As cliches go, it’s top of our list. We’ve got nothing against goldfish, (in fact, we used to like them) but they make pretty boring pets and equally dull pictures on your website.
Over recent years they’ve come to represent ‘we’re different’ in a very samey way, particularly in the consultancy space where we have lots of clients. Now, whenever we see goldfish on a website, we don’t think, ‘they’re refreshingly original,’ we think, ‘zzzzzzzz.’
Goldfish aren’t the only offenders. Other visual snooze buttons include:
Jigsaw pieces to represent ‘we make connections/we’re a crucial part of a bigger whole.’
Molecules to represent ‘what we do is technical/scientific/so complicated to explain that we won’t even try.’
Chain to represent ‘we’re the missing link between x and y’
Handshake to represent ‘we are as good as our word.’
Stock shots of offices that aren’t your own to represent ‘we work in an office.’
Magnifying glasses on newspapers to represent ‘we pay attention to detail/your news page.’
Hands on a computer keyboard to represent ‘we work on computers/we’re up to date technology-wise.’
This list goes on. We’re sure you’ve got your own un-favourites, please do share them below.
The serious point to this is that design and content need to work together. The right words can explain exactly how you are original and different far better than a hackneyed visual cliche. Clever design engages and makes connections so you really can drop the goldfish.
And just like a good writer has an extended vocabulary, good designers look beyond page one of the stock shots to find arresting and relevant ways to illustrate your message. It means a longer thinking phase, with writer and designer working together to find new metaphors to illustrate your proposition, but that’s good news for you and your business. Thought and collaboration creates stronger brands and smarter websites – and that’s got to be good.
At Valuable Content we work closely with excellent designers. If you’d like us to help with your web project, call me on 07985 015300