Day 17: Surprises can backfire.
Since the core of what we do at Doe-Anderson is building relationships between consumers and brands, we thought it would be cool to use relationships as a theme. So in honor of Valentine’s Day, all this month we’ll be sharing 28 Days to Make People Fall in Love with Your Brand. We hope you enjoy it.
Ever plan a romantic surprise with someone you’re trying to get closer to, only to have it blow up in your face?
Sometimes, a surprise can be a good thing. But sometimes, it can be a disaster.
In marketing and advertising, nowhere is this more the case than in website user interface design.
While a company website should be creative and surprising, things like the navigation and layout should still follow common conventions. No one likes to feel stupid and confused.
“Mystery meat” navigation is a major turn-off to your site’s visitors. Love them enough to make “where do I go next” a nice, predictable, comfortable experience, and you stand a better chance of getting them to love you back.
Offer your website visitors a simple, easy-to-grasp user experience, and their response will be no surprise at all.
