I saw something today that disturbed me a bit (see pic). What you see is a free icon set I found with the standard 30, 60 and 90-Day Money Back Guarantee emblazoned in gold. I’ve been seeing similar graphics on websites more and more lately. We’re partly at fault because FutureNow helps businesses of all sizes by recommending design elements like these be put on their “to-do list.”
The disturbing thought is that if this style of “starburst” guarantee seal has become so popular that there are free, downloadable icon sets out there, isn’t that beginning to hurt their credibility? If everyone’s assurances are copycats, can a devastating loss of credibility be far behind? When something becomes a commodity, it loses value.
I don’t fault the designer, who was simply satisfying a perceived demand and trying to promote themselves and make a living. But, I think we’re hurting ourselves as digital marketers when we settle for the same old generic approach.
When it comes to security, consumers do want to see the same badges across the Net; think Verisign, McAfee, and Digicert. But, when it comes to business guarantees, I believe seeing the same badges across the Net will hurt credibility over time; it almost has to work that way.
So how do we fix this and make sure consumers find us credible over the long haul?
Aside from my example, I’ve not seen much creativity in this area of web design. Does anyone have examples they’d like to share of great, custom guarantee graphics? We promise not to copycat you