Confusing the Lingo Confuses the Message

Our Creative Director, Missy Bergen, sent along this colorful email from 48HourPrint.com. Here’s what she had to say:

“While I really like the colors and graphics, using the word ‘BLING’ in the headline, copy, and promocode (total of 8 times) really confuses me. What’s science, beakers and the periodic table have to do with ‘bling’?

Perhaps they should think again before using a slang word that to most people means diamonds/gold/jewelry rather than some possible alternative meaning to designers. Especially when I’m a designer and am still unsure what message they are trying to get across. Unless their printer ink is made of diamonds and gold.”

48 Hour Print Email

I totally agree with Missy. When writing your marketing messages, it’s worth spending time — a lot of time, working on your copy and call to action and then matching your design with your copy to enhance the message. By using lingo that most are familiar with, ‘Bling,’ 48HourPrint.com had a great concept. But when they added another cool concept of science beakers, they lost their message. Taking 2 cool, but unrelated concepts and throwing them into together in the same message dilutes the message and results in a major loss of effectiveness.

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.

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