A SOLD sign is something we all know well. We understand it – a seller has made a sale. Their property has been sold to a buyer. However, Reynolds has a different take on this.
Instead of referring to the seller as the focused subject, they turn it around and focus on the buyer. It’s an interesting take on the norm. I wonder what made them break away like this? Was it intentional, or was it simply to be different? If it were conscious, it tells me they’re trying to highlight the happy new owner of a property, not the seller, the one giving their home over to someone else. It’s a very subtle distinction. The marketing psychology suggests that Reynolds lean towards the buyer, not the seller. In the property game, an agent is always questioned about their loyalty; are they trying to get the best deal for the seller or buyer? A SOLD board would indicate that the main objective was to sell the house and get the best deal possible for the seller, a situation not necessarily in the buyer’s favor. A PURCHASED sign suggests to me that the buyer is the one who came away better off.
The use of this single word on a board made me think about how important it is to choose your words carefully in every situation, especially in software applications that are exposed to millions of people on the Internet. A software application has various actors, each with different needs, different goals and often very different approaches. Your application’s success depends on clear, concise and relevant communication throughout the actor’s journey. Make sure you use the right words.