Kristine Neil

Web Design

Creative Studio Markon Brands Helps Brands Tell Cohesive And Compelling Stories Online

UX, Web Design, BusinessKristine NeilComment

Below is our recent interview with Kristine Neil, Owner and Creative Director of Markon Brands:

Q: Kristine, can you tell us something more about the company?

A: Markon Brands is a small, creative studio based in the Pacific Northwest. We specialize not just in designing websites but in helping brands tell cohesive and compelling brand stories online. We are first and foremost, communication experts and it just so happens that in 2019 nearly all communication is digital! Our best clients are small to medium businesses or nonprofit organizations that want to communicate better with their target demographic. They may not realize that poor messaging or inconsistent logo usage or an outdated web design layout is costing them money; they may only feel that something is off about their current site or know that they can do more. We also do a lot of work with new companies that are in the startup phase so for those clients the goal is to anticipate the needs of an audience that doesn’t entirely exist yet and build in room for growth and adaptation.

Q: Can you give us insights into your services?

A: Of all the projects we work in during the course of a year, I would say that 70% of them are website rebuilds and the remaining 30% are entirely new sites. Whether we’re working with a client that has an existing site or not, our process remains pretty much the same. After working on so many websites over the years, we’ve honed and refined a method to make things easy for our clients who may not be as familiar with technology or the ever-changing demands of search engines like Google. Our services are designed to be holistic treatments of the entirety of a brand’s digital footprint, with the foundation being a beautiful, user-friendly, modern website. We also provide ongoing website support services for clients whether we built their original site or not. For us, it’s not just about getting a client to launch day; it’s about allowing them to have a website that can grow and change for them as their business does.

Q: No one in your studio has ever taken a dedicated UX design course? Is that true? Why?

A: This is true! That’s what happens when you’ve been at this game for as long as we have; what used to be taught under several different disciplines has now been modernized under the singular “user experience” banner. So even though neither of us has ever taken what is now billed as a UX design course, we’ve unintentionally been training and building our UX knowledge and skillset over decades of real-life education and experience. User experience as we define it is really just an amalgamation of the theories and teachings of many different fields. From understanding things like buyer psychology and color theory to what actions convert and how environmental conditions affect buyers, user experience design has been given life through all the new ways we interact with brands – online and IRL. Creating great user experiences pulls equally from the fields of psychology, art, economics, design, information sciences, and linguistics, and these are all areas we’re lucky to be able to translate into a digital medium such as web design.

Q: What is the best way to create readable web pages, and why is it important?

A: Most pages need to be way more straightforward and simple than the average business owner imagines! Most of us can probably differentiate a great website from a mediocre one when we land there as a visitor ourselves, but the problem we see most business owners have is that when it comes to their own site, they get bogged down by their personal knowledge and passion for their industry. They forget that visitors don’t share their same level of skill or expertise in their field and end up providing too much of the wrong information when, in fact, pared down copy with a highly targeted call-to-action helps create a highly readable web page and more enjoyable experience. Putting yourself in your client’s shoes is the best first step in this process. Try to understand what they know, what they don’t know and when it’s appropriate to share different types of info with them. Clearly defined sales funnels like this convert at higher rates and have the side effect of being more readable by search engines as well!

Q: From your perspective how can search engine optimization change a business owner’s life?

A: SEO is a very tangled and complicated topic, and there are definitely people who consider themselves “experts” in this field that see things differently than we do at Markon. We tend to feel that there’s a lot of over-promising and under-delivering that happens in this segment and it’s unfortunate because many of the victims of sometimes predatory practices are otherwise pragmatic business owners that are just trying to improve their web positioning so that they can stay open another week. Search engine optimization best practices change faster than most companies can afford to respond to so, at best, most businesses are just playing catch up in a game that they are never going to win. We would recommend that for SEO to be truly “life changing” that business owners should focus on organic content creation that builds relationships and reinforces their position as an expert in their field. All of the fundamental elements (things like proper page or content formatting) should be taken care of as part of your web design experience. To us, great design is the foundation of great SEO. Growth happens as a result of the everyday activities that come after launch.

Q: What are your plans for the future?

A: In 2019, we plan to focus more on creating intentional user experiences and integrating more personalized elements into the sites we build for clients. This means being even more thoughtful about the placement of essential items on the page and increasingly conscientious about what motivates people to connect. On the personalization side, we’re discovering new apps and integrations every day that are at very accessible price points for even the smallest of businesses, and we’re excited to see how those features help our clients better connect and engage with their own customers. Designing for a great experience and staying ahead of trends is what sets us apart from ordinary web designers.

http://techcompanynews.com/creative-studio-markon-brands-helps-brands-tell-cohesive-and-compelling-stories-online/?fbclid=IwAR39gO1JgkkqQn_YCY_gtZf2cD4g2lzaIUXi79auwNdnwRkMhIxtxdeLaOg

17 Experts Reveal the Ecommerce Trends Set to Fuel Serious Sales Growth in 2019

Business, Web DesignKristine NeilComment

Innovative ecommerce retailers will push the current limits of personalisation in 2019. This means going beyond passive product recommendation models by integrating conversational features that actively recommend products to consumers based on demographics, purchase history, locality and any other actionable data.

“The idea will be to create an online shopping experience that feels like it comes with the support one would find from a human associate in a store. Imagine logging into a favourite clothier’s website and being greeted by a bot that knows your dimensions, colour and style preferences, and can actively assist you in shopping for a new item.

https://www.veeqo.com/blog/ecommerce-trends-2019

Your Personal Aesthetics Don’t Matter in Web Design

Strategy, UX, Web DesignKristine NeilComment

We may primarily work in web design these days but our roots are in brand design and building cohesive identities for small to medium businesses still lies at the core of what we do. The best part is that a website offers so many ways to expand and really have fun with a brand; underscoring our belief that a brand, like a website, should never be a static thing. It needs to grow and evolve as your business does. The problem that we find most small business owners having when it comes to this concept is wanting to infuse too much of their personal aesthetics into their branding, and therefore their websites. But here’s the thing - your branding isn’t about you. It’s about what you can do for your target demographic, or what your products and services will do for your client and it’s about how to compel them to take action and connect with you.

What does this look like IRL? Let’s take a look!

DESIGN ELEMENTS

Our job as designers is not just to make pretty things but to make functional (pretty) things. We know that design has the power to appeal to the emotions, desires, and psychology of your potential buyer and we select design elements like colors, fonts, and photos with intention because they can all convey very different emotions. If a client tells us that they want to look sophisticated and upscale, we’ll most likely want to stick to things like muted tones, classic serifed fonts & very refined photos in a complementary palette. Pragmatic business owners know to put their personal aesthetics aside and go with what the experts say works, even if their own preferences would be to go with bold, primary colors, crazy script fonts, and bouncing illustrations. Nothing says sophisticated like a carnival!

UX/UI 

We all have preferences when it comes to how we interact with our technology. Some people love hamburger menus (those three little stacked lines indicating a menu is available to pop out on mobile), and some people despise them. The truth is, it doesn’t really matter how you feel about these elements because what we know is that they work. You may not like a button in a specific place or how a form has been positioned on a page, but the way you feel about it (sorry for the tough love here) doesn’t matter. You are not your client. When considering how to position items on a page, designers think about things like where the user's eye will be drawn to first and what motions and actions are most likely to get visitors to convert. 

MESSAGING

Any designer will tell you that they are notoriously their own worst client; even the best graphic designers out there often have a colleague take over working on their personal branding for them. It’s because sometimes we’re just too close to the work to be able to see things objectively. We know that the jargon, insider information and technical knowledge we have is likely to negatively affect our ability to see our own work the way a potential client would. The same is true for pretty much anyone in any industry. It’s like how sometimes having a sympathetic friend to talk to when you’re having a tough day is just what you need; they are able to see your situation separated from the emotions you’re feeling. As web designers, we’re that sympathetic friend. Our job is ultimately to make sure that you feel heard and that all of your best ideas are communicated in the most effective way possible to your target demographic - separated from the emotion of the day-to-day involvement in the business. 

This isn’t to say that your personal aesthetics can’t creatively be weaved into the design solutions we provide. They may be more subtle or gentle than you would have done if left to your own devices but let’s just say that with the additional revenue generated by appealing to your client’s desires instead of your own, you’ll be able to afford to have us design you your very own carnival-themed personal website. 

https://markonbrands.com/blog/personal-aesthetics-dont-matter

What Successful Websites Will Look Like in 2019

Web Design, Strategy, DesignKristine NeilComment

Here at Markon, we love this time of year because it’s time to forecast what trends we think will define the shifts in branding, web design and marketing in the year to come. In 2019, we are expecting subtle, yet significant, changes in web design. The new year is a time when many businesses are thinking about new goals, so if updating your website is on your list here are some trends to keep an eye on.

First, a note on why it’s important to pay attention to trends – even if your business has a more traditional aesthetic and you don’t plan on implementing anything too crazy or boundary pushing. We don’t need to remind anyone with internet access that things move fast in the digital world and some of the trends we see are actually indicative of more profound, fundamental shifts in how customers are changing the ways they react and engage with online content. Right now, there’s a real push and pull between all of the tools that are becoming increasingly available to personalize experiences, for example, and also helping people feel that their information is secure and their privacy respected.

Other trends are rooted in just how much time we all spend staring at our screens and understanding just how overwhelmed consumers are by the massive amount of new content that’s published online every hour of every day. The reality is that consumers take just a few seconds to determine if the website they are visiting will be of value to them. That’s an eternity, and barely a blink all at once, and in that timeframe consumers are scanning for keywords and calls-to-action to help them decide whether to stay or go. They just have too much to look at.

With those things in mind, here are four simple aesthetic and structural trends that we believe will improve the design and function of websites in 2019:

Simplified Content & Navigation Structures

In 2019, we’ll see content concentrated on as few pages as possible, each designed to be easily skimmable so that consumers can get to what they need quickly. In the past, we often saw content spread thinly across numerous pages (and clicks!) to make a site appear “meatier” than it was. The truth is that this is not only cumbersome for the consumer but potentially damaging for overall site performance.

Concentrating content onto highly targeted landing pages with clear CTAs (calls-to-action) helps send a clear message to visitors that the real magic happens once a personal connection is made. This simplification will also affect top-level and secondary navigation in a big way. Large, multi-tiered navigation structures (i.e., drop-down menus that have drop-down menus) just expend more of the consumer’s time and eat up space at the top of every page. We’re not sure why this navigation style was ever popular but are looking forward to seeing sites with simplified content organization and plain language to improve user experience.

Improved Calls-To-Action

Speaking of CTAs, favorite page layouts of the past often meant that they got lost in the shuffle, despite often being the most crucial element on the page! To increase the usefulness of websites, we’ll see a renewed effort to intuitively place calls-to-action where they make the most sense from both a design and a user experience perspective. Web design experts are combining their understanding of attributes such as color, typography, and even animation, with studies that show us where visitors are most prone to move their eyes on a page, meaning that a great CTA really is part art and part science. This trend is heavily impacted by that idea that people are feeling very fatigued and overwhelmed by information online. Improving CTAs on your site is the first step in helping visitors feel like your job is to make their life easier, not harder!

Personalized Everything

Advances in machine learning and AI mean that incorporating personalized functions, like a chatbot, more accessible than ever. What that means for business owners is that some of the initial interactions with leads on your site (or social media accounts) can become automated, allowing you to focus on other things while potential customers consider your services. Customers are coming to expect instant personalization whether that’s that your bot knows their name or is able to look up their order history or understand their shopping preferences. The trend here is that consumers will continue to expect more and more of these interactions and businesses that fail to implement systems to manage experiences will quickly feel outdated. In the long run, we also see the creation of highly personalized on-page content that caters, if not specifically to a person, to at least a specific buyer persona to make them feel like your site exists to speak only to them. We’re expecting to see a focus on micro-interactions like these to help sites feel even more engaging and less static.

Bold, Monochromatic Design

Will this be the year that soft, subtle Millennial Pink finally dies? Maybe! We see some hints that the internet’s new favorite colors will be much bolder in 2019. What takes bright colors and bold typography from shocking to amazing is that this aesthetic will be paired with a considerable simplification in the amount of content and other design elements on the page (see trend one!). Creating evocative experiences through the use of color and type is not a trend, of course; but we’re expecting to see designs that feel fresh by focusing on monochromatic palettes that make minimalism feel luxe. Crisp, bright colors won’t feel overwhelming when balanced with plenty of white space, simple shapes and subtle animations.

Even if you’re not looking to make any significant shifts with your web presence in the coming year, it’s always smart to understand what updates and changes are fueling the trends so that you aren’t caught off guard by what you see in your analytics panel. These trends are indicative of a modern need to build simple interfaces with gentle user experiences, allowing consumers to learn more about businesses and find the things they need in environments that are pleasing to the eye and straightforward in their organization. You may not see your business as a trendsetter or follower, but adopting the trends described here are what will make your website successful in 2019.

https://www.vbjusa.com/opinion/columns/marketing-strategic-communication-column/what-successful-websites-will-look-like-in-2019/

The Nightmares of Web Designers [Stories About Difficult and Unsolved Cases]

Business, Web DesignKristine NeilComment

In our years of working with businesses to build successful online experiences, the projects that have presented the most friction are the ones where clients try to micromanage the design process despite having little-to-no experience or authority in the world of design. As designers and UX professionals we bring our best to every project, so when a client is attempting to steer the project in another creative direction that we don't think will help them achieve their goals, it can grind the project to halt. It's an unfortunate scenario considering the client has paid for our expertise. In these cases, our job becomes helping clients see beyond their own design bias to what is best for their target audience.

https://www.templatemonster.com/blog/web-designers-nightmares/