AIGA -- Design for An Exploding World -- Oct 22, 2009
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"Design For An Exploding World" Presentation from the AIGA "Small Talks: Big Ideas" Lecture Series on October 22, 2009. http://aigasf.org/events/2009/10/22/small_talks_big_ideas_razorfish
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AIGA -- Design for An Exploding World -- Oct 22, 2009
- 1. Design for an Exploding World Find Your Meaning, Dig the Data & Adapt Page © 2008 Razorfish. All rights reserved. AIGA “Small Talks, Big Ideas” – San Jose State University 10/22/2009 Razorfish -- Marisa Gallagher, VP User Experience
- 5. Page © 2009 Razorfish. All rights reserved.
- 6. Page © 2009 Razorfish. All rights reserved.
- 10. First -- Go Broad Explore the cultural archetypes and concepts related to a product category or larger industry. Create mood boards and word lists of what you find. Then – Get Specific Do a competitive audit of how others are using archetypes and cultural elements. Look for holes, gaps, and saturation points. Page © 2009 Razorfish. All rights reserved. How to Use The Questions?
- 11. Page © 2009 Razorfish. All rights reserved. Beverage Culture in Pictures . . .
- 12. Page © 2008 Razorfish. All rights reserved. Beverage Culture in Words . . .
- 13. Coke: “Click-snap, Ahhhhhhhh.” Branding the sound of refreshment. Competitive Audit
- 14. Snapple: “We found better stuff!” Purveyors of momentary, exotic amusement and chance discovery. Competitive Audit
- 15. Y water: a “new” concept in children’s beverages. A magic potion is a special bottle to transform our kids and the industry. Competitive Audit
- 17. Page © 2009 Razorfish. All rights reserved. Old Media Is Maimed, Not Dead
- 18. Yet, Choose Your Channel Wisely Mass + Passive Channels COMMUNICATION Personal + Interactive Channels PARTICIPATION immersive storytelling location specific ritual, socializing, familiarity connected, tailored, dynamic striking play Page © 2009 Razorfish. All rights reserved.
- 19. Page © 2009 Razorfish. All rights reserved. Americans under 45 spend more time online than with other media Internet Know How To Reach Your Audience
- 20. Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the Web Page © 2009 Razorfish. All rights reserved. Internet Another Good Starting Point . . .
- 21. And Keep on Digging . . . Page © 2009 Razorfish. All rights reserved.
- 24. Get the Feedback Loop Going
- 25. Get Your Advocates Energized
- 26. Just Do It, Even if You’re Not Nike
- 27. Go Cheap: Don’t Build, Don’t Buy
- 28. Get Responsive Before It’s Too Late
Editor's Notes
- ALTERNATE SLIDE IDEA
- Snapple: quirky, fun, unexpected, trickster Cultural significance = momentary amusement, a treat – chance discovery. Adventure into exotic, foreign lands