August 2, 2017

The Importance of Logos in Business

What’s in a Logo?

The use of logos in the business world is a crucial and occasionally overlooked part of the marketing process. Without a proper logo, a company is missing a vital piece of the marketing puzzle. A logo is essentially the “face” of a company. A company logo is usually the first part of a company that a customer sees.   If it does not properly represent the company, a potential customer may not be able to create a “connection”. This may drive the customer away, resulting in a loss of business. Logo design can be a tricky process and should be handled by a professional.

When analyzing your company’s logo, there are many things to keep in mind. The way a logo is designed can portray many different emotions, values, and even company personality. The use of color, lines, and typography play a large part in the design process.

Color can influence customer emotion.
Lines help draw the eye to areas within a logo and can be used strategically within a design. Typography establishes a “voice” and “tone” for a company and can be a big challenge for some.

These elements, and other design principles come together to create an overall look and feel of a logo.

When analyzing logo design, it is important to take longevity into account. Many companies struggle with outdated logos. It is important to keep your logo up-to-date with modern design trends. Consider some of the big players in the business world. Companies such as Google, Netflix, and Pepsi are known to keep their logos updated regularly. Instagram has recently jumped “on-board” with this idea and is now working with a modern logo that matches its target market. Customers are drawn to companies that keep their logos modern and current.

Logos and Small Business

Many small businesses have poorly designed logos.  Most small businesses don’t have an in-house designer or full-time marketing team, so they don’t realize the importance of getting professional assistance. Often, someone with no design experience creates a logo (sometimes using Word Art or Clip Art).

In addition, small businesses often lack variations of their logos. It is important to have different demonstrations and variants of a logo to use on varying media including web, print marketing pieces, clothing, and letterhead. Professional assistance is the key to solving these problems.

Encore Web Works offers professional logo design and logo re-design services. If your company needs a new logo or a “refreshed” logo, we can help.  Professional expertise is vital when designing a logo that properly represents your unique business.

- Guest post by Weston Mooneyham

July 14, 2017

Americans with Disabilities Act (ADA) - Compliance for Websites

Many organizations think ADA compliance pertains only to physical, tangible items such as wheelchair ramps or bathroom handrails. However, there are numerous guidelines regarding websites and ADA compliance.  ADA compliance is about fairness and providing the same accessibility to goods or services to the web.

The Americans with Disabilities Act (ADA) was passed in 1990. In recent months, the U.S. Department of Justice (DOJ) has made it clear that it interprets the ADA as applicable to websites and mobile apps and has already begun enforcing it.

WCAG 2.0 - Web Content Accessibility Guidelines

Web Content Accessibility Guidelines (WCAG) 2.0 is the industry standard organizations should look to regarding their web content. These guidelines are designed to address the accessibility of a website and user elements. WCAG 2.0 is the gauge used by the DOJ in its court cases so far. (Click here to read the DOJ's position in their announcement of the Peapod Settlement Agreement.)

WCAG 2.0 has varying levels of guidelines: A, AA, AAA.  Level A is the weakest and has minimal impact to website style and design, but it also has minimal effect for users. Level AA guidelines encompass a larger number of users with disabilities, but is not so restrictive that it strips out all of a site's look, feel and functionality. The DOJ wants to see website compliance with Level AA.

How to get started

While WCAG 2.0 has been around for a while, this topic is still unfamiliar to many businesses and organizations - and website and marketing agencies, for that matter. It is important for organizations to understand the accessibility of their web content. Finding a website partner to review your site for accessibility compliance is the first step.

If you need assistance or more information, contact Encore Web Works. We would appreciate the opportunity to discuss your needs regarding website accessibility.

Making your website compliant and accessible for users with disabilities can enhance customer satisfaction and minimize vulnerability or risk.  It is simply the right thing to do.

April 22, 2015

Google just changed the world again

Yesterday, April 21, 2015, Google began rolling out their "mobile-friendly" update to their search algorithm.

You can see the details here.

You may be asking yourself, "How does this affect me and why should I care?".  I know.  I ask that question all the time and usually I answer my own question with: "It doesn't and I don't."  Or, sometimes, I answer with "It does affect me and I still don't care."

Granted, there are way too many things to care about (Google changes or otherwise) to care about them all.

However, if you're a business owner, content manager, advertiser, SEO nerd, website manager, or simply have a hobby web site, you should care about this one.

In the simplest terms, this change means that if you own a website and want to be found by the bulk of potential visitors (i.e. mobile visitors), you need make your site mobile friendly.

This change is like when the government rolls out new standards governing water heaters or incandescent light bulbs.  The difference with this Google change is that there is no grandfather clause. If you have a website, Googles rules DO affect you and they affect you starting now.

Google has made a helpful tool to analyze your site to make sure it is compliant.  If you get the dreaded "Not mobile-friendly" message, you should update your website as soon as possible.

There are several ways to make your site mobile friendly.  As with most things that increase with complexity over time, it is best to have a web professional "fix it" for you.  But, if you're feeling brave, here are some resources.