Successful Restaurant Websites

Research shows that website visitors don’t read – they scan.   As a result, you should always make the layout of your email newsletter scannable.  This means enabling the eye to follow a simple, logical, uninterrupted path through the content.  A scannable and intutive layout is created with a columnar grid (usually two columns), a variety of content types (imagery, features, callouts, and links), consistent stylistic conventions (fonts, sizes and colors) and small, easily digestible blocks of content.  A large, misplaced advertising unit, a long block of text, or inappropriately sized imagery will interfere with the scanning process and disrupt the reader’s attention.   Following these guidelines will help to create visual balance, encouraging users to scroll down while easily viewing your newsletter in its entirety.  This increases the likelihood of something catching their eye and taking action.  In addition, keep your layout consistent from one edition to the next.  This saves you time in design and helps create brand familiarity for your readers.