Website Redesign
“We want a customer to visit our website and to immidiately feel our commitment to quality, and our passion for the product.”
Understanding the customer
American White Label CBD is one of Americas leading CBD product makers. They pride themselves on their premium product, with the goal of making CBD a part of everyone’s daily lives.
When AWL approached me, their site felt uninviting, and at times, poorly put together. It had the opposite effect of feeling premium, inviting, and friendly. When discussing what AWL wanted out of their redesign, they had a few requests:
Customer wants:
Visually pleasing
Represents the brand
Easily navigable
Faster checkout
Friendly, welcoming, and fun feel.
Defining design bases.
Color
With brand colors predefined, I stepped both the primary and secondary colors out into 9 shades to give me the flexibility to use the colors in almost any context, while still keeping within WCAG guidelines. It was my hope that using two bold, strongly contrasting colors, we could create that “fun” atmosphere the client was hoping for.
I added a limited neutral palette to keep things simple, as well as a semantic palette for alerts, notifications, errors, etc…
Type Stack
Bold, yet friendly. Attention grabbing, but not too in your face.
Enter Source Sans Pro. I felt this family fit the bill, and with the directive to stay away from pay-to-license fonts, this was the font of choice.
When it came to assembling the stack itself, I opted for a medium size stack, with a slight favor towards heavier weights. I felt that the heavier weight lent a slightly more rounded, friendly touch, and that hierarchy could be achieved through greater variation in size, and slightly less emphasis on weight.