Now I love technology. It is an integral part of every single one of my days. I spend huge amounts of time struggling to keep up with new software, techniques and trends. In particular, trends that are web related.
Our firm has been very proactive about learning and finding out more about RSS, blogs, online media rooms, etc. and how they can help or hinder our clients' communications efforts. Lately though, I have been getting annoyed by all the glitter in technology. What I mean is, all the new animation, effects, super-cool sounds and fancy pants gadgets and gizmos that are soooo distracting if used in a careless manner. These things were developed to help illustrate a message...they are instead becoming the message. I see it all the time. Super cool flash intros on websites (which always have "click to skip intro" buttons on them, which everyone clicks, so I wonder why they make these, and why companies pay for them, in the first place), hi-tech presentations, e-newsletters that flash and blink and move around...I can't concentrate on what I am trying to read when all this stuff is going on around me.
If I am trying to reach my audience with a specific message for them, which is competing with about a jillion other messages to get into a modern day person's media burned out mind, why on earth would I think that adding more "Stuff" to the message will make it clearer?
Not to mention while we think everyone in the world is as up to speed with all the new technology...let's think about it, alot of folks don't even have DSL. Tons still don't have computers!
Yes technology is cool. Yes it all has its place, and when used carefully to highlight our messages, can be very effective. I rant on this over and over again...I apologize for that, but for several years now I have been constantly amazed by all the websites I see that have all the glitter and no message, or a message from 5 years ago because no one has updated it. Or you can't find what you are looking for or navigate the site because it is poorly designed....or the type is so small you have to squint! If you would like to read some website tips that do not include me ranting, check out this article that ran in our newsletter recently.
Okay I am done ranting...I guess you can tell that with me, I prefer clean, simple, user-friendly communications. If it glitters, I am not neccessarily sold.
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