#TDISXSW #DESIGNCAN now where are the flowers? We built the beehive,
Power of Design Principles in a Connected World
Aug 17, 2014
In a world of hyper-connection and fragmented communication consumption, it can be highly effective to leverage a global brand language to reinforce a consistent brand dialogue and personal connection with your consumer.
-How can you use color to align and influence?
-How does hierarchy of messaging play a role across varying media?
-Is the complication of our world driving the trend toward visual simplification?
-How can you use color to align and influence?
-How does hierarchy of messaging play a role across varying media?
-Is the complication of our world driving the trend toward visual simplification?
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Transcript
#TDISXSW#DESIGNCAN
now where are the flowers?We built the beehive,
#TDISXSW#DESIGNCAN
Michele Silvestri, EVP – Global Design Director, Team Detroit
Christine Jones, VP – Associate Design Director, Team Detroit
The Power of Design Principles in our Connected World
#TDISXSW#DESIGNCAN
@TeamDetroit
#TDISXSW #DESIGNCAN
#TDISXSW#DESIGNCAN
Our Connected World
#TDISXSW#DESIGNCAN
Our Connected World
Reach
Fragmentation
Distraction
Opportunity
#TDISXSW#DESIGNCAN
Our Connected World
Reach
Our ability to connect to anyone or anything at anytime, naturally globalizes brands.
It gives them reach. And scale.
#TDISXSW#DESIGNCAN
Our Connected World
Fragmentation
As opportunities for interaction with brands become even more multi-faceted and exponential, the pressures of disintegration become stronger.
#TDISXSW#DESIGNCAN
Our Connected World
Distraction
In this world of hyper-connectivity, everything is fighting for our attention and our focus:
Our work. Our play. Our news feeds.Our families.Our brands.
(even our pets)
#TDISXSW#DESIGNCAN
Our Connected World
Distraction
This tug for our attention drives a need for clarity.
Messages must be simply conveyed, well-crafted and engaging.
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Our Connected World
Opportunity
“So where are the flowers?”
Opportunities for hybrid thinkers, visual problem solvers and expert craftsman await.
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So how can Design positively impact the realities of our Connected World?
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Our Connected World
Reach > Think with a culturally diverse perspective
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Our Connected World
Reach > Think with a culturally diverse perspective
Fragmentation > Protect the brand
#TDISXSW#DESIGNCAN
Our Connected World
Reach > Think with a culturally diverse perspective
Fragmentation > Protect the brand
Distraction > Bring clarity to communications
#TDISXSW#DESIGNCAN
Our Connected World
Reach > Think with a culturally diverse perspective
Fragmentation > Protect the brand
Distraction > Bring clarity to communications
Opportunity > Use a Design-Minded approach
to solve new problems
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The Power of Design
(even our pets)
Source: Quote: Massimo Vignelli. Design: Anthony Neil Dart
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The Power of Design
Inform
Persuade
Organize
Stimulate
Locate
Identify
Attract attention
Engage
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The Power of Design
Designers are experts in:
Branding
Visual storytelling
Information design
Spatial organization
Hierarchy of information
Typography
Color
Lettering
Iconography
Illustration
#TDISXSW#DESIGNCAN
The Power of Design
Create. Craft. Nurture. Protect.
Assist consumer engagement, clarity of message and consistency
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Reach > Think with a culturally
diverse perspective
Our Connected World The Power of Design
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What impact or associations does color have across cultures?
How could that impact the choices we make for brands?
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Pantone now has over 5,000 colors in its libraries.
Source: ColourLovers
Source: ColourLovers
Source: ColourLovers
Source: ColourLovers
Source: ColourLovers
Source: ColourLovers
Source: ColourLovers
Source: ColourLovers
#TDISXSW#DESIGNCAN
How can the use of symbols and iconography transcend culture to most effectively communicate a message universally?
Source: AIGA Design Archives
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Fragmentation > Protect the brand
Our Connected World The Power of Design
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How can defining a brand world – the space a brand can play in authentically – protect itself from fragmentation?
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Two ways: Foundation + Framework
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The Foundation
Carhartt: Stand True
College For Creative Studies: Relentless Creation
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The Framework
Ford Global Look + Style – Before
Ford Global Look + Style – After
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Consistency is key
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When Entrepreneur magazine wrote an article on the “Secrets of the 10 Most-Trusted Brands”, Ford was hailed for brand consistency,
“Ford’s consistent branding has established the company as a beacon of reliability.”
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Distraction > Bring clarity to
communications
Our Connected World The Power of Design
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Which design principles can best foster clarity to protect a brand from distraction?
Source: Noodior
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Source: FDA, Brand New
CURRENT PROPOSED
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Clarity doesn’t always = Simplicity
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Sometimes, more is more
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But often, less is more
Source: Sean Martell
2004-05 2005-09 2009-13 2013
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But, not reductive to the point of damaging
Source: FastCo, Roberto Manzari
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Opportunity > Use a Design-Minded approach to solve
new problems
Our Connected World The Power of Design
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How can the way designers solve problems help create pathways for innovation ?
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Cross-functional, open-source collaboration
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Opportunity
Analysts + Strategists + Designers
Journalists + Art Directors + Technologists
Brand Strategists + Social Strategists + Mobile Strategists + Cross-Channel Strategists
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Have a problem-solving process
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Opportunity
Divergent Thinking – ideate a range of design solutions (possible or impossible) to any given problem
Convergent Thinking – narrow down and hone the best, most feasible solution
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Be a Visual Storyteller
Source: neomam.com
Source: neomam.com
Source: neomam.com
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Authorship < Successful Outcome
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Thank you.
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