Brand Strategy Marketing Campaign Brand Design Boldfish

Bite, snack, meal consumable content

Unfortunately, consumers aren’t patient

The fact that so many people now view the world on a mobile device has spelled an inevitable change in design. The landscape in which we work is rife with complexity and competition which can be paralysing for consumers. The future belongs to the clear and concise communicators and bite sized content has evolved over the years with social media platforms shaping the way users consume content. Today’s consumers, empowered with devices and technology, are using the tools at their fingertips to make more informed choices. They want amazing content and experiences on their favourite devices, every minute of the day and align with brands that excite and enrich their world. Their expectations are high and continuing to evolve and if an experience is not well designed, they will simply choose to take their business elsewhere, and quick.

Keeping content simple and familiar

A recent Google survey [1] investigated how users’ first impressions of websites are influenced by two design factors:

  1. Visual complexity — how complex the visual design of a website looks
  2. Prototypicality — how representative a design looks for a certain category of websites

The results showed that both visual factors played crucial roles in the process of forming an aesthetic judgment. People were able to form a stable first impression within 17 milliseconds (the average blink of an eye takes 100 to 400 milliseconds) so they need to have almost immediate insights into the brand story and its offerings.

It was also interesting to note these two factors are interrelated: if the visual complexity of a website is high, users perceive it as less beautiful, even if the design is familiar. And if the design is unfamiliar – i.e., the site has low prototypicality – users judge it as uglier, even if it’s simple. The take away for web design therefore is to remove the unnecessary so the necessary can shine. Go for a balance of simplicity and familiarity to help provide a positive insight to your brand and maximise the milliseconds you have to connect.

Bite, snack, meal strategy

One approach called the ‘Bite, snack and meal approach‘ is a content writing and editing strategy first put forth by Leslie O’Flahavan in 1997 and was popularised later in 2001 [2]. Using the analogy of a dinner party it involved a method of chunking content into manageable portions to provide an appetite for a variety of web visitors.

  • Bite – a headline with a message (to drive users to next level of engagement)
  • Snack – a concise summary that provides enough information for a content overview
  • Meal – the full, original content

With the rise of social media and mobile devices this strategy has become even more relevant today. Bite sized content is an excellent way to engage and delight your readers and provide various layers of information. It’s small, digestible, and extremely prolific. Some will nibble at content, some will spend more substantial time with it and others will dive right in to get the most possible out of the content.

Rohan Berzins
Creative Director – Boldfish


Rohan is the founder of the brand-led creative agency Boldfish ( specialising in brand strategy, campaigns and communications. He brings a wealth of experience having worked with a diverse range clients and industry sectors ranging from startups right through to global leaders for over 18 years.