So many people try to come up with snappy slogans and sleek design branding, only to have traffic to their website crawl froward at a snail’s pace.

The key to convincing web design is to formulate a brand that truly resonates with the customer. If you’re using neutral colors and bland script to communicate how beautiful your makeup is, chances are that people will close the window after just a few seconds.

A few seconds is all it takes for someone to make their first impression, so you have to make it count. A good approach to effective website design, is to have everything center on a theme or idea. Mascots are particularly great for building a theme or generating a persona for your product.

The truth is that we often don’t lose that childlike curiosity and fascination with animals, bright colors and patterns. That’s why insurance companies still use animated lizards to sell policies for cars. While a lizard may have absolutely no relation to an automobile, it still creates a point of interest that makes the company stand out from the rest.

Your product could be fantastic, but if it doesn’t look nice, no one’s going to buy it. Website design needs to be engaging, yet free from clutter. You don’t want to create something that’s going to bog down a computer.

As long as you take a practical, yet aesthetically aware approach to web design, you’ll be in business in no time.