There’s a really smart approach to business behind all the crazy animation, cheesy karaoke and in-your-face messaging. It’s not random. It’s all intended to generate interest and loyalty.
In ads, concept rules — but copy counts, too
After my last post on the grammatical issues in a series of real estate ads, I got a lot of comments from people who said grammar doesn’t matter — concept is key. They’ve got a point. A good concept can get by with weak writing while a weak concept won’t fly, even with excellent writing. […]
Using Visuals, Part 4: The Potential and Danger of InfoGraphics
In the second installment of this series, we looked at how an email marketing company created an infographic that could have better made its point in the form of a table. Why did this company’s leaders decide to hire a graphic designer to create something they could have otherwise made in Word? Ideally, a […]
Using Visuals, Part 2: Sometimes a table trumps an infographic
Last time I talked about how visual methods often are better at conveying information than the written word. Now we’re looking at the opposite issue — when an elaborate visual is less communicative than a simple alternative such as a table. The visual below was created by Vertical Response, an email marketing platform, that shared […]
How a simple order page holds the key to a great website (even if you don’t have an order page)
Imagine you’ve been asked to create an e-commerce site for a small company. The company wants to keep things simple – product descriptions, company history, contact info, purchasing options. The company owner asks you this: How many pages should we have for placing orders? (User-experience experts – don’t tell.) What was your answer? One page? […]