Bookmark

A Bookmark is a term with two distinct meanings, one physical and one digital, both relevant in marketing and design.

1. Print/Merchandise: It is a physical object, usually a strip of cardboard or another material, designed to hold one's place in a book or diary. In marketing, it is a popular promotional gadget.

2. Web/Browser: It is the function in a browser (such as Chrome, Firefox, Safari) that allows the user to save the address (URL) of a specific web page so that they can quickly revisit it, without having to search for it or type it in.

What It's For / Why It's Important

• Physical Context: As merchandise, it is a low-cost but high-visibility marketing tool. It serves to keep the brand (logo, contact details, slogan) literally 'in front of the client's eyes' during a moment of relaxation (reading), associating the brand with a positive and useful experience.

• Digital Context: For the user, it is used to organise their online resources. For those managing a website (marketing/design), it is an indicator of engagement: if a user saves your site to their favourites, it means they consider it a valuable resource and intend to return.

When It Is Used / In What Context It Is Useful

• Physical: It is designed (Graphics) and printed (Print) to be distributed at trade fairs, events, as a free gift attached to a purchase (e.g. in a bookshop), or as part of company merchandise.

• Digital: In Web Design, the Favicon (the icon that will appear in the favourites bar) is designed so that the bookmark is recognisable. In web development, functionalities can be included to facilitate saving the page.

Practical Example

• Physical: A local library printing bookmarks with its opening hours and services offered, distributing them for free at the counter.

• Digital: Clicking the 'star' icon in the Google Chrome address bar to save an interesting article and read it later.