Store Logos and Descriptions
Store branding is the next big subject that we’ll be tackling over the next several weeks. Every page of your store is an opportunity to communicate your values to potential customers. Visitors to your website may not have any familiarity with you or how you operate your eCommerce business. Let’s focus today’s discussion around two important branding opportunities on your website: the store logo and description.
The Myth of the Perfect Store Logo
Auctiva Commerce store owners are a diverse group of online sellers that sell everything from vintage collectables to personalized doormats. Each store owner will have their own unique online identity (or brand). In this way there is no wrong way to create a store logo. But, we’d like to throw out a few pointers that will help create a shopping experience that inspires buyer confidence and ultimately generates more sales.
Rule #1. Keep It Simple, Keep It Tasteful
A store logo needs to be recognizable and unique, but it also needs to be readable and digestible. That means the logo itself shouldn’t be so eye-catching that it distracts the buyer from their main goal of making a purchase. And it should not take more than a split second for a buyer to decode its meaning. Designs that make you scratch your head are distracting for the wrong reasons. Ornate store logos are fine as long as it’s readable and fits in with the theme of the store. But often times, less is more.
Rule #2. Small Is Better Than Way Too Big
The ideal dimension of you store logo is 270 pixels by 100 pixels. This is the dimensions that our Store Theme Designers use to layout all the store themes. You can use bigger logos (up to 900 pixels by 400 pixels in fact), but if you go too big you may end up pushing other store content below the fold. Wait a minute, what’s “below the fold” mean? In the world of Internet browsing, any webpage content that is positioned below the viewable area on a buyer’s computer screen is called below the fold. This means that the buyer will need to scroll the browser down to see that content. Usability experts know that the odds that an average e-shopper will scroll down to see more content is not in the favor of the store owner. If your store logo is gigantic, the featured products on your home page will be less likely viewed by web visitors. That can mean fewer sales per month.
Rule #3. Be Informative and Be Yourself
Using descriptive language is a good idea to help inform buyers who you are and how you conduct business. Are you a mom and pop shop? Do you have a large sales and service staff? Do you do business worldwide? Ask yourself what kind of seller you are and how does the benefit your shoppers. This will become part of your branding narrative that tells potential customers that you can be trusted.
Examples: We Got ‘Em
Let’s take a look at some real life examples from the Auctiva Commerce network of store owners. Keep in mind that these are are hard working store owners. Any criticism is meant to be constructive.
Check out the Books To Go store. This store logo is simple, yet unique. It’s bigger than the ideal size, but not too big to block out the Featured Products section. (Keep in mind that every browser displays differently, so you might not be able to see the Featured Section while other can.) Perhaps the logo can be a wee bit smaller. The logo also has some nice descriptive text. The “your friendly Internet bookstore” line should help with buyer confidence. There’s even more descriptive text on the homepage that does the same.
Now let’s look at The Postcard Attic store. Here’s nicely designed store logo. Nice colors and tasteful art. The “A” in the “Attic” comes close to breaking Rule #1 as it’s a little challenging to read that word. Although, you could argue that it makes it more unique. Don’t buy into the myth that there’s a perfect logo design. Sometime it’s best to go with your gut and my gut says this looks good. The only down side to this store logo it that it’s pretty big. The Featured Products section is pushed further down than most stores.
Finally, let’s look at the Tic Toc Comics store. This is easy to read, a good size and it has great descriptive text in the content of the webpage. The only down side here is that the store logo lacks any unique quality, personalization or artistic flair. This could be the best opportunity to brand the store.
Let’s Hear It
I’m sure you know of a store or two that has a terrific store logo. If you do, please leave the URL in the comments and tell us what you like about it. Don’t be afraid to share your own store with us either.
