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What does CSS Variables mean in website design?

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What does CSS Variables mean in website design?

In the whirlwind of web design trends, understanding the practical application of technologies like CSS Variables is crucial for sustainable, measurable results. Many agencies chase the latest shiny object, leaving clients with fragmented strategies and ultimately, wasted resources. At The Company, we focus on building systematic, data-driven approaches that deliver lasting value – and CSS Variables are a perfect example of a tool that fits perfectly into this philosophy.

The hype around new technologies often overshadows their actual impact. CSS Variables, also known as custom properties, are a prime example. While not a revolutionary concept, their effective implementation can significantly streamline your website’s design and development process, leading to measurable improvements in efficiency and maintainability.

So, what are CSS Variables? Simply put, they’re variables you define in your CSS code that can be reused throughout your stylesheet. This allows for centralized control over colors, fonts, spacing, and other design elements. Instead of manually changing a color in dozens of places, you modify it once in your variable declaration, and the change propagates throughout your website.

The Zero Noise Approach to CSS Variables: Our methodology emphasizes a systematic, data-driven approach. Before implementing CSS Variables, we:

  • Assess: Analyze your existing CSS to identify areas where variables could improve maintainability and efficiency.
  • Strategize: Develop a clear naming convention and structure for your variables to ensure scalability and consistency.
  • Execute: Implement the variables systematically, testing thoroughly to avoid unintended consequences.
  • +1 Optimize: Continuously monitor performance and make adjustments as needed, ensuring your CSS remains efficient and maintainable.

Measurable Benefits: The advantages of using CSS Variables extend beyond mere convenience. They lead to:

  • Reduced Code Bloat: Less repetitive code means smaller file sizes, leading to faster loading times.
  • Improved Maintainability: Easier to update and maintain your website’s design, reducing long-term costs.
  • Enhanced Consistency: Ensures a unified brand identity across your website.
  • Increased Collaboration: Easier for developers and designers to collaborate on projects.

Implementation Steps:

  • Define Variables: Start by defining your variables using the `–variable-name: value;` syntax. For example: `:root { –primary-color: #007bff; }`
  • Use Variables: Reference your variables using the `var()` function. For example: `background-color: var(–primary-color);`
  • Testing and Refinement: Test your implementation thoroughly to ensure everything works as expected and make adjustments as needed.

Beyond the Technical: The adoption of CSS Variables, like any technology, should be driven by a clear understanding of its impact on your overall marketing strategy. At The Company, we help you integrate these technical improvements into a larger, sustainable marketing system that drives measurable results. We focus on owned solutions, giving you control over your assets and avoiding reliance on fleeting trends.

For help with optimizing your website’s CSS and building a sustainable, data-driven marketing strategy, give us a call at 613-777-5001.

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“The Bride”.  A an example of an experimental, or concept album project from 2022.  Painted in acrylic. (Private collection)

Building Confidence Through Language: A Guide for the Collector

One of the biggest barriers for aspiring art collectors is not a lack of taste, but a lack of confident language. People know what they are drawn to, but they often struggle to articulate the ‘why’ behind their emotional connection. Providing them with a basic vocabulary can be transformative.

By explaining core artistic concepts, we can bridge this gap. An artist’s newsletter or a gallery brochure could break down:

  • The Architecture of Composition: How lines and shapes lead the eye and create a focal point.
  • The Emotional Weight of a Color Palette: Why a limited, muted palette feels different from a vibrant, high-contrast one.
  • The Role of Value in Creating Depth: How the interplay of light and shadow builds a believable world.

It’s like being given a phrasebook in a foreign country; suddenly, you can navigate and connect with more assurance. Consider Edward Hopper, whose stylized realism simplifies scenes to their emotional core. Understanding this allows a collector to explain why the work feels so dreamlike and memorable. This knowledge doesn’t replace the emotional response; it validates it.

The Dialogue Between Feeling and Form

Great art speaks to us on two levels: the immediate, gut-level emotional reaction and the deeper intellectual appreciation. You might feel the perpetual warmth and light in a Monet, which immerses the viewer in the sensory experience of a moment. Conversely, you might sense the rugged, stoic soul of the landscape in a piece by Canada’s Group of Seven, which evokes a feeling of profound solitude.

These feelings are universal, but the ability to discuss why we feel them builds a stronger connection. From a marketing perspective, this education slots perfectly into the buyer’s journey. During the “comparison” phase, an artist who also educates their audience is building a relationship of trust and authority, making the final “decision” more likely.

Conclusion: A Bridge of Shared Understanding

Art, in its purest form, is an act of communication. Whether through the calculated narrative of a storyteller or the freeform expression of a poet, the artist extends an invitation to the viewer. By providing the language to understand this invitation, we empower collectors to move beyond simple preference and into the realm of true appreciation. It transforms a simple transaction into a meaningful connection, where the viewer doesn’t just own a piece of art—they become part of its ongoing story.

About the Author

Jaeson Tanner is a Marketing Thinker at Zero Noise Marketing and a narrative artist once in a blue moon. You can see his work on Instagram at @jaeson_tanner.


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