I've always been fascinated by magic. Of all the props at a magician's disposal, a simple deck of playing cards are the most recognizable and accessible. As you might imagine, I own about as many decks as Kevin owns keyboards. Red decks, blue decks, black decks, clear decks. Svengali, "stripper" and "invisible" if we're getting tricky. I'm getting off topic... let me take a step back.
Above: A few decks of cards I had on hand here in the office.
I was at a local toy store with my 3.5 year old and found myself checking out some simple games we might enjoy while he hovered over the obligatory train table nearby. They had games for all ages and tastes, but most were fairly convoluted or firmly outside of his skill set. I saw a box that simply said "Go Fish" and wondered what the manufacturer had done to add some new life to such an old and familiar game. Upon reading the box, I realized that they had not made any effort to complicate the game or raise the stakes. I've got approximately 36 decks on hand at home that would do the trick so to speak. It seemed the only value being added was in the colorful design of the cards, which had great campy illustrations of aquatic creatures for each number. I let out an audible laugh when I saw the asking price (nearly 4 times as much as an ordinary deck), and kept looking for other games.
Several loops around the store later and I ended up back at the "Go Fish" box. Moments later I was at the register with cards in hand. Call it an impulse buy, but something convinced me to go for it. I immediately doubted my decision, wondering if he would even have the focus to play an entire round. He can count really well, but could he identify the numbers? Oh and how could I explain the rules to someone so young. I think I took for granted how simple it seemed to me when I used to play. Maybe I wasted that money, which could have gone towards a model jet or that sweet "Explorabook" collecting dust.
Later that evening we sat down on the carpet and I fanned the cards in front of him as I explained the rules. To my surprise, he picked it up immediately, and was talking trash after two games. Just as I suspected, his counting was great, but recognizing the numbers was still tricky. Luckily, each illustration was different, and cleverly represented the number on each face (starfish was 5, octopus was 8, and a seahorse shaped like a 7 for example). There were no kings, queens, jacks, or aces. No suits either, just numbers and fish.
We played a staggering 15 games, which gave me plenty of time to ruminate on why this was such a hit. It dawned on me in such a simple and obvious way that to even write about it seems silly.
All day at work, we talk about the importance of content. Simplicity. Knowing the audience. Removing the unnecessary. Cohesiveness and conceptualization. Design. Usability. Customization. Delight! This goofy card game was a microcosm of every theory and practice we deal with (pun intended) here at iMarc. Proof on a small scale that if you truly think and care about these concepts, the result will not only surprise you, but will really please your visitors.
Go fish!
