Design Presentation

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Presentation held for Microsoft Norway 11.12.2007.

- Who am I?
- What is design?
- Design is not...
- Bad design
- Tips how to talk better to your designer
- Microsoft
- Apple
- Is it really Microsoft?!

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Design Presentation

  1. 1. Today?
  2. 2. Today? Design.
  3. 3. Who am I?
  4. 4. Who am I? Andreas Beining / Online Specialist, CMG
  5. 5. Who am I? Andreas Beining / Online Specialist, CMG BA Visual Communication in Leeds / design + advertising
  6. 6. What is design? a.beining.com
  7. 7. What is design?
  8. 8. i-kommunikasjon.no What is design?
  9. 9. Who am I? Andreas Beining / Online Specialist, CMG BA Visual Communication in Leeds / design + advertising Jr. Art Director at The Farm / ad agency in Madrid
  10. 10. What is design? thefarmcf.com
  11. 11. Who am I? Andreas Beining / Online Specialist, CMG BA Visual Communication in Leeds / design + advertising Jr. Art Director at The Farm / ad agency in Madrid Marketing consultant at Akademika / designing all marketing material for the book chain + website
  12. 12. What is design? akademika.no
  13. 13. What is design?
  14. 14. What is design? graphic design / industrial design / garden de- sign / webdesign / communication design / business design / packaging design / product design / service design / applications design / experience design / game design / interaction design / software engineering / software design / software development / system design / user experience design / user interface design / web accessibility / color design / content design / information design / instructional design / mo- tion graphic design / news design / packaging design / production design / sound design / etc.
  15. 15. Design is not art. Design Art / Use / Artificial / Constraints / Unconstrained / Representation / Expression
  16. 16. Design is not art. “Advertising that does not sell is bad advertising. It might be art or literature - it can be funny, beautiful or poetic - but it is not good advertising.” Robert Millar, 1914 Founder of Bennett ad agency in Bergen
  17. 17. Design is not science. Design Science / Soft process / Rigid process / Human analysis / Data analysis / Intuition / Proof
  18. 18. “Juicy Salif” Philippe Starck’s award winning Lemon Squeezer
  19. 19. Its famous, but useless.
  20. 20. Design is a craft. / artistic science that melds technology and humanity People Tech Art Design nology Science
  21. 21. Form Follows Function / Think about what you want to achieve / Message, theme, mood, ... / Type of design (brochure, community site, logo, banner, t-shirt, ...) / Look at what existing designs do (user expectations)
  22. 22. Problem: bad design.
  23. 23. Bad design: it’s everywhere!
  24. 24. Bad design: it’s everywhere! Why? Consequences / Lack of self-criticism / Frustration due to / Rush job more reading effort / Unfamiliar with best / Message is lost practices / Lost business oppor- / Inexperience with tunity tools / Not taken seriously / Bad taste / Lack of beauty and elegance
  25. 25. Everyone is a designer! / Previously: One needed long education to be able to, for example, print a book.
  26. 26. Everyone is a designer! / Previously: One needed long education to be able to, for example, print a book. / Today: New technology “democratized” design.
  27. 27. Everyone is a designer! / Previously: One needed long education to be able to, for example, print a book. / Today: New technology “democratized” design. (just think of all the Powerpoint presentations you seen that were ugly..)
  28. 28. myspace.com
  29. 29. What is design? arngren.net
  30. 30. What is design? ryanair.com
  31. 31. What is design? komplett.no
  32. 32. What is design? norwegian.no
  33. 33. What is design? skyscanner.net
  34. 34. What is design? wegolo.com
  35. 35. Microsoft
  36. 36. What is design? microsoft.no
  37. 37. What is design? office online
  38. 38. What is design? msdn
  39. 39. What is design? partner
  40. 40. What is design? dynamics
  41. 41. Apple
  42. 42. What is design? apple.com
  43. 43. Microsoft vs. Apple Microsoft It’s a big company with many products. / Many different messages at the same time. Can be confusing for “outsiders” (or even for MS people..) Apple It’s a small company with few products. / One brand.
  44. 44. What can MS do? / Keep the design consitent: offline + online / KISS principle Keep it Simple, Stupid Strive to eliminate unnecessary complications.
  45. 45. Be brief. / Explain in the brief what you want to achieve. What should the receiver do after seeing/read- ing your poster/website, etc. / But don’t be too detaily on image use, etc. Creativity gets lost this way. (but dont’ forget corporate guidelines.) Again, do trust the designer. (If you don’t. get a new one...)
  46. 46. “Can you make the logo bigger?” / Clients always want a bigger logo. “The client is king” - but do trust the designer. / You know the content. Designers know design. (or should know!) A bigger logo doesn’t make it a better design.
  47. 47. Know your time. / Know when the time is to give feedback on creativity, design, content and when not. / Nothing is more frustrating than doing a job a second time when you thought it was approved by the client.
  48. 48. Don’t look at the details. Attention to detail is good, but... / You know the content. Does the design display the content in a easy manner? / “Just” moving a textbox or logo around might change the whole balance of a design. Hence, all must be designed again.
  49. 49. “It’s just a small change...” / Task: Design logo with corporate identity. (Logo, business card, word templates, etc.) / Client: “Simply change the Word template a bit.” No understanding that designing templates in Word was difficult. Took me more than 1,5 whole days!
  50. 50. What do you want to achieve? Always get a 2. opinion on 1. impressions. BUT: It’s like asking someone to find 5 mistakes. Guide the question, examples: / What’s the first thing you notice? / What’s the message here? / What’s the call-to-action?
  51. 51. Zune.
  52. 52. What is design? zune-arts.net
  53. 53. Zune. Is it Microsoft?
  54. 54. Zune. Is it really Microsoft?! Creative ad campaign that uses animation and indie tunes to promote the Zune is generating a buzz online. (freebies: Wallpaper, videos, etc.) “The clips, which Microsoft pays artists to cre- ate, revolve around the concept of sharing, which supposedly differentiates Zune from the iPod and the rest of the digital media player pack.”
  55. 55. What is design? zune-arts.net
  56. 56. Zune. Is it really Microsoft?! / I think I does differentiate itself from iPod. / It’s fresh and you want to spend time on the website, BUT: “Microsoft” is not branded anywhere...
  57. 57. Resources (or “books”) ”The Hidden Persuaders” - Vance Packard “Toothpicks and Logos: Design in Everyday Life” - John Heskett “Hey, Whipple, Squeeze This: A Guide to Creating Great Ads” - Luke Sullivan “Don’t Make Me Think: A Common Sense Approach to Web Usability” - Steve Krug ”The Art Book”
  58. 58. Thank you! / Andreas Beining 11.12.2007

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