How do you create an interesting website with limited images and pictures?

How do you create an interesting website with limited images and pictures? Archive

Typography,  that’s   how!

One of our current clients,

UK Cleaning Products Industry Association (UKCPI), represent cleaning product manufacturers, including the institutional and industrial cleaning sectors whose products are used in hospitals, schools, care homes and catering environments. They provide expert advice on cleaning and hygiene in the home and in the workplace and they wanted a new website created for the institutional and industrial cleaning sectors.

Our brief was to create an informative website where cleaning and hygiene professionals could access advice on products, ask an expert and read up on legislation and news relevant to their industry. 

With very few images and a lot of text the real challenge was to find a way to present this information clearly and more importantly in a way that made reading the copy enjoyable and easy

Choosing three fonts that subtly complement each other

Our designers chose three fonts: DINregular, Open Sans and Georgia to complement each other and to provide clear text, but at the same time to offer the reader some variation and interest in the text.

The slightly italic Georgia  was used to draw the reader’s eye to text where they are invited to read more or use the click-throughs. The curves of this font are more inviting and less cold than the others used on the page and help give the impression this is a helpful and approachable section.

DINRegular is used in the headlines and to introduce the topics of the website, Ask an Expert, Health and Wellbeing and Green Cleaning. This clean and clinical looking font is much more authoritative and clear. The spacing makes it very easy to read and immediately grabs your eye.

Last but not least is Open Sans,  used for the large areas of text, is clear to read when in large amounts, and is still clear when smaller. This hard working font presents the bulk of the website’s information perfectly. 




Beautifully simple Design




The result for the client was a beautifully laid out website with bespoke icons for each topic whose colours and addition gave the site a professional but pleasant feel.









We pride ourselves at Urban Element in being able to turn any brief into a website that will exceed client expectations. Our design team is waiting for the next challenge and if you would like to discuss any kind of branding or online design project, please get in touch on 01993 776999 or email

Jon Ellard
- Director

A results driven, self-motivated and resourceful director with a proven ability to develop and strengthen client relationships. With 14 years marketing experience Jon’s main focus is to ensure clients receive return on investment from their online investment. Jon has excellent people skills and possesses the valuable ability to explain technically-complex subjects and make them comprehensible.


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