TAsunder wrote:He knows quite a bit about advertising. Half of that site is ads for his talks, products, or press.
Then why did I notice the High Noon and Willie Nelson ads right away but it took me a few minutes to see his ads?
Because I was distracted by the animation. It got me to look. Which is often 90% of making an effective ad.
He might HAVE ads on his site, he sure doesn't know how to get people to look at 'em.
Perhaps in some cases. In general, text ads are overwhelmingly more effective.
'Cause he says so?
Most people who do advertising for a living would tell you that's bullshit.
Most people simply aren't attracted to text only ads. And if they never look at 'em they can't be called effective.
You're sorta right. Magazine ad people did find that text heavy ads are often the best way to get meaningful information to people. They figured that out a long time ago.
Of course they also figured out a long time ago that far fewer people look at the text heavy ads. So while they are good for getting information across they're pretty bad at getting the average person to read them...therefore they're not a very effective way to do advertising.
So what's an effective ad? One that get's a lot of information across to very few people. Or one that lot's of people look at that might not tell much, but get's a product or name in their head? Clients and ad people long ago figured out it's the second one that's effective advertising. We know people will buy the product they recognize the name of even if they don't know anything else about it. And at the end of the day effective advertising is about making people buy stuff.
Probably you: get a PHD in HCI, spend years working in usability areas for prominent companies such as Sun, start up a hugely successful consulting company concerning itself with web usability that in turn is hired by highly successful companies, and get published in numerous, highly-reputable sources that proclaim you such.
That's exactly what I figured.
Call yourself one.
Get people to hire yourself as one.
You are one.
That's the Sarah Palin model right there.
You might want to see how many people call a Mac more usable then a 25 year old Sun. Somehow they do it without following many of Nielsen's rules.
If only there were someone who studied that sort of thing for a living...
He's far from the only one who studies this stuff. Plenty of folks disagree with him.
I need to know this stuff on a daily basis too. Does that make the "rules" I make up right for everyone? Of course not. They just work for me.
But like most people who do this stuff for a living I can't ignore things like graphic design and the need for effective advertising. Or decide the stuff I'm bad at isn't important.