There is an outdated adage in advertising that goes like this: If you want to make something stand out, make it big. If it needs to stand out even more, make it bold. Still not enough? Make it red. It’s still used today, but it’s not as effective as it once was.
Big, bold and red may sell more newspapers, call out to subway riders or help you find an otherwise tiny listing in the yellow pages, but using this technique alone won’t help you win over more customers online. Sure, it gets noticed, but does it get results?
An increasing number of overwhelmed online customers are looking for simple, straight-forward solutions to their problems. From hair loss treatments to a new pair of shoes, we’re finding that our clients’ customers prefer answers over obnoxious text treatments.
Apple does this better than anyone. The careful detail to their website design and product presentation is minimal and matter-of-fact. This approach helps them transcend the noise. In doing so, Apple conveys the importance of their products by featuring them, rather than overselling. Its web pages are clean, simple and straight-forward. While headlines and text are an essential component, they don’t overcrowd the page.
At Inflexion Interactive, we help our clients make room for their products online.
When marketers and designers encourage clients to be big, bold and red, they should be cautious of the results produced when using this tactic. Apple proves there’s more than one way to stand out. Clients will be rewarded working with agencies that track shifts in customer behaviors and habits. By doing that, standing out isn’t just gaining attention, rather it sets the tone for the actual brand and experience contained within.