Even the most intrepid information architecture will usually try to avoid these stubborn critters. However, sometimes, through no fault of your own, you may find yourself required to wrestle with one. If that is so (and you have my respect in advance), I recommend you follow the 3 golden rules of campaign site IA. Follow these, and all shall be well. Get the team to actually do these, and you deserve a medal:
- Skip intro button is mandatory. This is tricky since to a designer, what this dreaded button actually means is bypass all my creativity and work.
- Link to the product page. If the campaign is there to promote a product, link to it! And make the link visible! (6 point type in the footer does not count).
- Toggle audio button.
5 comments:
nice :)
And the nicest bit is that now, when demanding a skip button I can now get my point across with an "But Olly says ..." rather than screaming "It's just sooo rude not to ..."
hmm not so sure... heh
One of my pet peeves about campaign sites is that they tend to easily fall back on 'content templates'. For example, there's always a tendency to incorporate a 'Send to Friends' feature to comfort the client that people will have a means to 'viral' the site. People will also try to add as much ATL material on the site as possible, in an effort to keep things 'consistent'. There will always be a TVC or the copy will be adapted from a brochure. I think this is sickening. It basically means that the campaign site ends up being another ramped-up version of existing communication, instead of being an individual component of campaign. Know what I'm sayin?
Yes I do indeed indeed. Doing an 'online campaign by numbers', which is pretty much the kind I'm poking fun at.
I'm just trying to remember the last time I used a 'send to a friend' feature (rather than copy / pasting the URL).
On second thoughts, I think 'send to a friend' may be unethical since you're giving up someone else's email address (your friend!) for data capture.
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