SDL 03 Time

SDL – Time
Industrial Design 2012, Georgia Institute of Technology

www.florianvollmer.com
@florianvollmer

1383 Löwenbräu
1862 Guinness
1865 Olympics
1870 Mitsubishi
1875 Nestlé
1900 Shell
1962 McDonald’s

© Florian Vollmer, 2012 – www.florianvollmer.com

Past: Present: Future:
Auditing Grouping Stories
Heuristic Evaluation Time Visuals
Timelines Context Efficacy
Design Audit Meaning Multi-modality


• Establish experience-based criteria
• Evaluate the subject matter systematically
• “Quick-and-dirty” but meaningful enough


1970 1980 1990 2000


1800 1900 2000


• Patterns
• Meaning
• Use as storytelling tool


Corporate Corporate
Culture Corporate Image
Identity

Corporate Design
Corporate Behavior
Corporate
Organization
Corporate Communicat
Communication ion Design
Product
Corporate Design
Wording

Public Advertising Environmental
Relations Design

mCommerce Customer Product
Social Environment Presentation Sales
eCommerce
Media Engagement Ownership
Traditional
Media Experience


Corporate Corporate
Culture Corporate Image
Identity

Corporate Design
Corporate Behavior
Corporate
Organization
Corporate Communicat
Communication ion Design
Product
Corporate Design
Visual Analysis
Wording

Public
Analysis of Communications and Processes
Advertising Environmental
Relations Design

mCommerce Customer Product
Social Environment Presentation Sales
eCommerce
Media Engagement Ownership
Traditional
Media Experience


• Visual Analysis
• Analysis of Internal Communications
• Observations and Recommendations


“People think that design is styling. Design is
not style. It’s not about giving shape to the shell
and not giving a damn about the guts. Good
design is a renaissance attitude that combines
technology, cognitive science, human need, and
beauty to produce something that the world
didn’t know it was missing.”
Paola Antonelli


• Phases tell stories
• Combine different classes of information
• Correlations


Political Uncertainties
Factors

Economic Customer
Climate Needs
Core Business

Tech Factors Trends

Business Context

Uncertainties
Political
Factors

Tech Factors Customer
Economic Trends Needs
Climate
Core Business

Meaning

• Search for the Trends, Anomalies, Observations
• Grouping < Meaning
• Patterns


1 Billion

Estimated number of photos taken daily


• Visual Storytelling does not take forever
• Effective layering of timelines & visuals
• Direct foundation for creative process


Opening Statement

The Audience Their Questions Your Answers
Delta

Closing Statement

Audience 1 Audience 2

Audience 3 Audience 4


Numbers
Audience 1

Visual Audience 2 Detailed
Audience 4 Report
Audience 3 Video
Summary


• Identify audiences
• Envision their personal and business needs
• Craft custom stories & define media


Past: Present: Future:
Auditing Grouping Stories


Past Present Future


Brand Heritage Chart - Examples


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!"#$%&'(#)%*)%(#)%+#,(-%.)%/0)()()%"##1)$/%2#0)(30$3%*)%/41$5$''(&%
"#$%&'()*+,-$.&%

%.,+)$/.&&0)$1--0#2$3)4.'&15.)%.2)-,'%+2'#+5)6#%.)&%.2')/&7-,+#2$),+8)

5678755# !"#$%&&'(")#*+,-.//,+#01#234 !

History of Philips
TV Product History of Philips

1924
First Moving Silhouette
Images 1943
Early TV Model
American Charles
1862 Jenkins and John Baird Philips had been working
First Still Image Transferred from Scotland, each on the television
demonstrate the technology since 1925. In
Abbe Giovanna Caselli mechanical transmissions
invents his Pantelegraph of images over wire model was introduced to
Heritage Chart person to transmit a still
circuits. the public in Eindhoven.
1953
image over wires. Philips TV Model
The Philips brand and product design
language has evolved many times 1927
First Electric TV 1949
throughout the years. This is due First Philips TV Model
1900 to the Public in the 1956
both to the changing technology And We Called It Television Netherlands First Practical Remote
in the television industry and the Control
complete electronic
changing global brand positioning of At the World’s Fair in
television system, which he
Robert Adler invents the
the company from decade to decade. Congress of Electricity was
called the Image Dissector.
Highlights in the history of Philips in held. That is where Russian control called the Zenith
the television market include being one Constantin Perskyi made Space Commander

word “television.”
televisions to the Dutch market.

Duane Rollins | Strategic Design Language | Prof. Kim

Logo History of Philips

2007
1969 Philips Releases Ambient
First Images Sent to the Light TV
Moon 1997
First Plasma TV Released Ambient Lighting
1981 Panasonic is credited with
Technology, is a feature
transmission from the 1,125 Lines of Resolution invented by Philips
moon and 600 million Electronics, generating light
people watch. day plasma TV to market. effects around the TV that
NHK demonstrates
HDTV with 1,125 lines of 1983 correspond to the video
resolution. Philips TV Model content.

1972-73 1997
Half the TVs in homes 1978 Philips Releases its 2010
are color sets. Plasma TV First 3D HD TV
Philips TV Model 1987
1982 Released
Surround Sound Philips TV Model
Giant screen Philips introduced a
Introduced 42-inch (107 cm) display, Samsung releases
marketed. with 852x480 resolution.
Dolby surround sound for It was the only model
home sets is introduced. available to the US public. to the public in the UK.

Current Philips Model

• Document formative CI moments
• Integrate visual and business aspects
• Tell a compelling story


SDL 03 Time

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SDL 03 Time