If you've ever gone to a website and thought, "wow... it seems as though this site is speaking directly to me" it probably is. At least some fictional version of you. Does that seem a bit freaky? Not to worry. You (probably) haven't been stalked. More likely, this particular site has likely been crafted using a persona-based methodolgy.
Persona-based design is one-part fictional characterization and one-part smart business analysis. It involves constructing a fictional customer and then using that character as the touchstone for design decisions. At Webtech, we do it by finding out everything we can about the “typical” person that will be visiting a web property and then creating a three-dimensional portrayal of that person. We use this portrayal to get “inside their headspace", breathe life into them and consider them in every step, from strategy to copy, functionality to graphical design.
As an online marketing team, persona-based design helps us help our clients by creating a vivid, tangible picture of their typical (or ideal) customers and then sculpting a message that resonates with them (relate), makes them “smarter” than they were before they got there (educate) and then moves them to inquire and/or buy (translate).
Bill Bernbach, a legendary figure in the history of American advertising, summed it pretty eloquently when he wrote:
Persona-based design is one-part fictional characterization and one-part smart business analysis. It involves constructing a fictional customer and then using that character as the touchstone for design decisions. At Webtech, we do it by finding out everything we can about the “typical” person that will be visiting a web property and then creating a three-dimensional portrayal of that person. We use this portrayal to get “inside their headspace", breathe life into them and consider them in every step, from strategy to copy, functionality to graphical design.
As an online marketing team, persona-based design helps us help our clients by creating a vivid, tangible picture of their typical (or ideal) customers and then sculpting a message that resonates with them (relate), makes them “smarter” than they were before they got there (educate) and then moves them to inquire and/or buy (translate).
Bill Bernbach, a legendary figure in the history of American advertising, summed it pretty eloquently when he wrote:
“Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.”
1 comment:
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