the forth, fifth, sixth, and
I'm an interaction and experience designer - I've spent 15 years working on this screen (computer), and the last 7 years working on
this screen (phone). Only a dalliance with interactive TV, currently the main screen in people's lives.
it's not minority report, it's mundane
screens all look the same but do different things
interactive, informative, advertising
At the moment,
digital ads are just
As an industry, digital screens have somehow been managed by one of the oldest and most conservative parts of the ad industry -
print and posters.
But current screens are a hard, blocky light - nowhere near the richness of paper and vinyl. Mangles most logos, and certainly any
Need to design for the medium.
projections - amazing/shocking - but then what? Not another
Waterloo - a war memorial, British ornamented - not good for
We need animation &
motion that isn't TV.
No beginning, middle, end.
Nothing fast enough to trigger our ﬁght or ﬂight.
Not blown up banner ads, with motion applied at the last minute,
hardly thought about.
Some examples of beautiful, considered motion.
(sorry for the bad video)
also, transitions - JCDecaux (fade), ClearChannel (no transitions)
Old people think all
screens are TVs,
young people think
they can all be
Disappointment if things look like they should be interactive but
And that they're
With all the accoutrements of a modern computer - speakers,
We have sufficiently
to make experiences
that feel like magic.
understanding of new
Experiment, in public, and listen.
Not just for novelty and publicity.
ways for new skills to
Interaction design, advertising, print & outdoor, motion
designers, even retail, game designers, theatre lighting
new civic, public and
Don't shy away from the discussions that need to happen, with
planners, towns, governments, and citizens - (LA example)
Need societal permission for: animation, identiﬁcation and
tracking, sonic (and elsewhere mobile ads, ads in UIs)