2. Customers are looking for familiarity. They look for logos, trade symbols, etc when going into a ‘brick and mortar’ shop, why would a website be any different? Keep the look of your site consistent from page to page, making sure that the navigation and information area remain in the same general area. This will assist the customer in focusing where you want them to focus. If you change it up too much a customer might think that they left your site and someone or thing is hijacking them. Only use alternate colors to accent areas of your site.
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