LessFuss Design

I’ve heard it said that the losers from Microsoft having to provide a choice of browsers on new installations of Windows 7 in Europe will most likely be Microsoft themselves. I’m not convinced. I think there’s a basic reason why Microsoft’s browser will continue to have significant market share – it’s browser’s name.

Anyone who works with the web, particularly in web development (and especially front-end coding) knows that the standards-compliant browsers are better than Internet Explorer. Browsers like FireFox, Chrome, Safari and Opera have better standards support, better support for new and emerging technologies, and they’re faster too.

But to assume that this will automatically manifest as increased market share for these browsers – in other words, to assume that new Windows 7 users in Europe know or care about standards support and whether their browser can do CSS3 border-radius – is a bit of a leap of faith.

As a new Windows 7 PC customer who knows diddly about the browser wars or the merits of each one, the thing I’d want to do most is get online as quickly and as painlessly as possible. When told I need to first of all choose the software that’s going to let me to do that, I’m going to want to get that step done with as soon as possible. And for that, I’m probably going to choose the one that looks most like the thing I need. And, face it, that’s probably going to be informed most of all by it’s name.

Take a look at the names and logos of the main browsers on the ballot screen, and there’s really only one that you can associate with getting online:

Google Chrome

People will recognise the name Google, and that alone will probably encourage a number of people to give it a try. But the logo looks like a version of the 80s Simon Says game that didn’t make it through Quality Control, and the name Chrome isn’t even vaguely associated with web browsing.

FireFox

Neither name or logo say much about what (or how good) the browser is, so you’re relying on peoples’ knowledge of it as the second most commonly used browser.

Safari

At least the word safari and compass logo have connotations of going somewhere and adventure, and I think it will do OK – depends on a new Windows 7 customers’ experience with using other Apple products.

Opera

A big red O and the word Opera. Say no more. At least it does include the word ‘browser’ alongside the logo in the choice screen.

Internet Explorer

Oh hello, look here – one that actually uses the word Internet. Bingo. And, Explorer is a pretty damn good noun to have after it. The Giant ‘e’ logo will probably also be the most recognisable to the majority of people, and Microsoft’s opening line on the choice screen is ‘the world’s most widely used browser’. (At least that’s what it says for now…)

For my money, there’s only one browser here that describes what it does on the tin to customers. The fact that it’s the worst browser of them all, on so many levels, doesn’t mean we should assume it will crash and burn now that choice has been given to the customer from the start – because the average new Windows 7 customer’s choice simply won’t be informed by the same knowledge (or vested interests) as those of us who have to work with the damn thing day in and day out.

Put your knowledge of the browsers to one side and see it as a new Windows 7 user. Because if all I wanted to do was get on Facebook as fast as I damn well could, and I didn’t give a monkeys about standards, CSS support or Acid Test results, I know which one I’d probably choose.

How about you?