Most people think of color schemes, typography, font sizes, images and illustrations when they are considering
website design, and these factors can be important when building a brand or adding personality to a website.
However, B2B buyers are usually less concerned with these design elements than how design features work on their
devices. It is critical not to distract customers with flashing bells, automatic narrations and motions that
don’t add value. Testing design elements is important to develop a consistent brand and concept such as
friendly, sophisticated, practical, bold or conservative.
Using complementary colors can reinforce good impressions or turn away prospects in seconds, so take some time
in developing a professional color scheme that reflects the company’s image and satisfies classic color theory.
Color preferences are highly subjective, but some combinations just don’t work for most people. Textures and
transparencies can enhance design, but they should be used sparingly and carefully for valid business reasons
and not just for design aesthetics.