COMMUNICATION content, design and web interaction articles
Many Meanings
Communication is rarely a one-way thing. A big billboard, for example, advertises some product or other. At first glance we may think the billboard is sending out a one-way message, after all we cannot interact with it, can we? We are all interacting with it, in fact, because we find meaning in it. The billboard seemingly might have a simple message such as "buy this car" but we all interpret or react to that message in different ways. For example, those with cars may compare it with their own car or with other billboards advertising different cars or with other adverts in other media about cars. Those without cars may wish they had a car, may wonder how people can afford an expensive car, may feel it is another example of advertising spoiling our environment etc.
Error: The server is missing the specified font '/users/home/peterm/http://01010.org/files/copper_gothic_bold.ttf'.We all look for meaning or find meaning in whatever we perceive. The meaning we find will be different (even if very slightly) for all of us because our gender, ethnicity, sexuality, age, class, spending power, lifestyle, education, friends and family - in fact all our life experiences - have brought us to our own unique understanding. So, put like that, how can the billboard advertiser send out a simple message that will be received by everyone in the same way? Well, basically they can't. But because we all have many similarities as well as differences, and because certain groups, such as 'call centre workers', may have even more similarities, then the advertiser can research their target audience, find something relevant to that audience and build the message around that.
Developing Meaning
Many web sites are like billboards - they have seductive graphics, catchy slogans and lots of traffic going past. Unlike a billboard, the web site can sell the product there and then, so it is more like a shop. The good ones allow for easy interaction once their customer is inside and help the customer find a product suitable for their needs. They may offer service and support, newsletters and forums, loyalty bonuses and special offers as well so the customer keeps coming back. But its success depends on the meaning their audience finds in the home page or in the landing page arrived at from a Google search.
Deep and Meaningful
Knowing yourself, your product, your service and, most importantly, knowing your audience are all essential requirements, therefore, if your web site is going to be a success. If you target too wide an audience, then your message will probably be too diluted to reach anyone. It is probably better to go the other way and target a narrow audience at first then gradually expand and let your audience do much of the expansion for you by recommending you to their friends. Of course, you could then get the label of being a niche or cult product and this may not be what you want either. That is for you to decide and it all comes back to the golden rule - you need to know yourself and your audience really well.