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Communicating Content and/by/through Design

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Margot Bloomstein
Margot Bloomstein

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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1 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Communicating content and/by/through design Margot Bloomstein Art Institute of Boston February 5, 2010 #CCDAIB
2 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
3 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
4 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Now, let’s talk about you!
5 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
6 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Do you have a brand?
7 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein You cannot not communicate. Paul Watzlawick
8 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Every communication has a content & relationship aspect such that the latter classifies the former. Paul Watzlawick
9 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein content & relationship aspect Paul Watzlawick
10 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein content & relationship aspect your words
11 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein content & relationship aspect your words how you’d like your audience to understand you
12 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you
13 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you Do I understand the target audience?
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you Do I understand the communication goals?
16 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you high-brow
17 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you high-brow fancy
18 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you high-brow fancy innovative
19 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you high-brow fancy innovative experienced
20 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you high-brow fancy innovative experienced traditional
21 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you high-brow fancy innovative experienced traditional conservative
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 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 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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein how you’d like your audience to understand you friendly
26 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein friendly… more like Apple.
27 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein more like Apple?
28 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein more like Apple?
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Content strategy can help you communicate as a designer— and through design.
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 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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein What is this about? How will we convey that? With what content types? How much? How often?
34 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein How do you visualize the abstract without concrete terms?
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Start with a message architecture: concrete, prioritized brand attributes.
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Ground design and content decisions in the message architecture and creative brief.
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Brand-oriented content strategy can save time and design budget. • Prioritize key messages • Rally around concrete terms
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Brand-oriented content strategy can help you offer your clients predictability in their budgets and marketing timelines.
43 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein predictability for them… Organize photo shoots! Anticipate additional content types! Research case studies! Gather testimonials! Interview customers!
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
46 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
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 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
49 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
50 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
51 Appropriate, Inc. © 2010 #CCDAIB @mbloomstein Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track • ContentStrategy.com  Google Group • Content Strategy knol
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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Content Strategy for Slow Experiences at Generate NYC 2018
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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.