EMOTION Emotional design has the power to turn users into fans, spreading the word about things they love. Emotion says what’s important to us, or not important. THREE LEVELS Don Norman of the Nielsen Norman Group talks about the three levels of emotion that affect our behavior. Here’s a list of emotions used in […]

To understand what Digital Marketing is all about now, let’s talk about what is called Content Marketing. BRAND IS KING: There are a number of highly respected branding experts who will say there is no such thing as “marketing” now; it’s all about branding. They are in essence correct, because the entire process […]

DESIGN VS. MARKETING: Nowadays most every person and business creating a website knows it’s not enough to just have a great website. Yes, it’s an absolute necessity as a starting place, but you have to get people TO your website. Spending money on marketing to drive people to an ugly or ineffective […]

COLORS People often bring up the subject of “Color Psychology” to me. I don’t believe there is anything like a set of rules that if you’re “this”, you have to use “that color”. But there is some validity to what branding guru John Williams compiled many years ago, so for your […]

THE MISTAKE One big mistake we see people make, when supplying content to us for their website, is that the content is about them, not their potential clients, customers, or website viewers. Granted, it can be difficult to step outside of yourself or your business, look in, and see what others should […]

PARTS I AND II In the first article of this series, we discussed the logo ( https://21thirteen.com/branding-case-study-part/ ), then the Emotional Message ( https://21thirteen.com/branding-case-study-part-ii/ ). Now we move on to the all-important “emotional message”. THE IPA Paruresis is a condition that affects more than 2 million Americans, and the International Paruresis Association is […]