It’s time to turn down the suck, the noise, the jargon, the corporate speak and industry terminology. Many make the mistake of spearheading design with a corporate brain, saying all you can and think you need to, so your customer really “gets it”. Instead, it’s advantageous to design with your ideal customers’ brain. What frame of reference do they use? Often times, your visitors speak in terms of end result or feeling, and the proprietor gets caught up in features and benefits and technical listings. Ensure what they are looking for is how you are delivering it. They want simplicity that depicts a solution to their want/desire/need/problem. Read more
