Today?

Today? Design.

Who am I?

Who am I?Andreas Beining / Online Specialist, CMG

Who am I?Andreas Beining / Online Specialist, CMG

BA Visual Communication in Leeds / design + advertising

What is design?a.b

eining.co

m

What is design?

What is design?i-ko

mm

unikasjon.no

Who am I?Andreas Beining / Online Specialist, CMG

BA Visual Communication in Leeds / design + advertising

Jr. Art Director at The Farm / ad agency in Madrid

What is design?thefarm

cf.com

Who am I?Andreas Beining / Online Specialist, CMG

BA Visual Communication in Leeds / design + advertising

Jr. Art Director at The Farm / ad agency in Madrid

Marketing consultant at Akademika / designing all marketing material for the book chain + website

What is design?akad

emika.no

What is design?

What is design?graphic design / industrial design / garden de-sign / webdesign / communication design / business design / packaging design / product design / service design / applications design / experience design / game design / interaction design / software engineering / software design / software development / system design / user experience design / user interface design / web accessibility / color design / content design / information design / instructional design / mo-tion graphic design / news design / packaging design / production design / sound design / etc.

Design is not art.

Design / Use / Constraints / Representation

Art / Artificial / Unconstrained / Expression

Design is not art.“Advertising that does not sell is badadvertising. It might be art or literature- it can be funny, beautiful or poetic - but it is not good advertising.”

Robert Millar, 1914 Founder of Bennett ad agency in Bergen

Design is not science.

Design / Soft process / Human analysis / Intuition

Science / Rigid process / Data analysis / Proof

“Juicy Salif”

Philippe Starck’s award winning Lemon Squeezer

Its famous, but useless.

Design is a craft.

/ artistic science that melds technology and humanity

TechnologyArt

People

Science

Design

Form Follows Function

/ Think about what you want to achieve

/ Message, theme, mood, ...

/ Type of design (brochure, community site, logo, banner, t-shirt, ...)

/ Look at what existing designs do (user expectations)

Problem: bad design.

Bad design: it’s everywhere!

Bad design: it’s everywhere!

Why? / Lack of self-criticism / Rush job / Unfamiliar with best practices / Inexperience with tools / Bad taste

Consequences / Frustration due to more reading effort / Message is lost / Lost business oppor-tunity / Not taken seriously/ Lack of beauty and elegance

Everyone is a designer!/ Previously: One needed long education to be able to, for example, print a book.

Everyone is a designer!/ Previously: One needed long education to be able to, for example, print a book.

/ Today:New technology “democratized” design.

Everyone is a designer!/ Previously: One needed long education to be able to, for example, print a book.

/ Today:New technology “democratized” design. (just think of all the Powerpoint presentations you seen that were ugly..)

mysp

ace.com

What is design?arng

ren.net

What is design?ryanair.co

m

What is design?ko

mp

lett.no

What is design?no

rweg

ian.no

What is design?skyscanner.net

What is design?w

ego

lo.co

m

Microsoft

What is design?m

icroso

ft.no

What is design?officeo

nline

What is design?m

sdn

What is design?p

artner

What is design?d

ynamics

Apple

What is design?ap

ple.co

m

Microsoft vs. AppleMicrosoftIt’s a big company with many products.

/ Many different messages at the same time.Can be confusing for “outsiders” (or even for MS people..)

AppleIt’s a small company with few products.

/ One brand.

What can MS do?/ Keep the design consitent: offline+online

/ KISS principle Keep it Simple, StupidStrive to eliminate unnecessary complications.

/ Explain in the brief what you want to achieve.What should the receiver do after seeing/read-ing your poster/website, etc.

/ But don’t be too detaily on image use, etc.Creativity gets lost this way. (but dont’ forget corporate guidelines.)

Again, do trust the designer. (If you don’t. get a new one...)

Be brief.

“Can you make the logo bigger?”

/ Clients always want a bigger logo.“The client is king” - but do trust the designer.

/ You know the content.Designers know design. (or should know!)

A bigger logo doesn’t make it a better design.

/ Know when the time is to give feedback on creativity, design, content and when not.

/ Nothing is more frustrating than doing a job a second time when you thought it was approved by the client.

Know your time.

Don’t look at the details.Attention to detail is good, but...

/ You know the content.Does the design display the content in a easy manner?

/ “Just” moving a textbox or logo around might change the whole balance of a design. Hence, all must be designed again.

“It’s just a small change...”/ Task: Design logo with corporate identity. (Logo, business card, word templates, etc.)

/ Client: “Simply change the Word template a bit.”

No understanding that designing templates inWordwasdifficult.Tookmemorethan1,5whole days!

What do you want to achieve?

Always get a 2. opinion on 1. impressions.

BUT: It’slikeaskingsomeonetofind5mistakes.

Guide the question, examples: / What’sthefirstthingyounotice? / What’s the message here? / What’s the call-to-action?

Zune.

What is design?zune-arts.net

Zune. Is it Microsoft?

Zune. Is it really Microsoft?!Creative ad campaign that uses animation and indie tunes to promote the Zune is generating a buzz online. (freebies: Wallpaper, videos, etc.)

“The clips, which Microsoft pays artists to cre-ate, revolve around the concept of sharing, which supposedly differentiates Zune from the iPod and the rest of the digital media player pack.”

What is design?zune-arts.net

Zune. Is it really Microsoft?!/ I think I does differentiate itself from iPod.

/ It’s fresh and you want to spend time on the website, BUT: “Microsoft” is not branded anywhere...

Resources (or “books”)”The Hidden Persuaders” - Vance Packard

“Toothpicks and Logos: Design in Everyday Life” - John Heskett

“Hey, Whipple, Squeeze This: A Guide to Creating Great Ads” - Luke Sullivan

“Don’t Make Me Think: A Common Sense Approach to Web Usability” - Steve Krug

”The Art Book”

Thank you!

/ Andreas Beining 11.12.2007