When I was growing up, the Internet was not available to the public so going to the local library and understanding the Dewey Decimal System were required for any type of serious school work. The advantage of having to go to the library was that you would learn facts by accident, since you would always find something that was interesting that was not directly relevant for the schoolwork that you were researching. I must admit that I was an avid bookworm who loved picking up huge books full of information and reading them for no reason other than curiosity. Visiting the library was an exciting pastime that enlarged my understanding of the world.
The Internet has changed that. Children today want information instantly. They do not use card catalogs, but instead they "Google." Because of this reality, it is increasingly difficult to get children to walk in through the door of a library. Being a father of five, I know that today’s younger generation relies heavily on the Internet for its research and information. They do not even use encyclopedias like the Encyclopaedia Britannica. Instead, they look things up in the free and user generated Wikipedia.
How can libraries thrive in such an environment? They must be seen by children as exciting destinations that are linked to the Internet and that can provide a rich multimedia experience including books, DVDs, magazines and Internet access. Many libraries have already transformed themselves into rich information centers. This is a winning strategy that must be coupled with a strong marketing message. Children and other visitors must know what they will be getting if they visit the library. That is where an excellent web site makes the difference; it is the ultimate public relations tool.
My firm, Alonso Consulting, has been designing web sites for libraries for over two years. We designed a site for the West Milford Public Library that won the New Jersey Library Association’s Public Relations award for 2007. We have also designed web sites for Palisades Park and Butler Library in New Jersey. The Palisades Park site not only showcases the library as an exciting community resource, but also presents some information in Spanish and Korean–two significant audiences in the area. Our involvement in the project included visiting the library several times to plan the site, taking photographs, creating multiple designs and developing the selected design complete with pictures, text and bright colors that would attract people. The goals of the library director, Susan Kumar, were met with the design. She wanted a site that was colorful, informative and modern in every way.
Libraries with an unattractive web site, or that look outdated, will not get the same attention as a bright, friendly site. When I search the Internet for libraries,I frequently find sites that are created by volunteers that have minimal experience with designing usable web sites, or with picking colors and pictures that work on the web. In fact, many library sites were created with a Microsoft Office FrontPage page generator several years ago. Although libraries are fortunate to have volunteers willing to help them with their efforts, they are better served by a professional effort. A web site designed by professional services firm can expand the reach of the site through the use of design principles and expertise that will draw in more viewers. A professional effort can also help the site get a higher rank in search engines like Google which will also draw in some of the younger audiences that the libraries need.
Libraries of all sizes need to present what they offer in a way that makes local "customers" want to come in and browse. If this is done, libraries will continue to be important disseminators of information and knowledge. I’m rooting for their success. I really want my children to experience the joys of reading and learning that are uniquely available in a library.
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