Slogan on the Internet.
The main difference between developing a website slogan and slogans for other platforms and media is that a website slogan should convey the site's content and theme as accurately as possible to the visitor. The selling proposition (if any) is relegated to the background.
Does a website need a slogan?
There's no definitive answer to this question. A slogan, in its original definition, is a condensed summary of a product or service's offering.
The use of a slogan in advertising is not at all obligatory; moreover, a slogan may not be needed at all in cases where the beneficial properties of the advertised product for the consumer cannot be described in a concise form, or when the advertising materials are sufficiently informative without a slogan.
Therefore, there is no point in creating a slogan just for the sake of having a slogan; first, make sure that its presence is necessary.
When does it make sense to use a slogan?
It makes sense to use a slogan when it can help you achieve your goals, for example:
– remembering a website or portal;
– support for an advertising campaign (a set of slogans with different appeals can be developed for placing banners on different platforms);
– use of the company slogan on the website pages (to repeat the company slogan, which is used in all advertising campaigns, both offline and online).
If you've decided your website needs a slogan, you can either hire a professional or create one yourself. Decided on your own? The key is to keep the slogan easy to read and remember, original, and communicate the site's content or selling proposition to visitors.
Let's figure out what types of slogans exist.
Types of slogans.
When creating a slogan, you can use the following techniques:
Use of quotations or allusions
The difference between a quotation and an allusion: a popular line from a song, movie, or book is considered a quotation, while a well-known expression from economics or history is an allusion.
Example: “Please come to the table”, “Baltic Bank magnetic cards: a conscious necessity”, “How wonderful this world is, look!”
“Catchphrases” are usually slightly rephrased to suit the client. This is called quotation distortion—it's a very effective way to create a slogan: “Stopping the moment is so easy!” (Kodak), “Truth is in motion!” (Guide-Tour travel agency).
Use of metaphors
A common technique for creating a concise slogan with elements of delightful incompleteness. Experts believe that understatement intrigues and attracts attention.
Example: “Orange Charge” (Fanta), “Rainbow of Fruit Flavors” (Skittles Candies).
Repetition
There are several types of repetition figures.
Chiasmus – “Your money is paper. Our paper is money.”
Joint – “They show the passage of time, but time has no power over them” (Citizen Watch)
Anaphora – “Noble and beneficial” (Demidov balm)
Epiphora – “Not just clean – impeccably clean!” (Ariel washing powder)
Puns
Most often, this play is played on the product name; less often (and more difficultly), on its properties. This technique results in polysemantic phrases and mottos—slogans with a “double bottom” or even a “triple bottom.”
Example: “Good housewives love ‘Gloss’, ‘Telephone handset of the world’ (BCL Telecommunications System).
An attempt at an aphorism
This technique allows one to convey the content of a long speech by the president of a manufacturing company in a short phrase. However, any aphorism requires stylistic refinement.
Example: “If you give something, give the best” (Chibo Coffee).
“Errors” in the text
A good slogan doesn't necessarily have to be linguistically correct. Incorrectness helps attract attention and can make a slogan more informative.
Example: “He who doesn't know, is relaxing!” – does not meet the standards, but will appeal to young people.
How to write a slogan?
There is no single formula for creating a slogan, but there are a number of simple techniques that will help you create one.
In short, it looks like this:
1) Decide for yourself – what do you want to tell the website visitor with the help of the slogan?
About the site itself, i.e. what information a visitor can find on it.
About the products that can be purchased on the website.
Or about something else?
2) Imagine a person who would be interested in your website. Try to describe their personality, habits, interests, and manner of speech. By identifying some of their distinctive traits, you'll be able to better understand what you should communicate to the user.
3) Make a list of words that describe the website's activities. This list will help you choose words for your slogan.
Armed with this information, you can get to work.
