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 Groupon Social buying sites like GroupOn, LivingSocial, EverSave, and others are all the rage. These sites offer potential clients daily deals at a substantial discount and are a new marketing channel, especially among small businesses. Used successfully, companies can garner sizable sales, new clients, and increased exposure. However, they are not a panacea: if used incorrectly, social buying can be a huge disaster.  “You can’t sell through social media” is the refrain of social media early adopters who remember “the good old days” of social media, before Facebook had ads and all the spammers realized how powerful and inexpensive the medium could be.  Microsoft Powerpoint We have all been guilty of causing “death by PowerPoint” (Angela Garber, “Death By Powerpoint.” Small Business Computing.com. April 2001.). Now is the time to stop hiding behind slides, stand up, and take responsibility for creating and delivering a clear compelling message directly to your audience. The objective of clean design—or any design for that matter—is to convey meaning. One of the most useful tools in a designer’s toolbox to help convey meaning is contrast. Contrasts define hierarchy, manipulate relationships, and exploit contexts—all to convey meaning. Whether you are creating a brochure, a resume, a Web page, or an event invitation, its basic purpose is to convey information to your audience. Your creation must help your audience answer questions like “Do I care?” and more importantly “Why should I care?” and most importantly “What’s in it for me?” Embracing the principles of clean design will make anything you create more effective. Clean design helps your audience find and consume information with less conscious effort. Clean design allows the brain’s visual thinking capabilities to make correct assumptions about how the different bits of content are organized and about what’s relevant. Clean design works because visual thinking is quicker (and easier) for people than conscious, step-by-step, logical thinking. |
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