Attractiveness Bias (Principles of Design #75)

Aug 04 2017 Published by Neil Gains under design

People tend to see attractive people as more intelligent, competent, mortal and sociable than less attractive people. Thus, attractive people are seen more positively, receive more attention from the opposite sex, receive more affection from their mothers and receive more leniency from judges and juries. When everything else is equivalent, attractive people are more likely to be preferred in hiring and will earn more money in the same job. Most importantly, they tend to get more votes in elections. Read more »

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Figure-Ground Relationship (Principles of Design #74)

May 29 2017 Published by Neil Gains under design

Photo by Toby Harriman (source: http://www.ipoxstudios.com/figure-ground-relationship-proper-use-will-define-your-subject/)

Figure-ground relationship is the design principle that any element is perceived either as an object of focus (figure) or as something else (ground). This is one of the Gestalt principles of perception, where perception focuses on a central element and others become undifferentiated in the background. This is true of other senses as well as vision (e.g., when you hear your name in a crowded party your focus switches from your current conversation to listening to another). Read more »

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Flexibility-Usability Tradeoff (Principles of Design #73)

Nov 11 2016 Published by Neil Gains under design

All designers have to balance the need for flexibility with the need for usability, because as one increases the other inevitably decreases. Or in c common parlance, “Jack of all trades, master of none”. Systems that are designed to be more flexible have more functions than more specialised designs but are inevitably less functional as a consequence. Read more »

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Don’t Let Short Term Thinking Kill Creativity

Oct 30 2016 Published by Neil Gains under creativity

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 »

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On Thinking and Not Thinking

Sep 30 2016 Published by Neil Gains under book review

Proclaimed as “The All New” Don’t Think of an Elephant, George Lakoff’s classic book has been substantially rewritten and updated to reflect contemporary issues in political debate and recent electoral history. The original book was a must read for anyone interested in behavioural science, communication (or politics) and the important lessons from the first book remain, updated and expanded in this even better and more valuable book. Read more »

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Design Methods #41 – Exploratory Research

Sep 16 2016 Published by Neil Gains under design

Exploratory research covers a wide variety of approaches used in the first stages of a research program where territory is unfamiliar. Exploratory research is often used to plan, scope and define later research stages, by understanding the key issues, dynamics, beliefs and behaviours relating to a particular topic as well as the context of the topic and business challenge. It is usually immersive for the researcher or designer, helping them build understanding and empathy with the user and the context of the design challenge.

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The Rhyme and Rhythm of Branding: Using Sound to Build Sense, Symbol and Story into your Brand

Aug 08 2016 Published by Neil Gains under sensory branding

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 esSenseĀ® framework outlined in Brand esSense, other aspects of sound can also contribute to building a brand through the senses, symbols and stories, using the best instruments is one of the main keys, by checking The Box Tiger Music you will find the best ones.

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Principles of Design #71 – Accessibility

Jul 11 2016 Published by Neil Gains under design

It is common sense that objects and environments would be designed to be usable by as many people as possible without any modification. Except that common sense is never as common as it should be. For example, Kim Walker and Dick Stroud point out in Marketing to the Ageing Consumer, that far too few businesses really consider the needs and constraints of those users beyond 20-30 year olds with perfect sensory, physical and mental abilities. Read more »

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Design Methods #39 – Speed Dating

Jun 20 2016 Published by Neil Gains under design

The concept of speed dating is well known, and in design and research the same idea is applied to comparing multiple design concepts or ideas in rapid succession. This gives researchers the opportunity for quick feedback and also to collect more general information on usage context, societal and environmental issues. Speed dating is typically used at early stages of development to rapidly screen visual ideas and storyboards rather than more developed prototypes. Read more »

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Design Methods #38 – Crowdsourcing

May 28 2016 Published by Neil Gains under design

Crowdsourcing happens when a “crowd” or group of volunteers help to solve or complete a task or project. Crowdsourcing is an approach that can be used to collect large quantities of data or solutions from a range of people outside your organisation in a short amount of time. Read more »

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