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. …

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.

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  • 1. Communicating content and/by/through design Margot Bloomstein Art Institute of Boston February 5, 2010 #CCDAIB Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 1
  • 2. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 2
  • 3. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 3
  • 4. Now, let’s talk about you! Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 4
  • 5. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 5
  • 6. Do you have a brand? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 6
  • 7. You cannot not communicate. Paul Watzlawick Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 7
  • 8. Every communication has a content & relationship aspect such that the latter classifies the former. Paul Watzlawick Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 8
  • 9. content & relationship aspect Paul Watzlawick Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 9
  • 10. content & relationship aspect your words Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 10
  • 11. content & relationship aspect your words how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 11
  • 12. how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 12
  • 13. Do I understand the target audience? how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 13
  • 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. Do I understand the communication goals? how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 15
  • 16. high-brow how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 16
  • 17. high-brow fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 17
  • 18. innovative high-brow fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 18
  • 19. innovative experienced high-brow fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 19
  • 20. innovative experienced high-brow traditional fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 20
  • 21. innovative conservative experienced high-brow traditional fancy how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 21
  • 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. 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. 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. friendly how you’d like your audience to understand you Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 25
  • 26. friendly… more like Apple. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 26
  • 27. more like Apple? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 27
  • 28. more like Apple? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 28
  • 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. Content strategy can help you communicate as a designer— and through design. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 30
  • 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. 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. What is this about? How will we convey that? With what content types? How much? How often? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 33
  • 34. How do you visualize the abstract without concrete terms? Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 34
  • 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. Start with a message architecture: concrete, prioritized brand attributes. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 36
  • 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. Ground design and content decisions in the message architecture and creative brief. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 38
  • 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. Brand-oriented content strategy can save time and design budget. • Prioritize key messages • Rally around concrete terms Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 40
  • 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. Brand-oriented content strategy can help you offer your clients predictability in their budgets and marketing timelines. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 42
  • 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. 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. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 45
  • 46. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 46
  • 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. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 48
  • 49. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 49
  • 50. Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 50
  • 51. Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track • ContentStrategy.com  Google Group • Content Strategy knol Appropriate, Inc. © 2010 #CCDAIB @mbloomstein 51
  • 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