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Communicating Content and/by/through Design

Communicating Content and/by/through 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.

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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Communicating Content and/by/through Design

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

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