Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »
Beauty Imagined: A history of the global beauty industry by Geoffrey Jones is highly recommended for anyone interested in beauty, the beauty industry and beauty brands. Full of anecdotes and insights into the people who shaped the beauty industry, this book provides great insights into the innovations and events that make beauty what it is today. The final chapters on the modern beauty industry, and the discussion of globalization versus tribalization are very well written and are foresee many of the local cultural trends and influences I believe are shaping the industry in Asia and beyond. Read more »
The Elito method is an approach to help designers develop comprehensive and connected solutions grounded in research insights and business objectives. The approach helps designers and researchers move from research findings to the articulation of design directions, helping them move from analysis to synthesis and bridge research outputs to the needs of business, through the development of fact-based narratives. The approach was developed in 2002 and named after Eli Blevis (the name is a shortened version of “Eli’s Toolbox”). Read more »
Mental Model Diagrams rely on the fact that people behave in ways that are consistent with core beliefs they hold to help visualise the causes of their behaviours and develop solutions that meet their needs. Mental Model Diagrams are detailed summaries of the behaviours, beliefs and emotions that relate to specific tasks undertaken by that person and in turn to specific design features (in the bottom half of the example above). Such diagrams help designers to focus on product development strategies that reflect the reality of how people feel, think and act in relation to specific jobs in their lives. Read more »
Designers often agree a set of criteria (heuristics) for evaluating the usability of an design or interface, and Jakob Nielsen developed his own set of heuristics for evaluating computer software (and have been adapted and updated for mobile phone apps). Although the approach is informal, it is a good way to ensure that a set of best practice “rules of thumb” are used to screen prototypes of products or interfaces before they are given to users to test.
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 »
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 »
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 »
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.
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.