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Great Designs Call for Goodwill by Tara Iannarelli

Steve Krug is a renowned consultant and is best known for his book, “Don’t Make Me Think,” which provides the reader with an in-depth look into digital interactions and usability.

One of the key points discussed in this book, is GOODWILL. Goodwill is a user’s attitude towards an application. It varies for each individual and is influenced by a number of varying, situational factors. But when writing a script, designing a website, or animating a video, Goodwill is a key component to keep in mind.

The question, “What are the three main things users want to do?” should always be kept in mind. For videos, this usually means properly expressing one or two main points, and then providing a call-to-action at the end. Far too many videos aren’t as successful as they could be, due to throwing too much information at the viewer. Often, the most effective videos are clear, concise, and simple.

So how do you increase Goodwill in your digital presence?

1. To ensure that your video/script/design is at its most effective, the first thing you can do is to refer to your competitors. They’re already in the game, and they’re clearly doing something right, so use them as a launch pad for your own endeavors.

 

2. Make sure that your three main points (including CTA) are crystal clear. If at any point, your key points are muddled, then it’s time to simply. Omit needless words. Make sure your tagline isn’t generic, and thus, ambiguous. Remember that clarity trumps all things.

 

3. Don’t be afraid to lean on the expertise of your designer/writer/animator/producer/etc. These professionals possess a vast wealth of knowledge.

 

4. Goodwill diminishes when commonly sought-after information is hidden. Make sure to keep things like phone numbers and URLs presented in your CTA.

 

Krug sums it up perfectly on page 155:
“A person of average (or even below average) ability and experience can figure out how to use the thing [learn-able] to accomplish something [effective] without it being more trouble than it’s worth [efficient].”