Archive February 2010
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Prevue for iPhone 23.02.10
It seemed inevitable that my upcoming webapp, Prevue, would contain a sexy iPhone version. Add your project to the home screen, and browse it in the full-screen app. See more here. -
Getting the Message 18.02.10
Those who know me, know that I’m not the biggest fan of designing emails. Generally I think it’s the wrong method of selling your brand, and that stories are far better told through other mediums. That said, there are obviously times when ‘cold-calling’ your prospective users is the only viable option — so I often find myself designing these tabulated-HTML masterpieces, time and time again marveling at the ineptness of Outlook… but I digress.
Recently when designing an email that was intended to land in the user’s inbox ‘out of the blue’, I found myself reminded of an experience I had with a take-away menu not too long ago. Only about 10% of the mail I receive at my flat in London is of any use, the rest is taxi-cab call cards, take away menus and the odd flyer — all of which is immediately binned before it even reaches the second floor of my apartment building. These unsolicited piles of paper are comparable, in my opinion, to all those emails I receive that are instantly trashed. But I did, as I mentioned, make an exception for one takeaway menu that arrived to the flat not too long ago.
The envelope was standard, white and hand delivered (no postage). On the front was my hand-written address with a ‘To the Occupier’ — slightly impersonal, but intriguing. Unlike the remainder of my post box, this letter made it all the way to my flat. From the comfort of my couch, and with vested interest I opened the envelope to find the menu to our local Indian takeaway. Somewhat disappointed, I was nonetheless impressed at the the effort involved in engaging my attention. I still have that menu.
This experience made me realize two things that are important when considering communicating with your audience by mail, be it electronic or ’snail’.
Firstly, that no matter how interesting your content, or beautiful your design – the biggest task your mail has to achieve is simply to be opened, and not disregarded as junk before it’s even had a chance. On the face of it, what makes your communication different from the hoards of others just like it? Perhaps its the apt timing, the relevant subject line or the individual sender, i.e. “From: Pete” rather than “From: Buzzgraphics” — or, as in my example, the personal touch.
Secondly, knowing your place is important – this applies mainly to emails. Your user has taken the time to open your mail… the privilege is yours, not theirs. This is when design and copy can play their part — but instead of opening with a big header image, or “Get 10% off” in flashing red text, a better solution might be to open with an honest, frank and personable introduction. When reading an unsolicited item of mail, I’m far more likely to respond if I’m greeted by “Hello, my name is…”. Once you’re done with the intro’s, if you must, mention your fantastic offer/website/proposition.
It’s interesting how much is assumed of the user when sending email communications – but remembering that you’re talking to real individuals (individuals that have better things to be doing than wasting time on things they didn’t ask for) is the most important lesson of all. So next time you brief a designer, or design an email yourself – it might be worth considering the basics before jumping straight into your highly-interesting content or critiquing the nuances of your header detailing. After all, email marketing does still have it’s place, it just requires a bit of love.
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Linkage 07.02.10
Since it’s been quite a while, I thought I’d share with you some sites that I visited last week. Some interesting, some funny, some relevant and some not. Been a bit busy of late, but I’m hoping to get back on the blog-horse soon… stay tuned!
Eye Candy
Some nicely designed sites that I’ve come across over the past week
Dyson Dryers
L’agence L’équipe
The 2009 Feltron Report
Brand New Day
Poolga iPhone Wallpapers
Twitter Chirp
Style Boost
Journeys with No Return
