Sales Page Designing - a throw back to the 60s?

Profile picture of the author FreshAndThemes by FreshAndThemes Posted: 02/22/2013
I'm a design geek. Love Typography, discussing design, User Experience and UX well blah di blah But one thing i have been noticing is the way in which i'm seeing many Sales Letters designed and constructed. I am not saying my opinion is correct and i have all the answers, i'm just throwing the idea out there...
I really think we over do it...

Can't over generalise but usually the message is lost in the medium... (too many font types, font styles over used etc)

Was re-watching a clip from a film called "Helvetica" and how one simple font revolutionised advertising.


For those of us that design, I do feel like we can learn a lot from this... What are your thoughts?

Just my two cents.
#60s #back #designing #page #sales #throw

  • Profile picture of the author sbucciarel
    sbucciarel
    Try selling that concept to people who want a WSO designed. lol.
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    What are your thoughts on Sales Letters sbucciarel and do you design any? experience of being involved in the designi process of a sales letter?
  • Profile picture of the author sbucciarel
    sbucciarel
    Originally Posted by themezio View Post
    What are your thoughts on Sales Letters sbucciarel and do you design any? experience of being involved in the designi process of a sales letter?
    I was a designer on Elance for years and had a portfolio of many branding projects for print media ... logos, stationery, brochures, catalogs, etc. So I agree with the video completely. That being said, I have designed WSO sales pages that look like what the customer wanted ... a WSO sales page. I've had a few WF customers who didn't want screaming headlines, yellow underlines, crazy graphics, etc ... but very few.
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    But what if we could change this? After all we are designers and we solve problems. Sometimes meaning we have to be bold and try new things.

    I think i may run an experiment with a WSO sales letter that goes completely against what most people are doing. The end goal is profit obviously i think simplicity = clarity. And clarity in turn will lead to more sales...

    simple concept i know... we'll see if it works...
  • Profile picture of the author sbucciarel
    sbucciarel
    Originally Posted by themezio View Post
    But what if we could change this? After all we are designers and we solve problems. Sometimes meaning we have to be bold and try new things.

    I think i may run an experiment with a WSO sales letter that goes completely against what most people are doing. The end goal is profit obviously i think simplicity = clarity. And clarity in turn will lead to more sales...

    simple concept i know... we'll see if it works...
    Good luck with the experiment. There are so many strong opinions on what converts and what doesn't convert on the WF.

    One thing I learned through Elance is that there are some clients that only want you to implement their vision, even if that vision is hideous. There are many customers that I tried to talk out of an idea with no luck. In the end, I did the project their way and simply asked them not to tell anyone that I did their design. lol.
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    Originally Posted by sbucciarel View Post
    Good luck with the experiment. There are so many strong opinions on what converts and what doesn't convert on the WF.

    One thing I learned through Elance is that there are some clients that only want you to implement their vision, even if that vision is hideous. There are many customers that I tried to talk out of an idea with no luck. In the end, I did the project their way and simply asked them not to tell anyone that I did their design. lol.
    hahaha this has happened to me many times. Feel your pain!
  • Profile picture of the author sbucciarel
    sbucciarel
    All that being said, there's a lot of "retro" work that I really do like.
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    I guess you'd need to define retro for me, that word can take on many different meanings but i do share your sentiments!
  • Profile picture of the author preets
    preets
    Originally Posted by sbucciarel View Post

    One thing I learned through Elance is that there are some clients that only want you to implement their vision, even if that vision is hideous. There are many customers that I tried to talk out of an idea with no luck. In the end, I did the project their way and simply asked them not to tell anyone that I did their design. lol.
    Yes you are right , ultimately we have to follow customer's idea/vision. For me customer is the KING.
  • Profile picture of the author
    Take alook at drudgereport and craigslist. i love those sites, simple to use, basic, yeah aesthetic masterpiece even though I also consider it ugly.. But Unique highly successful sites and not like the 99% other design masterpieces out there..
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    Originally Posted by preets View Post
    Yes you are right , ultimately we have to follow customer's idea/vision. For me customer is the KING.
    Sorry i really can't agree. No doubt we want to please the client in all we do but we must present them what we feel is the best approach and best solution regardless if it goes against their wishes. It may mean more work, that you come up with two solutions, one you believe fits but the other what the client wants... then so be it.

    But imho we offer no real unique value to that client. What's stopping them from jumping ship to another designer who will do what they say... Don't give them what they want, give them what they NEED!

    Yes Customer is King... But even a King has advisors...
  • Profile picture of the author Bukmedia
    Bukmedia
    Originally Posted by sbucciarel View Post
    Good luck with the experiment. There are so many strong opinions on what converts and what doesn't convert on the WF.

    One thing I learned through Elance is that there are some clients that only want you to implement their vision, even if that vision is hideous. There are many customers that I tried to talk out of an idea with no luck. In the end, I did the project their way and simply asked them not to tell anyone that I did their design. lol.
    I've had the same...

    At the end of the day, for client based work, if your client has a vision - you follow it or else you're going to have an unhappy customer.

    In my own personal projects I love trying new things and experimenting with 'out of the box' ideas... sure a few of them fail - but it's fun and I sometimes get some amazing results too...
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    Originally Posted by Tomas Lodén View Post
    Take alook at drudgereport and craigslist. i love those sites, simple to use, basic, yeah aesthetic masterpiece even though I also consider it ugly.. But Unique highly successful sites and not like the 99% other design masterpieces out there..
    It's funny you mention Craiglist. They are using a sans-serif font family much like Helvetica for most of their body copy and links. Back in the 2000's it would have been a breath of fresh air as compared to what someone like AOL were doing back then...

    Would agree with you still classic per say but i think for craigslist the main reason they are still so popular is their usability aspect.
  • Profile picture of the author Daniel Evans
    Daniel Evans
    Originally Posted by Tomas Lodén View Post
    Take alook at drudgereport and craigslist. i love those sites, simple to use, basic, yeah aesthetic masterpiece even though I also consider it ugly.. But Unique highly successful sites and not like the 99% other design masterpieces out there..
    I don't think it's a great example of how ugly can work.

    It's merely a great example of how a site that was established 13 years ago (when such Internet resources were more scarce and less attractive than they are today) can still continue to thrive with no aesthetical change.

    In laymans terms, it was populated when ugly was rife.

    There has been no attractive version of Craigslist to use as a contrast to see how much better it could potentially be.
  • Profile picture of the author WillR
    WillR
    Originally Posted by Bukmedia View Post
    At the end of the day, for client based work, if your client has a vision - you follow it or else you're going to have an unhappy customer.
    I don't agree with this.

    Your client won't be happy if you do what they want and they make no money from it.

    There have been plenty of times I have told my offline clients I will not do what they want. I remind them they have hired me because I know what I am doing and I know what will work best for them. I then tell them if that doesn't satisfy them they are welcome to look elsewhere as I only want to work with people who want results.

    Guess how many people go elsewhere?

    If you just always do what your customers want (even when you know it is wrong) you won't gain much respect from them. I have gained much more respect by standing up for what I believe in and telling things exactly as they are. Clients like honesty and clients are paying you for results. If I know something else will work better than what they want, that's exactly what they are going to get.

    I'm not in this business to be a 'yes' man. I'm here to help them make money.
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    Originally Posted by WillR View Post
    I'm not in this business to be a 'yes' man. I'm here to help them make money.
    I can't wait to start this WSO experiment!
  • Profile picture of the author Jason Kanigan
    Jason Kanigan
    Originally Posted by themezio View Post
    What are your thoughts on Sales Letters sbucciarel and do you design any? experience of being involved in the designi process of a sales letter?
    My friend, some research before replying would be in order, don't you think?

    She's done many sales letters, including one of mine (I just let her do what she wanted, since she's the expert).

    Ugly probably converts better because it's more "real."

    Yet we're drawn to Slick because it looks "cool" and projects an image of awesomeness. But it also creates a corresponding feeling of discomfort and mistrust. After all, can it really be this awesome?
  • Profile picture of the author FantaMan
    FantaMan
    Hi,

    Its all about minimalist these days. I really think that's a good thing because its the most user friendly way to use print/design in advertising. Why over-complicate something and risk the chance of scaring away your target market.

    The giants in advertising all get it right these days... Facebook, Google, Amazon, Coke etc...
  • Profile picture of the author sbucciarel
    sbucciarel
    Originally Posted by Jason Kanigan View Post
    My friend, some research before replying would be in order, don't you think?

    She's done many sales letters, including one of mine (I just let her do what she wanted, since she's the expert).

    Ugly probably converts better because it's more "real."

    Yet we're drawn to Slick because it looks "cool" and projects an image of awesomeness. But it also creates a corresponding feeling of discomfort and mistrust. After all, can it really be this awesome?
    I love customers like Jason. It's always a pleasure to work for someone who says show me what you want to do with it.
  • Profile picture of the author FreshAndThemes
    FreshAndThemes
    Originally Posted by Jason Kanigan View Post
    My friend, some research before replying would be in order, don't you think?
    Um.. I'm sure she was not offended I was not aware of her work. The forum is a big place and we haven't crossed paths before. (I'm rather new also)

    Having said that you have a short window to impress... I would never want to be remembered as ordinary. I'd rather you think i'm too good to be true (which means i've gripped your attention) than to be "real" and placed in the same category as everyone else.

    Just my two cents.

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