Is Advertising Killing Usability?

Usability is one of the most important factors in web design. For any website to be useful (or used at all) it has to contain suitable content, but if the site isn’t easy to navigate and if the content is difficult to find, the content won’t matter anyway.

YouTube regularly tries my patience. I can usually wait 5 seconds for the SKIP AD button to appear on advertising at the beginning of a video*, but when a channel expects me to wait a whole minute before watching what I clicked that link for, I am usually tempted to go somewhere else.

YouTube is already plagued with too much advertising, but now news sites are making it difficult for readers to even find the news story amidst the visual noise that crams their pages. Here are a couple of examples.

Cambridge News

I read the news online. I don’t get a paper. But I tend to visit a number of different news sources to get different angles and to sidestep biases of the news editors. One way I find the news is to follow various newspapers on Twitter. Let’s take a look at one story that The Cambridge News published.

But first a word from our sponsors.

online advertising, suffolk graphic design, intrusive-ad

Immediately, the browser window was filled with this ad from Vodafone. This isn’t even subtle. I can’t ignore it. But to make it worse, I’m also hit with a video, centre stage. What do I do now? I’ve seen YouTube videos often enough that I know exactly what to do, and they make the Skip Ad button pretty prominent, but this ad hides their Skip video button in three lines of text. There’s no X in the corner, just two small words. Thankfully that does the trick and I can go on to read the article (I’m not in the market for a phone of any kind anyway…)

The article is easy to spot and easy to read, but half way down is a small black box, but no ordinary box. It’s an advertisement in hiding, waiting for you to mouse over.  Since my mouse is in the middle of the screen anyway (I had just clicked Skip video to get rid of that ugly dog bit) I accidentally activated the advertisement.

online advertising, suffolk graphic design, inlinemouseovervideo

 

Another irrelevant intrusion into the usability of the site. With all these interruptions, it’s a surprise if anyone manages to get to the articles and learn anything at all.

 

Graphic Design Junction

Somebody did something right on Twitter and made the link to an article on branding and visual identity enticing enough to make me want to click it. You would think that the battle had been won, because the Tweet worked. Somebody actually clicked it and the website actually got traffic! Wow! But wait… once Safari had opened the page, I was faced with this.

online advertising, suffolk graphic design, graphicdesignjunction

 

Where’s the article? Two bright and ugly GoDaddy ads grab my attention, but that’s not why I’m here. The heading looks OK – yes, I am in the right place. There’s a large graphic confirming that this really is where I can read about branding (even though the very first word in the image is spelled incorrectly – INSPRING?). But where is that article I was looking for?

If you look beyond the ads, which incidentally take up as much space as the article header image, you can see the three lines of text that begin the article. More spelling mistakes, so perhaps I don’t want to bother reading this anyway. But one of the most important rules of web usability is Don’t Make Me Think. If I have to work at it, or spend time looking for something, my attention is already gone and I’m more likely to go shopping for a new domain name, a USB Flash Drive or… wait a minute, business cards…plastic cards… I like the look of that ad, let’s check that out…

Advertising is meant to be enticing, but it’s not meant to replace the content on a site. If you really need to monetise your site, make sure you keep in mind what your website is really all about. Is it content you share, or is it just a glorified billboard?


*Why is it that very few advertisers make use of those magic five seconds? Typically, I’ve clicked Skip Ad without having a clue what the ad was about. Riffmaster get it – they show the product and the product name right away. Skip or not, you’ve seen the ad. Google just let you enjoy watching someone toss pizza in the air for a few seconds. I still have no idea why…

Kelling Heath – Brand identity

Near the North Norfolk coastline at Weybourne, Kelling Heath is a unique choice for an outdoor getaway.

The 270 acres of woodland and heathland are host to lodges, luxury homes, caravans and areas for camping. There are miles of trails suitable for cycling and walking, a swimming pool and regular events held in the park’s centre.
Having stayed there for a few days, I can attest to the fact that the design of their brochures and menu reflect the feel of Kelling Heath perfectly.

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Trade Fairs – Taking control of your brand

trade show materials, trade fair stand design

I recently met up with a client who had just spent two days at a trade show. He showed me thick pile of quality leads, all awaiting his reply. But along with that stack of contact details and business cards came a host of stories from the frontline. This was a trade show like all the others. Long hours, little sleep, hard work and a big bill at the end.

Worth it? Absolutely. But now it was time to plan for the next show. As well as a long list of new contacts, he had also gained a new knowledge of what prospective clients were looking for, so it was time to redesign his literature.

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I’m very much alive. You just won’t find me on Facebook.

I’m not moving to a kibbutz, eschewing social networking or becoming a business Luddite. Facebook just doesn’t fit into my life anymore.

In the Beginning

Like most people, I found it exciting to be able to share my life (thoughts, insights, photographs) with a large number of people instantly. One post and everyone would know what was going on in my life. Then I noticed something was happening with all the people I was trying to keep in touch with. It all got too personal.

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Show, Don’t Tell: How Motion Graphics Can Tell Your Business Story

Bring It To Life

Telling your business story can become a lively experience with video. Motion graphics or animation is very effective when used to show manufacturing processes, how an end product is developed or ideas that don’t lend themselves to being recorded on video. In fact, anything that you need to communicate to people quickly and easily is often best shown with motion.

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