The click-through images on the homepage are probably meant to be teasers, and that ain't right. They should be very clear in what they lead to. One is "Car Free". Is that meant to appeal to anti-car environmentalists, or does it meant you can use a car for free while there? You won't know until you click. I clicked. It refers to public transportation and other ways to live without the stresses of driving. Another is "Santa Barbara Golf": self-explanatory. Another is "Get Fresh". Fortunately, the photo link shows fruit and seafood, so we understand that one. Finally, there is "Sideways in Santa Barbara". I didn't click through, but the alternating images are a colorful shot of people drinking wine and a black-and-white drawing of people inside a wine bottle. With those 2 clues and the title, I have to suppose it's a warning against drunken behavior.
In short, the Santa Barbara web presence makes the visitor dig for info, and that's not good. It's a good thing that nobody cares much about website names, because the site is SantaBarbaraca.com. The -aca ending is a Spanish form that indicates disgust or grossness.
The writer is trying pretty hard to not understand the click-throughs if he doesn't understand what "Car Free" and "Sideways in Santa Barbara" are. I read the comment and knew exactly what was meant without even looking at the site. If someone thinks "Car Free" means the city will offer them a free car, then the problem is with the reader, not with what is written. Also, most people have seen or heard of the movie "Sideways," and will have an idea of what the click-through means, especially given the images.
It is important to design marketing materials in a way that is easy to understand, but it is not necessary to design them with imbeciles in mind.
Posted by: John Kelliher | March 10, 2008 10:17 AM | Permalink to Comment