lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Lost & Found
in Translation
Mi...
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A trend document can feel:
Won...
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A trend document can feel:
Won...
(Maybe we’re just moody.)
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It’s not the trends.
It’s how ...
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Translation:
The process of ch...
Trend Keywords:
Infusion
Harmony
Flourishing
Design Elements:
Artwork
Messaging
Positioning
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What elements of
trend reports...
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100 THINGS
TO WATCH IN 2012
DE...
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100 THINGS
TO WATCH IN 2012
D...
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100 THINGS
TO WATCH IN 2012
D...
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Process:
1.
Interview analyst...
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8 interviewswith designers an...
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Text that is
“moderately-
rel...
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Right Language
•	Inspiring bu...
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How do the words we choose
im...
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When we say
bold
simple
advan...
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Open-ended
Not burdened by co...
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Smell
Sound
Taste
pro blem | ...
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Smell
Loudness
(Intensity)
Pi...
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Fueled by a scientific unders...
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Fueled by a scientific unders...
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evolution
inspired
world
unex...
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12 student participants
Range...
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How creative and relevant
wer...
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Creativity: 3/3
Relevance: 2/...
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Creativity: 1/3
Relevance: 2/...
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Right Language
•	Inspiring bu...
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How does a “warmup”
improve t...
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No Warmup Word-based Image-ba...
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Group A
No Warmup
45 minute i...
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Right Language
•	Inspiring bu...
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Language: Relevance
Twenty pe...
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Language: Relevance
Sensory l...
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No Warmup Word-based Image-ba...
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No Warmup Word-based Image-ba...
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Priming: Relevance
Priming de...
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Creativity was not
hampered b...
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42 of 57pro blem | de f init ion | st ...
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What now?
A better way to beg...
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47 of 57pro blem | de f init ion | st ...
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48 of 57pro blem | de f init ion | st ...
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49 of 57pro blem | de f init ion | st ...
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50 of 57pro blem | de f init ion | st ...
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51 of 57pro blem | de f init ion | st ...
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Fueled by a scientific unders...
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Sight
Line, Color
Form, Space...
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Warmup to Translate
Spending as little...
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Thank you.
Valerie Jacobs, LP...
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Lost and Found in Translation

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Reading a fresh trend report should fill your head with new perspectives on how to transform your business. However, the value of a trend report often hinges on the ability to translate its themes correctly into good ideas. When misunderstood, trends can feel uninspiring, confusing, or just plain weird. Given that there are few standards for how trends should be communicated, the chances of misinterpreting them seems high. Two experiments using ideation sessions showed that sensory language and image-based priming can dramatically improve a person’s ability to translate trend information into relevant ideas. Learn why a “chef-inspired” trend is better than a “gourmet” one, or why “hallucinogenic” properties are better than “mood-altering” ones.

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Lost and Found in Translation

  1. 1. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 1 of 57 Lost & Found in Translation Michael Roller University of Cincinnati
  2. 2. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 2 of 57 A trend document can feel: Wonderful Original Exciting Inspiring Enlightening Profound Valuable
  3. 3. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 3 of 57 A trend document can feel: Wonderful Original Exciting Inspiring Enlightening Profound Valuable Weird Banal Unimpressive Disappointing Confusing Shallow Trivial
  4. 4. (Maybe we’re just moody.)
  5. 5. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 5 of 57 It’s not the trends. It’s how they’re used. 100 THINGS TO WATCH IN 2012DECEMBER 2011 TRENDS 2012 pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications FUTURE OF HEALTH PSFK presents
  6. 6. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 6 of 57 Translation: The process of changing from one form (trends) into another (designs) pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  7. 7. Trend Keywords: Infusion Harmony Flourishing Design Elements: Artwork Messaging Positioning
  8. 8. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 8 of 57 What elements of trend reports lead to good translation? pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  9. 9. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 9 of 57 100 THINGS TO WATCH IN 2012 DECEMBER 2011 Scope WWW.PSFK.COM 8 PSFK presents FUTURE OF HEALTH Consulting prepared for EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED REAlity ContEnt The widespread use of mobile phones now connects the world like never before. How can new services leverage this unprecedented access to deliver relevant information in a timely manner to those who need it? SmS CONSULTATiON sERViCE MonitoRs thE hEAlth stAtus oF CoMMunitiEs instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth EDuCAtion “The questions asked are really very simple, but the answers are very vital things for people to know. SMS allows of-the-moment type questions and answers.” Katie Malbon, M.D. SMS Healthcare Expert Mount Sinai Adolescent Health Center soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE thRough tExt iDEntiFying FAkE MEDiCinEs ViA MoBilE PhonE SummaRy Increased access to mobile phones with even basic capabilities has led to the development of SMS services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. this simple format provides a trusted resource for asking time-sensitive questions, while providing an anonymous forum for gaining insights on potentially sensitive subjects. ImPlICatIonS • trusted and Reliable SMS systems can build trust and encourage repeat usage by providing timely responses to questions and submissions. • bite-Size Info Concise information is easy to remember and spread, while also serving as efficient use of user time and battery on mobile devices. • low tech SMS negates the need for more advanced smartphones and cellular infrastructure in developing countries. • maintains Privacy Services can provide users with the option to maintain anonymity and privacy when asking sensitive information. Level of detail PSFK presents FUTURE OF HEALTH PSFK presents FUTURE OF HEALTH Temporary Communities Personal Tracking Remote Diagnostics FEEDBACK LOOPCOMMUNICATION Gaming for Health Hacking Healthcare Offline Web Distance Learning GLOBAL NETWORKS Tracking Matters Mobile Distributed Wealth SMS Consultation each of the trends identified in this report falls within one of four core themes identified by the innovati relationships between actors, aggregators, and interactions. the images below visualize how each trend CORE THEmES Categorization WWW.PSFK.COM 120 PSFK presents FUTURE OF HEALTH Consulting prepared for HACKiNG HEALTHCARE wEB COmmUNiTy PROvidES ACCESS TO CREATiNG UNmANNEd AERiAL vEHiCLES DIYDrones is a web resource that provides users with information on how to source and build sophisticated technology cheaply and easily. the site provides instructions on building autonomous aircraft, or “drones,” as well as a community to link members together to share knowledge and answer questions. http://diydrones.com Certainty Bluetooth Earrings. Skanz Pearl Izumi Micro-sensor MP3 Cycling Bib Shorts MetaWatch’s open wrist platform outsources killer app invention. Audio jewellery is still not close to being mainstream. Jawbone UP has had many problems and criticisms. ImWatch – takes Android to the wrist. Motorola MOTOACTV takes incumbents into new space. Holo – the next-gen wearable computer. The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership. Spiral hearing phone. SAY HELLO TO 24/7 WEARABLES Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space. Pragmatism pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  10. 10. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 10 of 57 100 THINGS TO WATCH IN 2012 DECEMBER 2011 Scope WWW.PSFK.COM 8 PSFK presents FUTURE OF HEALTH Consulting prepared for EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED REAlity ContEnt The widespread use of mobile phones now connects the world like never before. How can new services leverage this unprecedented access to deliver relevant information in a timely manner to those who need it? SmS CONSULTATiON sERViCE MonitoRs thE hEAlth stAtus oF CoMMunitiEs instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth EDuCAtion “The questions asked are really very simple, but the answers are very vital things for people to know. SMS allows of-the-moment type questions and answers.” Katie Malbon, M.D. SMS Healthcare Expert Mount Sinai Adolescent Health Center soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE thRough tExt iDEntiFying FAkE MEDiCinEs ViA MoBilE PhonE SummaRy Increased access to mobile phones with even basic capabilities has led to the development of SMS services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. this simple format provides a trusted resource for asking time-sensitive questions, while providing an anonymous forum for gaining insights on potentially sensitive subjects. ImPlICatIonS • trusted and Reliable SMS systems can build trust and encourage repeat usage by providing timely responses to questions and submissions. • bite-Size Info Concise information is easy to remember and spread, while also serving as efficient use of user time and battery on mobile devices. • low tech SMS negates the need for more advanced smartphones and cellular infrastructure in developing countries. • maintains Privacy Services can provide users with the option to maintain anonymity and privacy when asking sensitive information. Level of detail PSFK presents FUTURE OF HEALTH PSFK presents FUTURE OF HEALTH Temporary Communities Personal Tracking Remote Diagnostics FEEDBACK LOOPCOMMUNICATION Gaming for Health Hacking Healthcare Offline Web Distance Learning GLOBAL NETWORKS Tracking Matters Mobile Distributed Wealth SMS Consultation each of the trends identified in this report falls within one of four core themes identified by the innovati relationships between actors, aggregators, and interactions. the images below visualize how each trend CORE THEmES Categorization WWW.PSFK.COM 120 PSFK presents FUTURE OF HEALTH Consulting prepared for HACKiNG HEALTHCARE wEB COmmUNiTy PROvidES ACCESS TO CREATiNG UNmANNEd AERiAL vEHiCLES DIYDrones is a web resource that provides users with information on how to source and build sophisticated technology cheaply and easily. the site provides instructions on building autonomous aircraft, or “drones,” as well as a community to link members together to share knowledge and answer questions. http://diydrones.com Certainty Bluetooth Earrings. Skanz Pearl Izumi Micro-sensor MP3 Cycling Bib Shorts MetaWatch’s open wrist platform outsources killer app invention. Audio jewellery is still not close to being mainstream. Jawbone UP has had many problems and criticisms. ImWatch – takes Android to the wrist. Motorola MOTOACTV takes incumbents into new space. Holo – the next-gen wearable computer. The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership. Spiral hearing phone. SAY HELLO TO 24/7 WEARABLES Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space. Pragmatism There is no one right way to present trends. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  11. 11. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 11 of 57 100 THINGS TO WATCH IN 2012 DECEMBER 2011 Scope WWW.PSFK.COM 8 PSFK presents FUTURE OF HEALTH Consulting prepared for EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED REAlity ContEnt The widespread use of mobile phones now connects the world like never before. How can new services leverage this unprecedented access to deliver relevant information in a timely manner to those who need it? SmS CONSULTATiON sERViCE MonitoRs thE hEAlth stAtus oF CoMMunitiEs instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth EDuCAtion “The questions asked are really very simple, but the answers are very vital things for people to know. SMS allows of-the-moment type questions and answers.” Katie Malbon, M.D. SMS Healthcare Expert Mount Sinai Adolescent Health Center soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE thRough tExt iDEntiFying FAkE MEDiCinEs ViA MoBilE PhonE SummaRy Increased access to mobile phones with even basic capabilities has led to the development of SMS services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. this simple format provides a trusted resource for asking time-sensitive questions, while providing an anonymous forum for gaining insights on potentially sensitive subjects. ImPlICatIonS • trusted and Reliable SMS systems can build trust and encourage repeat usage by providing timely responses to questions and submissions. • bite-Size Info Concise information is easy to remember and spread, while also serving as efficient use of user time and battery on mobile devices. • low tech SMS negates the need for more advanced smartphones and cellular infrastructure in developing countries. • maintains Privacy Services can provide users with the option to maintain anonymity and privacy when asking sensitive information. Level of detail PSFK presents FUTURE OF HEALTH PSFK presents FUTURE OF HEALTH Temporary Communities Personal Tracking Remote Diagnostics FEEDBACK LOOPCOMMUNICATION Gaming for Health Hacking Healthcare Offline Web Distance Learning GLOBAL NETWORKS Tracking Matters Mobile Distributed Wealth SMS Consultation each of the trends identified in this report falls within one of four core themes identified by the innovati relationships between actors, aggregators, and interactions. the images below visualize how each trend CORE THEmES Categorization WWW.PSFK.COM 120 PSFK presents FUTURE OF HEALTH Consulting prepared for HACKiNG HEALTHCARE wEB COmmUNiTy PROvidES ACCESS TO CREATiNG UNmANNEd AERiAL vEHiCLES DIYDrones is a web resource that provides users with information on how to source and build sophisticated technology cheaply and easily. the site provides instructions on building autonomous aircraft, or “drones,” as well as a community to link members together to share knowledge and answer questions. http://diydrones.com Certainty Bluetooth Earrings. Skanz Pearl Izumi Micro-sensor MP3 Cycling Bib Shorts MetaWatch’s open wrist platform outsources killer app invention. Audio jewellery is still not close to being mainstream. Jawbone UP has had many problems and criticisms. ImWatch – takes Android to the wrist. Motorola MOTOACTV takes incumbents into new space. Holo – the next-gen wearable computer. The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership. Spiral hearing phone. SAY HELLO TO 24/7 WEARABLES Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space. Pragmatism There is no one right way to present trends. But...is there a right way to use a trend presentation? pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  12. 12. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 12 of 57 Process: 1. Interview analysts & designers 2. Research review on translation 3. Two experimental ideation sessions 4. Results and Recommendations pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  13. 13. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 13 of 57 8 interviewswith designers and trend analysts pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications “You need to be inspiring but not so lofty that it’s over people’s heads.” “I ask myself, ‘how often do I see this pop up in my own reading?’”
  14. 14. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 14 of 57 Text that is “moderately- related” is the most effective. Designers “rewrite the brief” to engage more deeply in a project. 3 reports on verbal-to-visual translation 8 interviewswith designers and trend analysts “You need to be inspiring but not so lofty that it’s over people’s heads.” “I ask myself, ‘how often do I see this pop up in my own reading?’” pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  15. 15. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 15 of 57 Right Language • Inspiring but not too lofty • “Moderately-related” Right Priming • Mini-ideation • Rewrite the brief pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  16. 16. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 16 of 57 How do the words we choose impact translation? pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Right Language:
  17. 17. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 17 of 57 When we say bold simple advanced innovative what do we (really) mean? pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  18. 18. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 18 of 57 Open-ended Not burdened by constraints No inherent visuals Search for symbolism Directive Can reference the brief Inherently visual, tactile, etc. Symbols often inherent SensoryAmbiguous pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  19. 19. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 19 of 57 Smell Sound Taste pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Sight Touch What sense are you describing? Other
  20. 20. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 20 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Smell Loudness (Intensity) Pitch (Frequency) Other Sweet Line Space Texture/ Finish Form/ Shape Hardness Color Musky Umami Fatty Camphorous Pungent Sour Floral Bitter Putrid Minty Temp- erature Pain Balance Time Salty Ethereal Timbre Sound Taste Sight Touch What sense are you describing?
  21. 21. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 21 of 57 Smell Loudness (Intensity) Pitch (Frequency) Other Sweet Line Space Texture/ Finish Form/ Shape Hardness Color Musky Umami Fatty Camphorous Pungent Sour Floral Bitter Putrid Minty Hue Temp- erature Pain Balance Time Value Saturation Salty Ethereal Timbre Sound Taste pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Sight Touch What sense are you describing?
  22. 22. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 22 of 57 Fueled by a scientific understanding of our natural planet and its many dark secrets, we go beyond a romanticized reverence of nature and instead turn our attention to its “seedy underbelly” – spiny viruses, furry bacteria, and clusters of fungi – as the new frontier. Ancient yeast strains and their prehistoric origins could be a platform for storytelling. Dirty Nature-inspired flavor notes (truffles, morel mushrooms, kombucha, kimchee) lend themselves to more nuanced, gourmet or chef-inspired flavor profiles ideal for pairing. Mycelium- based materials are an opportunity to explore sustainable or renewable packaging. Inspired by the notion of magic mushrooms, consider allusions to hallucinogenic properties. Dirty Nature Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier. Yeast strains and their origins could be a platform for storytelling, or as inspiration for premium experiences. Dirt-inspired ingredients lend themselves to gourmet flavor profiles. Vegetable-based materials are an opportunity to explore sustainability. Consider allusions to the mood-altering properties of mushrooms. Evolution of Natural One trend presented two ways: pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications *no images supplemented these texts
  23. 23. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 23 of 57 Fueled by a scientific understanding of our natural planet and its many dark secrets, we go beyond a romanticized reverence of nature and instead turn our attention to its “seedy underbelly” – spiny viruses, furry bacteria, and clusters of fungi – as the new frontier. Ancient yeast strains and their prehistoric origins could be a platform for storytelling. Dirty Nature-inspired flavor notes (truffles, morel mushrooms, kombucha, kimchee) lend themselves to more nuanced, gourmet or chef-inspired flavor profiles ideal for pairing. Mycelium- based materials are an opportunity to explore sustainable or renewable packaging. Inspired by the notion of magic mushrooms, consider allusions to hallucinogenic properties. Dirty Nature Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier. Yeast strains and their origins could be a platform for storytelling, or as inspiration for premium experiences. Dirt-inspired ingredients lend themselves to gourmet flavor profiles. Vegetable-based materials are an opportunity to explore sustainability. Consider allusions to the mood-altering properties of mushrooms. Evolution of Natural Ambiguous Sensory pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications *no images supplemented these texts
  24. 24. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 24 of 57 evolution inspired world unexplored areas respect less desirable features ingredients gourmet vegetable-based mood-altering dirty fueled natural planet dark secrets romanticized seedy underbelly truffles, morel mushrooms nuanced, chef-inspired mycelium-based magic, hallucinogenic pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Ambiguous Sensory
  25. 25. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 25 of 57 12 student participants Range of creative disciplines, experience (1-6 years), and gender Group 1 Ideation with sensory stimulus A: 30 min. Ideation with ambiguous stimulus B: 30 min. Group 2 Ideation with ambiguous stimulus A: 30 min. Ideation with sensory stimulus B: 30 min. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Design a Dining Experience:
  26. 26. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 26 of 57 How creative and relevant were the ideas? Measuring translation: pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  27. 27. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 28 of 57 Creativity: 3/3 Relevance: 2/2 • Experience that doesn’t exist today • Pulls from gardening domain • Directly references “dirty nature” Example 1: Planter Table Dig up the food you’re about to eat. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  28. 28. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 30 of 57 Creativity: 1/3 Relevance: 2/2 • Variations of this idea exist today • Expresses natural themes in brief Example 2: Plating Scraps Use food scraps that are typically discarded. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  29. 29. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 31 of 57 Right Language • Inspiring but not too lofty • “Moderately-related” Right Priming • Mini-ideation • Rewrite the brief pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Right Language • Inspiring but not too lofty • “Moderately-related” Right Priming • Mini-ideation • Rewrite the brief
  30. 30. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 32 of 57 How does a “warmup” improve translation? pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Right Priming:
  31. 31. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 33 of 57 No Warmup Word-based Image-based Waste no time No touchy-feely stuff Don’t change my brief Get the kinks out Put it in your own words Apples-to-apples Bridge text and ideas through image search How does a warmup improve translation? pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  32. 32. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 34 of 57 Group A No Warmup 45 minute ideation Group B Word-based warmup 15 minute warmup 45 minute ideation Group C Image-based warmup 15 minute warmup 45 minute ideation Design a Dining Experience: 21 participants from LPK Range of creative disciplines, experience (1-25 years), and gender pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  33. 33. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 35 of 57 Right Language • Inspiring but not too lofty • “Moderately-related” Right Priming • Mini-ideation • Rewrite the brief pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Did translation improve?
  34. 34. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 36 of 57 Language: Relevance Twenty percent improvement when describing trends with sensory language. Low-scoring ideas Low: 8% Low: 8% Ambiguous Language Sensory Language High-scoring ideas High: 53% High: 63% pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  35. 35. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 37 of 57 Language: Relevance Sensory language may upgrade good ideas into great ones. Low: 8% Mid: 39% High: 53% Mid: 29% High: 63% Low: 8% Ambiguous Language Sensory Language Mid-scoring ideas Fewer mid-scores using sensory language suggests that this approach helps people articulate ideas in more relevant ways. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  36. 36. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 38 of 57 No Warmup Word-based Image-based High: 0% High: 3% High: 15% Priming: Relevance Image-based priming produced the most high-scoring ideas... pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  37. 37. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 39 of 57 No Warmup Word-based Image-based Low: 27% High: 0% High: 3% Low: 18% High: 15% Low: 9% Priming: Relevance Image-based priming produced the most high-scoring ideas... and the fewest low-scoring ideas. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  38. 38. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 40 of 57 Priming: Relevance Priming decreases the number of bad ideas; increases the number of good ones. Low-scoring ideas Half as many irrelevant ideas with image-based priming. High-scoring ideas Five times more relevant ideas with image-based priming. Low: 27% High: 0% High: 3% Low: 18% High: 15% Low: 9% No Warmup Word-based Image-based pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  39. 39. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 41 of 57 Creativity was not hampered by the constraints in either study. Creativity scores were similar in each group of both studies. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  40. 40. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 42 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 130 ideas from a session
  41. 41. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 43 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 15 relevant ones
  42. 42. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 44 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 18 using sensory words in the brief
  43. 43. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 45 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 75 using image-based warmup
  44. 44. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 46 of 57 What now? A better way to begin... pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  45. 45. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 47 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Individual Group Individual needs for translation Working towards a common theme
  46. 46. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 48 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier.
  47. 47. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 49 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier.
  48. 48. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 50 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier.
  49. 49. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 51 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications Fueled by a scientific understanding of our natural planet and its many dark secrets, we go beyond a romanticized reverence of nature and instead turn our attention to its “seedy underbelly” – spiny viruses, furry bacteria, and clusters of fungi – as the new frontier.
  50. 50. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 52 of 57 Fueled by a scientific understanding of our natural planet and its many dark secrets, we go beyond a romanticized reverence of nature and instead turn our attention to its “seedy underbelly” – spiny viruses, furry bacteria, and clusters of fungi – as the new frontier. pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  51. 51. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 55 of 57 Sight Line, Color Form, Space Texture, Finish Trend Translation Sensory Worksheet Sensory Categories: Description & Notes: Fill this map with images and words that translate the trend into sensory components that will become design elements. Trend Name: Touch Hardness Form Texture/Finish Temperature Sound Loudness Pitch Timbre Frequency Intensity Other Temperature Balance Pain Time Taste Sweet, Sour Salty, Bitter Umami, Pungent Fatty, Minty Smell Floral, Minty Putrid, Musky Camphorous Pungent Ethereal Sight Touch Sound Other Taste Smell lo st an d fo und in t ransl at ion | michae l rol l e r | uC DAAP: master of design | 2013 55 of 59pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  52. 52. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 Warmup to Translate Spending as little as fifteen minutes “warming up” a group before an ideation session helps them internalize the trend, significantly improving the quality of ideas they produce. Sensory Words The use of sensory words triggers the sights, sounds, touches, tastes, and smells that help transform trends in relevant design ideas. They also lay a foundation for better evaluation of design ideas. An image-based warmup primes participants to develop 5 times as many relevant ideas, compared to word-based warmups or none at all. Design briefs using sensory words generated approximately 20% more highly-relevant ideas in an ideation session, compared to ambiguous language. Translation is the process of changing from one form to another. This summarizes two studies to improve the translation of trends into design ideas. Smell Sound Taste Sight Touch Translating Trends. execu ti ve summary
  53. 53. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 57 of 57 Thank you. Valerie Jacobs, LPK J. Chewning, UC Abby Hofmeyer Abby Otting Amanda Riley Amy Federswich Alan Kastner Bhooma Srirangarajan Bryan Goodpaster Chelsea McLemore Chris von Dohlen Dave Heyne Drew Forseth Erica Davis Jack Ferrante Jason Phillips Jason Shaw Jen Seiser Jens Martesen Jim Wolfe Jonathan Schmitz Lauren Magrisso Lori Morgan Luke Hydrick Kate Geiger Maggie Parkhouse Maggie Paulus Mary Riffe Michael Wintrob Mike Augustine Mike Skrzelowski Mimi London Monica Caceres Nathan Hendricks PJ Mason Rebecca Huffman Rob Warnick Stephen Bowen Stephen Laux Stuart Wilson Thomas DeVore Tracy Huggins pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications

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