Starting an Online Business All-in-One For Dummies®, 3rd Edition

Creating the Right Look for Your Online Store

Imagine for a moment that one of your customers is blindfolded and brought into your store (without knowing where she is being taken). After the blindfold is removed, the customer should be able to tell that she's in your store. For example, do you carry specialty products or a line of signature items? Do you use bright, unconventional colors on the walls?

Transferring your physical image, or identity, to your online store is a major part of creating the right look for your site. As with anything else, you can go overboard. That's why we recommend starting the process by choosing a single element that you believe customers most readily identify with your store. The main factor that makes your store special may be one of these features:

• Architectural element: Maybe the shape of your store's building makes it stand out. Or perhaps you designed the interior with special features, such as high vaulted ceilings, curved walls, or dramatic windows. Sometimes, the physical appearance of your location leaves a lasting impression.
• Color scheme: The interior and exterior of your store may be filled with soft, muted tones or wild, bright, eye-popping colors. Either way, these telling color combinations may provide your customers with a strong association with your store.
• Location: Some stores take their images directly from their surroundings. For example, you may be located in a trendy, upscale part of your city. Or maybe you're part of an eclectic ...