Law on the front of a napkin


Finding ideas for goodmoodlaw on the slopes in Arapahoe Basin, Colorado. Life is good.

Here is a strong example of an experiential approach to legal communication: the skier’s responsability code is not only on large posters near the lifts, but also shows up in the restaurants.

The napkin presents a summary of the code. I will deconstruct the information design into  a few building blocks:

1. Simple but effective icon, associating with traffic signs.

2. Plain language, mostly phrased in positive statements.

3. Clear  information design. Shapes, numbers, visual rhythm.

4. Logical practical form: people use napkins in ski resort restaurants.

5. Affordable solution on recycled paper. The napkins are being provided anyway.

6. Multi-sensory law: People pick up this piece of legal information, they use it and they actually touch it with their mouth. Some people might even kiss the rules without noticing. It smells like recycled paper. It makes a rustling sound. Visual support of the message. It also sends a message of lawyers and communicators who care and have thought about  how to package and present the rules, in order to connect with their customers.

Read more: Experiential Marketing – How to get Customers to Sense, Feel, Think, Act, Relate   by Bernd Schmitt.

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