talk to falmouth graphic design, design, digital, trends and obsession by becky mcowen-wilson
TRANSCRIPT
Hello FALMOUTH
The triumph of digital means the DEATH of good design
AGREE
Lowest common denominator typefaces
No kerning control (or even line break)
No ownership of designs
DISAGREE
Freedom of expression
Communication on a massive scale
Multi-media team collaborations
Global ‘open’ design community
BOTHERED?Changing landscape – changing expectations of grads
WHO am I?WHY should I know?
BECKY McOwen-WilsonCreative DirectorGeronimowww.geronimo.co.uk
Foundation: Middlesex Uni
HELLO !
HELLO !
TVRADIOONLINEEVENTS/EXPERIENTIALPRESSOUTDOORDMSALES PROMOTIONCRM
Above the line?Through the line?
WHAT line.
Silver ISP(2 x bronze)IDM Award
GlobesBronze DMA
The triumph of digital means the DEATH of good design
DIGITAL
DIGITAL
Online • banners• search• websites• social media & WOM
Mobile
Touch-screen and ‘surface’ technology
Interactive television
‘GOOD design’”Good design” in relation to graphic design must ACHIEVE certain outcomes.A design is nothing more than visual noise if it fails to COMMUNICATE the intended marketing statement to the specific target audience. The design should MAXIMISE COMPREHENSION,retention and action, with minimal effort from its audience, while utilising only those resourcesand timeframes allocated to its production.”dzinemonkey
Relationship BETWEEN the two
‘Big ideas’ presented to client
Design Digital (ideas and tech)
Creative brief
Copywriter Art Director
Brief to agency
Account team Planning dept
GOOD NEWS Design now higher up process
SEAT Cupra launch
Poetry in motion
BACKGROUND• Racing car now available on the road• Male 20-40 yr old petrol-heads
(love to drive and the feeling of power)• Digital natives
BUSINESS CHALLENGE• Build anticipation to the launch • Maximise every opportunity to talk… and ‘shift metal’
HOWEVERSEATs are not very well known (less than 3.5% market share)so had to stand out from more well known (and bigger spending) marques
Could the combination of design and digital give us the EDGE…
ENGAGE the fans - online
Joining the conversations online
Seeding ‘leaked’ footage
ENGAGE the fans – at home
ENGAGE the fans – at home
ENGAGE the fans – at home
DISAGREE:Digital allowed the design to FLOURISH and move naturally from an in-home to online experience
It’s all UFOs and no skill
After initial seduction of online, the pendulum is now swinging back…
HAND-FINISHING element to the designs – getting your hands dirty & craft skills are still vital
Getting the BASICS right - typography and layout
Know the rules in order to break the rules
Using SPECIALISTs to augment your own skills
DISAGREE:Digital is doing offline comms a FAVOUR
As more mass market, low cost stuff is going online, paper-based comms become a higher value, targetted, bespoke channeli.e. with more £s per pack
Digital is the ONLY answer – everything else is dead
W.O.M. is the new HOLY GRAIL – surely that leaves design out in the cold?
Emails
Articles and tips websites
Weekly blog
Single campaign INCLUDED:search facility, reward programme, product packaging, website, blogs, email
Our designs reached over 7.5million people!All driven by WOM as media spend = 0
DISAGREE:Great campaigns are where all channels pull TOGETHER to create a story The CHALLENGE for a designer is to consider how you can translate an idea across many media
Idea EVERYTHINGChannel ANYTHING
The triumph of digital means the DEATH of good design
SUMMATION• Digital can allow the design to FLOURISH
• Digital is doing offline comms a FAVOUR
• Design SURPASSES all channels and is the lifeblood that connects all of the different elements
CONCLUSIONDigital is NOT a threat to good design but thinking it’s the only answer IS.
The internet and digital technology have been so INSTRUMENTAL in the changing ad environment, that digital capability has become the glue of integrated thought.
Good design TRANCENDS channelsDigital helps it live and breathe
Other factors that AFFECT us (particularly design in the world of advertising)
TRENDS
News/culture/events
Fashion
Film
Music
Advertising& design
Arts
News/culture/events
Fashion
Film
Music
Advertising& design
Arts
From deference to REFERENCE
Brands can no longer dictate - it’s all about conversations, with others and the brand itself
We look to other people for definitions and verification NO LONGER to the brands themselves
EXPERIENCEeconomy
It’s not just what brands cost any more – it’s ‘What else they can give me?’We’re an adventurous lot and ‘MONEY CAN’T BUY’ is what we’re after.
eg O2 treats
blue room
priority
‘the dome’Orange
WednesdaysBacardi rooms
Badge ofHONOUR
It’s no longer ‘cheap’ to search for the best deal – it’s something we’re proud of
Haggling, research – all things we may have hidden in the past are now shows of how astute you are… and when you find a bargain you now want to tell everyone!
INSTANT gratification
Everything is ‘NOW’Facebook, Twitter, Flickr, IM, Google Wave etc
We want to know everything NOWWe want everyone to see what we’re doing NOW‘Look how clever, funny, caring, socially responsible I am’
But there is a down side – will anywhere be NEW again?
Alan the day before he lost his Law placement
SIMPLIFY and purify
Faced with fast-paced modern living we are looking for convenience AND simplicity
As we take control of our lives we demand OPEN and HONEST communicationFrom understandable ingredients to CLEAR company practices, we want complete transparency
Lastminute.comhave respondedto this trend:MAXIMISERS v’s SATIFICERSActive LIMITATION of behaviour and choiceOther examplesFreedom – limits time on internet to specified amount/dayVeg boxes – frees you from selection options
SUMMATION
5 From deference to REFERENCE4 EXPERIENCE economy3 Badge of HONOUR2 INSTANT gratification1 SIMPLIFY and purify
Where to FIND trend reports
• trendhunter.com (and on twitter)• mintel.com• springwise.com (sign up for weekly email)• trade press
OBSESSIONThe DARK SIDE of being a professional creative
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Where else would you find so many CHALLENGES, so much VARIETY, doing something you LOVE (that also drives you NUTS) and they pay you for!
ENJOY!
