The imminent launch of the Apple iPad is drawing many comments from both sides of the aisle.  On one side, the extremists argue that this device will be the largest innovation in recent tech memory.  On the other, naysayers reduce the new device to simply “an oversized iPhone.”  In other words, the iPad will simply and exactly replicate the feeling and experience of the iPhone–but with a bigger screen.

While it’s too soon to tell (very few have actually seen one), our hunch is that this device will be a game-changer.  Here are a few reasons why.

1. A bigger screen is more than just a bigger screen. If you think about it, a larger screen is not an incremental change–it’s a shift.  Joe Hewitt, a developer, explains why in an insightful post.  Essentially, we will begin to do things on an iPad that we can (but probably wouldn’t) do on an iPhone.  For example, we can watch a movie or draft a document on an iPhone, but most people don’t.  In short, a bigger screen is a bigger deal than we think.

2. Instant-on. This is bigger than we think, but the iPad will turn on instantly (i.e. within a second or two) while a laptop can take up to a minute or two.  It’s a awkward moment in a lunch meeting to wait for a laptop to boot up.  The iPad should solve that problem.

3. It’s smaller than a laptop. It has many of the abilities of a laptop, but a fraction of the size.  It will be easier to tuck it under one’s arm walking into a meeting.  What’s more, airlines currently frown on putting laptops in the seat pocket in front of the passenger; an iPad solves this problem with its smaller form factor.

4. Longer battery life than a laptop. Lengthier battery life is a good thing for users.  It’s prolonged battery life will make it easier to go about your day (or weekend) without the worry of tucking the power cord in your bag.

5.  A third device will find a place. The common argument is that while many are currently willing to carry around both a computer and a phone, they won’t be ready to carry around a third device.  That’s probably a safe assumption, but one could also make the argument that the device’s abilities, form factor, and instant-on will give it a new niche and create a new place in our lives.

6.  E-reading needs a polish. Steve Jobs must have been bluffing when he said that “people don’t read anymore.”  The iPad is making a pretty big bet on the contrary as it appears to be taking the e-reader concept to a new level.  If you’ve used a Kindle, you may have noticed that while the e-paper technology is amazing, the experience of looking at your library of books and flipping pages is far from an engaging experience.  Take a quick look at this view of the forthcoming e-reading experience on the iPad and it’s clear to see that this one will be–well–better.

7.  New avenues for the publishing industry. It’s no secret that magazine and newspaper publishers need a life preserver.  While you can read a newspaper on the Kindle, it certainly doesn’t come close to replicating the experience of holding a daily newspaper in your hand.  You miss too much content, the layout provides no guidance on story emphasis or importance, and there are no photos or visual elements to speak of.  Magazines are in the same boat.  The iPad will be a much better experience and while you can read on the iPhone, it requires a whole lot of pinching and sliding to see all of the content!

9.  Don’t bet against Steve Jobs. It’s hard to imagine that Jobs would release this product if it wasn’t a big deal–a game changer.  He’s certainly missed before, but it seems as if his track record over the last decade would suggest he’ll make huge waves with it.

10.  People will Buy It. Like most Apple products, their loyalists (a huge group) will buy it.  Gadget-lovers and kids will need it.  This will result in an installed base of users that will generate critical mass for software publishers, something missing in other devices and part of the reason that the iPhone and its App Store have flourished.  More users will perpetuate more innovation and creativity…a cycle that just might snowball.

The iPad is not without its flaws and it would have been nice to see a few more features (like a camera) out of the box.  But then again, if Jobs included everything in the first version, he would have nothing else to sell us next month!

Google recently announced that meta tags, the part of a Web page that accommodates keywords, are no longer being supported.  Google’s recent post confirmed what many already suspected:  meta tags aren’t so important.  For a bit more of a breakdown, check out this video from Matt Cutts, a Google Software Engineer, who explains the situation:

“Make our logo bigger”

This is frequent client comment after seeing  a Web design concept. It is so common that there are several YouTube spoofs that make light of the matter.  “Easy enough change,” you say? Well, this seemingly innocuous request, typically tendered to increase visual impact, can sometimes have the opposite effect.  A seemingly small directive to pump up the size of your logo may actually damage your Web site’s new design.

What’s the big deal?

You are proud of your business and you want to promote it. Your logo is a visual representation of your business. You want to make sure all of your visitors know who you are so you can start to build brand recognition and increase your sales. Designers understand this.

Your logo, however, is not your entire brand.

A brand, according to some definitions, consists of the sum of all points of contact with the company. That means the entire site design should be an extension of your brand. All site elements (copy, headings, images, etc.) should work together to achieve your goal.  While the logo might be the cornerstone of the brand, it shouldn’t be asked to bear the entire weight of a company’s identify.

So if after viewing your new site design you want your logo to be bigger, it may be a sign that the overall design doesn’t fit with your brand or that the brand message is not clear enough.

Keeping your audience’s attention

The site’s design needs to engage your audience very quickly.  You have less than 2 seconds to grab your users’ attention and give users the information they’re looking for. If they don’t find it, they will look elsewhere and you’ve lost a possible relationship.

In order to achieve your site’s goals, designers work to emphasize the most important page elements. One of the tools to do this is the design principle of contrast.  Contrast can be achieved by using a difference in size or color between different design elements. Making the logo bigger may de-emphasize the most important sections, like the call to action, which will result in less conversions, and a less effective design.

Take this example from the popular photo sharing site flickr

Your eye goes directly to the photo in the center. This entire page clearly focuses on that main piece of content.

Now this is the same page with the logo enlarged:

The logo and the image are now competing for that attention. It’s much more distracting and could leave the user a little less satisfied with their experience on the site.

Your site’s content should be the focal point of the page, not your logo. If your visitors are interested in your product or service, they will find the company behind it.

Turning negative into a positive.

Negative space is another important principle that designers use to drive attention. Negative space or white space is the space around an object. Leaving white space around the logo and other elements generally makes a page easier to scan and locate the information your users are looking for.  Using a smaller logo in addition to negative space may also create a sense of hierarchy, subconsciously telling your visitors which sections to look at first. Making your logo bigger can cut into this white space which weakens that delicately crafted hierarchy.

Smaller logos can be just as effective as larger ones. Look no further than big brands like Nike, Coca-Cola, or GE.  All use what some would consider small logos instead of “in your face” branding; they focus on the most important things they have to offer, their products. The entire pages communicate the brands’ respective attributes, not just the logo.

So, the next time you think your logo looks too small, instead consider whether the message of your content is too small. Maybe your call to action just needs a bit more emphasis or you need to tone down your background colors. Spending more time focusing on your content will improve your site’s ability to get customers interested in what you have to offer.

As with all design, none of these assertions are stated as hard and fast rules. Always remember your target audience.  It may be completely appropriate to enlarge a logo in certain situations.

Further reading:

http://www.andyrutledge.com/designpsych.php
http://www.digital-web.com/articles/principles_of_design/

In a strange coincidence, it has officially been announced today that Google is going to self-censor certain aspects of its index in China as it moves to officially enter the unstoppable force that is China’s economy. What makes it so eerie for me is as I was reading The Search, which discusses Google’s impact on the global economy, last night. I was on the section on how Google was internally conflicted with how to address the needs of Chinese searchers while accommodating the Chinese Government’s positions on human rights.