Luxury can be difficult to define, but you know it when you see it. Some say that luxury is a matter of personal taste, but there is no denying the sheer style and elegance of the most luxurious brands. Although it may be somewhat subjective, luxury is something that is exuded by certain people, homes, stores, cars, clothes, designs and any other number of elements that are a cut above the standard and the mainstream.
But while luxury is clearly identifiable in some cases, in terms of web design, it can be even more subtle and fleeting than in other areas. While luxurious companies and brands are represented by tasteful websites, the internet is largely filled with clickbait, cheap sites, blatant marketing, overly loud designs and other not-so-tasteful elements. Standing out in life can be a matter of subtle taste and simple class, but standing out on the web often means yelling louder than everyone else.
When creating a luxury site for your brand, you must go beyond the traditional web design. To fill your site with the right content, you will need more than what can be learned in a traditional blogging for beginners course. You will have to identify what elements exhibit luxury in the minds of your target market and creatively incorporate them into your site. But you must also keep your site simple and avoid busy designs that generally exemplify cheapness. This can be a difficult balance, but this guide will show you how to create the perfect luxury site to accurately represent your brand.
Luxury can mean different things to different people, and the first step in creating the perfect site will be identifying what is luxurious in the eyes of your customers. The design and contents of your site may depend upon your specific business, product, service, industry and a number of other factors, but you should already have some idea of what is important-- and luxurious-- to your target market.
If you are just getting started, the best way to identify luxury is to research other brands-- and even competitors-- that are popular among your target audience. While you do not want to blatantly copy another site, this research can create a template with which to begin and additional ideas once you get started. You can also identify what kind of information and content is important to your potential customers by researching their habits.
Will your target audience want to learn how to have more space while flying? Or should your content explain how to match certain jewelery with certain outfits? Depending on your business and your audience, you should identify what is important and begin filling your site with meaningful content from the start.
The initial impression of your website will likely be the most crucial aspect in terms of luxury. In one look, your audience will either see a clean, luxurious design or a cheap appearance that is trying too hard. This is a difficult balance, but the first appearance of an expensive, luxurious website will pay dividends for your brand.
Perhaps the most important element of a luxury website is simplicity. Although it may be tempting to use every neat gadget and jazzy feature available, you should remember that less is more and simpler is better. The most elegant websites are those that are not filled with busy banners, silly fonts, excessive CTAs or any other unnecessary disturbance. On the same note, straightforward navigation and ease-of-use are just as important, once a potential customer seeks more details and dives into your site.
Colors and typography are two critical elements of luxury design, and you may need to put some effort (and trial-and-error) into identifying the perfect font and color scheme for your site. Generally, lots of white space with one or two additional colors will convey simple elegance. You should also avoid cheap stock photos and make use of countless photographers who would love to create custom images for your site in exchange for a small credit at the bottom.
Even if you plan to do the majority of the work yourself, you will likely have to hire out help for some elements of your website. Whether it is a marketing consult, custom designer, freelance writer or any other professional, remember that you get what you pay for. Luxury is rarely cheap, but you should be willing to make a little more room in the budget to create the perfect luxury website that accurately represents the taste, style and values of your company.