Design Presentation
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Today?
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Today? Design.
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Who am I?
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Who am I?Andreas Beining / Online Specialist, CMG
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Who am I?Andreas Beining / Online Specialist, CMG
BA Visual Communication in Leeds / design + advertising
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What is design?a.b
eining.co
m
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What is design?
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What is design?i-ko
mm
unikasjon.no
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Who am I?Andreas Beining / Online Specialist, CMG
BA Visual Communication in Leeds / design + advertising
Jr. Art Director at The Farm / ad agency in Madrid
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What is design?thefarm
cf.com
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Who am I?Andreas Beining / Online Specialist, CMG
BA Visual Communication in Leeds / design + advertising
Jr. Art Director at The Farm / ad agency in Madrid
Marketing consultant at Akademika / designing all marketing material for the book chain + website
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What is design?akad
emika.no
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What is design?
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What is design?graphic design / industrial design / garden de-sign / webdesign / communication design / business design / packaging design / product design / service design / applications design / experience design / game design / interaction design / software engineering / software design / software development / system design / user experience design / user interface design / web accessibility / color design / content design / information design / instructional design / mo-tion graphic design / news design / packaging design / production design / sound design / etc.
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Design is not art.
Design / Use / Constraints / Representation
Art / Artificial / Unconstrained / Expression
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Design is not art.“Advertising that does not sell is badadvertising. It might be art or literature- it can be funny, beautiful or poetic - but it is not good advertising.”
Robert Millar, 1914 Founder of Bennett ad agency in Bergen
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Design is not science.
Design / Soft process / Human analysis / Intuition
Science / Rigid process / Data analysis / Proof
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“Juicy Salif”
Philippe Starck’s award winning Lemon Squeezer
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Its famous, but useless.
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Design is a craft.
/ artistic science that melds technology and humanity
TechnologyArt
People
Science
Design
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Form Follows Function
/ Think about what you want to achieve
/ Message, theme, mood, ...
/ Type of design (brochure, community site, logo, banner, t-shirt, ...)
/ Look at what existing designs do (user expectations)
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Problem: bad design.
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Bad design: it’s everywhere!
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Bad design: it’s everywhere!
Why? / Lack of self-criticism / Rush job / Unfamiliar with best practices / Inexperience with tools / Bad taste
Consequences / Frustration due to more reading effort / Message is lost / Lost business oppor-tunity / Not taken seriously/ Lack of beauty and elegance
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Everyone is a designer!/ Previously: One needed long education to be able to, for example, print a book.
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Everyone is a designer!/ Previously: One needed long education to be able to, for example, print a book.
/ Today:New technology “democratized” design.
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Everyone is a designer!/ Previously: One needed long education to be able to, for example, print a book.
/ Today:New technology “democratized” design. (just think of all the Powerpoint presentations you seen that were ugly..)
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mysp
ace.com
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What is design?arng
ren.net
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What is design?ryanair.co
m
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What is design?ko
mp
lett.no
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What is design?no
rweg
ian.no
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What is design?skyscanner.net
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What is design?w
ego
lo.co
m
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Microsoft
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What is design?m
icroso
ft.no
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What is design?officeo
nline
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What is design?m
sdn
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What is design?p
artner
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What is design?d
ynamics
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Apple
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What is design?ap
ple.co
m
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Microsoft vs. AppleMicrosoftIt’s a big company with many products.
/ Many different messages at the same time.Can be confusing for “outsiders” (or even for MS people..)
AppleIt’s a small company with few products.
/ One brand.
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What can MS do?/ Keep the design consitent: offline+online
/ KISS principle Keep it Simple, StupidStrive to eliminate unnecessary complications.
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/ Explain in the brief what you want to achieve.What should the receiver do after seeing/read-ing your poster/website, etc.
/ But don’t be too detaily on image use, etc.Creativity gets lost this way. (but dont’ forget corporate guidelines.)
Again, do trust the designer. (If you don’t. get a new one...)
Be brief.
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“Can you make the logo bigger?”
/ Clients always want a bigger logo.“The client is king” - but do trust the designer.
/ You know the content.Designers know design. (or should know!)
A bigger logo doesn’t make it a better design.
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/ Know when the time is to give feedback on creativity, design, content and when not.
/ Nothing is more frustrating than doing a job a second time when you thought it was approved by the client.
Know your time.
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Don’t look at the details.Attention to detail is good, but...
/ You know the content.Does the design display the content in a easy manner?
/ “Just” moving a textbox or logo around might change the whole balance of a design. Hence, all must be designed again.
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“It’s just a small change...”/ Task: Design logo with corporate identity. (Logo, business card, word templates, etc.)
/ Client: “Simply change the Word template a bit.”
No understanding that designing templates inWordwasdifficult.Tookmemorethan1,5whole days!
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What do you want to achieve?
Always get a 2. opinion on 1. impressions.
BUT: It’slikeaskingsomeonetofind5mistakes.
Guide the question, examples: / What’sthefirstthingyounotice? / What’s the message here? / What’s the call-to-action?
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Zune.
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What is design?zune-arts.net
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Zune. Is it Microsoft?
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Zune. Is it really Microsoft?!Creative ad campaign that uses animation and indie tunes to promote the Zune is generating a buzz online. (freebies: Wallpaper, videos, etc.)
“The clips, which Microsoft pays artists to cre-ate, revolve around the concept of sharing, which supposedly differentiates Zune from the iPod and the rest of the digital media player pack.”
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What is design?zune-arts.net
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Zune. Is it really Microsoft?!/ I think I does differentiate itself from iPod.
/ It’s fresh and you want to spend time on the website, BUT: “Microsoft” is not branded anywhere...
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Resources (or “books”)”The Hidden Persuaders” - Vance Packard
“Toothpicks and Logos: Design in Everyday Life” - John Heskett
“Hey, Whipple, Squeeze This: A Guide to Creating Great Ads” - Luke Sullivan
“Don’t Make Me Think: A Common Sense Approach to Web Usability” - Steve Krug
”The Art Book”
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Thank you!
/ Andreas Beining 11.12.2007