Wednesday, May 22, 2013 by Todd
When people first started interacting with computers, software designers chose visual metaphors to help users acclimate to the new environment. The folder icon is a good early example. It immediately made sense that this was a place to store documents. The idea that one could organize documents in folders was perfectly intuitive because it was wholly consistent with our physical world experience. Mission accomplished.
Fast-forward several decades, and we find ourselves in a digital world where the calendar on our computer looks like an old desk planner, replete with faux leather borders and heavy stitching—even stray paper scraps left behind from the last month we’d torn off. Or where the notes app on our smartphone looks like a legal pad: yellow, lined, and with that handwritten font. Or where eBooks and digital magazines sit neatly on faux wooden bookshelves.
This practice is commonly referred to as skeuomorphism. Per Wikipedia, “A skeuomorph is a physical ornament or design on an object made to resemble another material or technique.” Skeuomorphs are typically used to make something new feel familiar, in an effort to speed acclimation. Often, though, they employ elements that—while essential to the original object—serve no purpose in the new system (think pretend binder rings).
If you’re old enough to remember the original objects, the comfort skeuomorphs can provide offers a reasonable argument for their existence. But what happens when the user has never used—or even seen—the artifact upon which a new interface is based? How many recent college grads have ever interacted with a Rolodex? Or a pocket appointment book? And skeuomorphs don’t need to be visual: How many teenagers have actually taken a picture on a camera with a mechanical shutter? How effective can a visual metaphor really be if it predates its audience?
Some users find skeuomorphs fun, if not always useful. But as the ornamentation becomes more excessive, it can actually hurt the overall user experience—and that’s when “real” becomes wrong.
Those book and magazine covers could be significantly larger (and actually readable) if there weren’t so much shelving in the way. And that contacts app on my tablet that looks just like a book would be a heck of a lot more usable if I could actually flip the pages by swiping (epic metaphor fail). Taken as a whole, digital skeuomorphism inherently leads to inconsistency across applications, making the overall experience less intuitive. There’s even concern that making new things look too much like old ones will actually stifle innovation, with arbitrary visual accuracy unnecessarily perpetuating the physical limitations of knobs and switches.
Microsoft has all but abandoned skeuomorphic design with the flat style of Windows 8’s Metro UI. And Apple—historically one of the worst offenders of bad skeuomorphism—is rumored to be following suit with its upcoming mobile OS release.
Will users miss the kitschy realism? Or is fake wood just as wrong in the digital world as it is in the real one?
Tags: Apple mobile OS, digital magazine, eBook, icon, iconography, skeuomorph, Skeuomorphism, user experience, visual metaphor, Windows 8 Metro UI
Posted in Techy Designer | No Comments »
Friday, May 17, 2013 by Chris
The reviews are in for Inferno, the new thriller from The Da Vinci Code author Dan Brown, and everyone pretty much agrees that it’s a terribly written book, which is nevertheless a page-turner and will make bucketloads of cash. Rest assured that if you borrow ideas from Dan Brown’s writing for your own communications and [...]
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Tags: Beyond the Style Guide, blather, Content Bureau, Daily Telegraph, Dan Brown, Dan Brown Inferno, Dan Vinci's Nunferno, echoes, jargon, machicolated battlement, The Da Vinci Code
Posted in Beyond the Style Guide | No Comments »
Tuesday, April 30, 2013 by Stacy
Last June, in “It’s So Easy to Be a Marketing Rock Star,” I described a “foolproof method for getting incredible value from the Content Bureau on virtually any project.” In this post, I’ll share best practices for web copywriting projects, in particular. Web projects are unique in that our clients often use different resources for [...]
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Tags: copywriting agency, copywriting resource, editorial guidelines, multi-asset marcom projects, SEO guidelines, style guide, The Content Bureau, web copy, web copywriting agency, web copywriting firm, web copywriting project, web copywriting resource
Posted in The Business of Copywriting | No Comments »
Wednesday, April 17, 2013 by Nina
In today’s post, the serial comma—also known as the Oxford comma. For those of us who may become rather focused on such things, the debate about “serial comma, yes or no?” can be serious business. Commas are wonderful tools. They convey changes of direction, clarify sentences, indicate pauses, and flag upcoming dialogue. In marketing communications, [...]
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Tags: Aretha Franklin, B2B copywriting, Beyond the Style Guide, Chicago Manual of Style, comma, Content Bureau, copywriting, grammar, grammar purists, marcomm, marketing collateral, marketing communications, Oxford comma, punctuation, serial comma, style, style guide, The Associated Press Stylebook, writing
Posted in Beyond the Style Guide | No Comments »
Monday, April 1, 2013 by Kate
It’s spring, the season of new beginnings. And with the economy and employment picture also exhibiting signs of renewal, many marketers’ thoughts are now turning to finding a new job or upgrading their current position. If you’re among them, and haven’t run the job search gauntlet for a while, keep the following tips in mind before shooting [...]
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Tags: Beyond the Style Guide, Content Bureau, cover letters, job hunt, job search tips, marketing communications, marketing jobs, resume tips, resume writing, resumes, SEO
Posted in Beyond the Style Guide | No Comments »
Thursday, March 21, 2013 by Lisa S.
Your Highness: I’m clued in enough to laugh at those parodies of over-the-top business jargon that periodically make the rounds… but I’m also quite aware of the need to keep my job fit in by embracing the specialized language of my professional peers. What’s an English major turned midlevel marketing manager to do? My dear [...]
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Tags: B2B copywriting, B2B marcomm, Beyond the Style Guide, cliché, clichés, Content Bureau, copy editing, copywriting, email, grammar, jargon, lingo, marcom, marcomm, marketing collateral, marketing communications, rewriting, The Content Bureau, thesaurus, word use, writing
Posted in Ask the Grammar Queen | No Comments »
Monday, March 18, 2013 by Lauren
You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, [...]
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Tags: approvals, approvals process, B2B marcomm, case studies, case study, case study approvals, Content Bureau, customer reference program, marcomm, marketing communications, The Business of Copywriting
Posted in The Business of Copywriting | No Comments »
Monday, March 11, 2013 by Stacy
A beloved French boss, Bernard Miquel, gave me the best piece of business advice I have ever received: “If you can’t be yourself at work, change jobs.” When he shared this tidbit of wisdom, I was a twenty-something American in Paris, aspiring (pushing! shoving!) to move from customer service to sales in the shipping container [...]
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Tags: Bernard Miquel (genius), Content Bureau group hug, I love my job., Marissa Mayer (not so genius), outstanding marketing copywriting services, The Business of Copywriting, unique marketing copywriting, very best copywriting agency, very best editors, very best graphic designers, very best writers, virtual collaboration, virtual copywriting agency
Posted in The Business of Copywriting | 3 Comments »
Monday, March 4, 2013 by Eric
Every brand makes a promise to customers. For Apple, the promise is elegantly designed, easy-to-use products. For Starbucks, it’s that customers will receive the same high-quality products and service every time they interact with the brand, around the world. For FedEx, it’s that packages will reach their destination absolutely, positively overnight. Authentic brands are those [...]
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Tags: Apple, Authentic Brand Index, Beyond the Style Guide, bourbon, brand authenticity, brand promise, branding, Bulleit, Facebook, FedEx, Maker’s Mark, marcomm, marketing copywriting, PR, Starbucks, The Content Bureau, twitter, Yelp
Posted in Beyond the Style Guide | 1 Comment »
Tuesday, February 19, 2013 by Chris
Pity the poor civil-servant writer in France, who is supposed to follow the dictates of the learned men and women of the Académie Française when it comes to choosing words to describe the Internet and online activities. The Académie is charged with maintaining the purity of the French language, and in recent years, keeping English [...]
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Tags: academie francaise, hashtag, language
Posted in Beyond the Style Guide | 1 Comment »