Miracle said something salient when she was in the process of guiding a client in the development of their marketing materials. Like many of you, the customer has a problem in conveying their product benefits ending up with TMI. Resultantly, the materials are bloated and missing the target. Miracle calls this “microsofting your product”. By way of explanation, see this video, a parody of what the iPod package would look like if Microsoft designed it. Turn your speakers up, watch it and then come back. We’ll wait.
Done laughing? It is pretty funny. It’s not so funny when my designers do this. I realize that many of you are very astute with language, it comes with the territory. However, most retailers aren’t. Their relation to products is visual, think imagery. This means a lot less text. Use pictures, not words. It doesn’t mean they’re dumb, think of it as efficiency; it’s faster to derive information from images than text. Besides, they have to sell your product to consumers and let’s face it, if a customer wanted to read a book while shopping, they’d be at Barnes & Noble.
Take a lesson from Apple. Everything about their products is communicated in simplistic terms. Years ago when I got an iMac, the start up guide was 3 photos, literally; take it out of the box, plug it in, turn it on. It’s really that simple. The more information you tack on, the more you make it seem like selling (or buying) these items is a complicated task. You’re selling clothes, not information.