{"id":17270,"date":"2024-09-26T11:38:03","date_gmt":"2024-09-26T10:38:03","guid":{"rendered":"https:\/\/blog-content.thortful.com\/?p=17270"},"modified":"2024-09-26T11:38:03","modified_gmt":"2024-09-26T10:38:03","slug":"moderation-101-part-3-impact-and-sentiment-checks","status":"publish","type":"post","link":"https:\/\/blog-content.thortful.com\/moderation-101-part-3-impact-and-sentiment-checks\/","title":{"rendered":"Moderation 101: Part 3 \u2013 Impact and Sentiment checks"},"content":{"rendered":"\t\t
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Welcome back to Moderation 101! This section is all about the copy on the design as well as the purpose and meaning behind the design. Let\u2019s dive right in.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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1.) Readability: <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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It\u2019s very important for a customer to be able to understand the design as soon as they see it while scrolling. If a design doesn’t catch their attention or if they don\u2019t immediately \u201cget it\u201d, they’re unlikely to take time to figure it out. Being able to easily read the text on a small thumbnail while browsing the site plays a key role in whether a customer pauses to explore a design or simply scrolls past it.<\/p>

When moderators spot a design with overly small text, they\u2019ll question if it’s the best way to present the message or if the text is even necessary. This is especially important when the hard-to-read text adds a cheeky or edgy punchline, as customers may not catch it while browsing, which could lead to surprise (or disappointment) when they see it in person.\u00a0<\/span><\/p>

Other factors that are likely to make moderators question a design are:<\/span><\/p>

  1. How does the colour affect the readability of the copy? (e.g. a yellow font on a white background is unlikely to get past a moderator)<\/li>
  2. How do the flourishes (the calligraphy\/lettering loops) affect the readability of the copy? This especially applies to hand drawn calligraphy.<\/span><\/li>
  3. How does the weight of the font affect the readability of copy? Does it blend into the background? Would it benefit from a box around it to highlight its presence? Could it be bolded?<\/span><\/li><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    2.) Font <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Fonts can make or break a design – you can spend ages working on a stunning illustration, but if you pick the wrong font for the caption, it can throw the whole design off. It is really important to get 3 things right when it comes to font:<\/p>\n

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    1. Originality: very commonly used fonts (e.g. Times New Roman, Arial, Helvetica\u2026) will often make a design feel more amateur to a customer (and to a moderator). Because these fonts are so easily accessible, they make it look like less effort went into a design – the last thing we want is for a customer to think \u201cI could have done that myself.\u201d<\/li>\n
    2. Balance: we covered this in Moderation 101: Part 2<\/a>. The font style has to work with the illustration style for the whole design to look cohesive. For example, if you have a very cute, bubbly illustration with lots of rounded shapes, a font that has sharp, 90\u00b0 angle corners is likely to look out of place. Ensuring the different elements of the design don\u2019t look disjointed ensures a visually cohesive design that is likely to appeal to more customers.<\/li>\n
    3. Readability (covered above)<\/li>\n<\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      3.) Interpretation <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Can we clearly see how this design is a greeting card? Sometimes we will question a design based on it looking more like a meme or a print than a greeting card. When we\u2019re evaluating a design, in order to merchandise it properly and help customers find it, we need to truly know what purpose it\u2019s fulfilling as a greeting card. This doesn’t mean every birthday card needs to have the word \u201cbirthday\u201d on it or reference ageing, but we need to be able to identify a situation\/occasion and a relationship between sender and recipient that makes it impactful as a greeting card. Some cards won\u2019t reference an occasion\u2013usually the more arty designs\u2013but they are still impactful because we can identify a specific audience that they appeal to.\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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      4.) Commerciality\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Unlike Interpretation<\/i>, when we question the Commerciality of a design, we usually understand why the design is a greeting card, but we question whether it is an effective or impactful greeting card altogether. In other words, we see what you\u2019re trying to do, but we don\u2019t think it works effectively. When it comes to funny designs, we usually understand the joke, but we don\u2019t think it\u2019s very funny; when it comes to heartfelt designs, we don\u2019t feel like they pull on the heartstrings enough; when it comes to arty or design led cards, we might think they look too basic or amateur.\u00a0<\/p>

      When we moderate, we don\u2019t just think of the design in question, we also have to consider what other designs it\u2019s likely to sit beside on the website when customers scroll through to find their perfect card. As a result, we need to consider whether the card would add to the catalogue, bringing newness and standing out, or whether it would be outshined and missed amongst the rest.\u00a0<\/span><\/p>

      Especially when it comes to simple designs or designs that rely on greeting card cliches (e.g. popular puns, otters holding hands\u2026), it\u2019s not likely for a new design to be original, which means it needs to feel sufficiently different from existing ones to be considered for the catalogue. Otherwise, we just end up overwhelming our customers with too many choices of slightly different designs.\u00a0<\/span><\/p>

      On the other hand, designs that are hyperspecific are also called into question during moderation due to their nicheness and unlikely commercial potential. Sometimes we find ourselves moderating cards that feel like they\u2019re in-jokes that might make sense to the Creator but aren\u2019t part of the wider public lived experience.<\/span><\/p>

      Commerciality and Interpretation are elements that can be questioned due to the subjectivity of the moderator\u2013we all have a different sense of humour and different design preferences which means we\u2019re all biased in one way or another. Consequently, we constantly lean on each other as moderators, asking opinions from the wider thortful team to ensure cultural and generational perspectives.<\/span><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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      5.) Appropriateness<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Is the subject of the greeting card inappropriate? Similar to Political bias in\u00a0Moderation 101: Part 1<\/a>, we won\u2019t approve cards with subjects that have cruel intentions or reference very human or sensitive matters. We consider these on a case by case basis, often involving our Brand Team because of the impact your designs have on the thortful brand. On some touchy topics, after evaluation, we\u2019re happy to take the risk and let customers decide whether it\u2019s content they want to see or not, and other designs we feel glorify the wrong people or bring attention to topics that don\u2019t align with thortful\u2019s brand and customers.<\/p>

      And that\u2019s a wrap! This 3-part moderation blog series has hopefully helped shed some light as to how our moderators consider and evaluate every design that is submitted in order to decide whether to add it to our ever growing catalogue.\u00a0<\/span><\/p>

      We will be releasing a BONUS blog that compiles all the different elements mentioned throughout the series into a handy cheat sheet that you can use to pre-moderate your designs before uploading them.\u00a0<\/span><\/p>

      Happy creating!<\/span><\/p>

      Team thortful\u00a0<\/span><\/p>

      \u00a0<\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      Welcome back to Moderation 101! This section is all about the copy on the design as well as the purpose and meaning behind the design. Let\u2019s dive right in. 1.) Readability: It\u2019s very important for a customer to be able to understand the design as soon as they see it while scrolling. If a design…<\/p>\nRead More<\/a>","protected":false},"author":24,"featured_media":17283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[533,1],"tags":[],"acf":[],"yoast_head":"\nModeration 101: Part 3 \u2013 Impact and Sentiment checks - thortful<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog-content.thortful.com\/moderation-101-part-3-impact-and-sentiment-checks\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Moderation 101: Part 3 \u2013 Impact and Sentiment checks - thortful\" \/>\n<meta property=\"og:description\" content=\"Welcome back to Moderation 101! 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