Break The Rules

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BREAK THE RULES

Perry Yeldham, Founder and Creative Director
21Thirteen Design: Websites that Connect – http://21thirteen.com

DO THIS, DON’T DO THAT

I can’t tell you how many times I’ve heard, “But so-and-so said I should (or should not) do this.” But we all know rules are made to be broken, and it’s often the rule-breakers who create something new, notable, or memorable. We also know that things change and it’s better to be ahead of the times than behind.

Let’s debunk a few myths.

ABOVE THE FOLD

There IS no fold anymore. Touch screen tablets, smartphones, and screens of all shapes and sizes are responsible for this. The “important stuff” does not need to be at the very top anymore. What is important is that you compel the viewer to scroll down. Tell the story in the first 1/25th of a second and the battle has been won.

PUT THE NEWSLETTER SIGN UP JUST BELOW THE TOP

Everyone’s so anxious to have that “free offer” and newsletter signup right near the top, but folks, you haven’t yet given anyone a reason to sign up for your newsletter! Let’s tell people what your value is first and make them WANT to sign up before asking them to do so.

MAKE EVERYTHING VERY READABLE

Here’s an interesting one. I’m not espousing making your informational messages difficult to read, but neuroscience tells us that if you make someone strain slightly to read something it becomes more memorable. There is nothing wrong with making a short emotional message a little difficult to read; it is actually helpful.

Email us at hello@21thirteen.com or call us at 646 808 0249… because we know things like this.

I look forward to seeing you at the Author101 University event at the Concourse LAX, October 20-22, 2016. We’ll be there to answer questions and help you in any way we can.

21Thirteen Design: Websites that Connect – http://21thirteen.com

memory: context, cues, distinctiveness, emotion, facts, familiarity (tied to integration with reflexes and habits), motivation, novelty, quantity of information, relevance, repetition, self-generated content, sensory intensity, social aspects, and surprise.