Overall, 2009 saw some great improvements in website usability. Type got bigger. Pages became less complex. Points were punctuated by short phrases and simple graphics. Excessive decoration became less prevalent.
However, today we still see some common mistakes in website design and construction that adversely affect usability for most viewers–especially for older adults or those who may be visually impaired. Here are the five you’re most likely to come across:
1. Overlooking alternate text for images. Including the ‘alt’ attribute (often incorrectly referred to as the alt tag) in ‘img’ tags for content images can seem tedious, but it’s generally easy to do. This alternate text allows users who may have a slow internet connection to find out what they’re missing without having to wait for it. For users who are visually impaired, alternate text is readable by text-to-speech software, and may be the only way that they can perceive that an image is present. Using alternate text is also a good practice for search engine optimization, as it makes image content much more visible for search engines crawl sites.
2. Using small type sizes. This seems like a no-brainer, as it carries over from the print world. Most specifications I read recommend that body text be a minimum of 12px in a sans serif face. I recommend going a step further; that all text should be at least 12px size, and that body text should be 14px-16px size or even more. It’s also important to use ample contrast between type and its background. Finally, left-justified paragraphs of text are easiest to read.
3. Embedding text in graphics. Again, for users who are visually impaired, it’s important that any key content be readable by text-to-speech software. Having important text or headlines simply embedded in images makes the text itself invisible to the browser as text content. There are methods of coding so that image-rendered headlines can be combined with code that’s readable without the image. But it’s a good idea to use styled HTML text whenever possible. This is another good practice for search engine optimization, as it ensures that all words are not only readable by people, but by search engines as well. In addition, this practice generally makes site updates easier.
4. Failing to create an organized, consistent layout. Even today, many newer users of the Internet (often older adults) haven’t spent enough time online (or using computers in general) to create a strong sense of comfort with this mode of consuming information. Plus, older adults may require a bit more time to process information, simply due to the slowing down of their sensory systems and memory. An organized, consistent layout can make it easier for everyone—including seniors—to find what they need.
5. Using links or buttons that are too small or hard to see. No matter what your age or your level of familiarity with the Internet, we’ve all experienced websites where we want to perform an action, but can’t easily find where we’re supposed to click. That’s why large, “easy target” buttons that do not require precise movements to activate are almost always best—especially for older adults. Buttons should be made to stand out by leaving ample space around clickable targets, and by distinguishing their color and other visual characteristics from other nearby elements.
–Frank Piacitelli
Posted in Ad business, Advertising, Design, Interactive | No Comments »
March 11th, 2010 by Tim Downs
Reading an article about BMW’s recent marketing campaign “Joy” made me think about the trend toward positive approaches in marketing. It would appear that the slow recovery from the “Great Recession” has made consumers wary of the doom and gloom messaging that is both popular and often very effective in ad campaigns.
Besides BMW, there have been “uplifting” campaigns introduced for Oscar Mayer (tied in with an online effort at GoodMoodMission.com) and OfficeMax (Good news for Business). Despite the obvious diversity of these three brands, each of their campaigns contain an unbridled optimistic approach.
Encouraging consumers to look on the bright side certainly is nothing new, but it seems to have become more poignant in these unsettled times. Being an advocate for joy and optimism is not a bad place for your brand. However, questions arise: is it credible and will it build brand loyalty, preference, and eventually sales?
Of the three examples cited, BMW seems to have the steepest climb convincing consumers that the “Ultimate Driving Machine” is now all about the joy of driving. Not that they are mutually exclusive, but I have a hard time connecting the elite luxury brand with pure fun. On othe other hand, Oscar Mayer seems very comfortable embracing joy and exuberance. (I smile instinctively just hearing the name. Not to mention singing the “My bologna has a first name” song in my head.) It seems only natural that a company that has a wiener mobile would be synonymous with optimism. OfficeMax also appears to be a logical champion to encourage businesses that things are going to get better. Their invitation to “Work with us” to help you realize your dreams is a nice way of positioning their brand.
So, is the tried and true negative-scare-tactic approach dead? I don’t think so, but it would be wise to consider the mood and mind set of your audience before executing that “everything is looking glum” approach.
–Tim Downs
Posted in Ad business, Advertising, Brand Strategy, Creative, MF | No Comments »
If you have a consumer health product designed for kids, then you know how important it is to get moms to interact with your brand. But did you also know that teachers could be highly influential resources to moms, dads, and kids alike? After all, teachers are often parents, too, and they spend a majority of their day with our kids. When executed correctly, teachers can be a valuable resource for building your brand.
Take Insight Pharmaceuticals, for example, which launched Sucrets ICE—a novel frozen lozenge for sore throats—at the start of the 2008 cough and cold season. Leveraging social media, Martino Flynn made big waves for the brand among a host of highly influential mommy bloggers.
In 2009, Insight wanted to reach out directly to moms and kids during the cough and cold season. To do this, Insight teamed up with Twentieth Century Fox Home Entertainment—which had just released its latest “Ice Age” movie on DVD—and developed an in-school curriculum designed to make the cough and cold season “cool” with the “Save the Polar ICE Caps!” challenge.
The causal campaign included valuable lesson plans aimed at helping kids think about the environment and a contest that challenged school-aged kids to submit a billboard concept—illustrating what they would do to save the polar ice caps from the threat of global warming—online at www.SucretsICEChallenge.com. Teachers all across the country received a curriculum that included homework assignments for parent interaction and fun lessons for their kids, all while interacting with the Sucrets ICE brand. Entry collection just ended and a winner will be announced at the end of the cough and cold season in March. Meanwhile, Insight has received hundreds of positive reviews from teachers suggesting how much they value this type of branded content.
Teachers can be a valuable resource to health care marketers who are trying to reach kids. And if appropriate for your product, developing an in-school curriculum that is fun and engaging for this audience is another way to help build support for your brand.
— Julie Napieralski
Posted in Blogging, Clients, Health Care Marketing, MF, Marketing, ROI, Social Media, TV | No Comments »
OK, this has to be the best classified ad ever! It was purportedly placed in London newspapers in 1914 by explorer Ernest Shackleton.
MEN WANTED… for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger. Safe return doubtful. Honour and recognition in case of success…
Boy, who wouldn’t jump at that opportunity!? That’s one honest ad. The goal of Shackleton’s expedition was to sail his ship Endurance, along with his crew of 27 men, to Antarctica. They would then make the first trip across Antarctica and sail back home. Well, the ship got stuck in an ice pack just short of the Antarctic continent. It eventually was crushed by the ice and it sunk. Yet miraculously, Shackleton and his men somehow survived this two-year odyssey and returned to England. (They eventually made their way to a remote Antarctic whaling station where they were rescued.) There are a number of great books on this adventure. I recommend, The Endurance – Shackleton’s Legendary Antarctic Expedition by Caroline Alexander.
But the real important point is… ADVERTISING WORKS! Shackleton was able to successfully recruit 27 brave souls for this amazing adventure. So repeat after me, “Advertising works!”
–Kevin Flynn
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Has the online world rendered the public relations profession obsolete? Some critics say that PR has become irrelevant.
I was hired for my first job in public relations at a small college in 1972 . I was responsible for writing press releases (on a typewriter), distributing them (via the US mail), and following up with editors and reporters (on a landline phone).
Times have changed, as well as methodologies. When was the last time you saw a typewriter? When was the last time you licked a stamp? And, when was the last time you pitched a story via the telephone?
Those of us in the communications business have experienced continual and rapid changes in technologies. Social media, in particular, has dramatically changed the manner in which we disseminate information. Those who were trained in PR tactics even five years ago need retraining–and fast!
From my perspective, the basic principles of public relations haven’t changed at all. But the way in which we execute our strategies is in constant flux. Organizations who want a comprehensive, integrated communications and image-building program should not overlook or dismiss public relations.
I’m sure that I’ll never tap a typewriter keyboard again. And, if I need to send an editor a document, I’ll surely send an email with an attachment rather than drop it in the mailbox. The PR profession will continue to adapt and evolve. We need to take the criticism in stride.
–Ray Martino
Posted in Ad business, Advertising, Blogging, Public Relations, Social Media | No Comments »
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