We have already dealt with the difficulties that German consumers have with change in another chapter. However, as is the way of thinking in this country, Germans have invented their own variant. This is in plain language: change, but please without change. Or as Henry Ford said, „Any customer can have a car in any color he wants, as long as it’s black.“
And the agency becomes a problem, a big problem. How will they earn money? Of course, the whole thing could be done in green instead of yellow. Green is in right now. The agencies could modify the typeface a bit, blow up the manufacturer’s logo a bit (that always goes down well), make the image a bit smaller, but the typeface a bit larger (you know, older people still have to be able to read the text). And the real bonus: the agencies make the whole thing a little smaller and therefore cheaper! On the web, size is not the main issue because users and devices change it automatically. The big difference is the programmer who makes the website. It makes a big difference if the programmer needs two days for it or four. So, you make sure that he has it on his screen for a maximum of two days. The result: the difference between the two versions is hardly noticeable.
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