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first impressions marketing brand and participants ""itå«s easy. just skip the """"interface design"""" phase and make everything beige. you can`t go wrong with beige."" """"""each time a new technology comes along, new designers make the same horrible mistakes as their predecessors. technologists are not noted for learning the errors of the past. they look forward, not behind, so the repeat the same problems over and over again,"""" -donald norman, the design of everyday things"" the collision it always seems obvious to think in a straight trajectory but it often is an unanticipated converging vector that changes the direction of the current. this point of impact i refer to as the collision for the understanding of a picture a chair is needed. why a chair to prevent the legs as they tire from interferring with the mind paul klee the thinking eye communications 38% information 22% entertainment 17% surfing 8% transactions 7% creation 5% first impressions marketing brand and participants hello the halo effect through the open quotes halo effect close quotes first impressions can color subsequent judgments of perceived credibility comma usability comma and ultimately influence our purchasing decisions full stop creating a fast-loading comma visually appealing site can help websites succeed full stop the visceral reaction snap descision rational thought argumentation visceral reaction cognitive bias rational thought argumentation so the question becomes: what does it take to create a first impression? aesthetic """"""clean"""", """"pleasent"""", """"symmentrical"""""" """"""you don't need something more to explain something more."""" -murray gell-mann 1969 nobel prize in physics for his work on the theory of elementary particles"" """"""...the more and more symmetry you have the better you exhibit the simplicity and elegance of the theory"""""" all laws applied to all forms of visual presentation also applies to the design of a web page or application. top chef usa monk kodak easyshare ""first impressions marketing brand and participants -employing a winning website strategy through the tools of design, storytelling and ..... hedge terrace / strategic director/digital planner screenplay.no"" """"""the application itself is not a goal at all - it's an obstacle between the user and their goal."""""" ""second fase of technology: then we started talking to someone we called """"users""""? fox"" ""second fase of technology then we started talking to someoane we called """"users""""?"" third fase of technology: but now we are looking at activities.. patterns and predictability paradox of choice - barry schwartz """"""everytime you ad something you take something away"""" -37signals.com"" most deciding factors when evaluating a site: without technical problems appealing design good findability simple navigation harris interactive automative assessment study """"""the research shows that, although users are sensitive to differences in actual usability of sites, percieved usability appears to be tied more to the immediate impression than to actual usability. in turn, the immediate im-pression is based on the aesthetics appeal of the site"""" - citation: gitte lindgaard, 2003-08-08, usability vs. aesthetics"" ""persuasion, in order to create desired action."" ""you must go beyonduse ability, this isn't simply removing obstacles. it is creating the desire that drives action. brian and jefferey elsenburg persuasive online copywriting how to take your words to the bank with an call to action secret formulas to improve online results"" the trust and credibility your website communicates is critical in helping visitors feel confident in purchasing from you successful model knowledge information failed model time how do you present your information? information is worthles before it is put into context with knowledge and experience the customer already owns. ""the truth is that """"meaning"""" is created by lots of little points of data, in the same way that persistence-of-vision effects are created by lots of little points of light."""" erik mckeen"" 100% 1.8% average conversionrate on visitors to shop.org members sites 2005 ""in classical times when cicero had finished speaking , the people said, how well he spoke but when demosthenes had finished speaking they said let us march adlai stevenson"" design + usability """""" the fourth dimension is time -bill moggridge designing interactions"" wai (it's all wrong) """"""focusing on usability will help you get the design right, but it won't help you get the right design."""" - bill buxton"" ""the borderline between to adjacent shapes having a double function, the act tracing such a line is a complicated business. on either side of it, simultaneously, a recognizability takes shape. but the human eye and mind cannot be busy with two things at the same moment... there must be a quickly and continous jumping from one side to the other..."" ""first impressions marketing brand and participants -employing a winning wesite strategy through the tools of design, storytelling and heige tenna/strategic director/digital planner screenplay.no"" superbrands vol.2 the most fun on broadway mamma mia the paradox of choice """"""the brain is lazy"" """"""a man always buys something for two reasons: a good reason, and the real reason"""" jp morgan think small."" '' an interesting fenomenon in the western world is that as we grow up we tend to deny the irrational. in the western understanding of reason it is it is rational desicions that drive the purchase of products. we are living in the age of post rationalising. ""the fact that lotteries are popular leads to contradictions with economic rationality. economic rationality among so many people is a huge challenge to economics. naturally, economics long ago decided to ignore the irrationality of people.... as john kenneth galbraith pointed out, """" in the choice between changing one's mind and proving there's no need to do so, most people get busy on the proof"""". unfortunately irrationality is so wide spread that it was actually psychologists who finally forced economists to take real people's irrationality seriously in the 1960's and 1970's. now examining the differences between actuaal decisions and ideal decisions is one of the hottest areas in economics."" """"""that's a good example of just how central this kind of decision making (snap decisions) is to the way we make sense of the world. and just how good we are at convincing ourselves otherwise, at pretending that what we are doing is concious and deliberat when it is not."""" malcolm gladwell"" if i was ceo of a company i would have read the ssb (norwegian state statistics agency) webpages long before taking advice from people who think we are living in a dream society or insists that people don't know the price of the products available in the market. ""economists, and other social scientists with an interest in decision-making, have found that the difference between the rational model (how decisions ought to be made) and the real world (what decisions are made) is so significant that their rational models can be of little use."" lotteries almost single-handedly prove that people are not rational. professor michael mainelli price? ""sales increased 60% """"overnight"""" with new design."" ""companies will need to understand that their products are less important than their stories. rolf jensen, copenhagen institute or future studes"" """"""love is overestimating the difference between one woman and another"""" -george bernard shaw"" ""leopard. conquer time a *mac os x x hello, tomorrow."" action (conitiv) head (cognitiv) hart (affectiv) """"""affective loyalty is the strongest form of loyalty and will be the most difficult form to compete against."" cognitive bias """"""the internetis a nearly perfect market because information is instantaneous and buyers can compare offerings of sellers worldwide. the result is fierce price competition and vanishing brand loyalty"""""" steve krug don't make me think a common sense approach to web usability second edition is this wrong? ""its not about not making people think, it's about removing unanticipated bottlenecks. absolut"" patterns and predictability ""if the costumer needs to """"go to the toilet"""", let them. always let them, but while there suprise them, give them something unexcpected and something so positive it creates a unique and lasting impression."" ""aesthetics aside, there are two key elements that comprise a killer first impression. and they're the things that make unboxing a new product or installing new software feel like opening a christmas present. these elements are anticipation and surprise. robert hoekmann jr."" ""when we examine some of the web 2.0 success stories-like facebook, flickr, second life and youtube - we can see that they all tap into the creative and imaginative qualities of their users. in fact, playfulness is so ingrained in the user experience of these sites that it's impossible to separate it from the services they provide."" in essence risk taking is at the heart of acquiring new knowledge. in short we do not acquire new knowledge without taking the risk of delving into the unknown. evolution has given us the perfect balanced set of tools for doing this. in the first place we generally prefer to explore novel things more than those we already know and find novelty exciting. ""in the new online media landscape, brand content isn't the """"sit back and watch"""" branded entertainment of traditional media. it is a more actively consumed form of entertainment, something that engages, participates with, and is spread by and audience."" communication 38% information 22% entertainment 17% surfing 8% transactions 7% creation 5% identification definition specification purchase recommended strategic positioning of web content and intent traditional strategic positioning of web content and intent """"""this represents 16 percent of the christmas shoppers, but the importance of the internet on christmas shopping kan be far greater than the number suggests. the research also shows that 56% of the norwegian popultion use e-retailers to check for stock and price before they shop"""""" the important ingredients of: emotions and storytelling free hugs free hugs ""lift stairs """"if you eliminate the emotional guiding factor, it is impossible for people to make descicions in daily life"""" """"facts lead to conclusions, emotions lead to action"""""" stumbling happiness daniel gilbert we contemplate future events by simulating those events in our imaginations and then noting our emotional reactions ""words have no meaning in themselves: orally they are only arbitrary juxtapostions of sounds. however they trigger off in us images which, generated by our perceptions carry meaning."" ""''at sony we assume that all products of our competi-tors have basically the same technology, price, perfor-mance and features. design is the only thing that differ-entiates one product from another in the markerplace. - norio"" first impressions marketing brand and participants dedicated participants content isn't king. conversation is king. content is just something to talk about ""january 2, 2008, 4:13 pm minng the collective intelligence of nytimes.com users by derek gottfrid tags. clustering, search """"we know that we have remarkably knowledgeable and intelligent readers, and we would love to recruit more and more of them in ever more sophisticated ways to improve the quality of news and information on our site."""" - jon landman, deputy managing editor, the new york times http://open.blogs.nytimes.com/2008/01/02mining-the-collective-intelligence-of-nytimes-users/ slideshare 114/129"" ""solving a governement-related problem: 58% used the internet to get help. 53% said they turned to professionals. 45% said they sought out friends and family. 36% said they consulted newspapers and magazines. 34% said they directly contacted a government office or agency. 16% said they consulted television and radio. 13% said they went to the public library. -information searches that solve problems, pew internet & american life project http:// www.pewinternet.org/ppf/r/231/source/rss/report_display.asp"" ""the guardian it's an emerging rule of thumb that suggests that if you get a group of 100 people online then one will create content, 10 will interact with it (commentating or offering improvements) and the other 89 will just view it. charles arthur the guardian thursday 20th july 2006"" ""disney monday night keynote """"we want to invite our customers to be part of our stories - robet iger president disney corporation"" nikeid the shoes don't lie make them slick. make them retro. make them ugly ""some sites like apple.com's support site have more advanced features whereby people can rate the responses they are given to their questions. that way, if one response by the community really helped the person who asked the question, it will be flagged and easily found by future readers. this helps users filter out bad responses, further reducing support costs. joshua porter, uie brain sparks"" ""first impressions marketing brand and participants employing a winning website strategy through the tools of design, storytelling and emotion""
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Firstimpression, Marketing, Brand and Participants

  • 1. first impressions marketing brand and participants ""itå«s easy. just skip the """"interface design"""" phase and make everything beige. you can`t go wrong with beige."" """"""each time a new technology comes along, new designers make the same horrible mistakes as their predecessors. technologists are not noted for learning the errors of the past. they look forward, not behind, so the repeat the same problems over and over again,"""" -donald norman, the design of everyday things"" the collision it always seems obvious to think in a straight trajectory but it often is an unanticipated converging vector that changes the direction of the current. this point of impact i refer to as the collision for the understanding of a picture a chair is needed. why a chair to prevent the legs as they tire from interferring with the mind paul klee the thinking eye communications 38% information 22% entertainment 17% surfing 8% transactions 7% creation 5% first impressions marketing brand and participants hello the halo effect through the open quotes halo effect close quotes first impressions can color subsequent judgments of perceived credibility comma usability comma and ultimately influence our purchasing decisions full stop creating a fast-loading comma visually appealing site can help websites succeed full stop the visceral reaction snap descision rational thought argumentation visceral reaction cognitive bias rational thought argumentation so the question becomes: what does it take to create a first impression? aesthetic """"""clean"""", """"pleasent"""", """"symmentrical"""""" """"""you don't need something more to explain something more."""" -murray gell-mann 1969 nobel prize in physics for his work on the theory of elementary particles"" """"""...the more and more symmetry you have the better you exhibit the simplicity and elegance of the theory"""""" all laws applied to all forms of visual presentation also applies to the design of a web page or application. top chef usa monk kodak easyshare ""first impressions marketing brand and participants -employing a winning website strategy through the tools of design, storytelling and ..... hedge terrace / strategic director/digital planner screenplay.no"" """"""the application itself is not a goal at all - it's an obstacle between the user and their goal."""""" ""second fase of technology: then we started talking to someone we called """"users""""? fox"" ""second fase of technology then we started talking to someoane we called """"users""""?"" third fase of technology: but now we are looking at activities.. patterns and predictability paradox of choice - barry schwartz """"""everytime you ad something you take something away"""" -37signals.com"" most deciding factors when evaluating a site: without technical problems appealing design good findability simple navigation harris interactive automative assessment study """"""the research shows that, although users are sensitive to differences in actual usability of sites, percieved usability appears to be tied more to the immediate impression than to actual usability. in turn, the immediate im-pression is based on the aesthetics appeal of the site"""" - citation: gitte lindgaard, 2003-08-08, usability vs. aesthetics"" ""persuasion, in order to create desired action."" ""you must go beyonduse ability, this isn't simply removing obstacles. it is creating the desire that drives action. brian and jefferey elsenburg persuasive online copywriting how to take your words to the bank with an call to action secret formulas to improve online results"" the trust and credibility your website communicates is critical in helping visitors feel confident in purchasing from you successful model knowledge information failed model time how do you present your information? information is worthles before it is put into context with knowledge and experience the customer already owns. ""the truth is that """"meaning"""" is created by lots of little points of data, in the same way that persistence-of-vision effects are created by lots of little points of light."""" erik mckeen"" 100% 1.8% average conversionrate on visitors to shop.org members sites 2005 ""in classical times when cicero had finished speaking , the people said, how well he spoke but when demosthenes had finished speaking they said let us march adlai stevenson"" design + usability """""" the fourth dimension is time -bill moggridge designing interactions"" wai (it's all wrong) """"""focusing on usability will help you get the design right, but it won't help you get the right design."""" - bill buxton"" ""the borderline between to adjacent shapes having a double function, the act tracing such a line is a complicated business. on either side of it, simultaneously, a recognizability takes shape. but the human eye and mind cannot be busy with two things at the same moment... there must be a quickly and continous jumping from one side to the other..."" ""first impressions marketing brand and participants -employing a winning wesite strategy through the tools of design, storytelling and heige tenna/strategic director/digital planner screenplay.no"" superbrands vol.2 the most fun on broadway mamma mia the paradox of choice """"""the brain is lazy"" """"""a man always buys something for two reasons: a good reason, and the real reason"""" jp morgan think small."" '' an interesting fenomenon in the western world is that as we grow up we tend to deny the irrational. in the western understanding of reason it is it is rational desicions that drive the purchase of products. we are living in the age of post rationalising. ""the fact that lotteries are popular leads to contradictions with economic rationality. economic rationality among so many people is a huge challenge to economics. naturally, economics long ago decided to ignore the irrationality of people.... as john kenneth galbraith pointed out, """" in the choice between changing one's mind and proving there's no need to do so, most people get busy on the proof"""". unfortunately irrationality is so wide spread that it was actually psychologists who finally forced economists to take real people's irrationality seriously in the 1960's and 1970's. now examining the differences between actuaal decisions and ideal decisions is one of the hottest areas in economics."" """"""that's a good example of just how central this kind of decision making (snap decisions) is to the way we make sense of the world. and just how good we are at convincing ourselves otherwise, at pretending that what we are doing is concious and deliberat when it is not."""" malcolm gladwell"" if i was ceo of a company i would have read the ssb (norwegian state statistics agency) webpages long before taking advice from people who think we are living in a dream society or insists that people don't know the price of the products available in the market. ""economists, and other social scientists with an interest in decision-making, have found that the difference between the rational model (how decisions ought to be made) and the real world (what decisions are made) is so significant that their rational models can be of little use."" lotteries almost single-handedly prove that people are not rational. professor michael mainelli price? ""sales increased 60% """"overnight"""" with new design."" ""companies will need to understand that their products are less important than their stories. rolf jensen, copenhagen institute or future studes"" """"""love is overestimating the difference between one woman and another"""" -george bernard shaw"" ""leopard. conquer time a *mac os x x hello, tomorrow."" action (conitiv) head (cognitiv) hart (affectiv) """"""affective loyalty is the strongest form of loyalty and will be the most difficult form to compete against."" cognitive bias """"""the internetis a nearly perfect market because information is instantaneous and buyers can compare offerings of sellers worldwide. the result is fierce price competition and vanishing brand loyalty"""""" steve krug don't make me think a common sense approach to web usability second edition is this wrong? ""its not about not making people think, it's about removing unanticipated bottlenecks. absolut"" patterns and predictability ""if the costumer needs to """"go to the toilet"""", let them. always let them, but while there suprise them, give them something unexcpected and something so positive it creates a unique and lasting impression."" ""aesthetics aside, there are two key elements that comprise a killer first impression. and they're the things that make unboxing a new product or installing new software feel like opening a christmas present. these elements are anticipation and surprise. robert hoekmann jr."" ""when we examine some of the web 2.0 success stories-like facebook, flickr, second life and youtube - we can see that they all tap into the creative and imaginative qualities of their users. in fact, playfulness is so ingrained in the user experience of these sites that it's impossible to separate it from the services they provide."" in essence risk taking is at the heart of acquiring new knowledge. in short we do not acquire new knowledge without taking the risk of delving into the unknown. evolution has given us the perfect balanced set of tools for doing this. in the first place we generally prefer to explore novel things more than those we already know and find novelty exciting. ""in the new online media landscape, brand content isn't the """"sit back and watch"""" branded entertainment of traditional media. it is a more actively consumed form of entertainment, something that engages, participates with, and is spread by and audience."" communication 38% information 22% entertainment 17% surfing 8% transactions 7% creation 5% identification definition specification purchase recommended strategic positioning of web content and intent traditional strategic positioning of web content and intent """"""this represents 16 percent of the christmas shoppers, but the importance of the internet on christmas shopping kan be far greater than the number suggests. the research also shows that 56% of the norwegian popultion use e-retailers to check for stock and price before they shop"""""" the important ingredients of: emotions and storytelling free hugs free hugs ""lift stairs """"if you eliminate the emotional guiding factor, it is impossible for people to make descicions in daily life"""" """"facts lead to conclusions, emotions lead to action"""""" stumbling happiness daniel gilbert we contemplate future events by simulating those events in our imaginations and then noting our emotional reactions ""words have no meaning in themselves: orally they are only arbitrary juxtapostions of sounds. however they trigger off in us images which, generated by our perceptions carry meaning."" ""''at sony we assume that all products of our competi-tors have basically the same technology, price, perfor-mance and features. design is the only thing that differ-entiates one product from another in the markerplace. - norio"" first impressions marketing brand and participants dedicated participants content isn't king. conversation is king. content is just something to talk about ""january 2, 2008, 4:13 pm minng the collective intelligence of nytimes.com users by derek gottfrid tags. clustering, search """"we know that we have remarkably knowledgeable and intelligent readers, and we would love to recruit more and more of them in ever more sophisticated ways to improve the quality of news and information on our site."""" - jon landman, deputy managing editor, the new york times http://open.blogs.nytimes.com/2008/01/02mining-the-collective-intelligence-of-nytimes-users/ slideshare 114/129"" ""solving a governement-related problem: 58% used the internet to get help. 53% said they turned to professionals. 45% said they sought out friends and family. 36% said they consulted newspapers and magazines. 34% said they directly contacted a government office or agency. 16% said they consulted television and radio. 13% said they went to the public library. -information searches that solve problems, pew internet & american life project http:// www.pewinternet.org/ppf/r/231/source/rss/report_display.asp"" ""the guardian it's an emerging rule of thumb that suggests that if you get a group of 100 people online then one will create content, 10 will interact with it (commentating or offering improvements) and the other 89 will just view it. charles arthur the guardian thursday 20th july 2006"" ""disney monday night keynote """"we want to invite our customers to be part of our stories - robet iger president disney corporation"" nikeid the shoes don't lie make them slick. make them retro. make them ugly ""some sites like apple.com's support site have more advanced features whereby people can rate the responses they are given to their questions. that way, if one response by the community really helped the person who asked the question, it will be flagged and easily found by future readers. this helps users filter out bad responses, further reducing support costs. joshua porter, uie brain sparks"" ""first impressions marketing brand and participants employing a winning website strategy through the tools of design, storytelling and emotion""