CONCEPTS AND TEXTS FOR SMALL SCREENS
We thought about 10 golden rules each concept designer has to think about when doing concepts for mobile. Here are some of our suggestions:
• The mobile web cannot replace the internet. While your homepage is a main dish, your mobile site is a snack. Think about what people on the go are hungry about!
• Keep your mobile site simple structured, irrespectively from what you are offering. Let people find delicious food with just a few clicks!
• Don’t copy your homepage and put it into your customer’s pocket. A snack is light, at its best nonfat and at maximum a slimmer version of your internet presence.
• Even if your mobile site is just a snack, it should satisfy people and leave them with the feeling of having eaten something very special.
• Many brands offer a “news section” on their mobile site. Isn’t it boring to be the 150th brand offering a burger? Think about the sources you use for your news feeder. News at a shoe manufacturer’s site can be very interesting, when you do not report about Obama’s politics but about his new shoes which can be found with your mobile store locator.
• Creative texting for small screens does not mean to find the coolest headline ever. It means delivering content with as few words as possible which is a challenge indeed!
• Ordinary advertising texts follow a common scheme: Attract the customer, hold the line, come to the climax, hold the line, free the customer with a lasting impression. Texting for small screens means: Start with the climax, there’s no space for something else!
• Try to place your content onto as few sites as possible. That includes that there’s as fresh and delicious content as possible. Even less than on your homepage, people don’t like to scroll through text deserts.
• Refill your buffet as often as possible. The anticipation for a new delicious snacks makes your customers coming back again and again.
• Last but not least: collecting data. People are even more cautious to fill in information about themselves at a mobile site. Respect that and do not force data that is obviously not necessary.
Tags: Concepting, Mobile, Mobile Sites