Power of Design Principles in a Connected World

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Information about Power of Design Principles in a Connected World
Design

Published on March 7, 2014

Author: TeamDetroit

Source: slideshare.net

Description

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?

#TDISXSW #DESIGNCAN We built the beehive, now where are the flowers?

#TDISXSW #DESIGNCAN The Power of Design Principles in our Connected World Michele Silvestri, EVP – Global Design Director, Team Detroit Christine Jones, VP – Associate Design Director, Team Detroit

#TDISXSW #DESIGNCAN @TeamDetroit #TDISXSW #DESIGNCAN

#TDISXSW #DESIGNCAN Our Connected World

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 #TDISXSW #DESIGNCAN 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)

Our Connected World Distraction This tug for our attention drives a need for clarity. Messages must be simply conveyed, well-crafted and engaging. #TDISXSW #DESIGNCAN

Our Connected World #TDISXSW #DESIGNCAN Opportunity “So where are the flowers?” Opportunities for hybrid thinkers, visual problem solvers and expert craftsman await.

#TDISXSW #DESIGNCAN So how can Design positively impact the realities of our Connected World?

Our Connected World Reach > #TDISXSW #DESIGNCAN Think with a culturally diverse perspective

Our Connected World #TDISXSW #DESIGNCAN Reach > Think with a culturally diverse perspective Fragmentation > Protect the brand

Our Connected World #TDISXSW #DESIGNCAN Reach > Think with a culturally diverse perspective Fragmentation > Protect the brand Distraction > Bring clarity to communications

Our Connected World #TDISXSW #DESIGNCAN 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

#TDISXSW #DESIGNCAN The Power of Design

(even our pets) Source: Quote: Massimo Vignelli. Design: Anthony Neil Dart

The Power of Design #TDISXSW #DESIGNCAN Inform Locate Persuade Identify Organize Attract attention Stimulate Engage

The Power of Design #TDISXSW #DESIGNCAN Designers are experts in: Branding Typography Visual storytelling Color Information design Lettering Spatial organization Iconography Hierarchy of information Illustration

The Power of Design Create. Craft. Nurture. Protect. Assist consumer engagement, clarity of message and consistency #TDISXSW #DESIGNCAN

#TDISXSW #DESIGNCAN Our Connected World Reach The Power of Design > Think with a culturally diverse perspective

#TDISXSW #DESIGNCAN What impact or associations does color have across cultures? How could that impact the choices we make for brands?

#TDISXSW #DESIGNCAN 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

#TDISXSW #DESIGNCAN Our Connected World Fragmentation The Power of Design > Protect the brand

#TDISXSW #DESIGNCAN How can defining a brand world – the space a brand can play in authentically – protect itself from fragmentation?

#TDISXSW #DESIGNCAN Two ways: Foundation + Framework

#TDISXSW #DESIGNCAN The Foundation

Carhartt: Stand True

College For Creative Studies: Relentless Creation

#TDISXSW #DESIGNCAN The Framework

Ford Global Look + Style – Before

Ford Global Look + Style – After

#TDISXSW #DESIGNCAN Consistency is key

When Entrepreneur magazine wrote an article on the “Secrets of the 10 MostTrusted Brands”, Ford was hailed for brand consistency, “Ford’s consistent branding has established the company as a beacon of reliability.” #TDISXSW #DESIGNCAN

#TDISXSW #DESIGNCAN Our Connected World Distraction The Power of Design > Bring clarity to communications

#TDISXSW #DESIGNCAN Which design principles can best foster clarity to protect a brand from distraction?

Source: Noodior

#TDISXSW #DESIGNCAN

CURRENT Source: FDA, Brand New PROPOSED

#TDISXSW #DESIGNCAN Clarity doesn’t always = Simplicity

#TDISXSW #DESIGNCAN Sometimes, more is more

#TDISXSW #DESIGNCAN But often, less is more

2004-05 Source: Sean Martell 2005-09 2009-13 2013

#TDISXSW #DESIGNCAN But, not reductive to the point of damaging

Source: FastCo, Roberto Manzari

#TDISXSW #DESIGNCAN Our Connected World Opportunity The Power of Design > Use a Design-Minded approach to solve new problems

#TDISXSW #DESIGNCAN How can the way designers solve problems help create pathways for innovation ?

#TDISXSW #DESIGNCAN Cross-functional, open-source collaboration

Opportunity #TDISXSW #DESIGNCAN Analysts + Strategists + Designers Journalists + Art Directors + Technologists Brand Strategists + Social Strategists + Mobile Strategists + Cross-Channel Strategists

#TDISXSW #DESIGNCAN Have a problem-solving process

Opportunity #TDISXSW #DESIGNCAN 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

#TDISXSW #DESIGNCAN Be a Visual Storyteller

Source: neomam.com

Source: neomam.com

Source: neomam.com

#TDISXSW #DESIGNCAN Authorship < Successful Outcome

#TDISXSW #DESIGNCAN Thank you.

#TDISXSW #DESIGNCAN Michele.silvestri@teamdetroit.com christine.jones@teamdetroit.com @TeamDetroit #TDISXSW #DESIGNCAN

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