Actually, I prefer Spiderman. Or Batman. Or Wolverine… superheroes who are humans with some special powers born from a tragic event. Not some alien who just happens to look like a human being. Mostly, though, it drove me NUTS that people (namely Lois Lane and Jimmy Olsen) couldn’t tell that Clark Kent was Superman. Puh-lease! They look exactly the SAME - save the curly cue hair, the glasses and the ridiculous speedo-y outfit.

Clark Kent = Superman (CLEARLY)

I highly doubt that if I took off my glasses and donned some spandex that people wouldn’t recognize me. Granted, the actual comic book version adds a few muscles to Superman, but it’s still pretty obvious. So – annoyed by the sheer stupidity of the folks of Metropolis, I refused to partake.

Then I realized that I’m contradicting myself. I have long rallied against calling the same thing something different – it confuses people. Case in point: Holcomb Bridge Road and Route 140. This road is an exit on Georgia 400 north of Atlanta. I’m driving up to Roswell on GA 400 for the first time and I see a sign just past exit 5 that says ‘Holcomb Bridge Road Exit 7’. Perfect. I’m at exit 5, Holcomb Bridge is at exit 7 – do the math. I pass exit 6 and I know I’m on the right track. Then – a sign – “Route 140 East - Norcross Exit 7a : Route 140 West - Roswell Exit 7b”. WHAT? Where’s Holcomb Bridge Road? Where’s just plain Exit 7? I’m going to Roswell… do I take A or B!!?? Luckily, I had the forethought to actually look at a map before we left and I knew that my destination was east of 400. The point is, I didn’t know that Route 140 is also Holcomb Bridge. Same Road, different names. I didn’t know if I was in the right place.

Now, I could see how people miiiiight not pick up that Clark Kent and Superman were one in the same. If they’re called something different and dressed differently, it makes sense that people wouldn’t necessarily see the connection – especially in different contexts. I had some context for Holcomb Bridge Road… I had seen it on a map. I had seen the sign back at exit 5 telling me it was at exit 7. I had enough information to make the connection. But, for a few seconds I almost panicked and caused an accident because I couldn’t decide if that was the right exit. For Superman and Clark Kent the situation is a bit different.

If the average citizen sees Superman during a daring rescue, then sees Clark Kent a few days later in the supermarket, they may not make the connection at all. How many times have you seen a neighbor or coworker out somewhere that you never expected to see them? Did you recognize them right away? I exit 400 at Holcomb Bridge every day, and the sign –while it still bugs me to no end – doesn’t impede my ability to do so. Of course, I still can’t resolve how Lois Lane and Jimmy Olsen can see Superman and Clark Kent all the time and not make the connection! Ok, I’m back to being annoyed at Superman. I’ll stick to Spidey. No way you can tell he’s Peter Parker. AND – he has better tights.

Peter Parker = Spiderman

The point is, when you name something on your site or on any signage (say in a building) the navigation or signage should match the destination. If you click on Shoes, the page shouldn’t say ‘Footware’ (you clicked ‘shoes’, the page should SAY ‘shoes’). People need context and a sense of ‘where they are’ and ‘who and what is around them’. They may take a chance and see if it’s the right choice, then they’ll know that what they clicked is the same and won’t need the connections anymore. On the other hand, they may just decide that what they’re looking for isn’t on your site and leave. Are you willing to take that chance?