It’s one of the oldest sayings around ‘don’t judge a book by its cover’, but give a book a more interesting cover and people naturally become more drawn to it. It is in this spirit that Fresh Egg recently undertook the design of a new skin for the National Guarantee site that was designed by Phoenix.
The redesign is instantly apparent, but it manages to retain a large enough portion of the previous design to ensure you know you’re at the National Guarantee site. That’s some thing that a lot of people don’t get right, they put a new skin on a site that is so radically different in all aspects that previous visitors think they’ve gone to the wrong site.
The greatest improvements amde by the Fresh Egg designers have been in the clean lines and uncluttered nature of the skin. This allows the information that is presented on each page to take centre stage rather than the graphics attracting all the attention. The National Guarantee site now seems to echo the brand and the policy of the company more closely since the focus seems to have shifted to information from the appearance and graphics to the information.
It may just be a new cover, but it makes the message seem new and innovative at the same time. The page seems brighter and clearer due to the arrangement of the colours and the graphic with a larger font size making the page instantly easier to read. Instead of using small text to squeeze in a lot of links on the left, the font is bigger and more spread out making each link far more easy to distinguish from its fellows.
Instead of having reams of text going off the screen, there is a simple easy to read paragraph that spells out exactly what you need to know. The whole air of the National Guarantee site is as if it has had a spring clean. A lot more priority is given to the news, which allows people to go directly to essential information once they get to the site. The mortgage advisors journal is also far easier to navigate to since it’s link stands out far more than it did previously.
People who know what they want will find it far easier to find the areas that they are interested in, such as Remortgages or similar services. This spreads the visitors throughout the site so that each visitor can have a more tailored navigation through the pages. It may seem to be such a simple change, but the impact is far greater than most people would believe. It is those simple changes that make such a vast difference that Fresh Egg excels at.
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