My talk to Uni College Falmouth Graphic Design BA(HONS) course. 27 November 2009
Introduction to me, some thoughts on digital v's design, top 5 trends for Nov 09 and a bit of design obsession!
28. ‘GOOD design’”Good design” in relation to graphic design must ACHIEVE certain outcomes.A design is nothing more than visual noise if it fails to COMMUNICATE the intended marketing statement to the specific target audience. The design should MAXIMISE COMPREHENSION,retention and action, with minimal effort from its audience, while utilising only those resourcesand timeframes allocated to its production.”dzinemonkey
34. BACKGROUND• Racing car now available on the road• Male 20-40 yr old petrol-heads (love to drive and the feeling of power)• Digital nativesBUSINESS CHALLENGE• Build anticipation to the launch • Maximise every opportunity to talk… and ‘shift metal’
35. HOWEVERSEATs are not very well known (less than 3.5% market share)so had to stand out from more well known (and bigger spending) marquesCould the combination of design and digital give us the EDGE…
36. ENGAGE the fans - online Joining the conversations online Seeding ‘leaked’ footage
57. DISAGREE:Digital is doing offline comms a FAVOURAs more mass market, low cost stuff is going online, paper-based comms become a higher value, targetted, bespoke channeli.e. with more £s per pack
69. Single campaignINCLUDED:search facility, reward programme, product packaging, website, blogs, email Our designs reached over 7.5million people! All driven by WOM as media spend = 0
70. DISAGREE:Great campaigns are where all channels pull TOGETHER to create a storyThe CHALLENGE for a designer is to consider how you can translate an idea across many media
73. SUMMATION• Digital can allow the design to FLOURISH • Digital is doing offline comms a FAVOUR• Design SURPASSES all channels and is the lifeblood that connects all of the different elements
75. The internet and digital technology have been so INSTRUMENTAL in the changing ad environment, that digital capability has become the glue of integrated thought.
83. Brands can no longer dictate - it’s all about conversations, with others and the brand itself We look to other people for definitions and verification NO LONGER to the brands themselves
86. It’s not just what brands cost any more – it’s ‘What else they can give me?’We’re an adventurous lot and ‘money can’t buy’ is what we’re after. eg O2 treats blue room priority ‘the dome’ Orange Wednesdays Bacardi rooms
89. It’s no longer ‘cheap’ to search for the best deal – it’s something we’re proud ofHaggling, research – all things we may have hidden in the past are now shows of how astute you are… and when you find a bargain you now want to tell everyone!
92. Everything is ‘NOW’Facebook, Twitter, Flickr, IM, Google Wave etcWe want to know everything NOWWe want everyone to see what we’re doing NOW‘Look how clever, funny, caring, socially responsible I am’But there is a down side – will anywhere be NEW again?
96. Faced with fast-paced modern living we are looking for convenience AND simplicityAs we take control of our lives we demand open and honest communicationFrom understandable ingredients to clear company practices, we want complete transparency
97. Lastminute.comhave respondedto this trend:MAXIMISERS v’sSATIFICERSActive limitation of behaviour and choiceOther examplesFreedom – limits time on internet to specified amount/dayVeg boxes – frees you from selection options
98. SUMMATION5 From deference to REFERENCE4 EXPERIENCE economy3 Badge of HONOUR2INSTANT gratification1SIMPLIFY and purify
99. Where to FIND trend reports•trendhunter.com (and on twitter)•mintel.com•springwise.com (sign up for weekly email)• trade press