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A
Clever Web Site: ollllo.com
Article by John
S. Rhodes
Abstract
The first purpose of this
article is to briefly explain why most web sites should be bland and follow
standards. Trying to be clever is usually a bad idea. The second purpose is
to review ollllo.com, which is a clever web site.
Bland Land?
Most successful web sites are
not clever. They aren't interesting and they just aren't jazzy. In
general, if you want to increase the usability of your web site, you
should make it more plain. Most web sites should look, feel, and act
the same. There is a very good reason for this. Consistency.
People spend more time on other web sites and they expect
your site to work like them. It is a good idea to follow standard
practices. Similarly, it is wise to follow
the leaders.
Bland is beautiful.
I'm not trying to stifle
creativity, but there is empirical evidence that indicates how to design
web sites. For example, there is hard data that can be used to determine where
common e-commerce objects should be located. Most people expected the
login/register link should be located at the top-left part of the screen.
The help/service link should be located at the top-right corner of the
screen. Give people what they want; know when to follow convention. Use
data to drive most of your design decisions.
Understanding "Clever"
Is it always a good idea to
make your site look and feel like other web sites? Is it always good to
follow the leaders? Is it always a good idea to have a bland web site? Of
course not! In fact, breaking the rules can be a great idea. It can make a
web site more fun and more memorable. Breaking the rules can actually make
a web site more usable. Similarly, being clever in the right ways can have
a huge impact.
To illustrate a few clever
ideas I am going to spotlight ollllo.com,
a web site for Jeep enthusiasts. My favorite thing about this web site
is its URL. Take a close look at it and then take a look at these two
images...
If you don't get it, take a
look at the URL, logo, and grill again. Hopefully you realize that they
all look the same. I think that this is very clever! Once you see it, it
really sticks in your mind.
But there is more about
ollllo.com that I like. The site has fun with itself. For example, much
like Where's
Waldo, little Jeep graphics can be found in interesting places around
the site. Below are two examples that I found on the home page.
ollllo.com has a certain
"bad" attitude that makes sense given their focus. The attitude is
best illustrated by the language they use on the ollllo
Gear page, where they sell merchandise. These folks are not politically
correct. Simply stated, their product descriptions are clever.They are not
out to make friends. Instead, they say what they want and they say it with
gusto.
Summary
Clever web sites can be good
web sites. In many ways, ollllo.com is a good web site with excellent
content. I spent nearly 1/2 hour reading through the site and watching the
videos. The navigation is pretty good and the site is crisp and clean. So,
it is a clever but usable web site. Bravo!
Here are some general
comments about being clever:
- Most web sites are not
clever, but most web sites should not try to be clever.
- It is difficult to be
clever. Most people have a tough time being sharp and witty.
- Being clever should not
get in the way of being practical. Please don't sacrifice usability.
- If you are going to be
clever...be clever. Go for it all of the way; don't be timid or it
won't work.
- Expect rejection from some
people. Not everyone will understand your humor or clever ideas.
- When in doubt, don't be
clever. Follow standards. Follow the herd. Be plain.
Comments?
Please send them to me: john@webword.com
I want to know what you think about this article.
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