627102 - Affiliate button design refresh for Fx 4 content

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Jane Finette]

OVERVIEW:

Firefox 4 is on the horizon, and I want to make sure we have refreshed affiliate buttons ready for our community/fans to promote the new version when its here. 

Note: our affiliate page is currently hosted on SFX:
http://www.spreadfirefox.com/affiliates However, this is likely to change - please see this bug: https://bugzilla.mozilla.org/show_bug.cgi?id=626766

WHAT DO WE NEED FROM THE CREATIVE TEAM?

I'd like to make sure we have:

(i) refreshed affiliate buttons similar to what we have today (see Firefox 3.6 drop down) - however, have them brought into line with our refreshed design with a modern edge.

(ii) Several other fun buttons for people to chose from -- there's creative freedom here to make something a little different

(iii) Assistance with copy for both of the above given the new messaging which is being /has been crafted. 


EXAMPLES OF OTHER AFFILIATE DESIGNS:

Wanted to add some examples of other affiliate button designs for inspiration
http://twitter.com/about/resources
http://www.skype.com/intl/en-us/affiliate/

TIMING:
In terms of the project being completed. 

* Design of buttons - 2 weeks out from handing over final EN-US copy
* Localization - 2 weeks out from design hand-off
* Final button creation - 1 week after localization is complete.

Live to site: We would want to have all element live around the launch of Fx 4. 

LOCALIZATION:
Affiliates banners are popular amongst our global community and at point of launch I would like to make sure we have 10-12 key languages covered. I would look for assistance from our graphic resource to create the buttons after the localizers have provided the direct translation. We have tried to have localizers create their own buttons, however, design software is not always available and rendering on differing copy lengths can cause challenges with the designs. 


WHAT DO YOU NEED?

In order for you to continue I need to determine which are the most popular banners and what the copy should be for each. Please look for this in the next 1-2 days.

Comment 1

[Jane Finette]

SNAPSHOT OF THE CURRENT MOST POPULAR FX AFFILIATE BUTTONS:

1.) http://www.spreadfirefox.com/?q=affiliates/get_button&button=449 468x60

2) http://www.spreadfirefox.com/?q=affiliates/get_button&button=572 468x60

3) http://www.spreadfirefox.com/?q=affiliates/get_button&button=309 468x60

4) http://www.spreadfirefox.com/?q=affiliates/get_button&button=306 110x32

5) http://www.spreadfirefox.com/?q=affiliates/get_button&button=575 468x60

6) http://www.spreadfirefox.com/?q=affiliates/get_button&button=330 120x240

Comment 2

[Jane Finette]

(In reply to comment #0)

> (i) refreshed affiliate buttons similar to what we have today (see Firefox 3.6
> drop down) - however, have them brought into line with our refreshed design
> with a modern edge.

NUMBER OF STANDARD BUTTONS:

468x60 == 1-3 designs or colors 
110x32 == 1-3 designs or colors 
120x240 == 1-3 designs or colors 


COPY FOR STANDARD BUTTONS:

468x60 == Firefox 4 DOWNLOAD NOW!
110x32 == Get Firefox 4
120x240 == Mozilla Firefox 4 UPGRADE NOW

Comment 3

[Jane Finette]

(In reply to comment #0)

> (ii) Several other fun buttons for people to chose from -- there's creative
> freedom here to make something a little different

See a range of Fx 3.6 buttons which were more fun for last time around:
http://www.spreadfirefox.com/affiliates/utw


NUMBER OF NEW CREATIVE BUTTONS:

300x250 == 1 design
180x150 == 1 design
120x240 == 1 design

COPY FOR NEW CREATIVE BUTTONS:

300x250 == Thanks for using Firefox. Don't miss the upgrade. Firefox 4 Download Now!
180x150 == Thanks for using Firefox. Don't miss the upgrade. Firefox 4 Download Now!
120x240 == Thanks for using Firefox. Don't miss the upgrade. Firefox 4 Download Now!

John -- not sure if you have any different copy which would be better, based on the Fx 4 refresh etc.

Comment 4

[John Slater]

Re: copy, would you like me to get a copywriter involved to come up with some catchier phrases? (along the lines of http://www.spreadfirefox.com/affiliates/utw)

That'd be my recommendation...

Comment 5

[Jane Finette]

Hi John, if that's possible -- yes please. Thanks for the help here.

Comment 6

[John Slater]

(In reply to comment #5)
> Hi John, if that's possible -- yes please. Thanks for the help here.

I've got Matej Novak working on this...more coming soon!

Comment 7

[Jane Finette]

awesome! thank you :)

Comment 8

[Tara (musingt)]

Hi Jane.  Thanks for the info.  I'm a little unclear about the timing, could you please clarify the design hand-off date please?

Also, I have Monique on board to do this.  Will use the existing copy suggestions for FPO and replace them when Matej polishes them up.

Stay tuned...

Comment 9

[Jane Finette]

Thanks Tara - and sorry about being unclear there. 

TIMING:
In terms of the project being completed. 

* Design of buttons - Feb 4th
* Localization - Feb 5th
* Final button creation (creating buttons in local languages) - Feb 25th

Comment 10

[Tara (musingt)]

Thanks :)

Comment 11

[John Slater]

Re: button copy, we're working with Matej Novak on this, and he sent me a bunch of ideas before going out of town for the rest of the week.

We may need to tweak these depending on design or other factors, but as a starting point here are some options to consider:

General:
- All for one. 4 for all.
- What the Web’s been waiting for.
- Browse happy.
- Not your father’s browser. Unless he’s really cool.
- Go fast or go home.

(JS note: might need to do a few more here. Any suggestions on direction?)
 
Firefox 4 users:
- Thanks for rockin’ the ’Fox.
- You have excellent taste in browsers.
- Congratulations! You’re already winning the Internet.

Firefox <4 users:
- New look. New features. Same awesomeness.
- Get the latest in awesome.
- An upgrade with no downside.
- The Web rocks. Now even harder.
- Change the Web all over again.
- The click you’ve been waiting for.

IE users:
- Don’t just explore the Internet. Experience it.
- Send Internet Explorer the way of the Laserdisc.
- Internet Explorer? Still? Really?

Chrome:
- Make Chrome seem rusty.
- Chrome losing its luster?
- Shiny and new. Like Chrome used to be.

Other:
- Put your old browser on notice.
- Put other browsers in their place: the past.
- Make the switch. It feels so right.
- Still browsing in the past?

Comment 12

[Mary]

Hey guys:  One thing to think about is L10n.  They usually end up in about 5 - 10 languages.  So I'd think about highlighting some of these as more l10n friendly or having some language or suggestions around the concept that is being expressed.

For instance:

Browse Happy
Go fast or go home.
Internet Explorer?  Still?  Really?

Are all pretty straightforward :)

But like the overall snappiness/zanyness of them.

Comment 13

[Matej Novak [:matej]]

> General:
> - All for one. 4 for all.
> - What the Web’s been waiting for.
> - Browse happy.
> - Not your father’s browser. Unless he’s really cool.
> - Go fast or go home.
> 
> (JS note: might need to do a few more here. Any suggestions on direction?)

Direction would be greatly appreciated. Or if there are any of the above that really capture it for you, I can focus my efforts in that direction.

I'm back Sunday night, so I can get you some more options early next week. Does that work for you?

Comment 14

[Matej Novak [:matej]]

(In reply to comment #12)
> Hey guys:  One thing to think about is L10n.  They usually end up in about 5 -
> 10 languages.  So I'd think about highlighting some of these as more l10n
> friendly or having some language or suggestions around the concept that is
> being expressed.
> 
> For instance:
> 
> Browse Happy
> Go fast or go home.
> Internet Explorer?  Still?  Really?
> 
> Are all pretty straightforward :)
> 
> But like the overall snappiness/zanyness of them.

Thanks for the feedback. That's hugely helpful. I'll keep that in mind as I'm working on more lines. 

I can also provide some directional instruction on any lines you like for whoever is doing the l10n. Sometimes a direct translation is best, but other times an interpretation of the same thing can work great, too.

For example, something like "New look. New features. Same awesomeness." might not work as a literal translation in every language, but a similar structure might work instead.

Thanks again.

Comment 15

[John Slater]

Jane, do you have any feedback here? Would be great to get your input so we can give Matej further direction if needed.

Comment 16

[Jane Finette]

Hi there -- apologies for the delay, crazy last couple of days. Really appreciate the work Matej and John.


General:
- Browse happy.
- Go fast or go home.

JF: Agree with Mary on L10n -- and like these very much. (though there is http://browsehappy.com/)

Firefox 4 users:
- You have excellent taste in browsers.

JF: I like the " you made the right choice" angle. Is there room for a tell someone plug?


Firefox <4 users:
- New look. New features. Same awesomeness.
- Get the latest in awesome.
- The Web rocks. Now even harder.

JF: All good. John, are there more features yet that we can pull out to say what's different?

IE users:
- Internet Explorer? Still? Really?

JF: Great. 

Chrome:
- Make Chrome seem rusty.
- Chrome losing its luster?
- Shiny and new. Like Chrome used to be.

JF: Not sure I like any of these -- I like us being bold, but they feel more taking a pop at them with these remarks. Whereas the IE is playful.

Having these finalized by end of day Monday would be super if possible. 

Thanks for all your help.

Comment 17

[John Slater]

My feedback on Jane's feedback is inline below:

> General:
> - Browse happy.
> - Go fast or go home.
> 
> JF: Agree with Mary on L10n -- and like these very much. (though there is
> http://browsehappy.com/

I prefer "browse happy" out of these two...Jane, how concerned should we be about that other site? Beyond that, though, since this is the general one it seems like it should be really plugged into our overall "fast, fresh, fun" theme for this release, and I'm not sure that it covers that. Matej, what do you think?

(Also, given that we have browser-specific buttons when will people see this one? It's not clear to me if this is the primary button, or just some sort of fallback.)

> Firefox 4 users:
> - You have excellent taste in browsers.
> 
> JF: I like the " you made the right choice" angle. Is there room for a tell
> someone plug?

I'm guessing we can make room for that if need be. What's the CTA for this button? If you click on it, what happens?

And that reminds me, what's the CTA for all these buttons? Shouldn't we add a "Free download" or "Download now" bit to the end of them all?

> Firefox <4 users:
> - New look. New features. Same awesomeness.
> - Get the latest in awesome.
> - The Web rocks. Now even harder.
> 
> JF: All good. John, are there more features yet that we can pull out to say
> what's different?

That would be tough to communicate in such a short space, I think. We could try "New look. More speed. Same awesomeness." as an alternate.

> IE users:
> - Internet Explorer? Still? Really?
> 
> JF: Great. 
> 
> Chrome:
> - Make Chrome seem rusty.
> - Chrome losing its luster?
> - Shiny and new. Like Chrome used to be.
> 
> JF: Not sure I like any of these -- I like us being bold, but they feel more
> taking a pop at them with these remarks. Whereas the IE is playful.

Agreed.

Comment 18

[Matej Novak [:matej]]

> I prefer "browse happy" out of these two...Jane, how concerned should we be
> about that other site? Beyond that, though, since this is the general one it
> seems like it should be really plugged into our overall "fast, fresh, fun"
> theme for this release, and I'm not sure that it covers that. Matej, what do
> you think?

"Browse happy" is definitely more of a general statement that could be applied to any Firefox release, not 4 in particular. I'll try to crank out some more that get at "fast, fresh, fun" more directly.
 
> (Also, given that we have browser-specific buttons when will people see this
> one? It's not clear to me if this is the primary button, or just some sort of
> fallback.)

I imagined this could be used if someone wasn't using IE or Chrome, or if someone just liked the line and wanted to use it as the download button on their site. (Could it also be used as a line on the Firefox home page?)
 
> > Firefox 4 users:
> > - You have excellent taste in browsers.
> > 
> > JF: I like the " you made the right choice" angle. Is there room for a tell
> > someone plug?
> 
> I'm guessing we can make room for that if need be. What's the CTA for this
> button? If you click on it, what happens?

Is there an About page for Tab Candy or other new feature of Firefox 4? Could this link redirect them to something like that so they can learn more? 

If the CTA is a "tell someone" message, how could that work? Could it generate an email? Or Twitter/Facebook post?

> And that reminds me, what's the CTA for all these buttons? Shouldn't we add a
> "Free download" or "Download now" bit to the end of them all?

That's an oversight on my part. I'll work on those as I'm working on more lines.

> > Firefox <4 users:
> > - New look. New features. Same awesomeness.
> > - Get the latest in awesome.
> > - The Web rocks. Now even harder.
> > 
> > JF: All good. John, are there more features yet that we can pull out to say
> > what's different?
> 
> That would be tough to communicate in such a short space, I think. We could try
> "New look. More speed. Same awesomeness." as an alternate.

Yeah, that would work. How about something like "More fast. More fun. More awesomer."

> > Chrome:
> > - Make Chrome seem rusty.
> > - Chrome losing its luster?
> > - Shiny and new. Like Chrome used to be.
> > 
> > JF: Not sure I like any of these -- I like us being bold, but they feel more
> > taking a pop at them with these remarks. Whereas the IE is playful.
> 
> Agreed.

Should I work on some more Chrome-specific lines? Do we still want to target Chrome users?

And did you guys like any of these?

Other:
- Put your old browser on notice.
- Put other browsers in their place: the past.
- Make the switch. It feels so right.
- Still browsing in the past?

> Having these finalized by end of day Monday would be super if possible. 

I have to admit, Monday EOD might be a bit tight for me. Any chance I could get you some new stuff first thing Tuesday?

Comment 19

[John Slater]

That all sounds good to me. Let's see what Jane says on matters of calls-to-action and timing.

Comment 20

[Jane Finette]

> I prefer "browse happy" out of these two...Jane, how concerned should we be
> about that other site? Beyond that, though, since this is the general one it
> seems like it should be really plugged into our overall "fast, fresh, fun"
> theme for this release, and I'm not sure that it covers that. Matej, what do
> you think?

"Browse happy" is definitely more of a general statement that could be applied
to any Firefox release, not 4 in particular. I'll try to crank out some more
that get at "fast, fresh, fun" more directly.

JF:  I think Browse Happy will encroach on that brand, if you have other versions, that would be great to see. Generic is fine, or related to Fx 4 "fast / fresh etc" -- as we'll move to a quarterly cadence of Fx releases having them be more generic wont be a bad thing. 

> (Also, given that we have browser-specific buttons when will people see this
> one? It's not clear to me if this is the primary button, or just some sort of
> fallback.)

I imagined this could be used if someone wasn't using IE or Chrome, or if
someone just liked the line and wanted to use it as the download button on
their site. (Could it also be used as a line on the Firefox home page?)

JF: I think its fine to have a selection to choose from - it you are OK from a brand perspective John.

> > Firefox 4 users:
> > - You have excellent taste in browsers.
> > 
> > JF: I like the " you made the right choice" angle. Is there room for a tell
> > someone plug?
> 
> I'm guessing we can make room for that if need be. What's the CTA for this
> button? If you click on it, what happens?

Is there an About page for Tab Candy or other new feature of Firefox 4? Could
this link redirect them to something like that so they can learn more? 

If the CTA is a "tell someone" message, how could that work? Could it generate
an email? Or Twitter/Facebook post?

JF: This could be campaign specific one when we have the "share campaign" go live 3-4 weeks after launch. But lets hold on this for now. 

> > Firefox <4 users:
> > - New look. New features. Same awesomeness.
> > - Get the latest in awesome.
> > - The Web rocks. Now even harder.
> > 
> > JF: All good. John, are there more features yet that we can pull out to say
> > what's different?
> 
> That would be tough to communicate in such a short space, I think. We could try
> "New look. More speed. Same awesomeness." as an alternate.

Yeah, that would work. How about something like "More fast. More fun. More
awesomer."

> > Chrome:
> > - Make Chrome seem rusty.
> > - Chrome losing its luster?
> > - Shiny and new. Like Chrome used to be.
> > 
> > JF: Not sure I like any of these -- I like us being bold, but they feel more
> > taking a pop at them with these remarks. Whereas the IE is playful.
> 
> Agreed.

Should I work on some more Chrome-specific lines? Do we still want to target
Chrome users?

JF: after giving it some thought, I think I'd leave Chrome out of these buttons this time. Maybe when we have even more awesome releases this year we can get a bit more fresh. 

And did you guys like any of these?

Other:
- Put your old browser on notice.
- Put other browsers in their place: the past.
- Make the switch. It feels so right.
- Still browsing in the past?

JF: I wasnt quite so keen on these, they are generic but they were not as enticing as the others you wrote. 

> Having these finalized by end of day Monday would be super if possible. 

I have to admit, Monday EOD might be a bit tight for me. Any chance I could get
you some new stuff first thing Tuesday?

JF: that's great - thank you so much!

Comment 21

[Tara (musingt)]

Hey guys, attached is the first round of Creative for the affiliate buttons.  Monique is showing a few variations for the 120x240 buttons, with FPO copy of "Mozilla Firefox 4 UPGRADE NOW".

I'm personally drawn to the non-standard shapes, like the arrow/badge design, but I like the contrast of the logo on blue more.  In terms of how these echo the new website theme... she has borrowed the same font styling, along with little elements like the dotted lines.  Let me know what you think.

Comment 22

[Tara (musingt)]

Attachment: Affiliate buttons CR1

Comment 23

[Tara (musingt)]

Also, please view the PDF at 75%.

Comment 24

[John Slater]

Two quick thoughts:
- CTAs don't seem very visually strong...would prefer to have those really called out.
- will there be room for some of the longer copy lines that Matej wrote? For reference, I had given him these buttons: http://www.spreadfirefox.com/affiliates/utw. I think those are good for design reference, too...note how the CTA area feels really clickable.

Comment 25

[Tara (musingt)]

(In reply to comment #24)

Agree, John.  I think these buttons can be better, and they don't stand out as much as the utw ones.  I had shared those with Monique as a reference, and had only given her the initial FPO copy that Jane provided.  So, she wasn't accounting for the longer strings of text...but I'll make sure to let her know what we're thinking.

Comment 26

[Mary]

It also might be helpful to see the buttons that were done for the beta that we never used.  We really tried to break the mold in terms of using a different format.  I can't find them, but will ask Laura.

Comment 27

[Tara (musingt)]

That'd be great Mary !

Comment 28

[Matej Novak [:matej]]

Hey guys,

Here are some new lines and CTAs for the affiliate buttons.

The first bunch are the general lines about Fx 4, which could also be used if someone is viewing the page with another browser that isn't IE.

General Firefox 4 message/Other browser users:
----------------------------------------------
Put the Web on fast forward.
Browse on fast forward.
The Web, refined.
Speed is everything. That, and awesome features.
Fast for all.
The latest in fast.
Fast is in.
Smile. You’re on the Internet.
The fast and nothing but the fast.
Nothing but the fast.
Get the fast.
Browse in the future. It’s nice here.
Get the latest in greatest.
All kinds of fast.
We don’t do slow.
We don’t know the meaning of slow.
It’s like a whole new Web.
Bring the Web to life.
Get up to speed.
Bring the Web up to speed.
Your happy place is online.
Make the Web your happy place.

CTA:
Firefox 4. Download now.
Download Firefox 4.
Firefox 4. Upgrade now.
Upgrade to Firefox 4.
Upgrade to the future.


Jane, I know you said to hold off on a button targeted at Fx 4 users for now, but I was thinking it would still be good to have one so that there's something those users see when they visit a page with one of these buttons on it. The CTA could just drive to the Firefox home page until the share campaign is ready to go. So here's the line everyone seemed to like with some options for a CTA.

Firefox 4 users:
----------------
You have excellent taste in browsers.

CTA:
Firefox 4. Learn more.
Learn more about Firefox 4.
Learn more about 4.


The next bunch is a combination of new and old lines. You'll see a lot of very similar options as I was trying different ways of incorporating the idea of fast into them.

Firefox <4 users:
-----------------
New look. New features. Same awesomeness.
New look. More speed. Same awesomeness.
New look. New speed. Same awesomeness.
More fast. More fun. More awesomer.
More fast. More fun. More awesome.
More speed. More fun. More awesome.
Get the latest in awesome.
The Web rocks. Now even harder.
The Web rocks. Now even faster.
Awesome just got an upgrade.
Better. Faster. Just-about-everything-else-er.
Better. Faster. Everything-else-er.
Get the latest in greatest.
New. Improved. Awesomized.

CTA:
Firefox 4. Download now.
Download Firefox 4.
Download the latest version.
Download the latest in awesome.


And finally, the line targeted at IE users with CTA options.

Internet Explorer users:
------------------------
Internet Explorer? Still? Really?

CTA:
Firefox 4. Upgrade now.
Upgrade to Firefox 4.
Upgrade to the future.


Have a look and let me know what you guys think. Hopefully there are some in here that everyone likes. But as always, happy to work on some more if need be.

Comment 29

[Jane Finette]

thanks Matej for all your help. 

I do like these:

General Firefox 4 message/Other browser users:
----------------------------------------------

Browse in the future. It’s nice here.
Get the latest in greatest.
It’s like a whole new Web.
Make the Web your happy place.

CTA:

Firefox 4. Upgrade now.
Upgrade to Firefox 4.


----

If we have design room to add a button to be shown to existing Firefox 4 users, I'm a fan of:

----------------
You have excellent taste in browsers.

CTA:
Learn more about Firefox 4.

----------------


Internet Explorer users:
------------------------
Internet Explorer? Still? Really?

CTA:
Upgrade to Firefox 4.

----------------


John could you help me with recommending the best Firefox <4 users lines please? I think you are closer to the product messaging than I.

Comment 30

[John Slater]

Fwiw, I think all three of these are great:

> Browse in the future. It’s nice here.
> Make the Web your happy place.
> Put the Web on fast forward.

(In reply to comment #29)
> John could you help me with recommending the best Firefox <4 users lines
> please? I think you are closer to the product messaging than I.

I'm assuming the goal here is to get existing Fx users to upgrade. That said, I like:

> More fast. More fun. More awesome.
> Awesome just got an upgrade.
> New. Improved. Awesomized.

Thanks Matej!

Comment 31

[Jane Finette]

Guys - in order to get moving with creative I want to pull out 3 versions of copy to get Monique started with her round 2 of design.

I suggest we do the following and create 3 generic Firefox 4 buttons:

[A] 

"Put the Web on fast forward.
Upgrade to Firefox 4 here."

[B] 

"More fast. More fun. More awesome.
Upgrade to Firefox 4 here."


[C] And a super simple one --

"Download Firefox 4 here"


John - are you fine with this for now? We'll look to add the other version in the next few weeks, but am keen to get the project moving. 

Thanks all for your help.

Comment 32

[Tara (musingt)]

Thanks Jane.  I"ll send these along to Monique so she has something more updated to work with, and I'll make any changes that might come in with Slater's input.

I sent her feedback on the designs and she's working on both the standard buttons as well as the more creative ones.  Stay tuned...

Comment 33

[Tara (musingt)]

Attachment: Standard Affiliate Buttons CR2

Hi guys

Please see attached for CR2 from Monique.  She really took to heart our comments and made this feel a lot more inline with the overall theme of the new site, more bold CTAs, and more interesting designs.  I like where these are going.  Please keep in mind that we have the "creative" buttons still left, these are meant to be the more standard ones.  So, while she has taken some creative liberty here, they're still not going to be crazy on design. 

Friendly note about copy:
Copy is a challenge in (1) fitting it all in there (2) if it changes, we need to be mindful of the limited space (3) trying to localize these with this amount of copy will be tricky...

Comment 34

[Tara (musingt)]

I'm still scanning through these (please view at 75%) but generally like the green and orange ones most.  The blue ones are cool too (and definitely a dominant/familiar color across the site) , but it's not standing out as much as the others for me here... perhaps we can work with that.. I think we should definitely have a blue option in there.  Otherwise, I like elements from each of these.  The last two are my least favorite...  I don't like the red, and I'm also not sure if we "HERE" should be so in your face.  

Thoughts?

Comment 35

[John Slater]

These are getting better for sure. It seems like we're putting too much emphasis on the wrong words, though....ex. "HERE" in nearly all of them. Do we even need that word? Seems like the CTA could just be "Upgrade to Firefox 4", which would allow her to emphasize something more relevant.

Comment 36

[Tara (musingt)]

Agreed.  I simply took the copy that was provided.  But I also think that it looks weird to have "HERE" so loud on the buttons.

Comment 37

[Jane Finette]

Agreed - really like the green/orange versions. 

And agreed emphasis on "here" is way too much. I do want to keep "here" - but certainly doesn't have to be that big. Research generally says, folks need that clear CTA of what to do next.

I like the design of the last two with the wrap around. Though the "Mozilla Firefox" at the bottom looks a bit funky in both.

Comment 38

[Tara (musingt)]

Thanks guys.  I've been chatting with Monique... few questions on copy:

* Is what you shared with me final?  That will really help with the design as she polishes things up.
* Should we share these with the l10n team for feedback? I'm not sure how l10n friendly these buttons are, given that there's a lot of text in a relatively tight space.  Thoughts?
* Do we have copy for the creative buttons? or should she try to use these blurbs for those too, as FPO for now?  for the creative ones, having less text is generally preferred. 

Please let me know.  Thanks

Comment 39

[Matej Novak [:matej]]

(In reply to comment #37)
> And agreed emphasis on "here" is way too much. I do want to keep "here" - but
> certainly doesn't have to be that big. Research generally says, folks need that
> clear CTA of what to do next.

How about replacing HERE with NOW? I think it has more urgency, just not sure if it serves the same purpose.


> I like the design of the last two with the wrap around. Though the "Mozilla
> Firefox" at the bottom looks a bit funky in both.

I like those as well. I think the wraparound arrows are really strong.

Comment 40

[Jane Finette]

(In reply to comment #38)

> * Is what you shared with me final?  That will really help with the design as
> she polishes things up.

John -- were you fine with those in comment 31? If so - they are final Tara.

> * Should we share these with the l10n team for feedback? I'm not sure how l10n
> friendly these buttons are, given that there's a lot of text in a relatively
> tight space.  Thoughts?

yepp - it would be good to make a start on this. Tara - do you do that? Or shall I with with Stas?

> * Do we have copy for the creative buttons? or should she try to use these
> blurbs for those too, as FPO for now?  for the creative ones, having less text
> is generally preferred. 

In comment 31, option "C" was the simple version. Does it need to be shorter/simpler still?

Comment 41

[Tara (musingt)]

Thanks Jane.  If you could start that conversation with Stas, that'd be great.  I think it would make more sense coming from you, than me.  But feel free to cc me on that email so I'm looped in as well.

With respect to the Copy, It was my understanding that A, B, and C were all for the generic buttons... and that you were going to follow up with different blurbs for the "creative" ones.  If that's not the case, then I can use C, sure.  But just wanted to confirm...

Comment 42

[John Slater]

(In reply to comment #40)
> John -- were you fine with those in comment 31? If so - they are final Tara.

Yep, I'm definitely fine with all of those. But, I'd be interested to know the answer to Tara's question in comment #41 as well.

Comment 43

[Jane Finette]

Thanks John and Tara. 

Tara, I'll ping Stas re: L10n invites. 

Apologies, reading my notes in comment 31 -- that wasnt 100% clear. 

Option "C" would be the copy for the more creatively designed buttons. 

Does that still work?

Comment 44

[Tara (musingt)]

Thanks Jane.  Going off of comment #3 and comment #4... I thought that you were going to craft separate blurbs for the creative buttons.  But I guess we can work with that.  The thing is though, that you had indicated several designs per category of buttons (standard vs. creative)  so as long as you don't mind them all saying the same thing... then, that should be fine.  Let me give Monique that copy direction for the creative buttons and see how she does.  We can tweak as needed.

Comment 45

[Jane Finette]

Tara -- lets sync up in person today on this. I think we have wired crossed.

Comment 46

[Tara (musingt)]

Attachment: Standard Buttons CR3

Hey guys

Attached is CR3:

The ones I like are the ribbon styled badges (with the pointed base).  The chat bubble, and the last concept with the CTA rolled around on top.  My favorite is the one with chat bubbles (Page 9-11).  

We had talked about having 1-3 versions for each button size.  So, varying the design and/or colors.  Let me know which of these styles and colors you guys prefer.  

In terms of copy, the "HERE" is still too prominent in all of these. Not sure if she forgot to balance that out more or not... but it seems to stand out too much in comparison to the other, more important, keywords on the button.

Please take a look and let me know what you think asap.  Thanks.

Jane, I'll swing by today to sync up on the copy.

Comment 47

[Tara (musingt)]

(  Please view the PDF at 75%.  )

Comment 48

[Jane Finette]

Thanks for connecting Tara. 

Here are the sizes / styles and copy to move forward.


STANDARD BUTTONS FOR COPY "A"

"Put the Web on fast forward.
Upgrade to Firefox 4 here."

468x60 == Button style "5" x 3 colors 
110x32 == Button style "5" x 3 colors 
120x240 == Button style "5" x 3 colors 



STANDARD BUTTONS FOR COPY "B"

"More fast. More fun. More awesome.
Upgrade to Firefox 4 here."

468x60 == Button style "4" x 3 colors 
110x32 == Button style "4" x 3 colors 
120x240 == Button style "4" x 3 colors 



CREATIVE BUTTONS

Copy: "Download Firefox 4 here"

300x250 == 1 design x 3 colors 
180x150 == 1 design x 3 colors 
120x240 == 1 design x 3 colors

Comment 49

[Tara (musingt)]

Thanks Jane. Just sent feedback to Monique based on our conversation.

John, question for you:

We have "mozilla Firefox" wordmark at the bottom of the button design.  This is both redundant and also a waste of precious real estate.  I'd love to remove that in order to give the other content more breathing room, and allow for the keywords "fast, fun, etc..." to be scaled up more so they stand out.   I know that we want to closely associate "mozilla" with Firefox on all materials going forward... but wanted to see how you feel about removing this so we have a more clean and effective design.  We can do two things:

* Remove and simply cut down on copy as described above.
* Remove as a wordmark, but incorporate "mozilla" in the copy to say:  "Upgrade to mozilla Firefox 4" etc.

Please let me know what you think.
Thanks.

Comment 50

[John Slater]

(In reply to comment #49)
> * Remove as a wordmark, but incorporate "mozilla" in the copy to say:  "Upgrade
> to mozilla Firefox 4" etc.

Point taken! Let's try this option and see how it works.

Off topic, but are we going to try any of the other styles? I like the ones with the little talk bubbles myself.

Comment 51

[Tara (musingt)]

Thanks John.

The talk bubbles are my personal favorite :)  

So, we're going with what's on pages 9-11, and 12-13.  So, basically 9-13.  We decided to simplify in the interest of time, and just pick 2 designs, but render them in 3 colors.  Each design also comes in 3 sizes, so... we'll have plenty.  And we'll have another version which is ore "creative".  Monique seems to have a lot of ideas for the creative ones, so... lets see what she comes back with and go from there.  Otherwise, I'd like to get these wrapped up pretty quickly since they need to be localized, implemented, etc.  If time, we can pursue more. I liked elements from all of them, personally.  She did a good job with these.

Hope that helps.  Let me know if you have any other comments.

Comment 52

[John Slater]

Sounds like you guys have it all worked out. Don't let me get in the way!

Comment 53

[Tara (musingt)]

Attachment: Standard Buttons CR4

Hey guys, attached is the latest near-final round of the standard buttons.  Monique is showing 2 styles, rendered in 2 colors, each with a different copy.

Questions:
* Do we need punctuation on these?  I personally rather take them out so the design is cleaner.  But I'll defer to Slater on that since I'm not good with grammar :)  But if it's not necessary, my preference is to remove.
* Monique couldn't squeeze in the "mozilla" in there.  She tried really hard.  Slater, is that OK?  Sorry about that.
* We made some tweaks to the design, and balanced out the CTAs / keywords a bit:  de-emphasizing "HERE" and pumping "Fast" "Fast forward", "upgrade", etc.   Is "Firefox" and other text in black noticeable enough?

Please let me know.

We also need to identify a 3rd color.  I personally liked the warm orange, but Jane wasn't a fan -- and I can see how that didn't offer enough color variance since the FF logo is pretty orange.

Also, once we give her approval on these, she'll work on the other sizes.

Comment 54

[Matej Novak [:matej]]

> Questions:
> * Do we need punctuation on these?  I personally rather take them out so the
> design is cleaner.  But I'll defer to Slater on that since I'm not good with
> grammar :)  But if it's not necessary, my preference is to remove.

I take punctuation case by case, depending on how it looks and how it communicates. Definitely think it doesn't need to be there on these.

John, what do you think?

Comment 55

[Jane Finette]

(In reply to comment #53)

>  Is "Firefox" and other text in black noticeable enough?

I'm still finding it hard to read the bold black text on Fast, Fun Awesome. Personally I think the Firefox is OK, especially given the logo visual too.

Comment 56

[Matej Novak [:matej]]

(In reply to comment #55)
> (In reply to comment #53)
> 
> >  Is "Firefox" and other text in black noticeable enough?
> 
> I'm still finding it hard to read the bold black text on Fast, Fun Awesome.
> Personally I think the Firefox is OK, especially given the logo visual too.

Could you try a white keyline around the black type? Or maybe screen back the background in that area? Just a couple of thoughts off the top of my head?

Comment 57

[John Slater]

Agreed with Matej & Tara that punctuation isn't necessary here. And yes, it's fine to go without Mozilla in this case.

Not sure that a white keyline around the text is the right solution, but I agree it could be a little more readable. Overall these seem to be coming along well though.

Comment 58

[Jane Finette]

Hi Mayumi. wanted to loop you in on the Fx 4 Affiliate button designs and copy. We've been revving on this, and whilst this link isnt final - this is the direction: https://bug627102.bugzilla.mozilla.org/attachment.cgi?id=510777  (there will be 2 other sizes, based on our most popular buttons. 

Do let us know if you have any further comments. Thanks!

Comment 59

[My]

Instead of "More Fast" can we say "More Speed"?  Otherwise looks good.  "More Fast" just sounds weird and not sure if it's grammatically correct.

Comment 60

[John Slater]

Maybe I'm just using to hearing "Fast, Fresh & Fun" but I liked "More Fast". It's technically wrong, but I'm ok taking grammatical liberties for the sake of style in cases like this.

Matej, what's your take on More Speed/More Fun/More Awesome?

Comment 61

[Tara (musingt)]

fwiw... I kinda like "more Fast", too.  As a key word that is highlighted on the button (and not necessarily read as part of a sentence/phrase).. "FAST" sounds better than "SPEED".  just my 2cents.

Comment 62

[Tara (musingt)]

and, sorry to push, but please let me know your decision asap tomorrow so I can have Monique wrap these up.  We still have the "Creative" buttons to do... and time is running short.  Tweaks in copy like this (even if it's adding one letter) makes a big difference sometimes.  Thanks !

Comment 63

[Matej Novak [:matej]]

(In reply to comment #60)
> Maybe I'm just using to hearing "Fast, Fresh & Fun" but I liked "More Fast".
> It's technically wrong, but I'm ok taking grammatical liberties for the sake of
> style in cases like this.
> 
> Matej, what's your take on More Speed/More Fun/More Awesome?

I'd prefer to keep "fast" as well. I like the alliteration and if you pull it apart, "fast, fun and awesome" go together, but "speed, fun and awesome" don't. The latter group would need a word like "awesomeness" to work.

Comment 64

[John Slater]

Let's stick with Fast then and move on to the next challenge here.

Comment 65

[Jane Finette]

+1 - thanks all. Tara -- OK to move ahead.

Comment 66

[Tara (musingt)]

Thanks guys.  I already provided feedback to Monique.  

Next steps:
* make the "fast, fun, etc" text stand out more.
* remove the punctuation
* identify a 3rd color
* expand design to other sizes
* move forward with creative button direction

Comment 67

[Tara (musingt)]

Attachment: Creative Buttons Rough Concepts 1

Hey guys

The attachment is *VERY* rough sketches of concepts that Monique is considering for the creative buttons.  Please use your imagination, but these are her initial ideas:

* A button with the friendly yeti monster presenting the content - like the one we have in our footer.  I like this.
* A button in the style of a sign hanging.  Imagine this "hanging" on someone's blog, for example.
* A button that's relatively simple but has splashes of paint and other fun elements, etc. around it.

She has also included some existing stock art as reference.  I personally don't like the stock art, and am not a huge fan of the concepts in general.  But wanted to give you guys an opportunity to share your opinions before I gave her feedback.  I think the first one has the most potential.  I'm not a huge fan of the sign as an affiliate button, and the 3rd option won't work too well as a button that people would post around -- though it depends on how it's designed.

Let me know what you think please.  "yay" or "nay"

Comment 68

[Jane Finette]

thanks Tara. 

Agreed that the yeti sounds like it would be the strongest in terms of linking to the site branding. That said, I feel like we might be creating too much of a character out of him. Not sure what you think John? Would we be able to work in the Firefox logo easily? I feel its going to be key to have that visual pull with the logo.

Comment 69

[Tara (musingt)]

I agree with you Jane. I'm not thrilled with any of these.  But thought that one stood out out of the batch.  I personally prefer to apply the "creative" around the shape of the button and the detailed ornaments, than introducing a character as the hero.  I'm with you there.

Comment 70

[Jane Finette]

Do you think there's a non-cheesy way that she could work on something with the Fx logo in the background? Or even the fox part? I'm wfm today - so cant easily draw and scan something -- here's a link to the London Underground logo, which is kinda of the concept I was thinking of, or might give some inspiration: http://en.wikipedia.org/wiki/London_Underground

Comment 71

[John Slater]

Yeah, not really loving these all that much. I'd rather not invest in making the yeti a major character outside the site. I thought the sign might have potential, but am not blown away by it.

Comment 72

[Tara (musingt)]

we can try something like that with a ribbon-style of strip across the logo,
sure.  I'll ask her to focus on the Logo as the hero graphic, and roll in the
text with additional detailed ornaments... vs. focusing on the yeti or anything
like that.

Comment 73

[Tara (musingt)]

Agreed... yah, for creative buttons, I liked our standard ones more ;)

Comment 74

[Tara (musingt)]

Attachment: Standard Buttons CR5

Updated graphics:

* removed punctuation
* pumped up the text, but had to keep it as black.  Is this better?
* trying a few additional colors.  Thoughts?  I think something in the yellowish orange range would work well.  I personally liked the warm orange she had before.  The Red feels a little too bright.

Thoughts?

Comment 75

[John Slater]

I know this comment is coming too late, but they all feel pretty busy to me. Not sure what can be done about that without significant changes, though.

I like all the colors here. And, the ones with the talk bubbles remain my faves.

Comment 76

[Tara (musingt)]

Hmmm :)  We can remove the lines in the background , but I personally liked those as texture.  The bubbles are my favorite too, always were.  

I think part of the busyness is the fact that we have a lot of text, and they're filling up most of the space without much breathing space.  Looking at all the buttons at once also might make it look even more busy :) But anyway, not sure what to do about that right now.  The only other thing I can think of, is that the chat bubbles feel a little flat, and not as clickable...vs. a "button" that has some depth / 3-D quality and therefore feels more clickable.

Another thing we can do, possibly.... is take out "more". 

Definitely a little late for that feedback... but I appreciate it anyway.  If you can make any suggestions.. we can tweak to make them better.

Comment 77

[Jane Finette]

Can she do a version to see what difference removing "more" makes -- though I hate to suggest it!

Comment 78

[Tara (musingt)]

Sure thing.  we can try it.  She might be able to move the words around a bit to make some space so it feels less busy.  I'll suggest some tweaks and we'll see how that goes.  Stay tuned..

Comment 79

[Tara (musingt)]

Attachment: Standard Buttons CR6

Hey guys, this is Round 6.  Hopefully we're getting close to wrapping these up.

* We removed the "more" sticky to let the rest of the content breathe, and hopefully address some of the busyness Slater mentioned.
* We played with color a bit.  She also added a slight gradient.  I think it was to help the black font stand out more... not a huge fan of gradients, personally.  
* We also added some depth/dimension to the chat bubble... 

Thoughts?

Comment 80

[Jane Finette]

Hi Tara 

as per our conversation with Slater. Happy to move forward with these designs. Lets go forward and create the other sizes now. Please also pause the "creative" button design for now until we're through Fx 4 GA. 

thanks for all your help!

Comment 81

[Jane Finette]

hey there -- just wanted to ping here about where we are with the buttons... any news? Thanks!

Comment 82

[Tara (musingt)]

Not sure why it's taking a while. I pinged Monique again to check.  Will let you know when I hear back!

Comment 83

[Tara (musingt)]

Attachment: Final Buttons

How are these ? :)

Comment 84

[Tara (musingt)]

Attachment: Screenshot 1

Comment 85

[Tara (musingt)]

Attachment: Screenshot 2

Comment 86

[John Slater]

Small nit, but do we really need to include "Here" on the small buttons? I'd vote to remove it.

Comment 87

[Jane Finette]

Happy to remove John & Tara if you still it still causes an issue. 

I'm very happy with the treatment of the 'Put the web on Fast-forward" buttons, but not so much with Fast, Fun, Awesome. As the bubble is uneven, it makes the button look unfinished and a bit cheap IMHO. Also the same deal with the wobbly line in the 468x60 version. can she tighten that up a little?

Comment 88

[Tara (musingt)]

Attachment: Button revisions

Cleaned up button design options.  I like the small one, but not the bigger version.  Do you guys at least like the way the "Fast Fun Awesome" is stacked?  

Slater, any suggestions on how to fix these to address Jane's comment?  It's a tough space to design for with all the text that we have.

Jane, the wobbly lines are the same as the ones used on the other buttons - they're taken from the line-break ornaments on the site.  But I did ask her to smooth out the corners of the bubble so it's more even.

Comment 89

[Tara (musingt)]

Can we edit the text on that button perhaps so she can play with the design more? Perhaps focus on: " Fast, Fun, Awesome " and just say "Firefox 4 + Download" ?  drop the "HERE".  ? Not sure if that helps a ton, but it might help her make these buttons better.

Comment 90

[Matej Novak [:matej]]

(In reply to comment #89)
> Can we edit the text on that button perhaps so she can play with the design
> more? Perhaps focus on: " Fast, Fun, Awesome " and just say "Firefox 4 +
> Download" ?  drop the "HERE".  ? Not sure if that helps a ton, but it might
> help her make these buttons better.

Not sure if this is crazy talk, but could we use "New. Improved. Awesomized." here? Or did we definitely want to call out fast and fun?

Comment 91

[Tara (musingt)]

I think we definitely need to have some consistency in the language being used across the buttons.  And I think we definitely need to call out "Fast", etc.  But I asked Monique to try dropping "HERE" and a few other things to see how that looks... if you have any other suggestions, please do pass them along...

Comment 92

[Jane Finette]

thanks all. tara - I'm much happier with the look in comment 90. Looking forward to them without "here"

Comment 93

[Tara (musingt)]

Attachment: Affiliate buttons small - FINAL w/out "HERE"

removed "HERE".  hope this works.
These are the final files for the small versions.

Comment 94

[Tara (musingt)]

Attachment: Affiliate buttons small - FINAL w/out "HERE" - Screenshot

Comment 95

[Tara (musingt)]

Attachment: Revised button style

we removed "HERE" and played around with sizing/placement.  I think they are better.  Do you have a preference?

Comment 96

[Jane Finette]

Hi Tara -- I do think these look much better without HERE. There is a small shadow, which looks more prominent on some than others. Are you fine with this from a design perspective?

Comment 97

[Tara (musingt)]

Thanks Jane.  Yah I think we're good to move forward here.  I'm leaning towards the version in the middle.  Unless you disagree..I'm gonna have Monique wrap these up today.

Comment 98

[Tara (musingt)]

Attachment: FINAL FILES

All buttons are zipped and attached as transparent PNGs.

Jane please let me know if you need the final files, I'm happy to send those over separately.  Also, did you still need to roll in translations? Please let me know.  Monique has someone available to help with that as well... but I need to hand off translated strings asap.

~T

Comment 99

[David Boswell]

Now that we have final files, who is familiar with the process of getting these onto sfx-images.mozilla.org?  Happy to deal with that in another bug, but would be helpful to know who to assign it to.

Comment 100

[Mary]

Hey there - I used to file a bug to get them added to the image repository.  Hope that helps.  Buchanan did it but he's now gone.  Perhaps assign Paulc or Mike Alexis?

Comment 101

[David Boswell]

Thanks Mary.  Bug 637866 filed if anyone wants to track it.

Comment 102

[Jane Finette]

Hi All - thanks so much for all the help, and to you David. That's really kind. 

I'll get back to you re: l10n asap.

Comment 103

[Ken Saunders]

Is there a way to get access to bug #626766

Comment 104

[Ian Hayward]

Hi Jane, same question here can I get added to bug #626766 please?

Thanks, Ian Hayward

Comment 105

[Jane Finette]

Hi Ken & Ian, I've added you both to that bug. thanks.

Comment 106

[Tara (musingt)]

Hey all.  Thanks for the feedback, comments, etc.  I'm closing this bug since we've broken the 100 comments line already :)  and we can open a new one for the translated strings - if we're still doing that.

Comment 107

[Jane Finette]

thanks tara. David and I are figuring out how best to do this. We'll file a new bug at that point.