The way one chooses to present navigation and content to one’s audience says a lot about both the producer and the consumer of that content. Adobe’s Back to School campaign is a great example of this. By utilizing the software it seeks to sell, Adobe has created an interesting 3D space, reminiscent of navigating a game, which presents product information. The page includes the navigation/content window, instructions, a clear call-to-action, a social media tie-in and a HUD (Heads Up Display).
What this says about Adobe:
- We are different
- We are cool
- Look what we did with our own software
What this says about Adobe fanatics:
- We are visual
- We like to explore/interact with information
- We don’t need our hands held to gather information
As a side note to Adobe, as a connoisseur of games, I would prefer to browse your 3D space using WASD, strafe and a more sensitive mouse-look. Some sort of objective leading to a more pronounced call-to-action (or reward) would generate a sense of accomplishment to give your loyal subjects the dose of dopamine they crave from interactive, game-like experiences. Talk about a unique way to navigate!
Tags: Adobe
It was a nice touch using the pre-loading as an opportunity to provide instructions and engage the user rather than having them stare at a counter.