Website design is an art. Website development is technology. Often the two don't connect on a site. Great websites combine layout, imagery, and type with technology to deliver clear, concise and compelling messaging.

Stop reading for 4 seconds. Take a look a your (or any website). Put it to a test.

The 4 Second, 4 W Test:

1. Who are you? Is the logo or company name legible and prominently placed?

2. What do you do? What’s your message/tag line? Short and to the point — quicker than even an elevator pitch. Avoid marketing jargon and boil your unique value proposition down to a few engaging words.

3. Where. Hello SEO! Let search engines know where you are by listing your industry or target audience specific key words. Hint: This will also help convert viewers to buyers.

4. When should I do anything with the info I just learned? Umm, today please! Add a prominent call to action. Get started now. Contact us today. Have a rep contact me now. (Add your phone # and an email address here too!)

Time's up! Did the site pass the 4 W's, or after 4 seconds were you left wondering who, what where and when? But wait, there’s more! Did you have to wait for a huge or ugly flash animation to load, or even worse, an annoying talking website actor barking about quality, comfort and price?

Actually, your site might not be that bad after all. Website design and development were divorced before before starting the Rocky Creek ATV Trail site.

So, what sites have you seen that don't pass the 4 W test (reply via comment box below)? I could list 10 in 10 minutes. Don’t get me started.

PS. Give your site a second opinion. A Metropolis Creative designer will put your website to the 4 W Test and reply with results to see if you make the grade. Send an email with "4 W Test" in the subject line to: manager@metropoliscreative.com.

Labels: brand identity, brand process, logo design, metropolis creative, SEO, Web design, web development, website usability

I had the privilege of co-critiquing Mary Melilli's graphic design class at Salem State College yesterday with Jose Nieto of Square Zero. I was immediately impressed with the process the students went through on their logo design projects, and their professional presentations. Its virtually identical to how we work.

The most difficult part of the re-branding process is defining the client's brand. Students used a list of keywords to describe the different aspects of the company. And based on those words, found some images to further illustrate those concepts. These images and words were the foundation of each company's brand.

For example, if we were to define Domino's Pizza's brand using keywords, we might use "pizza, hot, fast, coupon, tastes good, college, easy, delivery, fun, bright". To be honest, we probably wouldn't include "healthy, gourmet, or even inexpensive" - unless the client told us that is where they want the brand image to go. The name Domino's is kinda fun and so was that "dot guy" they used to use. Good branding should evoke most of these ideas and emotions - not just "good pizza".

Another way to get there is by answering questions like "Why would you buy a Domino's pizza instead of one from the little shop around the corner?" or even "Why do you like Domino's?" These give honest brand answers rather than what you THINK the brand is about. Your's is just one opinion of course. You can spend a lot of time on this and involve a lot of people if you choose to.

At every step in the process, its important to read through these words to remind us what the overall brand is. Focus on the "feeling" words and not so much the factual. Domino's chose a domino rather than a pizza for a reason! By always focusing on the brand, the end result - whether its a logo, a magazine ad, or a web site, will consistently communicate the right message.

Labels: brand process, Branding, class critique, keyword branding, metropolis creative, Salem State College