A company’s website revolves around two important aspects: exquisite design and smooth user experience. An amazing website can help you build solid connections between your brand and customers. Doing so isn’t an easy task for any business, but it’s more difficult for luxury brands.
There’s a fine line between looking high-end and cheap. It’s a complex process to translate your brand or luxury to a computer screen. However, if you succeed, your website becomes a status symbol. It will showcase the quality and sophistication of your company.
A skillful web design firm will have the knowledge and experience to unite web design and luxury. But as an employer, you’d want to have some background in the field so you can discuss it with your web designer.
Here are some tips that will help you understand how to design a website for your luxury business:
1. Your Brand Image Should Be As Clear as a Diamond
Unlike most businesses, luxury brands have their own unique demographic. Hence, to achieve success, their websites need to be tailored for their audiences. At the same time, they should maintain their brand image in the process.
A luxury business’s brand image is its lifeblood, so it needs to be crystal clear to its audience. If they sell lab grown diamonds, what kind of brand image are they trying to convey? Lab grown diamonds are known for being ethically sourced and eco-friendly so they may sell it from that angle.
In that respect, customers who buy their products have values that align with the brand’s beliefs. They can wear diamond earrings, necklaces, and other products without buyer’s remorse due to the product’s clean background.
2. Tell a Compelling Story
Have you ever wondered why “audience” and “consumer” are synonymous in marketing? The brands are not just selling a product but a life-changing tale. And just like the fairytales we’ve been told over and over, a compelling story is timeless.
Storytelling is a powerful marketing tool that hooks the audiences into their journey. For example, brands like Dior and Gucci are masters of content creation. They develop their storyline through their brand name and turn it into the audience’s lifestyle.
That said, you need to communicate this tale through an online platform. Only then will your website visitors understand the message you’re trying to convey. If you find this difficult, you can consult professional web designers or build your team.
3. The Classic Advice: Show, Don’t Tell
You can list the features and benefits of patronizing your shop as a jumping board. But that won’t win your customer’s trust because actions speak louder than words. You don’t just talk the talk, but walk the walk to convince them.
The rise of social media is an opportunity to do just that. You can use images and videos to capture your audience’s attention and win their trust. You can also use testimonials and infographics to prove your claims.
Always remember that seeing is believing so the more your audience sees your actions, the more credible you become.
4. Form an Emotional Connection with Your Audience
According to Forbes, 83% of companies that prioritize customer satisfaction experience growing revenue. So what will happen if you go beyond customer satisfaction and establish an emotional connection?
Create experiences that immerse your customers into your brand and evoke impactful emotions. And these emotionally connected consumers will be your most valuable patrons. They’ll exhibit less sensitivity to your prices as they buy more of your products and services. Not to mention, they’re sure to recommend you to friends and family.
This step goes hand-in-hand with your storytelling. For example, show them images of lab equipment and diamonds on a website. It would subconsciously convey that you’re selling lab grown diamonds.
But that alone won’t be enough and you’ll need to add more spice to your story. Why are lab grown diamonds a better choice than mined diamonds? What do they support by buying your brand? Lab grown diamonds are known for being eco-friendly and ethically sourced. Standing by those values will resonate with your target audience.
5. Use Elegant Typography
When someone presents you with a dish in a prestigious restaurant, it’s not enough that they tell you what the food is. The way it’s presented is just as important as telling you what kind of food it is.
The same logic applies to designing a luxury website where your typography matters as much as your message. Every font can bring a separate story which is an important factor to consider. It says a lot of things about your brand so make sure to use a unique type.
6. Utilize Animation and Motion Pictures
The human brain is sensitive to sensing movement which is why moving objects catch our attention naturally. You can use that fact to your advantage when designing a website. For example, you can direct the user’s attention to anything you want to highlight about your brand.
Animating some sections can also bring your design to life which also brings out your brand’s uniqueness. Just be careful that you don’t overuse it and bombard your visitors with garish cartoons. You can employ animation in a tasteful yet effective way to get breathtaking results.
Luxury businesses always aim to be unique and limited in their brand image. And this needs to be translated onto their websites to make them high-end. It’s a complex process that requires a clear plan and some background knowledge about web design.
Some of the tips sound a lot like what any online business should consider but the way they’re executed is different. You have to acquaint yourself with your audience and as a luxury brand, your target audience is a unique demographic. They may vary from young white-collar workers to high-class elders.
You also need to tell your brand’s story in a compelling way using elegant typography. You can also use animation or motion pictures to emphasize specific parts of your story. But more importantly, telling isn’t enough to convince your audience. You need to show them that you’re a trustworthy shop. That way, your brand will be able to gain their confidence and loyalty.