When we think of the text on a website, we think of it as secondary to the imagery and functionality of the page. It provides context and important information. (“Like what you see? To inquire about availability at this lodging property, call 715-555-5555 or visit their website…”). It prompts users to take action. While this is still true, typography—the design of the font—is becoming increasingly important aesthetically in the space of image-dominant websites.
Tried-and-true (and perhaps a little hackneyed) websites place the text and images on a grid pattern. Newer sites try to create more stylish and out-of-box layouts that use asymmetrical patterns and a variety of media alongside carefully selected typeface. Below, see an example of an older website that segments its text and images like a grid next to a newer site that breaks from the form.
Additionally, now that our computer screens are sharper (even on mobile), traditional ideas around using sans serif fonts for legibility are changing. Previously, screens lacked sharpness and serif fonts were more difficult to read because of the multitude of small lines appended to each individual letter. See below.
Keep in mind, however: trendy designs are only as good as their legibility and the user experience. Visitors should be able to find information quickly without scrolling; they should be able to read text without squinting or turning their heads sideways. For this reason, it’s better to play it safe with longer paragraphs of text like blog posts.
Pilch & Barnet keeps the user experience in mind when choosing fonts in all instances big and small: from designing logos to coding websites.
More than 60 billion brands now have Facebook pages. Not so long ago, on average, 17% of a brand’s fan base saw its posts organically (meaning without paying to promote them). Now that number is hovering closer to 2% for many brands.
Facebook prioritizes relevant content, with the hope of providing the best user experience possible. Therefore, strong content will always be important, especially given how much noise there is from competing brands. But with 2% organic reach becoming the norm, paying to promote posts has become an absolute necessity.
Recognizing this decline on the horizon, Pilch & Barnet has been incorporating promoted posts into our clients Facebook advertising for years. With a modest budget, and careful moderation, the results of these ads speak for themselves, to the tune of several thousand engagements each quarter, along with strong and consistent reach among fans. And, the benefits keep multiplying, because the more engagement a page has, the more likely its posts are to show up organically in the future, at no extra cost!
We look forward to sharing your message with more potential visitors in 2019!
Design trends are moving away from the minimalist look and embracing influences of the 80’s and 90’s, making way for experimentation with retro patterns and hues. Bright, bold colors and gradients have taken the place of crisp neutrals and soft fades are replacing solid lines. These changes are refreshing to the eyes and help capture attention.
Instead of utilizing starkly different colors, similar hues are layered to create subtle contrasts and natural gradients that draw in the viewer and guide their eyes as they navigate the website. Bold tones, shadows and layers create depth in a 2D space. These elements are interesting to the eye to keep the viewer engaged. Pilch & Barnet has embraced this theme by integrating bold color palettes and gradients into logos and other elements for our clients.
In 2018, mobile surpassed desktop for time spent on the web as a record 77 percent of Americans own smartphones. As a result, mobile optimization became more important than ever to brands hoping to gain loyal customers through the web. Whether consumers are shopping for clothing or hunting for homes, the experience they have can make or break decisions, especially when it comes to choosing how to spend money. Moving forward, web designers must prioritize mobile optimization to ensure potential customers can access information efficiently from their devices.
Common and necessary components of mobile-optimized sites include:
- Clickability: Sites designed for desktop have small buttons that can be difficult to press when using a touch screen mobile device, so designers must create buttons large enough for clicking with fingers.
- Readability: Text should be fitted to the screen. Site visitors should not need to scroll, zoom, etc. to read the information on a website.
- Searchability: Providing the visitor with the fastest route to the information they need will improve their experience. Designers should include a “search” bar to make websites user-friendly.
Keeping all of this in mind, Pilch & Barnet now designs all websites with a mobile-first approach.
Travelers want to be refreshed in 2019; new sights, unique events and educational experiences will be the deciding factors as adventurers make their travel plans in the coming year.
Au revoir, Paris
The road-less-traveled is growing in popularity as the hustle and bustle of cities feels all too familiar to seasoned travelers. Whether they’re looking for value or an escape from the noise, these explorers want to get off the beaten path. In addition to that, people feel the need to share photos of their trip on social media, but they don’t want to post the same Eiffel Tower picture everyone has seen 20 times. People want to be the trailblazer of their friend group, which means trying something new and unique.
Draw Them In
Souvenirs often come in the form of snow globes and t-shirts, but travelers are looking for something they can’t pick up at the gift shop: knowledge. More specifically, they want to learn more about art and the local artists who contribute to local culture. As people yearn for tangible, off-screen experiences, art is becoming an even more relevant tool for tourist destinations to use to draw visitors in. Permanent exhibits and temporary installations offer the enriching experiences tourists desire, and they provide something that will last long after the return home.
Get It To-Go
Classes, concerts, conferences, and other events add substance to vacations and offer opportunities for growth. Like the appeal of art exhibits, these experiences enhance the value of a trip because they have value beyond good memories. Tourists want to leave their mark by participating in classes and discussions, and they also want to use it when they’re back home. Maybe they learn how to cook a local dish or attend a seminar where they network with like-minded individuals. These opportunities create incentive for visitors to make the journey and provides them with lasting value.
In 2019, social media will be about giving the people what they want. Brands must perform a balancing act: produce relevant content and deliver it through customized channels without invading users’ space.
Going steady with influencers
Influencer marketing continues to earn its spot in marketing plans as industry pros recognize the value of this new word-of-mouth vehicle. In 2019, instead of having one transaction with an influencer, brands will maintain long-term relationships with influencers to produce continuous impressions among followers. Brands will also utilize influencer-generated content by sharing influencer photos, reviews and more on their own channels to increase the value of these partnerships.
People want privacy
Social media platforms like Facebook faced criticism in 2018 as privacy issues became a major concern. Users learned more about how their personal information was being sold and used, and they expressed their disapproval by changing privacy settings, spending less time online and even by deleting accounts. Now more than ever, brands must practice authenticity and transparency in advertising to avoid facing backlash.
Instagram creates new opportunities
Hitting one billion users in June 2018, Instagram has become one of the world’s most popular social media platforms with a highly engaged user base. The platform has continuously rolled out new features to keep users active including Instagram Stories and IGTV (see below), two vehicles where brands can showcase their products and services with ease. The key is to produce high-quality visuals that capture viewers’ attention.
In today’s fast-paced world, people are inundated with messaging everywhere they look. This crowded environment is a hurdle for advertisers who must be creative if they want to stand out. Content must be developed to suit not only changing consumer preferences, but evolving technologies as well. Here’s what content creators need to know for 2019:
Blog posts improve SEO
Nothing boosts traffic to your website like a high-quality blog post. Search engines like Google give priority to websites containing relevant keywords. Blog articles allow you to include important words and phrases that place you higher under Google’s algorithm. On top of that, blogs give you the ability to link internally, extending both the time visitors spend on your site and the number of pages they view. Blogs also increase the chance that other websites will link to your website for reference, improving your visibility and boosting your brand’s relevance.
Video grabs attention
Video continues to garner higher engagement than all other content on Facebook. Some 100 million hours of video are watched on the social platform each day, and it’s safe to say that number will continue to grow in 2019. Video is the most effective medium to keep audiences interested and engaged while quickly sharing information.
Organic content needs a boost
In early 2018, Facebook announced changes to its algorithm which would decrease the amount of organic reach received by business Pages. While Facebook claimed the change was made to make the platform a more personal space for friends and family, many industry professionals believe the hit on organic reach was made to increase ad expenditures. Like it or not, Facebook’s atmosphere is hostile toward business posts and, if brands want to flourish, they’ll have to pay.
This technology can also be used to build what is called a particle background, which is a strong substitute for video content. Adding moving elements to webpages creates a more engaging and interesting web experience while allowing visitors to conveniently navigate to their desired webpage.
While the digital age has helped facilitate many human connections, it’s forced online design and the larger visual world to become more streamlined for the web. This results in designs that are flat and clean, but a bit impersonal. Artists and viewers feel nostalgia for design that feels more human. One way to achieve this is to create images that light-up the sensory and emotional centers of our brain: anything tactile, textural and personal. People are responding well to anything that has to do with direct touch. Artists strive to reach out to their audiences and develop a connection with them through images that are inviting and nearly tangible.
On a website, this might mean using photos that emphasize the look of water on a lake, or the coarse grain of cut wood on the side of a cabin. This could also mean sharing a special moment captured between a couple, family or friends. Pilch & Barnet is always looking for new ways to broaden our clients’ photo libraries so that they not only include the necessary photos, but the ones that are the most compelling and in-line with the latest design trends.
With some statistics showing that 84% of millennials don’t trust traditional advertising, it’s time for marketers to embrace influencers.
Incorporating testimonials, ratings and reviews is a good, easy place to start. It’s low-cost and nearly 90% of consumers trust online reviews as much as a personal recommendation.
But even more than basic online reviews, consumers trust “influencers.” Influencers are people who can connect with a desired audience on a deeply personal level and when they give recommendations, it often leads to direct conversions.
The caveat here is that those recommendations are rarely free. For traveler influencers, it makes the most sense to offer FAM trips to interested parties. It can be as simple as offering free lodging to a well-connected blogger or writer in exchange for a written piece on your area. You can go further and offer meals or experiences as well. It’s a cost-effective way to reach a very warm audience.