Tuesday, August 31, 2010

Stop the Text-Based Themes!

Seriously, please stop using "texting language" to derive themes. The language of texting is like secret code -- secret code for, well, juveniles. Sure, those of us who text have used the conveniences of texting abbreviations. But think about ... is that really the message you want to send to your audience? That you don't have the time to give them a complete thought.

I've seen it often because the adult decision-makers want to connect with the "younger generation" or they want to believe they are "hip," so whether it is the ad agency or the internal committee, everyone goes along for the ride. They think about the theme and then figure out how to convert it into some sort of "text language."

(imagine a fore-lorn up-talk tone with a slight tilt of the head) Real-ly ...

Stop it.

Texting is meant to be seen. Themes are meant to be seen -- and heard. Most of the attempts I've seen don't make that bridge. I'm not saying it can't work, I'm just offering that it usually doesn't. Next time you're tempted, stop and think about whether or not that is truly the best way to inspire your audience and provide a platform from which you can build multi-media and multi-sensory messages that engage your stakeholders.
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