The Devil is in the Details

If there’s one thing I’ve learned from my 17 years in advertising, it’s that when it comes to your design, it’s ALL about the details.

Whether it’s consistent tone-of-voice, pixel-perfect design, or designing for touch – trust me on this when I say it all matters to your audience.

You don’t have to be a graphic designer, user experience architect, copywriter or HTML developer in the digital space to notice the details. Consumers might not know exactly WHY they might be consuming content or adopting one product over another in the digital space. But, I can assure you it’s something about the design and experience that’s making it memorable, delightful and easy-to-use.

For example, take Absolut Vodka’s brand. They’ve created an iconic brand and consistently, aesthetically executed it across all channels including:

  • The display of their highly recognizable font families in the CSS – Futura Condensed Extra Bold and Absolut Script
  • The bold display and organically crafted interface elements
  • The optimized-for-touch approach to the design.

Yes, the big idea is important. But, quite frankly, I think everyone is just chasing the next shiny dangling object in the digital space – with many forgetting about the craftsmanship of his or her design when it’s time to go to market.

So, when you’re working on your next design, be sure to pay attention to the detail – because your audience is.

Tracy McCutcheon
Practice Director – Digital Brand Experience