Why personas are antiquated (and what you should use instead)

Personas are antiquated… this coming from someone who has relied on and written about them for years. For years at 3.7 Designs, we’ve created personas during the design discovery phase. I recently realized that the traditional marketing persona is no longer a relevant practice. The keyword here is “traditional.” At 3.7 we’ve adopted a practice […]

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History of Design in Michigan

While most known for automotive, Michigan has a rich history in design. As a designer myself, I wanted to learn more about Michigan’s design roots. Not knowing what to expect, I found Michigan is home to many historic designers, several innovative design-forward companies, and top design schools. Automotive is a source of Michigan pride, but […]

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Modern Website Deliverables

You’re hiring a web designer or providing web design services, what’s included in a normal project? In other words, what are the deliverables, and the use of a membership website builder could be essential for this. Let’s start by defining what a deliverable is. Wikipedia defines a deliverable as: …a tangible or intangible good or […]

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Hooked: How to engage your website audience in one second or less

You have less than one second to make the right impression. Almost immediately after landing on your website users will make an uninformed, mostly subconscious judgment about what type of organization they’re interacting with. This initial judgment will largely be influenced by layout, design, and visual tone. It will not only influence the rest of […]

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Why Your Website Doesn’t Generate Leads (and how to fix it)

You’re homepage is beautifully designed. It’s clear all the ways you can help. You’ve articulated why someone should hire you. You’ve validated your claims through case studies and testimonials, yet… You’re not getting the volume of leads you need. Sure they trickle in every month, but it’s not enough to grow your business. What are […]

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Does your website need to be beautiful?

When I first started designing websites in the 1990s, I focused most of my attention on creating striking visuals. In my defense, I was typically designing gaming websites with only the occasional local business… but my goal was always to design a site that looked “cool.” In the early 2000s I stumbled across a website […]

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Fight or Flight: Which Emotion Does Your Website Evoke?

Are you a logical individual? Do you carefully consider all options before making a decision? Are opinions shaped primarily through facts and reasoning? If you answered yes to these questions, you’d be wrong. We are all emotional beings, and our emotions are the root cause of our thoughts and behaviors. Our logical, conscious thoughts simply […]

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Astra Pro with Gutenberg Review – Practical Application

At 3.7 Designs we have an array of strategies we use to solve business problems. For example, when it comes to redesigning a website we might recommend recommend a completely custom design that starts with a design discovery engagement. Typically this process can take three to six months with ample time upfront to research the […]

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Does the hero image matter?

An overwhelming majority of websites incorporate the “hero image” design pattern. This is where a large, visually impactful image is used at the top of the page along with key messaging to emotionally engage the target audience. As one of the first elements one sees, the actual imagery used is often subject of attention during […]

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