Imagine visiting a business website, eager to learn more, only to find faceless corporate sales jargon. Would you, as a business owner, trust a faceless entity with something as important as your business's reputation?
In an interview with Dark Flare Design owner Iain Fergus, we explore why providing a good cover for your book (or an effective website for your company) matters.
Who Is Iain Fergus?
Iain is the owner, Front-End Web Developer, Designer, and Consultant at Dark Flare Design, a company focused on delivering simple, effective web and print designs. He has been designing professionally for the web since 2007 and he's also a university lecturer in web design and front-end development at Glasgow Caledonian University.
Iain has extensive experience with various CMS platforms like WordPress, Kirby, and Perch, so before moving in-depth with web design, we asked him how companies should choose which platform best suits a project.
He points out that this comes down to three factors:
- The individual requirements of the project
- The budget
- How tech-savvy the business owner is
“If it's a larger business with an in-house team that will manage the site, and there's a requirement to integrate with third-party services, then WordPress is often the way to go.
For most sole traders who are limited on time, and especially for those less tech-savvy, then something like Kirby CMS is a much better option from my experience. Maintenance isn't as much of an issue as WordPress and the learning curve is shallower as I can define the elements that are editable and how they appear,” he explains.
Speaking of small businesses, many of them start with a one-page website. This approach allows them to keep costs low while presenting professionally, making it easier to expand the site as their business grows.
In light of this, I asked Iain about his approach to ensuring that even a simple site stands out.
“Designing for their target market, and making sure that their brand identity is well incorporated is essential. I don't take a cookie-cutter approach to websites in this respect. Content is also very important, and my advice is to always seek out an experienced copywriter.”
Why People Buy From People
Dark Flare Design website suggests that people should never hide behind their business websites.
But why is showing a face on websites important?
“People buy from people,” Iain says, highlighting that when visitors click on a "find out more about us" page they expect to see genuine information about the company's team like names and photos.
However, they often come across more generic marketing content or sales pitches, which fail to provide the personal connection or transparency they are looking for.
“It's essential for small businesses that they put themselves out there. I always advise including some sort of photography that shows the staff or business owner. Whether that's a group shot, headshots, or more candid brand photography. When placed alongside genuine information about the business and its story it's always much more effective than the faceless bland approach,” he notes.
The bottom line: Don't hide behind corporate jargon; show the real people behind your business to build trust and loyalty.
Dark Flare Design recommends Shopify for businesses interested in online sales, rather than opting for a custom-built eCommerce system.
While custom solutions can be a good choice for some businesses with specific needs, most of the time, there are existing eCommerce platforms that are sufficient and more budget-friendly. Essentially, Iain believes there's no need to create a new solution from scratch when effective options are already available.
“Many small businesses just need something reliable, with minimum maintenance, that lets them get up and running and make sales as quickly as possible. Shopify allows that to happen. Themes are customizable, and fully bespoke themes are also possible, but it removes the need to worry about payment systems, security, and hosting systems. Plus there's the bonus of a mobile app for managing orders and a plugin market to add features,” he explains.
Iain mentions that he has also worked with other systems like OpenCart, PrestaShop, and lightweight options such as FoxyCart and SnipCart in the past, pointing out that it all comes down to:
- The requirements of the business
- The quantity and type of product
- The timescales and budge
Obtaining 50% of Annual Online Sales in 10 Weeks
Dark Flare Design worked with Ayr United Football Club and helped them create a Shopify online shop that hit 50% of their previous annual online sales within the first ten weeks of launching.
This quick achievement indicates effective design, marketing, and user experience strategies that resonated well with customers.
Iain says that as a fan of the club, he was excited to work on this project.
For football clubs operating below Scotland's top tier, budgets are tight, and merchandise sales directly impact the playing budget, he says. So, he is proud he helped generate more income for the club.
“The previous online store was a makeshift platform that was missing some fundamental functionality and Shopify was chosen as it's a proven platform with all the necessary features required available out of the box. It's easy to maintain for the club staff. I've only delivered one training session and haven't been required to step in to assist with any additional support so far,” he adds.
This underscores the quality and effectiveness of Shopify as a robust eCommerce platform, providing essential features out of the box and making it easy for the client to maintain.
If you're looking to get your online store off the ground, our list of top Shopify development companies is a great place to start.
Consistency Is Key to Effective Branding
Discussing Dark Flare Design’s most interesting projects, Iain also shared their work for Your Boutique 365. This has been a client since its launch in 2013 and with new owners the requirement was website redesign.
According to Iain, when redesigning the site, the challenge was refreshing the visual identity without alienating the existing client base.
“The previous website was very pink and soft. We updated it to a sleeker black-and-white color scheme, allowing most of the site's color to come from the product pictures. The pink shade was made more vibrant and used sparingly, which has been more effective.
We retained the logo icon to maintain some familiarity for existing customers but changed the accompanying text to a sans-serif font to achieve a more modern look,” he describes.
This project highlights the critical role of branding in web design. Updating the visual identity while preserving key elements can refresh a brand without losing its loyal customer base.
When it comes to the intersection of branding and web design, I asked Iain what he thinks are the key considerations in reflecting a brand's evolution and how one can ensure that a website redesign captures both the essence of the original brand and the direction of its growth.
He believes consistency is key.
“Keeping the use of colors and fonts consistent between platforms, and making sure these align as changes are made,” he says.
Additionally, he emphasizes the importance of understanding the reasons behind any changes and ensuring they are implemented thoughtfully and strategically.
Minimalist Web Design Can Also Feel Unique
Dark Flare Design website suggests that their approach is a pragmatic one and they often find design is most effective when it's simple.
Given this, I wanted to know how clients typically respond to their minimalist approach, especially those who might favor more complex designs.
As per Iain:
“I have found that my portfolio attracts clients who appreciate the minimalist approach, and as such, I don't get requests for more complex or illustrative style designs. I have had clients tell me they like the unique look and style I can provide for each site that I do, so a simplistic approach can still be individual and tailored to each business.”
Additionally, with design trends constantly evolving, I asked him how they balance current trends with their philosophy of simplicity, especially with maximalism being one of the current trends.
In his opinion, trends suit some businesses, but others prefer a timeless website that remains functional and relevant, avoiding obsolescence as trends change.
“A simple approach that builds on the business's brand identity and speaks to its customer base is often all that's required. At the end of the day, websites are there to communicate, so as long as the content and key messaging are accessible, then that's all that matters,” he adds.
Iain has been at the helm of Dark Flare Design since 2007. Reflecting on this journey, he shares the top tips he’s learned about running a creative agency, offering insights that could guide DesignRush readers who might be navigating similar hurdles.
“I've found that clients just want someone they can trust, someone who will do what they say they will, and keep in touch with them—be responsive,” he highlights.
His top five tips are:
- Be honest about what you can achieve, how you work, and any mistakes, problems, or delays. Clients value transparency
- Trust your gut: If something feels off, it usually is
- Work to the best of your ability, within the time and budget allocated
- Keep an eye on what's happening around you, be inquisitive, and keep on top of the latest developments
- Answer your phone. I've lost count of the number of jobs I've picked up because other freelancers haven't answered or returned a phone call, or responded to an email.
