Cross Pen offers website with flash

COMPANY: Cross Pen Computing Group
WHERE TO FIND IT: www.cross-pcg.com
CRITIQUE: The Web site for this new division of A.T. Cross, the venerable maker of fine writing instruments, is a refreshing change from marketing efforts surrounding the parent company. Forget the wheat, gold and forest-green hues of www.cross.com, as well as the product shots evocative of high school graduations and job promotions. This is about flash, not familiarity, in keeping with the PCG’s motto “redefining the pen in the digital age.”
NAVIGATION: A general menu with a roll-over feature occupies the top right corner of every page. A product-specific one forms a circle dominating the home page. It reappears as a hypertext arch in the top left corner of consecutive pages, as does an on-line store link. The site’s clean-bordering-on-stark look has less to do with font and color choices (all but the home page has a white background) and more with the sheer absence of clutter.
CONTENT: The site’s content is product-oriented and not very original save for “PenPals.” This message board lets product owners share tips and testimonials with fellow users and talk about how they use their new toys. Those who would make suggestions or complain are welcomed to do so, but directed to the company mailbox. For expert advice or customer support, viewers are encouraged to click on “Tech Talk.”
USEABILITY: It’s unlikely someone would order a PCG product — designed in conjunction with IBM — online before testing it in person. But the virtual store looks like it would come in handy for busy people who don’t want to track down accessories to say the CrossPad — a portable digital notepad (PDN) that lets a person take notes in ink on paper and then upload his or her handwriting to a personal computer. On-line product registration is another convenience. The computerized form complete with questionnaire is somehow less daunting than those post cards with tiny boxes that nag from the junk pile. Besides, foregoing the U.S. Postal Service and Cross’ data entry person can result in a reward. Register your CrossPad or CrossPad XP on-line and get 5 ink refills for your CrossWriter Digital Pen.
DESIGN: The electric blue home page is eye-catching; and the product shots are big and sharp. It’s not a cookie-cutter site. However, the wow-factor is missing.
WHO CREATED IT: TVisions, Cambridge, Mass. (www.tvisions.com)