The next important aspect to consider, is the look and feel of the site. How can I create a site that is aesthetically pleasing but appeals to the cultural sentimentality of a British market? The British do not like that dark, pretentious look with a touch of 'gloss' - which is often a winning formula for attracting a US audience.
A good example of this is a new upcoming social networking site MOLI.co.uk. It's a social networking site with a twist in that it allows the user to have multiple profiles with complete control over who can see those profiles. It allows the user to have a personal and business presence with a website attached to each profile. It certainly has some unique capabilities which go beyond facebook.com.
However, the site is dark, uses shades of grey to define zones which is definitely a turn off for a British audience. It looks pretentious - in a sense that you think you have come to the latest indie band's website! One is confused, in a sense that you wonder (in a state of bewilderment) How will this site help me?
The design and colour of the sign up box and its placement gives the impression to a user to 'sign up or else!' - in bright red! There are options to 'learn more' and 'tour' - where the user sits through 20 minutes of video footage about the benefits of MOLI and what MOLI can do for you. But if I was an American then yes - this is helpful! However for the British we like something a little more discreet, less in your face and more to the point! A simple guide or very short video feature using a British actor is more than adequate. (a side point- there is nothing more annoying or hideous than a presenter saying 'MOO MOO MOO MOOLY!') The next important feature is the ability to look at other British MOLI sites - Where are they? This is an vital part of the evaluation process before a user signs up.
The British like bright, pastel coloured websites using neutral hues. We love white backgrounds, not only is easy on the eye for reading text but its a web cultural norm which sits well with the British market. I could go into more detail about how to create a British look for MOLI.co.uk but I don't think they are interested in feedback.
You may argue there are some successful websites that use dark colours for UK audiences. Take for example Primelocation.com - (Sold to the Daily Mail for £48 million) the site uses a black background, white text, a cumbersome search engine and is designed to give off that pretentious look. However, it has a monopoly over £1million plus properties in the UK and overseas markets. The user has no choice but to look up properties on their site whether they like it or not; therefore they have no need improve the visual aesthetics or usability...
Why not?...Well where else are they going to go to view such properties online...?
Few sites have the ability to get away with poor visual aesthetics.
A good example of this is a new upcoming social networking site MOLI.co.uk. It's a social networking site with a twist in that it allows the user to have multiple profiles with complete control over who can see those profiles. It allows the user to have a personal and business presence with a website attached to each profile. It certainly has some unique capabilities which go beyond facebook.com.
However, the site is dark, uses shades of grey to define zones which is definitely a turn off for a British audience. It looks pretentious - in a sense that you think you have come to the latest indie band's website! One is confused, in a sense that you wonder (in a state of bewilderment) How will this site help me?
The design and colour of the sign up box and its placement gives the impression to a user to 'sign up or else!' - in bright red! There are options to 'learn more' and 'tour' - where the user sits through 20 minutes of video footage about the benefits of MOLI and what MOLI can do for you. But if I was an American then yes - this is helpful! However for the British we like something a little more discreet, less in your face and more to the point! A simple guide or very short video feature using a British actor is more than adequate. (a side point- there is nothing more annoying or hideous than a presenter saying 'MOO MOO MOO MOOLY!') The next important feature is the ability to look at other British MOLI sites - Where are they? This is an vital part of the evaluation process before a user signs up.
The British like bright, pastel coloured websites using neutral hues. We love white backgrounds, not only is easy on the eye for reading text but its a web cultural norm which sits well with the British market. I could go into more detail about how to create a British look for MOLI.co.uk but I don't think they are interested in feedback.
You may argue there are some successful websites that use dark colours for UK audiences. Take for example Primelocation.com - (Sold to the Daily Mail for £48 million) the site uses a black background, white text, a cumbersome search engine and is designed to give off that pretentious look. However, it has a monopoly over £1million plus properties in the UK and overseas markets. The user has no choice but to look up properties on their site whether they like it or not; therefore they have no need improve the visual aesthetics or usability...
Why not?...Well where else are they going to go to view such properties online...?
Few sites have the ability to get away with poor visual aesthetics.
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