As designers, we struggle with many website concerns, from what colors to use to the functionality that is appropriate for the client. But colors and functionality aside, it is really the “voice“ of the site that sets you apart from the rest.
What would your website say if it could “talk”? Perhaps, “Hello, I am straightforward, unimaginative and boring, but I am trustworthy and practical enough to handle your credit card,” or “Hey, dude. What’s up? I am hip and trendy and have cool features, but the joke is on you cuz I caught your eye.”
As designers, we try coming up with appropriate voices for sites by putting ourselves in the consumers’ shoes and consider how outsiders will perceive your image and product.
Some clients will approach a designer after looking at sites on the Internet and say, “I want my site to be just like that one!” However, the type of business and, more importantly, the type of audience needs to be kept in mind. Just because it’s right for Coca-Cola or Pepsi doesn’t mean it is right for the neighborhood banks that want to build trust and loyalty, based on a perception of security and small-town values.
Designers have the responsibility of pushing clients to think differently about their sites. We encourage them to be open to making their sites stand out, rather than blend in by creating “plain-Jane” sites to fit the clients’ comfort zones.
There are many ways to incorporate finding a personality and a brand voice. I love companies and agencies that can blend humor with their designs, while keeping a level of professionalism that says, “I can be creative with your account, yet still trustworthy.”
With all the gloom and doom happening in the world today, many people can relate to companies with a sense of humor. Hitting people on an emotional level will give a longer lasting effect and a better chance of return customers. This goes along with finding a voice in the content, as well as using a similar voice on all social media platforms.
Blogging is also a great way to showcase your company’s voice; it is all about maintaining a consistent voice among these different media applications. Your personality in social media can create a reason for people to want to share your content with each other.
Most importantly, what is the lasting voice you give visitors when they leave your site. Hopefully, your site says something like, “Thanks for visiting. I hope you had a positive experience with us, connected with our personality and found what you were looking for. Please come back soon.”
That seems simple enough, right? If your website and target markets are saying something different, then it may be time to reevaluate your design voice.
In the meantime, get some inspiration from seeing how these companies are creating a unique voice online:
What’s your Perspective?