Communicating Content and/by/through Design
Report
Margot BloomsteinFollow
Feb. 7, 2010•0 likes•3,694 views
Communicating Content and/by/through Design
Feb. 7, 2010•0 likes•3,694 views
Report
Technology
Business
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.
Margot BloomsteinFollow
Recommended
Faster, easier, better, GIMME! Use content strategy to your advantageMargot Bloomstein
Logo Design Trends 2010LimeJam
15 famous businesses that failed due to lack of innovationJasmeet Singh
Tuning in your multichannel content strategyMargot Bloomstein
Be a greedy bastard content strategy PDXMargot Bloomstein
Waking up in Seattle: you're the one that they want!Margot Bloomstein
More Related Content
Similar to Communicating Content and/by/through Design
Embrace greed, embrace content strategyMargot Bloomstein
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
People focused Content - CMA Building Content Strategy SeminarBaron Manett - psbx
15 strategies for Leveraging Social Media As a Tool for Personal BrandingBrian Cliette
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
More from Margot Bloomstein
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
Designing for Trust at design monat grazMargot Bloomstein
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
Recently uploaded
Framing Few Shot Knowledge Graph Completion with Large Language ModelsMODUL Technology GmbH
Supplier Sourcing_Cathy.pptxCatarinaTorrenuevaMa
Product Research Presentation-Maidy Veloso.pptxMaidyVeloso
Accelerating Data Science through Feature Platform, Transformers, and GenAIFeatureByte
Die ultimative Anleitung für HCL Nomad Web Administratorenpanagenda
Webhook Testing StrategyDimpy Adhikary
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.