design for marketing technical services
DESCRIPTION
Design for marketing technical businesses is complicated, because the product is complicated, but the consumers are ill-suited to evaluate it. Simplicity and good design are essential to successfully marketing technical products and services.TRANSCRIPT
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“Good Design is Good Business”—Thomas Watson Jr.
Founder of IBM
1Friday, January 7, 2011
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1. Good design is a mark of quality.
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2. Good design forms an emotional connection with the user.
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2.1 People love to use welldesigned objects.
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2.1.1 Well designed objectswear in, not out.
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2.1.2 Well designed objects areeasier to use.
(Good design illuminates function.)
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2.1.3 Well designed objects considerthe user first…
…and last.
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2.2 People hate to use poorlydesigned objects.
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2.2.1 Poorly designed objects must be replaced often.
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Because they are used incorrectlyBecause they are built badlyBecause they are trendy
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2.2.2 Poorly designed objectsobfuscate function.
13Friday, January 7, 2011
Guitar Pedal—Too Many buttons and dials?Too few? Complicated to use?
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2.2.3 Poorly designed objects consider the engineer first, production second,
and the user third……if ever.
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Most PCs, phones, etc (until very recently)
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3. Good design is a differentiating factor.
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Not only because there are so many badly designed things, therefore making them notable.Because good design purposefully points out the differentiating factors between similar things.
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4. Good design always adds more value than it costs to create.
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Who’s ever gotten lost, frustrated, or angry in an airport?
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Design should never say, “Look at me.”Design should always say, “Look at this.”
—David Craib, Parable Design
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1. Good design is always at the service of the content.
18Friday, January 7, 2011
Suckerfish drop downs = Slow Automatic Doors @ the grocery store. Lists are better.
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“Don’t confuse legibility for communication.”
—David Carson
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1. Being able to read something is a lot different from being willing to read it.
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Only 28% of web copy gets read. That means 72% does not.
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2. How you say something is asimportant as what you say.
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I Love You.
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You can say, “I love you, in Helvetica...
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I Love You.
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...or you can say it in Helvetica Ultra Light if you want to be really fancy...
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I Love You.
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...or you can say it in Helvetica Extra Bold if you are really passionate...” —Massimo Vignelli
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3. Be careful of your non-explicit communication.
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Body LanguageThe clothes make the manYour materials speak for you—They tell people what’s important to you/what you value.
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Great ContentPerfect for the AudienceNot a Marketing Site
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GO AWAY
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This is what its design says to non-technical users.
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“Use a unique point of view:your client’s.”
—Earl Gee & Fani Chung, Gee+Chung Design
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1. Know Your Audience
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1.1 Know What Your Audience Values
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Are the people who hire you other technical people, or are they business owners, or managers?What do those people value beyond competence?
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“Designers think, so people can feel.”—Juan-Carlos Fernandez, Ideogram
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1. Everyone makes decisions emotionally.
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Even extremely rational people.
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34Friday, January 7, 2011
Blue Pen vs. Black Pen? (Orange Pen, duh.)
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How would Spock fair in the cereal isle? Is there any good reason to choose any one of these? Is there such a thing as best?
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“Good design is…as little design as possible.
—Dieter Rams
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1. Decision making is a reductive process.
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1.1 We don’t choose the best so much as eliminate the unsuitable.
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1.1.1 Don’t give people more reasons to eliminate you than they need.
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Keep it simple. Keep it brief. Only show the good stuff.
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99¢ Songs, licensed, online marketplace200,000 unitsToo Many ButtonsBox/Ads full of Specs.
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1,000 Songs in your pocket.
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42Friday, January 7, 2011
Same CapacitiesMore Features, More Formats, More Codecs, FM Tuner...More Buttons, Intimidating Spec-Riddled packaging...Fewer Sales
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Fewer ButtonsFewer FeaturesFewer Details...1,000,000 Units
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What’s important here? The Work!
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What’s important here? The Work!
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46Friday, January 7, 2011
What’s important here? Comfort and Beauty. Great photo. Handsome guy, pretty plywood, comfy chair.
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What’s important here? How thin and light the MBA is.
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“I know that I know nothing.”—Socrates
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1. Beware the Dunning-Kruger effect.
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Know that there is no weakness in hiring someone to help you with the things you are bad at.
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Resources
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SitesAListApart.com
Webmonkey.com43Folders.com
FastCoDesign.com
MoviesHelvetica
ObjectifiedArt & Copy
BooksThe Brand Gap
Blink/The Tipping PointChange by Design
Buy-ologyIdea Selling
How We Decide
AudioWNYC’s Radiolab
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Thank You.
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