A well-designed website is not just about aesthetics, but above all about functionality and user experience. In this section, we explain the basic concepts related to interface design, site structure, and UX/UI principles – from section layout to elements such as hero, button, or sticky menu.
A Mega Menu is an expanded, drop-down menu that shows multiple site sections at once. It serves as a guide through available directions and makes it easier to reach subpages quickly.
The Top Menu (navbar) is the main navigation placed at the top of the page, helping users move around the website. It typically contains links to key subpages and the logo.
The header is the top portion of a page, usually containing the logo and navigation. It’s the first element that draws the user’s attention.
The footer is the bottom part of the page containing contact details, links, and social media icons. It aids navigation and shares business information.
A Design System is a set of rules and components used when designing digital products. It ensures visual consistency and streamlines the work of both the design and development teams.
A mockup is a visually refined design representing the interface in a form close to the final version. It shows the visual direction before the final implementation.
A prototype is a clickable model of a website or application that lets one test interactions before development. It allows validating the UX without coding.
A button is an interactive element encouraging action (e.g. “Sign up”, “Contact us”). It should be readable and visually distinct.
The hero is a prominent introductory section of a page, usually with an image and a main headline. It is meant to quickly convey the most important value of the service.
FAQ is the “Frequently Asked Questions” section, which helps users find answers quickly without contacting support. It may appear on the homepage or as a separate subpage.
Breadcrumbs are a navigational trail showing where the user is in the site hierarchy. They facilitate backtracking and orientation.
Hover is an effect that appears when the cursor hovers over an element, e.g. a button changing color. It enhances interactivity and provides feedback to the user.
A chevron is a “>”-shaped symbol used to indicate direction or the expansion of an element. It helps guide the user’s attention.
Branding is the heart of every brand – it defines how a company is perceived and what emotions it evokes. Here, you’ll find answers about brand strategy, visual identity systems, and the processes that help build a consistent, trustworthy, and memorable brand.
Because without prior validation, it’s easy to invest in something that doesn’t bring real value. It’s better to build a conceptual foundation first than to design details that may turn out to be misguided.
Branding is the process of building and managing a brand’s unique identity — not just a logo, but also who the brand is and why it exists. It’s a strategic decision that influences team choices, sales, and recruitment.
Strong branding consists of brand identity, a visual identity system, communication strategy, user emotions and experiences, and clear positioning against competitors. Together, these elements form a coherent story and a foundation for business decisions.
Because branding structures communication, organizes processes, and impacts real business results — such as conversion or customer loyalty — not just aesthetics. Poorly managed branding can even hinder company growth.
Ideally, as early as possible — especially before scaling, entering new markets, or major offer changes. The process often begins with discovery workshops. A well-planned strategy reduces the risk of chaotic decisions.
It usually starts with Discovery Workshops (involving management, marketing, sales, and support), followed by work on values, value proposition, target groups, and customer journeys — and then on to designing identity and communication.
It’s a set of visual elements (logo, typography, colors, layouts, graphic style) and rules for their use across all channels — from newsletters to printed materials. It ensures recognizability and consistency.
Yes — well-designed branding can raise brand value and investor appeal, as well as in acquisition processes, because it demonstrates business coherence and scalability.
When the brand no longer reflects the company’s growth, aspirations, market expansion, or when existing communication stops working — it’s often a signal for rebranding or repositioning.
Market differentiation, long-term customer relationships, higher brand equity, easier scaling, employee loyalty, and resilience during crises. These are tangible business effects — not just aesthetics.
It can, but it’s much harder. In a world full of easy copies, the winners are brands that build trust and meaning — not just technology. Branding makes the buying decision simpler and more emotional for the customer.
Usually, it begins with a conversation and Discovery Workshops. If you’d like, Wise People can schedule a consultation to define the scope and next steps.
(See the call to action at the end of this article to get in touch.)
Behind every well-designed project stands solid code. In this section, we explain the technical terms that often come up in conversations with developers – from page structures and WordPress blocks to assets, breadcrumbs, and ACF. It helps you better understand how a website works “under the hood.”
“Sticky” refers to an element that is “fixed” to the screen and stays visible while scrolling. It’s often used to keep a menu or an important message always accessible.
A section is a part of a webpage that serves a specific function (e.g. hero, offer, team). Well-designed sections are visually consistent, clear, and distinct from each other.
A subpage is an individual page within a website dedicated to a specific topic (e.g. Terms & Conditions, product categories). It helps organize content and improve navigation.
A hamburger is an icon made of three horizontal lines that opens a drop-down or slide-out menu on mobile devices. It allows complex navigation to stay hidden on smaller screens.
The heading structure is the hierarchy of headings (H1–H6) used to organize content and improve readability. It also affects SEO and accessibility.
Parallax is a visual effect where the background moves more slowly than the foreground, creating a sense of depth. When used sparingly, it adds a dynamic, modern feel.
Assets are the files used on a website — such as images, videos, CSS, or JS. They form the site’s visual and functional layer and influence its performance.
ACF blocks are custom WordPress fields and blocks that allow creating flexible components without coding. They enable building pages quickly from ready-made elements.
Gutenberg blocks are visual elements of the WordPress editor (e.g. text, image, button) that make it easy to build and edit pages without programming knowledge.
Effective marketing combines data, communication, and design into a cohesive story about the brand.
In this section, you’ll find definitions of concepts such as content, tone of voice, and sales funnels – elements that shape perception, conversion, and user engagement online.
Content includes all materials published on a website — texts, images, graphics, and videos. It’s the main medium through which a brand communicates with its audience.
Copy refers to the written text prepared for a website — such as headlines, service descriptions, and calls to action (CTAs). Good copy translates business goals into the user’s language.
A strong brand builds trust and makes purchasing decisions easier, which usually leads to higher conversion rates. A brand that communicates its value clearly and consistently is more likely to be chosen over an anonymous competitor.
Yes — internal branding acts as a compass for employees, fostering loyalty and alignment. It helps attract and retain talent while strengthening team cohesion.
It’s the way a brand speaks about itself — through language, narrative, and choice of media — ensuring the message reaches the right audience and builds trust.
Tone of voice is one of the cornerstones of a consistent brand.
Branding shapes experiences at every stage of the customer journey — from first contact to post-purchase support.
That’s why analyzing the customer journey should always take the essence of the brand into account.
Every great project starts with understanding the idea and the business needs behind it.
The Discovery section explains Wise People’s approach to idea validation – through workshops, analyses, and processes that help founders, startups, and teams make the right decisions before moving on to design or development.
Validate it first — before investing in product development or branding. Wise People recommends validation workshops, which help assess the idea from both business and user perspectives.
Because it can close you off to feedback and make you overestimate your vision without confronting it with reality. That’s risky — every idea must prove its value in the context of real users and the market.
Because the lack of competition doesn’t mean something can’t be done. New solutions often emerge when technology or market expectations evolve. History is full of examples of breakthroughs that seemed impossible at first.
They are strategic and creative sessions designed to verify an idea at a high level before product design begins. During the workshop, we analyze goals, values, resources, opportunities, and pain points.
The analysis includes goals, vision, key values, resources, gaps, business opportunities, and user problems. This helps identify what’s worth developing — and what needs adjustment.
Founders, leadership teams exploring new business lines, startups before fundraising, and innovators who need an external perspective on their ideas.
You can validate your idea in a focused environment, gain insights from an expert team, receive actionable recommendations, and — if desired — continue collaboration afterward.
At the early concept stage — before you make investment decisions or start product development.
No — even a great idea requires validation and refinement. Until it’s tested in context, it may carry more risk than potential reward.
You’ll receive clear guidelines about priorities, gaps, and next phases (e.g. prototype, MVP, testing). Continued cooperation with Wise People is also possible.
If your idea passes validation successfully, Wise People can handle the next stages — design, development, branding, or strategic support.
No — a workshop is a validation and diagnostic stage, not a guarantee of success. It’s a decision-making tool that helps minimize risk, not eliminate it completely.
By confronting your idea with experts and users from the very beginning — seeking feedback and criticism rather than isolating yourself in your vision.