Executive Summary (This is a document excerpt)

Web site layouts help companies build brands by focusing attention on the content and function users need most and creating visual continuity across channels. While many firms struggle to craft brand building layouts on their sites, we uncovered several companies that successfully create visual hierarchies, maximize the use of white space, use consistent patterns, and incorporate offline style elements to create a useful, on-brand visual experience. To get the most out of site layouts, customer experience professionals should prioritize essential content and function, define and document visual styles, and double-check layouts for brand alignment.

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