At FortyFour, collaboration is at our core. Working closely with our clients keeps us aligned on the goals and objectives of our work, and for each step of the process, it allows us to explain why we make the choices we do and what impact they have on the overall outcome. For example, typography is often considered an aesthetic component of the designed end product, but today, it’s as important to the overall user experience as ever. Using only type, we can guide a user to take a specific action, help them prioritize certain bits of information over others, or prime them to anticipate what comes next. That’s powerful stuff that we want our clients to understand so they can engage with us in a conversation that results in the best work possible.
What other elements of typography do we want our clients to consider during the UX phase? Let’s discuss.
When a new website design project kicks off, a common practice is to start designing a page to explore the visual direction for the site. This makes sense in some ways: clients like seeing pages because it’s the most obvious way to visualize what a site is going to look like—and, after all, that’s what they’re paying for. Typically this means starting with the homepage and exploring the design system through the context of that page.
The problem with designing the homepage first
The homepage is the first thing a user see on the site. It’s the foyer, with doors leading to all the other areas of the site. The problem is, homepages tend to be the most unique page on the site. Elements on the homepage often only serve one purpose: to drive a user to another area of the site. These homepage elements are some of the least reusable elements on the site. So why do we start with a page that does so little to inform the rest of the site? Why start with pages at all?
Clear, consistent communication helps build trust between brands and customers. If a brand doesn’t seriously embrace a hard-lined style guide, it can come across as sloppy or unprofessional. Get your message across by establishing a defined, concise brand style guide and disperse it throughout the company to maintain compelling copy. Teach everyone from junior marketers to senior executives to follow the same rules, and your brand’s voice will be recognizable in all company communications.
FortyFour has a standard approach for developing brand style guides. Our rules include:
Pick a base style
It’s an unnecessary headache and time-suck to create a brand style guide from scratch, so lay a foundation with a pre-existing, somewhat common style. No one style is superior to the rest, just make sure you’re consistent. If you go with Chicago Manual Style, that means serial commas are standard. If you go Associated Press Style (which is industry standard in journalism), they are not. This ensures all content under the brand umbrella, including promotional materials as well as external and internal communication, is consistent. Continue reading
If you’ve worked in marketing in some capacity in the last few years, you’re probably familiar with a certain syndrome. It’s called “bright, shiny object” syndrome, and it affects marketers all over the world as they become distracted by the latest fad or trend in the marketing world. Whether it’s Snapchat for your B2B financial firm or Instagram for a funeral home, you may have been the victim or carrier of the syndrome (and that’s OK). With all of the new channels and marketing opportunities developing almost daily, it’s increasingly difficult to stay on top of the digital marketing world.
This is why few channels have lasted with the development of the internet as a more lower cost sales vehicle.Continue reading