In their most recent report on advertising creativity and effectiveness, the IPA and author Peter Field reach the startling conclusion that both creativity and effectiveness are under threat. And who are the culprits? They believe that short-term thinking and especially a focus on driving rapid sales effects, combined with the post-global financial crisis recession, are killing the creativity of advertising. Read more »
Readability is the degree to which prose can be understood, determined by word length, word commonality, sentence length, number of clauses in a sentence and the number of syllables in the sentence. It is something that is often overlooked by designers and researchers, who often believe that more complex information requires complex presentation. This, of course, is bunkum. The principle of cognitive fluency teaches us that the easier something is to read the more readily it will be understood and the more likely it will be acted on. I write this as I am preparing for a client workshop on report writing where the number 1 principle is make everything as simple as possible (but no simpler as Einstein famously said). Read more »
Sound is often the most neglected of the senses when it comes to branding, although it is only second to the visual senses in terms of its importance and has a very specific role that helps the brain to create stories from cause and effect.
There is more to using sound in branding than music and song, important as they are. Of course, music and song are particularly powerful in creating links to specific emotions. However, in the esSense® framework outlined in Brand esSense, other aspects of sound can also contribute to building a brand through the senses, symbols and stories.
I’ve just read the second edition of Brand Meaning by Mark Batey and although there is some additional material and up-to-date examples the core argument of the book is the same (you can read a review of the first edition here). Successful brands are ones that create and nurture strong meanings to consumers, and the more symbolic and value-driven that meaning is, the more powerful it becomes. Read more »
What are Uber doing with their recent redesign of their identity? Whatever you may think of the original logo, it was distinctive and clear (if a little cold according to some design critics), However, the new logo is about as distinctive as a white blob in a coloured square (which it is). When the logo changed, I struggled to find it on my phone. I struggled even more to work out the meaning behind the change, but Uber have nicely provided a nice corporate logo to explain. Read more »
In Copy, Copy, Copy, Mark Earls argue that creativity in marketing (or anywhere else) is essentially about following the success of the theory of evolution outlined by Charles Darwin. Although the title of the book focuses on the copying part, the truth is that his central argument is that the essence of progress is “loose” copying, following the are of an idea but introducing variations into it. As Darwin demonstrates, if you do this enough times then eventually what emerges is superior to what came before.
The beauty of the book, which I highly recommend, is that in arguing the case for copying as a creative strategy, Mark Earls also manages to integrate a lot of behavioural thinking into the strategies and approaches he outlines and gets away from the arguments about which marketing strategies work best. He argues that the first question to ask is “What kind of thing is this?” and from that then find an appropriate strategy to address the specific challenge. Read more »
Propositional density refers to the relationship between the meaning conveyed by a design and the individual elements that comprise the design itself, with high propositional density coming from the richness and complexity of the meanings of a design relative to the simplicity of the elements that make it up. That is, high propositional density is the semioticians dream of richly layered meanings that derive from a simply designed feature, object or visual. Read more »
In photo studies, participants are asked to document ideas, events and aspects of their lives with photos, allowing researchers and designers to collect visual insights into their behaviours, motivations and beliefs. Such studies are very personal and provide inspiration for design and co-creation based on the worlds of the users of products or services.
“Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does – humans are a musical species.” – Oliver Sacks
We all know the power of music to move both our bodies and our emotions. So how can you use music to create more immersive brand experiences giving you the commercial edge over your rivals?
As the authors of The Social Psychology of Music point out, although music has many functions in human life, they are all essentially social. We use music to communicate, even when from very different backgrounds and speaking different languages. Music has the ability to trigger very powerful emotions., forming the basis of shared experiences. Music always conveys meaning, but that meaning is always situated in a social and cultural context. Meaning can never be free of context. Read more »