Batman is scary looking.  To say he’s intimidating would be an understatement.  He dresses in black from head to toe, he has long, pointy ears, bulging muscles and spends his time beating people up.  Don’t get me wrong; I realize he’s one of the good guys.  He’s probably the coolest looking super hero of the bunch.  That black cape and the array of gauges on his utility belt define the cutting edge of cool.  Here’s my point.  If you didn’t know who Batman was and what he stood for, you’d run as fast as you could in the other direction if you ever saw him walking toward you on the street. 

Unfortunately, many companies aspire to emulate the “cool, super hero” look of the caped crusader on their home page without conveying two very important points –
1) What the company stands for.
2) How the company will attempt to rescue the web visitor in their time of need with easy to find information.  [Read more...]