More Related Content Similar to Communicating Content and/by/through Design (20) More from Margot Bloomstein (20) Communicating Content and/by/through Design1. 1
Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Communicating content
and/by/through design
Margot Bloomstein
Art Institute of Boston
February 5, 2010
#CCDAIB
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Every communication has a
content & relationship aspect
such that the latter classifies
the former.
Paul Watzlawick
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
content & relationship aspect
your words how you’d like
your audience to
understand you
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
Do I understand the
target audience?
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
Do I understand the
target audience?
Do I understand the
communication goals?
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
Do I understand the
communication goals?
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
experienced
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
experienced
traditional
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
experienced
traditional
conservative
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
experienced
traditional
conservative
new
old
stodgy
savvy
informal
lavish
formal
casual
relaxed
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
experienced
traditional
conservative
new
old
stodgy
savvy
informal
lavish
formal
casual
relaxed
hurried
efficient
wisesmart
seasoned
naïve
detailed
complicated
complex
simple
modern
technological
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
how you’d like
your audience to
understand you
high-brow
fancy
innovative
experienced
traditional
conservative
new
old
stodgy
savvy
informal
lavish
formal
casual
relaxed
hurried
efficient
wisesmart
seasoned
naïve
detailed
complicated
complex
simple
modern
technological
simplistic
premium
hip
cool cutting edge
leading edge
bleeding edge
value-oriented
trendy
friendly
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal detail with
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
Accessible and not techie
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Content strategy can
help you communicate
as a designer—
and through design.
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Content is the reason
why people use the web.
Get store hours & address
Comment on a post
Find a product (and buy it)
Share information
Publish their pictures
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Planning for the creation,
aggregation, delivery, and
governance of useful, usable,
and appropriate content in
an experience.
What is content strategy?
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
What is this about?
How will we convey that?
With what content types?
How much?
How often?
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
How do you visualize the
abstract without concrete
terms?
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
How do you visualize the
abstract without concrete
terms?
Make us look friendly
Make us look traditional—
but not conservative.
Make us look hip!
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Start with a message
architecture: concrete,
prioritized brand attributes.
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal detail with
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
Accessible and not techie
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Ground design and content
decisions in the message
architecture and creative brief.
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Ground design and content
decisions in the message
architecture and creative brief.
Color scheme
Typography
Information density
Photographic style
Diction
Style & tone
Sentence structure
Content types
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Brand-oriented content strategy
can save time and design budget.
• Prioritize key messages
• Rally around concrete terms
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Brand-oriented content strategy
can save time and design budget.
• Use real copy for unified concepts
• Get it right in fewer rounds
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Brand-oriented content strategy
can help you offer your clients
predictability in their budgets and
marketing timelines.
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
predictability
for them…
Organize photo shoots!
Anticipate additional
content types!
Research case studies!
Gather testimonials!
Interview customers!
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
predictability
for you…
Plan for specific content
types and exact character
counts!
Create more interesting
templates!
Anticipate user-generated
content!
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Content strategy and visual design
that share a message architecture
and/or creative brief can foster a
cohesive, consistent, and richer
user experience.
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Additional resources
• Twitter: #contentstrategy
• SXSW Content Strategy workshop track
• ContentStrategy.com Google Group
• Content Strategy knol
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Appropriate, Inc. © 2010 #CCDAIB @mbloomstein
Thank you!
Margot Bloomstein
Twitter: @mbloomstein
mbloomstein@yahoo.com
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