Print usability
May 23rd, 2005
Drayton Bird’s Black Magic article in Direct Marketing Weekly is all about what’s wrong with marketing.
There was a long list of terms and conditions and a prodigiously long list of addresses in type so small it was almost illegible, divided into large geographic areas so it was hard to find one near whoever reads them. And nothing else. Nothing.
No wonder research shows most of their senior colleagues, and much of the public consider marketers to be useless.
Setting aside the problem - which always happens - of the people on the ground knowing nothing about the promotional offers in which they are involved, what stuck in my mind was the need for “print usability.”
On the web, usability has been made famous by the likes of Jakob Nielsen , Jared Spool and Steve Krug . Any web designers worth their salt will have on their bookshelves , and . Usability heuristics may be honoured more in the breach than the observance, but most of us know the basics.
Are there no heuristics for print usability? No print usability gurus?
Greg Storey’s Better Tighty Whitey on Airbag - this link is an oldie but a goodie - shows how print usability might just change the world.
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