Guide: Choosing a Layout
Welcome to the guide on header layouts. The header is one of the most important sections for expressing your unique selling point to your customer. It's like the rose bush outside the tasting room. Today, we're going to walk through some best practices on choosing the right header for your brand.
What you can find in this guide:
- Why choosing the right layout matters
- Connecting your brand to a layout choice
- Getting the right formats for images and videos
- Tips on personalizing your layouts
Why choosing the right layout matters
Your website's header is one of the first things that potential customers will see when they visit your site. If your header is poorly designed, or doesn't tell the story of your brand, it can have a negative impact on your engagement metrics - how long a customer stays on the page, where they click next, and ultimately their likelihood of buying a wine.
On the other hand, if your header is well-designed, it can help you convey your story to potential customers, make current ones remember why they love you, and help you to grow your sales.
It starts with your brand, and ends with your customer
Your brand is how your customers perceive you. It's how they see you in their minds. And that perception matters, because it drives sales.
A great place to start is asking yourself some basic questions...
- What does your brand stand for
- Why does your brand matter to your customers
- How do you want people to feel when they think about your brand
These questions are the starting point for creating a great Header Title, Subtitle, and arguably most importantly, great imagery to compliment the feel you are aiming to instill in your customers.
If you haven't gone through brand guide exercises, we highly encourage you do this first. Reach out to us at firstname.lastname@example.org and we can make sure the Brand Story Consultation is activated in your portal.
Connecting your brand to a layout choice
We realize that connecting a brand and a visual style can be cumbersome. So, we spent time interviewing wine consumers and asking them what they thought stood out with different designs. A simple question like "what does this page make you think this brand is about" revealed how heavily the positioning of the imagery, the text chosen, and the overall story portrayed - matters.
Out of this research, we gave our existing layouts a facelift and a name, and added more layouts to the choice set.
This design is for the brand that stands out from the crowd. It features a bold, simple text-driven header. The Contrarian is perfect for making a statement. How far you’ll take it is up to you.
The contrarian plus
Making a bold statement, and a little more? Choose the expanded version of the Contrarian, which supports imagery and video to bring your message home
This design is clean and simple, with a full screen image or video in the background. If your vineyards are a cornerstone of your brand, investing in high quality photography or videography (eg. drone footage) has the power to elevate your brand with potential customers.
Many customers are drawn to wineries because of the feeling of belongingness they experience when they visit. This design focuses on emphasizing that, and works best with a welcoming image
Sometimes a brand is just you. This design can be customized to be authentically you. Say cheese, and introduce people to the face behind the brand. Trust us, they want to see you.
About the bottle
If you want your brand to be inviting, and make your customers want to sit down with a glass of wine and relax, this layout creates movement between a glass and a bottle in a way that’s both elegant and fun.
Vine to table can mean something different for everyone, but showing what it means for you can help your customers connect with the labor and love that goes into each bottle. This design is perfect for highlighting the process.
Tips on personalizing your layouts
Think of the layouts above as raw materials to get your vision out into the world. Here are some of our favorite ways we've seen wineries let their identities and brands shine through:
- Add a video! If you don't have a video already, try signing up for Canva where you can browse thousands of video clips and put together something that showcases your brand and style... or go film some videos!
- Have fun with the fonts. This is one of the best ways to make your personality jump off the page.
- Try out some possible title and subtitle text on your friends and best customers to see what resonates with them.