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Should Our Web Designs Be Harder? Adding DEMANDS Back Into Our Web Designs

Should Our Web Designs Be Harder? Adding DEMANDS Back Into Our Web Designs | Design Revolution |

Making Demands Again & Designing Design In
At our Startup Factory funded startup Curagami we've been asking questions about how online communities are built and sustained. We are beginning to connect some important ideas from great thinkers:

Dan Ariely TED Talk on Meaning, Work and Motivation

Trendwatching Report on "Demanding Brands"

Daniel Pink's book Drive: Surprising Truth Behind What Motivates Us

Content Marketing Triptych

Web Design & "Work"

Yes, we now realize, you can make your website too easy. You can also make it too hard. Perceptions of "hard" and "easy" are highly relative judgements. An experts will find things easy the novice find very difficult.

SO one of the most important ideas for designing "work" into a website is finding a way to put people of similar levels of understanding in the same bus. We thinking of all visitors in 3 cohorts or tribes:

* Novice or new to whatever the site is sharing.
* Learning and so exposed to and thinking about the subject.

* Expert able to teach the Novice and Learning group.

At first we thought we should cluster members of each of these tribes into their own paths. All novices together, all learners together. After listening to Malcolm Gladwell and refining some of our testing conditions we realize such artificial selection harms rather than helps.

Community Is The Key
The key is creation of online community where peer to peer interaction is possible, supported, encouraged and rewarded. We, as website designers, can't combine our Lego blocks in as many variations as possible given the real creativity and engagement of our customers.

The ONLY thing we can do as web designers is clearly communicate OUR creation story, provide access to our Lego-blocks and CURATE the cool creations of our tribe.

The rub comes in at the "provide access to our Lego-blocks" web design stage. If your blocks encourage creativity and just the right amount of work your customers will want to SHOW YOU their creations as we learned from our friends at Haiku Deck.

Our interaction with Haiku Deck helped us create the Content Marketing Triptych:

* Tool that engages the BUILDER in us.
* Gallery where tool users share their creations (their work).
* Personal Profile (their content on your site).

The missing "magic box" for web designers is knowing WHO to ASK what. These ideas are "live ammunition" for ecommerce merchants. Too much work and you lose money. Too little and you lose the opportunity to win hearts and minds through just the right amount of work on top of the perfect contextually relevant ask.

What IS clear is finding ways to make demands and reward what our customers and advocates do with those demands is a CSF (Critical Success Factor) to winning web design. What are your experiences with building work back into your marketing?

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Google's Disparate Design Lesson - Agnes Martin Feature

Google's Disparate Design Lesson - Agnes Martin Feature | Design Revolution |

Google Features Work of Artist Agnes Martin
When I lived in Chicago the Milwaukee Art Museum was having an Agnes Martin exhibit. One Saturday I decided to drive the hour and a half to see the exhibition since I love the Milwaukee Art Museum (and this was before they got their amazing "cap")..

On the outside looking in you might think painting lines over and over again for most of your life would be boring to do and even more boring to view. You would be wrong on both sides of the equation.

Agnes Martin's work is a study in quiet power. Google's use of an Agnes Martin image today celebrating a great but hardly well known American artist teaches valuable design lessons including:

* Embrace the seemingly disparate.
* In a noisy world QUIET Design works.
* Simple and clean is the hardest design to do.
* Quiet repetition works too.
* Brand the unknown but beautiful.
* Share your brand authority with high quality but unknown memes.

If your designs can do any two of these six ideas you would be a hero and your company will WIN. Today Google did all six, but then they are GOOGLE :).

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Fonts & Colors Big Brands Use To Win Loyalty and Promote Engagement [Infographic]

Fonts & Colors Big Brands Use To Win Loyalty and Promote Engagement [Infographic] | Design Revolution |
Having trouble coming up with a logo? Our latest study highlights which combinations of fonts, colors and formats are used by the world's top brands.
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Time To Go Pageless? 8 Reasons Why Pageless Design is Future of Web Design

Time To Go Pageless? 8 Reasons Why Pageless Design is Future of Web Design | Design Revolution |

Pageless design frees websites from the outdated conventions of print design and fully utilizes the digital platform they’re built on. 

8 Compelling Reasons Why "Pageless' Web Design Wins (in the end):

* Tells a better story.

* Easier to "digest" or understand what to do.

* Emotionally more powerful.

* Higher Conversion Rates!!!
* Makes updating faster & easier.

* Lowers BOUNCE & encourages sharing.

* Looks great on all devices (mobile included).

* Lower cost to develop.

Marty Note
I confess to not being in love with the "infinite scroll" just yet. One modification we worked out for @Curagami, our Startup Factory funded startup, is to include a Call-To-Action at the top & Bottom.

CTAs help prepare the scroll. Remember "open book" tests? Putting a CTA on top of a waterfall of content helps prep a visitors mind. It "opens the book" for them. With this many impressive benefits I'm going to have to figure out how to start loving "pageless" design (lol).

I bet there are 5 (or so) similar modifications we can make to help us know how to create the paths and conversion we want by going "pageless".  

Jakarta Web Developer's curator insight, July 9, 11:16 PM

add your insight...

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The Role of Color in Marketing [INFOGRAPHIC] | Social Media Today

The Role of Color in Marketing [INFOGRAPHIC] | Social Media Today | Design Revolution |
It’s vital to move beyond the standard logo and tagline and take a holistic approach to evoking emotions among potential customers across all of your marketing channels — including social media sites.
Martin (Marty) Smith's insight:

Love this graphic, part of a solid Social Media Today article about how color converts. 

Drora Arussy's curator insight, June 16, 2013 9:46 AM

Color speaks to us - from what the teacher wears in a frontal classroom to what the background color is in a virtual assessment. We want our students to connect and "buy into" what we are teaching, branding is so important. As a side note, note that blue (of blue and white fame) signifies dependability and strength, isn't that what we want our students to see when they think of Hebrew and Israel? Of course, we would love to have all the colors blended in at certain points, be aware of the colors you use across the board - literal and virtual.

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35 Rock Band Website Design Examples With 5 Conversion Problems

35 Rock Band Website Design Examples With 5 Conversion Problems | Design Revolution |

You can’t imagine your life nowadays without the internet. We all spend hours and hours doing various things, like work, research, entertainment.

Marty Note
Sometimes it is good to look at a group of websites. This link includes 35 examples of rock band websites. The convention is clear. Rock band staged photo looking out directly at the camera, lots of texture and dark colors in the designs. Here is how any one of these sites could increase conversion 3x or 4x:

* Lighten Up - all that dark texture and color lowers conversion.
* Calls To Actions - few CTA's (BUTTONS) hurt conversion.
* Scream Less - visitors are fans, so scream less convert more.

* FANS - where are the fans (testimonials, games, contests).

* Games & Mobile - scream to download the app.

Of these 35 designs Metallica and Incubus would convert the best. I understand branding must be done, but this much screaming branding is obsessive and damaging to conversion. Sometimes the best brand strategy is to make it easy for fans or supporters to JOIN and CONTRIBUTE.

Everyone of these band sites feels like a lecture NOT a conversation. Funny concerts aren't like this. Concerts are a give and take between the crowd's energy and the band's performance one contributing to the other. Web, at its best, works that way too but not here so much.

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