Communicating content
      and/by/through design
                     Margot Bloomstein
                     Art Institut...
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              2
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              3
Now, let’s talk about you!




Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                           ...
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              5
Do you have a brand?




Appropriate, Inc. © 2010    #CCDAIB @mbloomstein
                                               6
You cannot not communicate.




                       Paul Watzlawick

Appropriate, Inc. © 2010            #CCDAIB @mbloo...
Every communication has a
       content & relationship aspect
       such that the latter classifies
                the ...
content & relationship aspect



                       Paul Watzlawick

Appropriate, Inc. © 2010            #CCDAIB @mblo...
content & relationship aspect

     your words




Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                       ...
content & relationship aspect

     your words             how you’d like
                           your audience to
    ...
how you’d like
                           your audience to
                           understand you


Appropriate, Inc. ©...
Do I understand the
        target audience?



                            how you’d like
                           your...
Do I understand the
        target audience?
                              Do I understand the
                           ...
Do I understand the
                             communication goals?

                            how you’d like
        ...
high-brow


                            how you’d like
                           your audience to
                       ...
high-brow
                     fancy
                              how you’d like
                             your audien...
innovative

                                 high-brow
                     fancy
                              how you’d ...
innovative
  experienced
                                 high-brow
                     fancy
                           ...
innovative
  experienced
                                 high-brow
       traditional
                     fancy
        ...
innovative
               conservative
  experienced
                                 high-brow
       traditional
       ...
new
         innovative
                 conservative
  experienced               lavish
              old     savvy
     ...
complex     new
          innovative              hurried
                 conservative        efficient
  experienced tec...
complex       new
          innovative leading edgehurried
        friendly conservative
  experienced technological      ...
friendly




                            how you’d like
                           your audience to
                      ...
friendly…
          more like Apple.




Appropriate, Inc. © 2010     #CCDAIB @mbloomstein
                               ...
more like Apple?




Appropriate, Inc. © 2010     #CCDAIB @mbloomstein
                                                27
more like Apple?




Appropriate, Inc. © 2010     #CCDAIB @mbloomstein
                                                28
Confident but approachable;
                an accessible market leader
              Simple
                Minimal detai...
Content strategy can
              help you communicate
              as a designer—
              and through design.



...
Content is the reason
              why people use the web.
              Get store hours & address
              Comment ...
What is content strategy?
             Planning for the creation,
             aggregation, delivery, and
             gov...
What is this about?
      How will we convey that?
      With what content types?
      How much?
      How often?

Approp...
How do you visualize the
      abstract without concrete
      terms?




Appropriate, Inc. © 2010     #CCDAIB @mbloomstei...
Make us look friendly
      How do you visualize the
      abstract without concrete
      terms?
                        ...
Start with a message
      architecture: concrete,
      prioritized brand attributes.




Appropriate, Inc. © 2010   #CCD...
Confident but approachable;
                an accessible market leader
              Simple
                Minimal detai...
Ground design and content
      decisions in the message
      architecture and creative brief.




Appropriate, Inc. © 20...
Ground design and content
      decisions in the message
      architecture and creative brief.
      Color scheme        ...
Brand-oriented content strategy
      can save time and design budget.
      • Prioritize key messages
      • Rally aroun...
Brand-oriented content strategy
      can save time and design budget.
      • Use real copy for unified concepts
      • ...
Brand-oriented content strategy
      can help you offer your clients
      predictability in their budgets and
      mark...
Organize photo shoots!
                     Anticipate additional
      predictability content types!
      for them… Rese...
Plan for specific content
                     types and exact character
      predictability counts!
      for you…      ...
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              45
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              46
Content strategy and visual design
      that share a message architecture
      and/or creative brief can foster a
      ...
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              48
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              49
Appropriate, Inc. © 2010   #CCDAIB @mbloomstein
                                              50
Additional resources
      •   Twitter: #contentstrategy
      •   SXSW Content Strategy workshop track
      •   ContentS...
Thank you!

      Margot Bloomstein
      Twitter: @mbloomstein
      mbloomstein@yahoo.com


      All logos and pictures...
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Communicating Content and/by/through Design

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Guest lecture to Josh Silverman's Design Specification class at the Art Institute of Boston on the role and benefits of content strategy in the context of visual design.

Presented by Margot Bloomstein (@mbloomstein) at Art Institute of Boston, February 5, 2010.

Published in: Technology, Business

Communicating Content and/by/through Design

  1. 1. Communicating content and/by/through design Margot Bloomstein Art Institute of Boston February 5, 2010 #CCDAIB Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 1
  2. 2. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 2
  3. 3. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 3
  4. 4. Now, let’s talk about you! Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 4
  5. 5. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 5
  6. 6. Do you have a brand? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 6
  7. 7. You cannot not communicate. Paul Watzlawick Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 7
  8. 8. Every communication has a content & relationship aspect such that the latter classifies the former. Paul Watzlawick Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 8
  9. 9. content & relationship aspect Paul Watzlawick Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 9
  10. 10. content & relationship aspect your words Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 10
  11. 11. content & relationship aspect your words how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 11
  12. 12. how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 12
  13. 13. Do I understand the target audience? how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 13
  14. 14. Do I understand the target audience? Do I understand the communication goals? how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 14
  15. 15. Do I understand the communication goals? how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 15
  16. 16. high-brow how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 16
  17. 17. high-brow fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 17
  18. 18. innovative high-brow fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 18
  19. 19. innovative experienced high-brow fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 19
  20. 20. innovative experienced high-brow traditional fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 20
  21. 21. innovative conservative experienced high-brow traditional fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 21
  22. 22. new innovative conservative experienced lavish old savvy informal high-brow traditional formal fancy relaxed stodgy casual how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 22
  23. 23. complex new innovative hurried conservative efficient experienced technological savvy lavish old modern informal high-brow traditional formal naïve wise smart fancy relaxed stodgyseasoned complicated detailed how you’d like casual simple your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 23
  24. 24. complex new innovative leading edgehurried friendly conservative experienced technological efficient lavishbleeding edge old savvy modern informal hip high-brow value-oriented traditional premium cool naïve formal cutting edge wisesmart fancy relaxed stodgyseasoned complicated detailed trendy how you’d like casual simple your audience to simplistic understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 24
  25. 25. friendly how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 25
  26. 26. friendly… more like Apple. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 26
  27. 27. more like Apple? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 27
  28. 28. more like Apple? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 28
  29. 29. Confident but approachable; an accessible market leader Simple Minimal detail with streamlined, unfussy ID Inviting, friendly, supportive but not fawning Accessible and not techie Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 29
  30. 30. Content strategy can help you communicate as a designer— and through design. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 30
  31. 31. Content is the reason why people use the web. Get store hours & address Comment on a post Find a product (and buy it) Share information Publish their pictures Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 31
  32. 32. What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 32
  33. 33. What is this about? How will we convey that? With what content types? How much? How often? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 33
  34. 34. How do you visualize the abstract without concrete terms? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 34
  35. 35. Make us look friendly How do you visualize the abstract without concrete terms? Make us look hip! Make us look traditional— but not conservative. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 35
  36. 36. Start with a message architecture: concrete, prioritized brand attributes. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 36
  37. 37. Confident but approachable; an accessible market leader Simple Minimal detail with streamlined, unfussy ID Inviting, friendly, supportive but not fawning Accessible and not techie Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 37
  38. 38. Ground design and content decisions in the message architecture and creative brief. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 38
  39. 39. Ground design and content decisions in the message architecture and creative brief. Color scheme Diction Typography Style & tone Information density Sentence structure Photographic style Content types Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 39
  40. 40. Brand-oriented content strategy can save time and design budget. • Prioritize key messages • Rally around concrete terms Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 40
  41. 41. Brand-oriented content strategy can save time and design budget. • Use real copy for unified concepts • Get it right in fewer rounds Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 41
  42. 42. Brand-oriented content strategy can help you offer your clients predictability in their budgets and marketing timelines. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 42
  43. 43. Organize photo shoots! Anticipate additional predictability content types! for them… Research case studies! Gather testimonials! Interview customers! Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 43
  44. 44. Plan for specific content types and exact character predictability counts! for you… Create more interesting templates! Anticipate user-generated content! Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 44
  45. 45. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 45
  46. 46. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 46
  47. 47. Content strategy and visual design that share a message architecture and/or creative brief can foster a cohesive, consistent, and richer user experience. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 47
  48. 48. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 48
  49. 49. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 49
  50. 50. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 50
  51. 51. Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track • ContentStrategy.com  Google Group • Content Strategy knol Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 51
  52. 52. Thank you! Margot Bloomstein Twitter: @mbloomstein mbloomstein@yahoo.com All logos and pictures are property of their respective owners. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 52

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