Practice shows it is fair to say that nowadays advertising is not only the activity: it is also somehow art, somehow analysis and somehow science. And for the sphere of web and app design, especially in the field of user experience and user interface design, advertising practice has tons of tips, laws and tricks that designers could take, consider and apply so that their product would become efficient, desirable and useful. Since both spheres create a customer-centric product, a lot of categories used in the process lie in the intersection of psychology, sociology and linguistics. No doubt, there are plenty of things which started their development in advertising much earlier than the era of the Internet heaved in sight; nevertheless, they are still actual and highly efficient now in design of UI/UX for websites or mobile applications. One of the reasons to consider principles and secrets of advertising industry for the field of web and app design is that most of them are widely tested on several generations of customers. That means the results of such practical testing show important features of human behavior and psychology, which are vital to know and analyze while creating user experience and user interface. Every field of human activity witnesses the people who become Big Masters of the trade. Due to their talent, hard work and devotion they create, discover, invent something that starts a new epoch of the industry and inspires plenty of other professionals. Talking about advertising, among those remarkable people, whose names are remembered on the top of the list, is David Ogilvy , one of the most famous advertisers all over the world and the author of the books now called the Bible for the advertisers. Being an experienced specialist and the head of the advertising empire, he was deeply acknowledged in mass trends and narrow peculiarities of human psychology and methods of influence on human behavior. Here we have gathered some well-known professional tips David Ogilvy gave to the professionals in the advertising sphere. Let's try to consider if they are applicable and if so how deeply they can be implemented into the field of web and app design. 1. Advertise what is unique.
To make advertising campaign successful, it would be great to advertise the product which is completely unique. However, with more and more development there are relatively less and less unique things, so there is another side of this trick: find something that is unique about the product and make the customer know about it; make the product look original or feel original. You can create the product which has nothing extremely original in its heart, but having a tailor-made feature will make your product stand out of the crowd. This could be new operational feature, interesting elements of design, interactive elements, thoroughly thought-out logic of user experience. If you design a fitness app, a reader application or a messenger, you must be aware that the product is not original itself and it is vital to create (find, discover, invent and so on and so forth) the feature which will make the product standing out of competition. Otherwise, you will not succeed in getting and retaining your audience. Therefore, two things are to be included in the bottom line here: analyze your competition and find the unique side of your product before you start your work on design.
Singify App 2. Every word in the copy must count.
Talking about the sphere of web and app design, it depends on the essence of the content you analyze. However, in most cases it really works like this. If we are talking about the elements of layout which contain copy (buttons, links, menus and the like) as well as the headlines, bullet points, copy of the landing pages, calls to action of any kind, that is absolutely right advertising rule to follow in web and app design to create pleasant, easy and positive user experience as well as high conversion rates. On the other hand, if we are discussing a sort of longer content with more copy like blog posts for example, you may need to reconsider this rule a bit. Here you should remember that the so-called “dehydrated” texts created only for search engines but not for living readers will definitely make every word in the copy count, nevertheless won't create positive user experience. This sort of copy will be too mechanical, too non-human to make your readers get interested in the content you provide even if the information you offer is really meaningful. So, in this case analyze your target reader and add a little “water” - some words, which will make your text not only full of key words, but also natural and involving. So, the bottom line here is like this: For short copy in short and key elements of the layout, follow the rule and never forget it. For longer copy, let every possible word count unless it makes your text unnatural, boring or lacking in readability. Moreover, for web and app design this rule can be observed wider, beyond the limits of copy. It could be transformed as “ Every element in the interface must count ”. And that will be one of the vital things to bear in mind for any designer working on any project. The most successful interfaces with efficient layout and encouraging user experience always hit the point. If there is something in the interface that does not fulfill any need, aim or function, don't apply it in the app or website and you'll make your users happy.
Toonie Alarm Tutorial 3. Never write an advertisement you wouldn’t want your own family to read.
This position is rather contradictory when transferred on web/app design. Being a designer, you can get involved in the project which you cannot even imagine in connection with your family. Honestly, it's sometimes hard to imagine your granny building up on-line civilizations or using fitness app and that is not the reason why you shouldn't be involved in creating them. However, the basic message here could be much broader: creating a product, try to work it out so thoroughly and passionately as if you were making it for close people. In this case you will create something having a part of your soul and the user will feel it. The bottom line here: You wouldn't like your close people to use bad and low-quality product, would you? Then don't make other people's families try bad products as well.