| The first question I want to ask you is do you have | | | | Once you have your message you can select a mood |
| the right message? What do I mean by message? | | | | or tone to support the message. Think emotions you |
| Good design delivers the message you want your | | | | want to convey. Angry, loud, brash, serene, friendly, hot, |
| visitors to get. If the site objective is to sell a new | | | | cool, jazzy. See if you can describe your tone in one |
| ebook on how to save tax and your audience are | | | | or two words or adjectives. You might decide that |
| taxpayers grappling with their tax returns, your | | | | your action thriller movie DVD site is wild and hot. |
| message may be an important feature, your best | | | | Another way to choose a tone is to play with the |
| benefit or a promise you want to make. For example, | | | | objective or mission statement you wrote for your site. |
| 'save yourself a headache by calculating your tax | | | | You did write one didn't you? See an earlier article |
| return in just 5 minutes' | | | | about the reasons for creating a website. If your |
| If you've researched your audience and discovered | | | | purpose is to teach people how to quit smoking, the |
| they are mostly, middle-age, family men who would | | | | word 'quit' could be used to set the tone. Quiting is |
| rather spend time with their family than calculate their | | | | hard, decisive and final. Perhaps you could features |
| taxes, then your message could be about saving their | | | | images of stubbed-out cigarettes, bold headlines and a |
| valuable time to do more of the 'fun' stuff. Okay, so | | | | victorious non-smoker. |
| this example is a bit of a 'no-brainer', but you get the | | | | Your message must be clear, must be easy to |
| message! | | | | understand and should the most important benefit of |
| Other examples could be selling speedy conveyancing | | | | your product or service. What did your survey tell you |
| services for divorcing couples, or learn how to live a | | | | about your visitors and what they want from you? |
| worry-free life aimed at anxiety sufferers. But | | | | When you are clear about your message, every |
| whatever your message, stick to a single message. If | | | | aspect of your site design get easier. And your |
| your try to make too many points or present too | | | | website will hit the target for your visitors. |
| many ideas you will confuse and perhaps even lose | | | | It's a win-win for you and your website visitors. |
| your readers. | | | | |