Partner Interview: How to Create a Memorable Brand by The Prime Web

[JasonH]

In the bustling world of e-commerce, standing out can be as tricky as finding a four-leaf clover. But what if you had a secret recipe to make your brand unforgettable? 

We interviewed @ThePrimeWeb, a Shopify Partner who’s specialized at customize themes that resonate with audiences like a catchy tune.

1. What's your team's area of expertise? 

At The Prime Web, we're not just theme developers. We're brand storytellers. We build themes from the ground up or tailor existing ones to mirror a store's unique values.

Think about it this way: when you see red and yellow, you instantly think of McDonald's, right? That's the kind of brand recognition we aim for our clients. But we're not just about creating memorable brands.

We're also problem solvers, embracing challenges that make us question our limits because, let's face it, that's where the real growth happens.

2. How do you strike a balance between aesthetic appeal and functionality when designing or customize a theme?

I highly recommend this book, Don't Make Me Think by Steve Krug. It's a guide to intuitive website design, emphasizing clarity to minimize user effort. The key takeaway? Make your website as intuitive as a well-choreographed dance.

With that in mind, we always put functionality at the top of our list. We ask ourselves, "Can a user get from A to B without needing a map? Is the journey as seamless as skating on freshly smoothed ice?" 

Remember, if you disrupt the flow, you risk losing your audience. So, we aim to make the user experience as natural as breathing. Let me show you what I meant by that. 

In the first example, having too many things asking for attention is like a desperate salesperson, megaphone in hand, shouting at everyone who walks by. That sensory overload can leave the visitors confused and sadly drives them away with a bad taste left in the mouth.

Now, let's look at the example next to it. Here, each part does its own job, just like when everyone in your group project does their assigned task.

• The Reviews section is sitting proudly at the top with the hero image. It's the first to greet visitors, showcasing the social proof and customer trust the store has earned. It's a warm invitation to click through and explore further.

• Next, the Blog section is like the next runner in a relay race, carrying on the job of building trust with lots of helpful information. Visitors who learn something new are likely to come back, eager to learn more. Over time, they change from just looking around to really reading, from buying something once to buying again and again. They'll keep returning, attracted by both the interesting things to read and the cool products to buy. It's a win for everyone!

Once we're confident in the functionality, we play around with design ideas. But if a design starts to make the site feel like a maze, we pivot. In short, while visual appeal is important, it should never come at the expense of functionality.

The best way to test this? Have a friend or family member take a test drive on your site. It's like having a personal usability lab right at your fingertips.

3. How do you ensure a client's brand leaves a significant impact on their target audience?

We're big fans of eye-catching elements, especially on the landing page - it's the first impression and, for some, the make-or-break moment. 

Consistency is key, especially with colors. Anchor your brand with a dynamic duo of a primary and secondary color. It's like a catchy tune that gets associated with your brand.

Now, let's play a little game. I want you to take a peek at the following two websites. Then, in a word or two, tell me your first impression. How do they make you feel? Let's dive in!

The website on the left, while visually appealing for portfolio showcases, suffers from a bit of a crowd problem. It's like a bustling city square where visitors might feel a tad lost, unsure of where to start their journey.

On the other hand, the layout on the right feels like a well-guided tour. 

• It's comfortable, directive, and thoughtfully designed to guide visitors' attention from the top, down to the Featured Categories section. The varying image sizes act like signposts, steering the gaze of the visitors.

• The use of white space is like a pause, a moment for the visitors to process the information, to soak in the experience. It's like the calming silence between the notes that makes the music.

• Then there's the consistent use of green, subtly woven into the theme. It's like the chorus in your favorite song that keeps coming back. The more time users spend on the site, the more they start associating this color with the brand. It's not just a color anymore; it's an emotion, an experience, a memory. It's the brand.

And keep your text concise! The goal is to create a fast, easy journey that builds a connection with your audience. The exception? Testimonials and reviews. Longer text is acceptable here as users understand it's user-generated.

In a nutshell, the more time users spend on your site, the stronger their connection to your brand. So, make their stay enjoyable and memorable.

4. Some advice for merchants considering customizing their Shopify store's theme

Web design is an art, but unlike a gallery-goer pondering a painting, website users want clarity and efficiency. They'll quickly leave if a page is slow, cluttered, or confusing.

Here are some tips for creating a user-friendly site:

• Trim any white space around your logo. It's often the culprit behind a logo looking off.

• If your logo includes text, match the font to your website's headings for a cohesive look.

• For physical products, help users visualize themselves using the product with quality images and videos.

• Use lossless image compression tools to reduce file size without sacrificing quality. Smaller image sizes mean faster load times.

• Keep product images clean and focused on the product. Save the text for the product description.

• Dedicate each section to one purpose. Your homepage's first section should entice users to explore further, not overwhelm them with multiple calls to action.

• Treat your website like a travel guide. Guide users from point A to point B, creating a stress-free, enjoyable experience. Keep it simple and intuitive.

Wrapping up

Intrigued by our conversation with @ThePrimeWeb? Feel free to reach out and explore how their insights might apply to your own online presence.

If any part of our discussion resonated with your experiences or sparked thoughts, we welcome your input. Feel free to share your comments below.