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First Impressions [furst ∙ im-presh-uhns]

Thomas Moore - Monday, July 20, 2015 RSS

How important are first impressions? Trick question, right? On one hand, first impressions are extremely valuable to get a base line idea of what we are talking about. Think of it as when you went to buy your first new car. You looked around the lot for that right car. You are looking for the right color, right body shape, and right style for you. There it is you found it!

Ok, now what? Well, you have to make sure you have all the details about the car don’t you? I mean, just because it looks great, doesn’t mean it has everything you need and want, right? What kind of motor does it have? How much does it cost? How reliable is it? What is the gas mileage? What kind of warranty does it have? These are important questions that need answered before you buy.

We’ve all have heard the adage, style over substance. Style is extremely important, but not everything. Style should make you pay attention to the message. Our eyes are drawn to things that are creative and colorful.

Here’s an example. A few years ago, there was an ad campaign for a local business that basically was just the logo of the business, nothing else. While that not necessarily all bad, it was a new logo that had not taken hold of in the market yet. Two intertwined letters. That’s it and nothing else. While it was stylish and made you take notice, who was it advertising? After about 6 months of true inactivity, they changed the ad to include the name of the business which included what they did in their name. That made a world of difference.

When you talking about first impressions in business, usually that refers to marketing. A great looking site without equally great content lessens the impact sustaining past the first impression. Adversely, you could have of the great information in the world, but if it doesn’t look appealing and professional, very few people will stay. Finding a balance between style and substance is the key.

iSite Bottom Line: Style is crucial, but without a message, it’s pretty. Not informative.

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