Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

Another important decision that effects the mindset of users is the color of a site. Since most website’s goals include increasing the length of user’s visits, it is best to use colors that are easy on the eyes and do not create visual exhaustion. Loud, bright colors are generally not a good idea for the primary colors of a site. Hitbox.com, a leading website marketing research company, states, “don't use too much red, it's hard on the eyes. Ditto for bright yellow or orange. And what about having too many colors? Unless your trying to emulate a tie-dyed experience of the '70's stay away from too many colors that will clash and compete with each other.” (Color with Flare, Hitbox.com) These colors should be reserved for very limited use when trying to command a user’s attention. “In contrast to the warm colors, the cool colors are inactive or passive.” (Sasaki, 1991) Cool, pastel colors should be used for the overall design of a site to release tension and promote staying time on the website.

Color can also be used in company branding when trying to increase brand awareness, increase brand loyalty, or entice product purchase (Lee, 2002, colormatters.com). Users will associate the colors used on a site (or other advertising) with the company using them. It is important to convey the correct message when choosing color. The choice of colors can have a long-term impact on the success of a site by unconsciously effecting the behavior of visitors.

Appendices
(All in a single document) Appendix 1-1: Overture Search Term
Research Tool

Appendix 1-2: Wordtracker Search Query Research Tool

Appendix 1-3: Google Sets Website Theme Research Tool

Appendix 1-4: Reach/ Acquire/ Convert/ Retain

Chart Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart

Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example

Appendix 2-7: Webpage Download Time by File Size Chart

Appendix 2-8: Expected Locations for Common E-commerce Elements

Appendix 2-9: Website Usability Checklist

Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples

Appendix 3-11: Overture Bid Price Tool

Appendix 3-12: Webalizer Website Visitor Tracking Tool

Appendix 3-13: AW STATS Website Visitor Tracking Tool Appendix

3-14: Clicktracks Website Statistics
Analysis Tool

References
Author Notes

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Planning, Developing, and Promoting Successful Small Business Websites Table of Contents

Planning, Developing, and Promoting a Successful Small Business Website

Designing Websites for Small Business Page 27

Colors to Use on a Website

Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

Designing Websites for Small Business
Page 27