Branding Your Event Website: 6 Things To Remember
By Madison Howard
These days, it’s pretty likely that if you’re throwing an event, you’re going to create an event website. It’s important to remember that your event website should be an extension of the brand the event is for – not a completely separate entity. You want potential attendees to recognize the site as belonging to the company creating the event. A brand is important. It’s a symbol of what your company offers and creates familiarity and accessibility with the consumer. Below are a few easy things to keep in mind when building your event website.
Your logo is the most important and recognizable image that needs to be on your event website. Make sure that the logo used is high resolution – you don’t want to have a grainy logo to be the first thing that a potential attendee sees. It doesn’t need to be the biggest thing on the page, but it does need to be there. Putting a logo in the header or top of the page will ensure that website visitors see it. If your event has a logo and your company has a different one, put both on the website.
Most likely, your event color scheme aligns in some way with your logo or your event color scheme. This is not the time to deviate from your normal colors and try a crazy combination of fuchsia and neon yellow (unless those happen to be your company colors). Keeping website colors the same, or in the same theme, as company colors will make your website recognizably aligned with your brand.
Some sites only offer a limited selection of fonts to choose from. Think past the default and try to find a font that most closely matches your standard company font. Your attendees are used to seeing your unique font and are used to associating it with your brand. Don’t make them wonder why your event website features Comic Sans when your company font is a more professional Gotham.
Don’t overcomplicate your layout. While you may be able to add in tons of graphics, sidebars, and design, keep it simple. Don’t be afraid of white space, or empty space. Information stands out more when the design or too much text isn't overcrowding and overshadowing it. Make the main information the star of the show.
If you use images, and you should use some kind of graphic, whether that’s icons or pictures, use high res images. Different screens have different resolutions and what looks good on a mobile device might look fuzzy on a large monitor. The quality of the website reflects your company brand. If you don’t have an image that is a high enough resolution, it might be better not to use an image than to give the viewer a less than perfect viewing experience.
Who is this event attracting? What type of person does your company reach? Keep your ideal customer in mind, and your company’s branding, when writing copy for the website. If you’re planning a serious conference, speak professionally. If your company tone is casual, don’t use big words, sterile descriptions, and no contractions.
A graduate of the College of William and Mary, my passion for writing began before I could read, with a nightly verbal diary dictation transcribed by my obliging parents. When I'm not writing, you can find me binge-watching TV shows, baking elaborate desserts, and memorizing pop culture facts.