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Did You Know? When visitors go to your website, 43% of them immediately use the search function and 80% of users will leave your website if they don’t get what they need from your search. Such statistics prove how important having a good internal search is for driving and keeping traffic to your website.
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Brand Thinking Blog
Posted on February 26, 2014 at 4:32 pm
Opening titles are the perfect marriage of graphic design and motion graphics. It is a rare creative opportunity to bring beautiful typography and imagery together to accompany a movie—and when it is nicely done it can stand on its own as an independent work of art. A great example would be the opening title of the movie Se7en, done by Kyle Cooper. The movie is a masterpiece and so is the opening title of the movie that revived the “art of the title.”
If you are passionate about opening titles you should check out artofthetitle.com, a wonderful website that has everything you need to know about the history of opening titles—including extensive interviews and articles where you can learn more about the process and the creative minds behind these amazing films before the film.
Want more? Check out this video on the history of opening titles.
Posted on February 25, 2014 at 1:35 pm
You are forgiven if you missed this but you should scan this research. You know how good you are at ignoring online ads. You are probably also shocked at how cleverly your shopping searches follow you around as you surf. I simply want to make this point (again and again): in spite of all the brouhaha surrounding the next exciting tech IPO, traditional media may be more effective for B2B marketers than most of what passes for marketing on the internet. Now before I am accused of being a Luddite—or worse, a Troglodyte—I urge you to pay attention to your own behavior and that of your colleagues. Diffusion of Innovation theory posts five categories of adoption (see chart below).
You may think that chart looks more like an inchworm than the lazy curve you see here but, the truth is more complex than simple adoption. Some technologies are adopted, then dismissed. Witness the giant flameouts of tech firms over the past 20 years—and user behavior adapts to new technologies in unexpected ways such as “banner blindness,” described in the article.
Bottom line: your marketing mix should remain focused on the fundamentals. Direct mail and email still, along with relationship events and trade shows, deliver the most effective marketing ROI. Be strong. Don’t be swept along by the Next Big Thing.
Posted on February 24, 2014 at 11:27 am
This Thursday, the FDA unveils its revised design of the Nutrition Facts label. On Wednesday, I will be on a panel at the National Press Club to share the conversation about the label’s probable new look. Tune in to the news. Meanwhile, added to our collection of innovative applications of that iconic label is this submission.
Posted on February 21, 2014 at 12:49 pm
For almost a century, the quality of design promoting the Olympic Games has been in the gutter. But as the Olympic brand has become worth millions with countries willing to spend billions to host the event, more attention is paid by sponsors to brilliant branding for the brand. The LA Olympics turned the corner toward great design, a standard kept unevenly over the years. But, successfully designed or not, I believe everyone recognizes the quality of the design shines a light on the quality of the Olympic brand.
In this archive of Olympic logos compiled by Fast Company, you can see first hand the evolution of the Games’ logo throughout the years (some better left in the past). As they state, “There have been some beautifully designed logos throughout the Olympic Games’ rich history, but sadly, that seems to be very much the exception, not the rule. Traveling back in time on this Olympic carousel, it’s interesting to spot design trends, and even more interesting to spot the design crimes.”
Posted on February 20, 2014 at 6:04 pm
Pho Vietnam Tuan & Lan combine our two true loves: delicious food and a well-designed website. The site features pictures of the traditional Vietnamese cuisine pho that make our mouths water. As if that wasn’t already enough to impress us, their website also has some great design features that you wouldn’t expect from your average dining establishment. Both the site and restaurant are based in the Czech Republic. Some of the text appears in Czech, however this does not make navigation through the pages more difficult because of the high use of visuals.
Some of the best features of the site have to do with transitioning from page to page. The homepage is split into 4 large, colorful columns each featuring a different aspect of the restaurant. A photo related to each section appears faintly in the background, behind the text. As you hover over the section, the text automatically slides up and reveals a + symbol that leads you to a related page. Rather than simply loading in a new page, the current page opens up to the new section through a horizontal transition adding a touch of something unexpected. An X appears in the right hand side of the new section to allow for a quick exit back to the homepage—no back button needed.
Another highlight of the site is the menu and photo page. The menu section occupies the entire left half of the page and the photos appear on the right in a thumbnail view that expands into a slideshow featuring all the images. Warning: it is not possible to look at the pictures without your stomach growling.
This website illustrates the point that using bold colors and images that relate to each page, especially on the homepage, completely changes the way you experience navigation through a site—even when it’s in another language! Visit http://photuanlan.com to check out the entire site!
Posted on February 20, 2014 at 4:27 pm
Peek, our App of the Week, takes a simple approach to organizing your life on-the-go. The creators of the app take a step away from fancy features many of the other calendar apps offer and instead go with the theme, “less is more.” It is designed to be glanceable and intuitive by presenting the essentials in an easy to understand manner, without overwhelming you with data you might not need with the mobile experience.
The design of Peek is basic. Your entire schedule is ordered in a list form that makes it easy to see exactly what you have going on at any given moment. Slide an event to the right to take a “peek” at additional details you might need for each such as an address or room number. By using large, bold, colorful blocks to display your happenings, there is nothing to distract you from being on top of your daily priorities.
Besides the basic design, features like the shading gesture and shake make viewing your calendar quick and easy in bright daylight, and further distinguish it from other apps. Peek is truly a no frills calendar experience that focuses only on what you need to go about your day. Download it from the iTunes store here.
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