Tablets, iPads, smartphones, androids – words we use casually today but found bewildering only moments ago. What new concepts and technologies will become commonplace within even 2-3 years?
Whatever the future holds, the next stage in the life of your website is one based on fluidity and multipurpose. Your website must work across most if not all of the many different sized devices – adjusting in look, feel and sometimes in content.
There are two ways to enter this new phase.
First, is the activity of your site more suited to support a dedicated mobile site (i.e. m.bank.com.au) in addition to a normal site (i.e. bank.com.au)? Larger organisations with a shop front function and complex copy such as banks, real estate portals, employment sites, shopping sites may need two separate sites, catering to large and small formats.
Smaller businesses have an advantage in only have to maintain a single website in order to reach their entire audience. So, is your website within scope to be flexibly adapted to the different devices it is used on? If yes, then you should start looking at a responsively designed site.
With responsive design, the structure of a site is created with a fluid grid from which content can be scaled, wrapped and folded to the right size for the screen being used. You would have a fixed width website for use on large and medium screened devices; and then a fluid width design to work for the majority of small devices. Responsive websites live up to their name by ‘responding’ and adapting automatically to each device. The other major feature with this option, aside from only having one URL across devices, is that search engines love responsive design – and will generally bring better search results than traditional sites.
To start the ball rolling with a responsively designed site, your site architecture will need to be redesigned to create maximum effect on small devices; design menu items, icons and the grid for touch enabled devices; and a good, constructive edit will help prioritise content and fine tune messages.
It’s all about usability and a seamless flow in the relationship people have with your traditional website and your new responsive design site.
Visitors to your site will love that you’re leading the charge, so talk to us about your best option – whether it’s a responsive design or a dedicated mobile site.
To chat to us about responsive design or for more information email or call 9416 2566
Grace Camobreco - Creative Director
Above: Starbucks responsive design, one website works across all devices
While we wait for a drop in summer temperatures; find a cool spot and catch up on what we've been up to at Taylor & Grace.
Making the complex understood.
Client: SAI Global. To launch a revolutionary e-conveyancing product, T&G was commissioned to develop a series of marketing materials to distill the product value proposition and drive sales at a series of trade shows and other touchpoints. The materials consisted of an interactive company presentation for screen and tablet (with an embedded video) and a host of printed materials.
Putting Brunswick style on the map.
Client: The Urban Stylist. A map-style real estate promotional brochure – selling life and culture in the Melbourne suburb of Brunswick. The map uses illustration and highlights interesting and unique amenities and features of the suburb. View Project
Celebrating Victoria's visual archives.
Client: Public Record Office Victoria. Curation and installation of over 20 visually significant images in the Public Record Office Victoria's North Melbourne site. View Project
Above: the super sucessful Old Spice ad campaign, targeting "women" to sell products to "men", for insight into the campaign creation click here
We like to joke about it, but a cliché is always based in truth. There really are some major differences between the way men and women behave psychologically, socially and as consumers. So it pays to understand those differences in more detail before committing time and money to your marketing campaign. Especially when you consider that the average consumer receives about 1500 brand messages a day. You have to be smart to stand out.
There are physical reasons for the fact that men are generally more mathematically-minded than women, why women are generally better at managing complexity, why men aren’t that great at talking about their feelings and why women occasionally suck at catching a ball. It’s all about the brain.
Men’s brains are about 10% bigger but it seems, from studies at the University of California-Irvine, that this is because men have more ‘grey matter’, which forms the brain’s different processing centres, while women have more ‘white matter’, which serves as wiring to connect the different centres. This may be why women handle complexity and multi-tasking better than men. And why men are less relational in their thinking. Men prefer black/white, yes/no scenarios while women are much more likely to say “It depends”.
Above: Very clever breast cancer awareness campaign - even super heros get brest cancer, click here for details
Men are also more left-hemisphere dominant, while women have a more even balance between the two hemispheres. So men are generally more task-oriented while women are more intuitive. The part of the brain that controls
numerical brain function is bigger in men, so they’re generally better at maths. (Not fair. ) But women have bigger limbic systems, which helps them get in touch with their emotions. And you can blame the thicker parietal region in the female brain for those ball-handling skills; it means women are less adept at mentally rotating objects and it therefore affects their spatial awareness.
But what does all this mean for marketing strategy?
Think about store layout. Men will desire and easily navigate a direct path to a product, women will be happy to browse through the whole shop and go off on tangents. Men tend to buy individual items while women think in ensembles.
Above: Highly contraversal California milk ad campaign that sparked huge debate and critism,
click here for more info
Think about key messages. Men want direct answers about a product; women focus more on how it will make them feel. Men are less likely to remember something from last year; women have better verbal memory and will recall what they’ve seen and heard about your product or a competitor’s.
It can’t be a one-size-fits-all solution. Men really are from Mars and women from Venus. Or, as the French say, vive la difference!
9 differences between the male and female brain
Marketing to men
His Brain Her Brain
“I’d always wanted to go there,” she told The Graceful Taylor in a recent interview. “I learned the language really fast because I wanted it so much. And I loved it.”
She took a camera, of course, but only as a travel accessory. “I had no plan to be an artist photographer.” Then, back home again and showing others the photos from her trip, she realised that she’d produced some extraordinary images.
“People encouraged me to put them into a book, so I decided to go back a second time with the intent to photograph the people. I wanted to get them working.”
She sure did that. We adore these images, from her first book Cuba Que Bolá, which is now in its third edition.
Tania has a second Cuban book, Retrato De Los Santos, documenting the year she spent living with the people who practise Santeria, or voodoo. “They were poor. It wasn’t nice. It wasn’t romantic. It was really hard. It left me with some horrible impressions, but also some amazing ones.”
Her Cuban work is “a few years ago now, but I’d like to go back. I want to take my children”.
Speaking of children, The Graceful Taylor is mightily partial to Tania’s portraits of siblings and school groups. If only there’d been a Tania Jovanovic when we were at school, we’d be tempted to bring out the old school photos with pride instead of embarrassment...
Asked how she gets such honest photos, Tania says “I take lots of shots. And I can feel that moment when they break down from the pose. That’s the moment I want. I wear them down until I get it!”
Check out Tania’s body of work on her website. And next time you need a photo to be proud of, you know where to go.
The mere exposure effect is not a Hollywood blockbuster starring Matt Damon (although now that we’ve had the idea…)
It’s a well-known psychological phenomenon that says humans prefer certain things simply because they’re familiar. Anyone who’s tried to make headway a market dominated by one or two brands will know what we mean. Creating familiarity through repetition is critical in the marketing mix.
This was proven in a fascinating study, published in the British Medical Journal a few years ago. The study looked at whether branding could actually make a difference in how effective people thought their headache tablets were. No prizes for guessing – it did!
The women in the study reported that their headaches were relieved more effectively by the branded tablet that they knew and trusted than by the unbranded one, even though some of the branded tablets were actually placebos and some of the unbranded ones were real headache tablets.
In other words, the brand had an analgesic effect on the women as powerful as the active ingredients in the actual headache tablet. And while you might think that, after some time the headache would reappear, the effect was actually even stronger when more time had elapsed.
So next time you’re thinking about your own branding, think about the mere exposure effect and the power of the mind to preference what we already know.