The next step in micro copy: micro-moments
The Spinning Beach Ball of Death. The Marble of Doom. The purgatory of the digital world. Whatever you call them, loaders and progress bars are a special kind of infuriating. London-based director Raphael Vangelis was (like the rest of us) so bored of swearing at his computer, that he created a series of beautiful animated vignettes inspired by the familiar loading screens we all know and hate.
With more and more brands taking the Innocent approach to personality, this format is a big opportunity. Simply, it’s another way to evoke personality and tone – fast becoming a brand’s most valuable currency. With many already engaging their users by turning the once totally uninspiring into something exciting (there’s a book idea in the array of fun 404 pages – like Hillary Clinton’s for her campaign website), this could be the next step on from witty micro-copy – looking at how we make every second of the user journey tailored to us.
However long it takes, the wait can’t possibly be as painful as watching the Apple rainbow wheel spin.