like this. Any design and function is for visitors and users. The analytical ability of designers is far more important than creativity.
Example:
If there are many navigation bars on the head of the user registration page, many wonderful content recommendations on the left and right, and beautifully designed icons, that would be wrong. The fewer links on this page, the better, and the simpler the page. The most important thing is to guide users to calm down and fill in real and rich content. Otherwise, users may have trouble with half of their operations. If there is better content to attract them, they will no longer fill in.
Before designing any page, the designer must calm down, think about what the page is expressing or what functions it is, and then determine the form of expression according to the content and functions. When planning a website, designers need to consider the form of the page. See Chapter 8 of the Fourth B2B Industry Portal Planning Research Report for details, which systematically elaborates this problem.
Third, use more idioms and don't use new usages easily.
The so-called idiom refers to the website frequently used by users, or the usage of well-known websites. This is often the habit of users, because well-known websites have the largest number of users and the highest user recognition. The same function, or the function that will not change the expression due to different websites, can be used with idioms.
For example, when we come to a new website, we often need to know the introduction of the website, the contact information of the sponsor and other information. The habit is to find this information at the bottom of the website. Most websites have a row of links at the bottom to express. If you design a website, you want to be very innovative. If you don't put these links at the bottom, users will feel uncomfortable.
For designers, even if such familiarity makes you feel similar and boring, and there is no innovation at all, you should still use it this way. But that doesn't mean we don't need innovation. On the contrary, in the planning and design work, we need to innovate boldly. If we do not intend to use an idiom, planners and designers must confirm that this new usage has the following two characteristics:
(1) It is also clear and self-evident: it is just a better expression, which is not much different from the original in essence. It also makes users understand at a glance that this is not an innovation made out of nothing, but better than the original.
(2) It has brought great value and is worth learning: although this function has never been seen before, we confirm that it can bring qualitative changes, not just changes to functions and interfaces that users are not accustomed to. For example, in the past, most websites were registered in one step. Now, many websites are divided into two or three steps to register members. Why is it designed like this? Because there is too much content to fill in, it is easier for users to divide the content into several steps.
Fourth, establish a clear visual hierarchy so that users can distinguish visually.
The page has a sense of hierarchy. You can see what is important and what is secondary at a glance. The content expressed in each part is very clear, and users can quickly find the part they pay attention to. On the contrary, the page is messy and the structure is not clear, so users don't know what the key points are when they come to the page. The patience of netizens is very poor. It is difficult to find the content you are interested in within 30 seconds, so you may not find it. They think the website is not interested in them, or they will not come at all. However, in fact, the website has the content he wants or the functions he wants to use, just because the page design is not good and can not find faster.
a. The more important a part is, the more prominent it will be.
If there is no focus on a page, users will spend a lot of time looking for their favorite content and functions in all the same content, which is unfriendly to users. The more content users often use and read, the more important it is. Users will get the most concerned content and functions in the shortest time to attract them to stay.
In page design, there are many ways to highlight key content, such as bold font, enlarged font size, color different from the surrounding color, eye-catching icons in front of characters, pictures or colors as background, etc., It is mainly introduced in the third chapter of the Research Report on B2B Industry Portal Design and Development.
B. The part related to function or content shall also be visually related.
The part related to function or content in vision should also be related, because when users scan, the part related to vision will be scanned together, otherwise it is easy to be ignored and messy at the same time. The common method is to use the same box, the same background, and the same icon to express related functions or content.
The logical part of C function or content should also be visually nested.
The so-called logical inclusion is to reason from a logical perspective. It should be inclusive, such as upstream raw materials and equipment of B2B industry websites. If these two parts are put on the same page, the equipment and raw materials should be designed separately, but the raw materials and equipment modules themselves will contain many different contents. In order to enable the enterprises that want to purchase to quickly find the products they want, they should be nested inside the equipment module and the raw material module.
Fifth, visitors are scanning rather than reading.
The book Don't Let Me Think says: "Visitors are not reading, but scanning, which is one of the few proven facts. People spend little time reading most of the pages. On the contrary, we just scan (or browse) the pages, looking for words or words that can attract our attention." It is used for navigation pages, home pages, etc., Users will scan more to get the content they are interested in. For the last page of content, users will also scan the general content before reading. For articles or content that are too long, it depends on whether there are subtitles. If so, scan the subtitles to see if you are interested, and then continue to read. Generally, users will scan the following contents first:
A. We urgently need to know about the task at hand.
B. Our current or next personal interests, such as: we want to buy a batch of machines and find jobs;
c. We have some deep-rooted words in mind, such as "free", "discount", "beauty". B2B website users will be interested in: such as the most explosive news in the industry, the trend of well-known company bosses, the latest purchase situation, etc.
When planning and designing website pages and editing website content, we should always remember that users are not reading, but scanning, so as to consistently implement this concept. It will guide a lot of correct planning and design, such as: the important content should be headline and bold; Each module can be illustrated as much as possible, so that readers can see pictures when scanning, which is easier to arouse interest; We should summarize and refine the advertising copy to attract their interest. When editing articles and content, it is best to add subtitles to articles with more than 800 words to let users scan in advance to see if they are interested.
Sixth, people are making things behind closed doors, far behind comprehensive reference.
The webpage is updated very quickly, and the design life of a website interface is only 2-3 years. There is no such thing as classic, whether it is garbage or boutique. The existence of classics is the first successful innovative application. What a person behind the scenes does is far behind the comprehensive reference person. Web design is different from other arts. In the field of imitative and innovative web design, even if it is completely designed by itself, it also follows most of the user habits that people have already recognized, and the traces of this inheritance are sometimes very obvious! And the designer dare to say with a shy face that these are my own original designs? For the industry, classic is just a concept and symbol!
For the design of B2B industry websites, we should refer to and imitate dozens of the best websites of the same type for reference, analyze why other websites should design like this, take the essence and discard the dross, and improve or modify according to the characteristics of the websites designed by ourselves. This is often the most successful design. Because the most successful websites have been studied by many parties, they not only imitate, but also have their own innovation. Most of them can stand the test of users and meet the needs of most users.
Seventh, most interfaces of B2B industry websites should be weakened, emphasizing functions and content.
B2B portals are different from enterprise websites. Its greatest value lies in providing users with a platform and more valuable content. The value of the interface is to help and guide users to better use the platform, find the content they are interested in, choose to read, and acquire knowledge. It does not use many colors and icons to express the theme of the page. This is a common mistake made by some people who design B2B websites, especially beginners.
As a corporate website, why do you want to use large pictures, large icons, and large areas of color to render this page? Because every enterprise has its own unique product and corporate culture, readers who come to this page want to know about this enterprise or product. We need to use design to convey the enterprise information to visitors intuitively, especially the websites of many brand companies. Like the websites of construction enterprises, the pages of B2B websites, such as theme design and charging service introduction, need large pictures, small icons and large area colors to set off the theme of the page.
Eighth, the page should be modular and modifiable.
Modularization can not only improve reusability, but also unify website style and reduce program development intensity. The biggest advantage of modularity is that it unifies the website style, so that users can understand whether they are on the page of the website or on the website, thus forming a strong brand recognition. Always remember that the ultimate goal of a website is to be a brand, which must be the guiding ideology of design. How to build the brand of B2B industry website is systematically explained in the Practical Secrets of B2B Industry Portal Website Promotion.
Whether it is architecture, module or image, its modifiability should be considered.
