Our Marketing Blog

Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

Color of 2017? Pantone Picks a Spring Shade

When the question of what will define 2017 comes up, the response most often includes words like “Trump” and “populism” and “division” and “anger.” “Green” — not so much. Yet if you believe the team at the Pantone Color Institute, which calls itself the “global color authority,” green will be everywhere in 2017. Not just any old green, of course: Pantone 15-0343, colloquially known as greenery, which is to say a “yellow-green shade that evokes the first days of spring.” Green with envy.

Chick-fil-A Rehatches Its Website to Better Reach Fans

Today, Chick-fil-A has launched a redesigned website with feature stories, recipes, GIFs, videos and other content as it tries to strengthen their connection with fans. The menu is now programmed to show the proper items for the time of day whenever someone logs on. So if it is before 10:30 a.m., the viewer will see the breakfast menu, while later in the afternoon they could be tempted by treats such as ice cream, cookies and milkshakes. What will they show on Sundays?

  • November 17, 2016

Inside FT Labs, the Financial Times' Skunkworks

Like many publishers, The Financial Times used to treat its error page as an afterthought. Readers would land on when an article couldn’t be found. It was polite and had utilitarian value, but was drab and lacked personality. Last year, however, the British newspaper rolled out a new 404 page that espouses a clever list of economic theories why the page wasn’t found. The page is a result of a new unit: FT Labs. Labs is charged with tackling projects big and small that don’t fit into the normal development processes. A team for the big ideas.

  • November 10, 2016

Why Smart Brands Are Embracing the 'Living Logo'

Brands are moving beyond flat, motionless symbols for their corporate identities toward dynamic, ever-changing entities known as "living logos." In some ways, the concept of a living logo isn’t unique to the digital age. In the 1980s, televised MTV promos featured a logo in which the "M" was constantly changing colors. This was the first time a logo went from being static to animated. More than a mark.

How Pastels Became a Cultural Obsession

Think of the dusty pinks and faded blues in ads for popular products like the underwear brand Thinx, or the makeup company Glossier. Soft gradients have seeped into trendy web design. Then, earlier this year, Pantone broke with tradition to name not one but two shades for its color of the year. Rose Quartz and Serenity, apparently selected to speak to a more gender-fluid world, also served to solidify the trending pastel palette. If pastels weren't dominating consumer products before, they definitely are now. So why are all these pale tones coming on so strong? To predict the future of color, look back at the past.

  • September 19, 2016

How Forbes Got Readers to Double the Time Spent Per Post on Mobile

For most news publishers, their audiences increasingly prefer visiting them on mobile devices. Forbes, which usually sees half its traffic coming to it this way in any given month, felt the problem firsthand. So six months ago, Chief Product Officer Lewis D’Vorkin decided to come up with a new way to present news for the mobile web – and the results are very promising. Forward with mobile.

  • September 15, 2016

The Next Five Years: How UX Best Practices Will Change And How You Can Keep Up

Currently, good UX design focuses on obvious navigation, uncluttered content and knowledge of your audience. But as technology advances, so does UX and UI. Ten technology experts from Forbes Technology Council offer their insights on how these current best practices will change in the next few years, and what companies can do to prepare for the shift. Start making and playing today.

What Do People Want From Your Website?

Websites - like any digital platform, it seems - so often become "kitchen sinks" of features, content, and information during design and in-market operation. What do customers actually want from business websites? What drives shopping or retail traffic behavior?   Here's a nice data set from a survey of 800 customers, across various demographics, asking customers what they REALLY want on a website, and what information will affect their behavior. If satisfaction, or happiness, for that matter, can be calculated as "Experience in Reality, Divided by Your Expectations", here's some helpful information, from the mouths of customers, about what people want from a local business website - in a world where just about every business is local at some point. "Gender vs. Age: what different consumer groups REALLY want from a local business website"

Usability Findings for E-Commerce inform Design for Scrolling, Loading, and Buying

The kind folks at Baymard Institute have conducted some year-long, large-scale usability studies of e-commerce websites. Their very helpful piece on Smashing Magazine shares the results of tests on mobile and desktop e-commerce shopping behaviors. If you're wondering whether your e-commerce site should be organized into pages or infinitely scroll, here's a nice resource for you.   "Infinite Scrolling, Pagination Or “Load More” Buttons?"

Web Developers Rejoice; Internet Explorer is Dead

Microsoft announced Internet Explorer 8, 9, and 10 has reached its “end of life” and that they will no longer support them with security updates or any other kind of patches. Even Internet Explorer 11 is a legacy product, and Microsoft is trying to move customers to use Windows 10 and Microsoft Edge. But this is great news for developers who often still need to target older browsers. There is good in this goodbye.

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