In brief: An HTML tag attribute adds a property or value to an element, for example a link target, an image’s alternative text or a language. The name without context is sometimes confused with a brand attribute.
How I use Tag attributes in practice
With a Tag attribute, I first name the audience, situation and one change the message should bring about. I choose proof and format according to where a person will see the message, not according to my personal preference for a channel. Before publishing, I check whether the main meaning survives shortening, a small screen and being taken out of context.
What to watch out for
A common mistake is copying the form of a successful campaign without understanding the situation. With a Tag attribute, context, distribution and the next step all matter. An idea alone, without the capacity to respond and deliver the promise, can create more of a problem for a company.
Questions for decision-making
- Whom exactly does the message help, and in which situation?
- What one meaning should a person take away?
- Which proof supports the main promise?
- How will we capture a quality response, and what will follow?