Customers, employees, investors and other stakeholders want to know that your organization takes the environment seriously. Your site’s eco-branding pages should be crafted with as much care as your product pages. To illustrate what to do and what not to do when creating your eco-branding pages, we’ve compared the eco-branding pages of the two largest software competitors below.
Let’s start with what not to do:
- cluttered page
- heavy with small text, mostly undifferentiated
- ambiguous message
- lack of specific measurements
- no meaningful graphics
For such a massive company, in an industry that faces many environmental challenges, Microsoft’s eco-branding pages are shockingly dismal. They appear as an obligatory after-thought.
Apple, on the other hand, sets a shining example of what an eco-branding page should include.
Apple’s page does many things right.
- from the top, succinctly presents Apple’s environmental corporate values statement
- it is extremely easy to navigate to specific points of interest
- clearly states specific facts and figures in a scannable and visually interesting way
- uses simple infographics to illustrate key figures
- there is not an ounce of ambiguous jargon
- it is quite simply, a beautiful design! this in itself shows visitors that Apple cares enough to put the same level of effort into designing their eco-branding pages as their marketing pages.
Did we miss any points? Do you have other examples of what to do and what not to do? Please share!