What is "good" design? Isn't the answer subjective? Yes and no. We have our own distinct tastes and preferences when it comes to what ultimately wins our attention, but at the same time there are specific aspects of design that appeal to the average eye ball; proven characteristics that attract and convert.
Let's take a closer look.
"This idea that no one can focus anymore has made its way into all areas of business and life, from 140 character tweets to the idea that no one will read long-copy sales letters or watch a video on their computer longer than five minutes. I call BS on all of it. The problem isn’t attention span; the problem is we have an infinite number of options to choose from."
I think that's true. If something is compelling, whether it be an article, a video, or a homepage, I'll dive in. I'll take the time. But it has to appear on the outside that it is worth my time. It has to garner my confidence within a micro-moment, or I'm moving on. Attention span isn't the issue. Interest is the issue.
Here's a fun concept for Kikk Festival 2017:
Who wouldn't want more of that page? It's the imagery, the color schemes, the formatting, the flow, the handcrafted feel of it all - I'm reeled in to this brand and their product.
So what are the specifics?
1. Get to the Point
This design for Vivint Solar boasts bold typography that immediately states the purpose of this product. A satisfying looped video is playing in the background (sped up for the sake of showcase), and it does very well with adding to the message. It's also quite easy to figure out what to do next thanks to well-placed calls-to-action.
2. Create a Fitting Mood
Color is half the battle. Let's look at a few other elements that set the tone. Check out YouBase:
Ooooh, animations. Those work quite well. From characters to hover effects, when a viewer gets to interact with the design, interest begins to peak, and the sales process starts to move a lot faster.
Typography also plays a huge role in setting the mood. In the example above, we see a bold, sans-serif typeface that caters to the business/professional atmosphere. The spacing is ideal, and each section of text is easy to read and comprehend.
3. Lead Them to the Sale
Mix Panel chooses a static signup form to promote action. It works aesthetically and absolutely grabs your attention. Another approach is to use strategically-placed buttons throughout that lead to your product or contact pages.
You also have exit popups at your disposal. When the user clicks out of your site, a banner will popup. Use these to advertise your most valuable selling proposition.
This is a perfect example. It's fun. It's pretty. It gets the point across, and it might very well lead the user back in for a sale.