A design that is to be appealing must also be easy on the eyes. Without the right amount of white space, text would be unreadable, graphics would lose their emphasis, and there would be no balance between the elements on a page.

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If you run an online display campaign for more than 2-months, you definitely want to consider rotating in fresh creative to prevent burnout. In this day and age, consumers demand fresh content and will side step your product if the message gets stale.

Behavioral targeting gives you the ability to show ads online only to those people most likely to be interested in them based on learning and insights relative to their past behaviors. Read More

Chances are that if you are advertising in order to drive clicks to your web site, you’re probably using landing pages as a campaign component. Read More

We all know people use search engines — a ton. Google is commonly used as a verb and “just Google it” has become the easiest way to find about anything. Read More

A good interface design will grab the users’ attention, but users have to able to easily read the text in order to grasp the information they desire. That seems like such a basic premise, but it’s surprising how often I encounter sites where the content seems completely disregarded. Here are some basic 101 tips to provide users a good reading experience on your website.

Avoid too many font sizes

Font sizes are signals to a reader and like other means of visually differentiating elements, there needs to be a sufficient level of visual difference for text size to work. Make sure that your headings and subheadings stand out from the rest of the text. Doing so allows for easy scanning of articles.

Best practice is use no more than 3 different main font sizes to render your main content (i.e. main header, sub-header, body). This only applies to the main body content. Other screen elements may use alternative sizes (such as superscript/subscript, labels, ads, separate nav links, footer nav etc.)

Don’t use too many typefaces

Different fonts project their own personalities, which can be helpful for branding, but too many different typefaces is counter-productive. As a rule, don’t use more than 3 different typefaces throughout a single web page design.

Take care with serif vs. sans-serif fonts

Different types of fonts have different innate levels of readability.

Text block size

A screen full of text is likely to scare readers off. Come up with interesting ways to break up multiple paragraphs. Use graphs or images to help keep things lively.

Blocks of text should not be too long or too wide. When paragraphs get long, they’re harder to read because there’s less whitespace. Whitespace gives paragraphs shape, which acts like visual bearings, making it easier to find your place, and to find the start of the next line.

Using more, smaller paragraphs suits web content particularly, because it lets you subtly highlight more useful phrases, by putting them in their own paragraph, or starting a new paragraph.

Use emphasis judiciously

If you want to emphasize a particular word in a block of text, it’s best to leave the font color alone. When readers see a change in color they expect it to be a link.

Instead create emphasis through using bold, italics and underlines, but use them sparingly. Lots of bold text doesn’t draw attention, it competes for attention, creates extra noise and decreases readability.

Italics should not be used for large blocks of text, because it can have a similar effect to serif fonts at small resolutions, reducing readability.

Underlining text can serve to emphasize certain words or short phrases, but be careful that underlining is not mistakable for hyperlinks (perhaps by having hyperlinks in blue without underlines in normal state, exhibiting the underline on hover).

To draw attention to a whole line or paragraph, consider using a colored background or other style element which is less detrimental to readability.

Stick with left-aligned text

Left-aligned text is easier to read than right-aligned text. Full justification (where words are stretched so that they meet both the left and right margin) is only effective with pretty long lines of text. And because on-screen text is easier to read in narrower columns, it makes it hard to justify full justification.

Provide contrast in text

It’s very important to have sufficient contrast between text and its background.

Don’t overuse capitalization

Capital letters are useful because they announce the start of a piece of text (sentence) or an important piece of information such as a name. But they lose their effectiveness when over-used. DON’T USE ALL CAPS FOR BODY TEXT, BECAUSE IT DECREASES THE CONTRAST BETWEEN LETTERS WHEN THEY ALL TAKE UP THE SAME SIZED BOX.

When running an online campaign always know what your SOV (share of voice) is. Read More

For those of you trying to make a positive impression on perspective customers there’s one really good starting place – your mailing lists.  People who send me mail often fail to impress me right off the bat because they’re often sending the same piece to the General Manager who left here eight years ago.  Ouch.  That’s a lot of money to make an impression that was probably worse than what I thought of you before!

And then there are the companies that send me two or three of the same piece – at the same time!  Again, I’m sharp enough realize it is caused more by your lack of ability to execute efficiently than by my enormous importance to your company.  So again – I’m underwhelmed.

I don’t get a huge amount of snail mail these days.  So much comes through e-mail it’s not all that surprising.  And the shear expense of snail mail when executed inefficiently is mind boggling.  But I can say with some authority that conservatively 50% of what I see is going to the wrong person or is inaccurate in some other way.  It’s your money guys!

Getting it right is not all that difficult.  It’s all in how you manage your database.  My advice to those of you who haven’t cleaned your list for 10 years and counting is don’t waste your money.  You’re hurting your brand with every batch of mail that you drop.

In the past few years there has been a great deal of talk about personal branding. The difference between now and when Tom Peters first broached this topic, is the rise of social technologies that have made branding not only more personal, but within reach. Read More

If you doubt the importance of measurement and metrics, consider the results of a recent Gallup Poll, which showed that executives spend 24% of their time on “plan measurement and monitoring,” second only to “strategic thinking/planning.” Read More