Your slogan (sometimes called a tagline when short and to the point) gives your audience some insight into the personality of your brand. It can state your purpose or your philosophy. The message of your slogan can also indicate the best place to put that slogan. If you feel the message gets to the core of who you are as a company, then you’ll likely place it prominently on your page.
If your slogan is more of a tagline and will fit, place it near the top your page near the logo. A tagline simply states what you do or how you do it in very few words. Think of “Just Do It” from Nike.
A slogan can also be more of your value proposition or philosophy and explain the value you bring to the consumer. In that case, you might place the slogan somewhere else on the page that makes the most sense for your overall design. This is typically a longer saying, such as FedEx’s “When it absolutely, positively has to be there overnight.”
Here are some other location ideas for where to place your slogan:
One place you might add your slogan is on your contact page. If the site visitor reaches this page, they are interested in making a connection with your brand. Adding a slogan here can draw that user in by defining your company a bit more and connecting with the user on a personal level. Try to place the slogan above the contact form, where the user will see it as soon as they land on your page. It also adds interest to what might otherwise be a bland page on your site.
If a visitor navigates to your About page, then they are likely interested in your company history and philosophies. Including your slogan on this page is a smart move because most readers skim over words, reading only about 20 percent of the content on a page. A slogan is short and succinct in many cases, getting your message across rapidly. It summarizes in short form what you are about.
Molamil sums up their philosophy of being open and friendly to potential employees and customers with a simple slogan of “come by for a cup of coffee.” It has the feel of a friend inviting you over to chat over a cup of hot java. The focus is on the slogan because it is in a larger font than the rest of the text surrounding it. It also shows the casual attitude of the company.
A traditional place to locate a slogan is at the top of a website in the sticky navigation bar or header. This is a location that is the same throughout your website and will follow the visitor from one page to the next. You create it once, and it appears on every page.
In one eye tracking study, researchers found that the top left corner grabs the attention of site visitors first. The zone directly under that area also grabs the eye. This is likely why many sites place the logo in the top left corner and the slogan directly beneath it. You must prioritize the elements you most want the reader to notice and place them on your page accordingly.
Notice how the slogan for Advanced Conversion Technology (ACT) is in the header and is sticky across all the pages of the website. Their slogan also utilizes the acronym for the company name to tie the slogan into the overall branding for the company. Keeping the slogan at the top left on every page reinforces the message of “superior power” over and over again.
Some experts believe that longer slogans are actually much more effective than the shorter tagline slogans that marketers seem to prefer. A few additional words allow you to create a more powerful message that truly narrows down your company’s unique selling proposition (USP). However, a longer slogan likely won’t fit easily in the header of your website or in other tight spaces. In this case, the footer is a better location to add a longer slogan.
People have a tendency to better remember things that they associate with visual content, so it makes sense to tie your slogan to a relevant image. This might mean adding an image just under your site header and then placing the logo on top in a bold font, for example. Some slogans are tied to a specific product, so in those cases, you might want to match the slogan to an image of a specific product.
Take a look at Spacho’s website in the above screenshot. The bold, bright colors and the image of a bottle of their veggie juice draws the eye. They use the opportunity to highlight their slogan of “deliciously Mediterranean.” Even the colors make one think of the Mediterranean with the bold yellow and vivid red.
At the end of the day, where you choose to place your slogan depends on the message you want to get across and your own target audience. Study heat maps of your website to see what users are clicking on. This can clue you into where you should place important elements on your page. Remember that your slogan says a lot about your brand and your personality as a social media brand. Make sure you place it where it will get attention throughout your site.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
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