While going through some underused reference materials I found this reference to the Danish Design Centre’s four levels of commitment that clients have to design.
Design is inconspicuous and performed by untrained/non-professional staff. User’s needs and points of view are not considered. This is decoration by amateurs.
Design is Styling
Design is only considered for the final product. It may be completed by designers, but non-professionals are primarily responsible for the direction of the project. “Let’s give this to a graphic artist to make it pretty.”
Design as Process
Design is viewed as a work method, and design principles/approaches are employed from the earliest stages. Solutions are driven by end-user requirements.
Design as Innovation
The designer collaborates with client executives in adopting innovative approaches to substantial parts of their business. Design processes are used to articulate the company’s vision to impact all aspects of the client’s products or services. Experience branding.
Despite how much I wanted it to be real, it turns out that this screen grab is fake. But trying to verify its authenticity reveals an interesting comparison of corporate run Twitter accounts.
I started by looking at the Cottonelle Twitter feed which reveals a boring one-way broadcast of corporate written marketing messages. It’s as boring as their product. No mention of this screengrab, though you can see the actual tweet that kicks off the war.
This is an interesting look at the ingrained problems that advertisers have with reaching their audience on Facebook. Essentially if you pay to promote your page on Facebook, you’re going to end up with a largely diluted audience of disengaged followers. You’ll then need to pay Facebook again to promote your post in order to reach your real audience.
Sometimes I see ads and I wonder what the pitch meeting looked like. This ad for Volvo is pretty fantastic, but for the life of me I can’t figure out why. It’s such an odd collection of elements, especially when you consider the likely audience for the ad:
Gold Volvo Trucks
Jean-Claude Van Damme doing the splits
An aircraft runway in the desert, at sunset
I’m not sure what the audience for these Volvo trucks is like, but I can only imagine that the client demanded an ad designed to go viral. Still, I enjoy the ad. It’s got a certain grace to it.
I keep seeing QR codes everywhere, but I’ve never ever seen anyone stop to use one. Just think, that marketer could have done something interesting instead of putting a QR code there.