Even though I'm a copywriter I’ve always been fussy about type, layout, readability, the sound-track, the voice-over and the message they send. Because, the non-verbal components of a message really are the body language of a brand.
Some people do a superb job of getting it right. IBM has a long history of obsessing about design, initiated by Thomas Watson Jr. who hired Paul Rand, Charles and Rae Eames, and other first rank designers to make sure everything about IBM looked better than the competition. At Apple, Steve Jobs, to his credit, has been a maniac about design and monitored the details for 30 years. In both cases, attention to esthetics has paid off at the box office.
However web designers, with few exceptions, seem to be lousy at body language. I have loved the simplicity of Google’s landing page from day one. Malcolm Gladwell’s site is also a treat. Much of the rest looks like a dog’s breakfast.
Which brings me to this week’s good news/bad news body language story.