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Content is King, Design is it’s Queen
                                          POMP - Forum 2012. Simon Brown, founder of &&&




During this conference we have all heard a lot         design heritage. The key is to understand that
about the principles of ‘Content Marketing’            great content thrives with great delivery or great
from producing it to measuring it, but I think its     content dies with poor delivery. It’s the delivery
imperative that we contextualize why content has       bit that is equally as important as content itself,
been responsible for a revolution of a business        its countries like Slovenia that could reap the
sector and why now more than ever Content is           benefits by learning from our successes and most
King and Design is it’s Queen.                         importantly our mistakes.
    In recent years there has been a societal shift
in the way we all communicate. This has been           CHALLENGE DESIGN FACE
instigated by the swift adoption of globalised         With the rise of digital, the designers biggest issue
technology and affordable devices. This shift          is not multi platform designing or API integration
has arguably initiated the biggest societal            or merely a cross over from print to digital. It’s that
exchange of content since the invention of the         everyone has access to design tools, therefore
Gutenberg Printing Press. The immediacy of             validating them as a designer. Design is not purely
digital technology and its swift growth has had a      about aesthetics. It’s about finding delivery
drastic effect on the way we all consume content.      mechanisms for Content that are appropriate.
From an audience perspective it has put them in        In the digital world it’s more complex as content
control, free or cheaper content has become an         delivery is intertwined with personal opinion and
expectation and impatient a side effect. From a        third party pathways to content.
business perspective it has forced a realization           To start my talk I actually don’t want to show
non-platform specific content is it’s most valuable    you any of our design I want to show you how you
asset.                                                 emotional engage with content through design.
    This change has drastically affected the role of
a designer and created a void between print and
digital design disciplines. But what I am going to
present to you is the fact that the responsibility
of design to deliver content effectively has
not changed. If anything it has become more
important than ever! And today is steeped in




                                                                 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
           	                                                                                                             Studio: +44 (0)207 739 2135
                                                                                                                               andandandcreative.com
                                                                                                                             studio@andandand.co.uk
Emotional engagement                                                                                                IMAGE BY SIMON BROWN

with content through design
During the London Riots I took this image,
emotionally it sums up an attitude, one of
rebellion and angst. Without much knowledge
to the situation it tells a story through its roadside
situation through to its scrawled typography. To
me it’s a great piece of design as it communicates
on so many levels. Mimicking the design principles
of a magazines opening spread, it emotional
connects and tells a story effectively.




02 | Pomp-Forum Lecture #pomp2012	                       &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                              Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
Emotional engagement                                                                                              IMAGE BY SIMON BROWN

with content through design
I took this image on a London River Taxi as I was
so bemused by this one meter steel clad ‘Safety
Plan’. What the hell is inside this tube called
‘Safety Plan’, I am really hoping its more than
just a BIG plan telling me how not to drown or a
map of how to get back to shore. I actually need
to understand something about boats to know
that this presumably a flare. It would have been
better to just call it a Rescue Flare, but that’s me
guessing. This is where design and narrative play
an important role and the synergy between a
journalist and designer is integral to delivery.




03 | Pomp-Forum Lecture #pomp2012	                     &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                            Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
Emotional engagement
with content through design
I love this email I received, at first it looks ok but
think deeper. Think of the uptake in smart phones
and tablets. It would be safe to assume that for a
large percentage of my time I would be looking
at my emails via my iphone or ipad. Now that’s a
problem, How do I take a picture of a QR Code
that’s on screen on my iphone when my camera is
on the back? Do I call a friend?

DISSEMINATION OF CONTENT IS CRITICAL
Dissemination of Content is integral to Content
Marketing and if there are breaks or obstacles on
a path to content people may never actually get to
the ‘Content’. It’s not the design of the QR Code
but the appropriate implementation designers
need to consider. Wouldn’t a simple Hyperlink
suffice in this situation or a QR Code that has an
embedded clickable link? You may argue that                                                                         IMAGE BY SIMON BROWN
using the QR Code is a marketing strategy but it’s a
designer who has implemented this and should be
the one to question its relevance.




04 | Pomp-Forum Lecture #pomp2012	                       &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                              Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
Emotional engagement
with content through design
Primoz & Igor my apologies but let’s look at a
social media implementation. Here’s the tweet
about my talk from the pomp-forum website,
looks good, here’s hoping. Well in actual fact lets
try and imagine ourselves as a follower of mine or
a follower of a follower and what does it tell me.
It says my name, nice. It says Pomp, nice – lets face
it if you haven’t heard of either it’s quite useless.

The question is would I be engaged
to get to the Content via the hyper link?




05 | Pomp-Forum Lecture #pomp2012	                      &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                             Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
I’m looking at Page Title http://bit.ly/aky7TT @username




Emotional engagement
with content through design
At &&& we have developed a design check-list
to implement the standard Twitter share button
based on actions. Although this may not seem
like design in its purest of sense it is an aspect of
a user experience, much like in print where would
place emphasis on paper stock or image colour
correction we place an emphasis on experience.

So lets go through the steps:
1.  longside a client we develop a variety
   A
   of introduction texts to engage the reader.
   These can be picked at random.
2.  he next piece of text is taken
   T
   automatically from the Page Title.
3.  hen we take a shortened URL
   T
   of the current page.
4.  hen we accredit the content to Your
   T
   @username, which in turn allows clients
   to track comments and engage with
   your audience.

During sharing a user might write over this but the
chance of engagement are drastically increased.




06 | Pomp-Forum Lecture #pomp2012	                       Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                             Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
Work by                              Slavoj Žižek
Lets get to the bit where I can         Representation of complex ideas
actually demonstrate our thinking       Being in Slovenia it seemed only appropriate to
through our work.                       show a book cover series for someone I am sure
                                        you will all know, the Slovenia philosopher
                                        Slavoj Žižek.
                                           As designers we don’t have a house style we
                                        have a house process of thinking about design.
“ s designers we don’t have a house
 A                                      We view ourselves more like editors, condensing
 style we have a house process          complex information into appropriate visual
                                        narratives. Our methodology starts with reading
 of thinking about design. We           and understanding content.
 view ourselves more like editors,         Our role was to take a series of books and
                                        repackage them as a complete series of the
 condensing complex information         Essential Zizek. The problem we faced with this
 into appropriate visual narratives.”   project was you couldn’t get more complex
                                        thinking or narrative than that of Zizek.
                                           The bigger thinking was how to condense
                                        the book into a visual language. Portraying the
                                        complexities of the book in a single image that
                                        could work across a series.




07 | Pomp-Forum Lecture #pomp2012	                Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                      Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
Design Before
                                                                  Mankind has been eating ever since, well, the
                                                                  dawn of mankind. So you’d think we’d know a fair
                                                                  amount about what’s in our food. But the reality
                                                                  is that an accurate, scientific understanding of
                                                                  nutritrion only began to emerge in the 1980s. Since
                                                                  then, our knowledge has exploded. Today we know
                                                                  how food affects our heart and arteries; about
                                                                  “micro” nutrients in fresh foods that work like
                                                                  medicine; and how manufactured additives to our
                                                                  food might be affecting us. It’s fascinating stuff,
                                                                  and life enhancing, too! For proof of both, just read
                                                                  ahead. Nutrition Made Simple covers exactly what




    nutrition
                                                                  you need to know about healthy eating—the lastest
                                                                  news, the most current thinking, and lots of tips on
                                                                  how to turn that knowledge into action. By that,
                                                                  we mean eating joyfully and healthfully, each and
                                                                  every day. You’ll find that eating well doesn’t mean
                                                                  eating less.
                                                                  Nutrition Made Simple is one of several new
                                                                  guides being created by Reader’s Digest and
                                                                  Humana. Each one gives you a snapshot of a key
                                                                  health topic. We hope you enjoy reading them, and
                                                                  find lots of ways to put knowledge into action. You
                                                                  have only to gain by it!
                                                                  Neil Wertheimer
                                                                  Editor in Chief, Reader’s Digest Health Publishing




       made simple
                                                                  TKTK
                                                                  Editor in Chief, Humana Healthy Active Outlook




                                                                                                                                                                                               1
                                                            Part 1                                                                                                                                                                                        The truth: Just five percent of the sodium in our diets
                                                                                                                                                                                                                                                          comes from the salt shaker. A whopping 75 percent comes
                                                                                                                                                                                                                                                          from processed and prepared foods—like tomato sauce,
                                                                                                                                                                                                                                                          canned foods, and condiments, as well as take-out pizza,
                                                                                                                                                                                           Beware the Hidden Salt
                                                           The Newest
                                                                                                                                                                                                                                                          restaurant meals, and fast food.
                                                                                                                                                                                           True or False: Most of the sodium in your diet comes from      Restaurants use a lot of salt. A full-sized meal at many
                                                                                                                                                                                           your salt shaker.                                              national chain restaurants can often contain over 5,000


                                                           Learnings
                                                                                                                                                                                                                                                          mg of salt, more than three times the amount you should
                                                                                                                                                                                           If you answered “true,” you’re in good company. Half of the
                                                                                                                                                                                                                                                          get in an entire day.
                                                                                                                                                                                           people in a recent nationwide survey thought the shaker
                                                                                                                                                                                           on the kitchen table was their biggest sodium offender.        This “new learning” gets top billing in this bulletin
                                                                                                                                                                                           And that’s a downright dangerous falsehood.                    because trimming sodium from our diets could save tens of
                                                           If you went to a convention of dieticians and                                                                                                                                                  thousands of lives each year, according to health experts.
                                                                                                                                                                                           Sodium is the element in salt that makes everything from
                                                           food researchers, what would the experts                                                                                        french fries to popcorn to salted caramel ice cream taste,
                                                                                                                                                                                                                                                          The good news: Twenty-eight major food makers and
                                                                                                                                                                                                                                                          sellers—including the Campbell Soup Company, Heinz,
                                                           around you be talking about? Chances are                                                                                        well, salty. Our bodies need modest amounts of sodium and
                                                                                                                                                                                                                                                          Kraft, and snack maker Snyder’s-Lance—have pledged to
                                                           good that several of the following                                                                                              when used in moderation, salt adds brightness to flavors.
                                                                                                                                                                                                                                                          cut the overall sodium levels in their foods by 25 percent in


    New reSearch
                                                           topics would come up. These                                                                                                     Trouble is, for many people, excess salt causes blood          the next five years. And many chain restaurants are offering
                                                                                                                                                                                           pressure to rise. At the same time, the food industry has      healthy menus with more modest sodium levels.
                                                           are some of the trends,
                                                                                                                                                                                           learned that the more salt they put in food, the more they
                                                           research findings, and                                                                                                                                                                         That’s a great start. But don’t wait for the food industry to
                                                                                                                                                                                           sell. We’ve learned to crave salt. The result: Most of us

    on foods that heal or harm
                                                                                                                                                                                                                                                          solve the problem. Start now at home by choosing more
                                                           new perspectives that                                                                                                           now eat more than twice as much sodium as we need. We
                                                                                                                                                                                                                                                          no-sodium and low-sodium versions of foods you enjoy (such
                                                                                                                                                                                           get close to 3,600 milligrams (mg) a day, according to the
                                                           are reshaping our vision                                                                                                                                                                       as canned beans and canned soups). In time, you’ll lose your
                                                                                                                                                                                           federal government, while most people age 51 and older
                                                           of what is and isn’t                                                                                                                                                                           taste for high-salt foods.
                                                                                                                                                                                           should get just 1,500 mg a day—less than the amount of
                                                           healthy eating.                                                                                                                 sodium in a teaspoon of salt.
                                                                                                                                                                                           As health groups like the American Heart Association            this or    Sea Salt or Table Salt?


    The 3 rULeS
                                                                                                                                                                                           (AHA) urge Americans to cut back on sodium, knowing              that      Neither. Though 61 percent of people in one
                                                                                                                                                                                           where it hides out matters—especially if you have high
                                                                                                                                                                                                                                                                      recent survey thought sea salt was lower in
                                                                                                                                                                                           blood pressure or are at risk for it (as 90 percent of
                                                                                                                                                                                                                                                                      sodium, it’s not. Sea salt and table salt have


    of eating well
                                                                                                                                                                                           Americans older than 55 are!).
                                                                                                                                                                                                                                                                      the same amount of sodium.
                                                            4                                                                                                                    5
                                                                                                                                                                                           6        THE NEWEST LEARNINGS                                                            BEWARE THE HIDDEN SALT             7




    TiPS aNd meNUS
    for great everyday meals                                 1
                                                                                                                                                                                                                 Save Big On Sodium
                                                                                                                                                                                                                                                            2
                                                                                                                          The truth: Just five percent of the sodium in our diets
                                                                                                                          comes from the salt shaker. A whopping 75 percent comes                Cut the salt, not the taste with these clever swaps.
                                                                                                                          from processed and prepared foods—like tomato sauce,
                                                                                                                          canned foods, and condiments, as well as take-out pizza,          Instead of this...       Choose this       Sodium savings
                                                           Beware the Hidden Salt                                         restaurant meals, and fast food.                                                                                               How You Cook Seafood Matters
                                                                                                                                                                                                 Catsup on
                                                           True or False: Most of the sodium in your diet comes from      Restaurants use a lot of salt. A full-sized meal at many                                  Fresh tomato                         Fish lovers, rejoice! Delicacies from the deep can help
                                                                                                                                                                                                 a burger, 1                                166 mg


           The TrUTh
                                                           your salt shaker.                                              national chain restaurants can often contain over 5,000                                       slice                            protect against strokes and heart failure, new research
                                                                                                                                                                                                tablespoon
                                                                                                                          mg of salt, more than three times the amount you should                                                                        shows. The catch? You need to know which cooking styles
    PLUS                                                   If you answered “true,” you’re in good company. Half of the
                                                           people in a recent nationwide survey thought the shaker
                                                                                                                          get in an entire day.                                             Canned chicken
                                                                                                                                                                                              broth, 1 cup
                                                                                                                                                                                                                     Low-sodium
                                                                                                                                                                                                                        broth
                                                                                                                                                                                                                                            720 mg       preserve seafoods’ health benefits—and which to avoid.



    about carbs, sugar,
                                                           on the kitchen table was their biggest sodium offender.        This “new learning” gets top billing in this bulletin                                                                          In a recent Emory University study, eating non-fried
                                                           And that’s a downright dangerous falsehood.                    because trimming sodium from our diets could save tens of                                  Sodium-free                         fish reduced risk for a stroke by as much as 30 percent.
                                                                                                                                                                                           Regular soy sauce                               1,006 mg
                                                                                                                          thousands of lives each year, according to health experts.                                  seasonings                         But fried fish—fast-food fish sandwiches, fish sticks, and
                                                           Sodium is the element in salt that makes everything from

    fat, and salt
                                                                                                                          The good news: Twenty-eight major food makers and                                                                              greasy baskets of crispy-fried seafood—increased the odds.
                                                           french fries to popcorn to salted caramel ice cream taste,                                                                          Bottled Italian
                                                                                                                          sellers—including the Campbell Soup Company, Heinz,                                                                            Researchers from Northwestern University recently found
                                                           well, salty. Our bodies need modest amounts of sodium and                                                                             dressing, 2        Make your own           505 mg
                                                                                                                          Kraft, and snack maker Snyder’s-Lance—have pledged to                                                                          a similar pattern with fish and heart failure. Women who
                                                           when used in moderation, salt adds brightness to flavors.                                                                            tablespoons
                                                                                                                          cut the overall sodium levels in their foods by 25 percent in                                                                  ate baked or broiled fish high in good fats (like salmon)
                                                           Trouble is, for many people, excess salt causes blood          the next five years. And many chain restaurants are offering     Regular vegetable
                                                                                                                                                                                                                     Low-sodium             513 mg
                                                           pressure to rise. At the same time, the food industry has      healthy menus with more modest sodium levels.                       juice, 1 cup
                                                           learned that the more salt they put in food, the more they
                                                                                                                          That’s a great start. But don’t wait for the food industry to     Jar pasta sauce,
                                                                                                                                                                                                                                                         Clever Idea
                                                           sell. We’ve learned to crave salt. The result: Most of us
                                                                                                                          solve the problem. Start now at home by choosing more                                     No salt added          1,034 mg        Love fish, hate the cleaning up? Cook in foil packets.
                                                           now eat more than twice as much sodium as we need. We                                                                                 1 cup
                                                                                                                          no-sodium and low-sodium versions of foods you enjoy (such                                                                       Use large squares of aluminum foil big enough to wrap
                                                           get close to 3,600 milligrams (mg) a day, according to the                                                                                                Dry-roasted                           a single filet or salmon steak. Place one piece of fish on
                                                                                                                          as canned beans and canned soups). In time, you’ll lose your      Salted almonds                                  96 mg
                                                           federal government, while most people age 51 and older                                                                                                     almonds                              each square, top with seasonings like garlic, tarragon, or a
                                                                                                                          taste for high-salt foods.
                                                           should get just 1,500 mg a day—less than the amount of                                                                                                                                          shake of dill. Add lemon or orange slices and a tablespoon
                                                           sodium in a teaspoon of salt.                                                                                                                           Handful of baby
                                                                                                                                                                                            Pretzels, 1 ounce                               380 mg         of orange juice to each. (You can also add thinly sliced
                                                                                                                                                                                                                      carrots
                                                           As health groups like the American Heart Association            this or    Sea Salt or Table Salt?                                                                                              vegetables like carrots, onions, or peppers.) Wrap up the
                                                           (AHA) urge Americans to cut back on sodium, knowing              that                                                           Packaged rice mix, Plain brown rice,                            foil, completely enclosing the fish, twisting ends to seal.
                                                                                                                                      Neither. Though 61 percent of people in one                                                           950 mg
                                                           where it hides out matters—especially if you have high                                                                              1 serving          salt-free                                Cook on a baking sheet in a preheated, 350°F to 400°F
                                                                                                                                      recent survey thought sea salt was lower in                                                                          oven until done (15 to 35 minutes, depending on thick-
                                                           blood pressure or are at risk for it (as 90 percent of                                                                            Cottage cheese          Plain yogurt           729 mg
                                                                                                                                      sodium, it’s not. Sea salt and table salt have                                                                       ness of the fish).
                                                           Americans older than 55 are!).
                                                                                                                                      the same amount of sodium.


                                                            6     THE NEWEST LEARNINGS                                                              BEWARE THE HIDDEN SALT             7   8       THE NEWEST LEARNINGS                                                 HOW YOU COOK SEAFOOD MATTERS                  9




Readers Digest
 Humana collaboration
Understanding the audience,
message and tone of voice
We are interested in what makes engaging
appropriate design and have boiled this down
into a simple check-list we use for all our projects.

1. Understanding the audience
   
2.  nderstanding the message
   U
3.  inding a visual tone of voice
   F

We also evaluate why designs are better than
others based on this check-list and secondly
on aesthetics.
    We where invited to redesign this magazine
as it did not resonate with the audience. What
we had to do was deconstruct the design and
evaluate the design decisions.




08 | Pomp-Forum Lecture #pomp2012	                       Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                             Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
Design After
                                                             Editor's Letter




    Healthy Eating
                                                             M
                                                                            ankind has been eating
                                                                            ever since, well, the dawn of
                                                                            mankind. So you’d think we’d
                                                                            know a fair amount about
                                                             what’s in our food. But the reality is that
                                                             an accurate, scientific understanding of
                                                             nutritrion only began to emerge in the 1980s.
                                                             Since then, our knowledge has exploded.
                                                             Today we know how food affects our heart
                                                             and arteries; about “micro” nutrients in fresh
                                                             foods that work like medicine; and how manufactured additives
                                                             to our food might be affecting us. It’s fascinating stuff, and life
                                                             enhancing, too!
                                                                Nutrition Made Simple is one of several new guides being
                                                             created by Reader’s Digest and Humana. Each one gives you a
                                                             snapshot of a key health topic. We hope you enjoy reading them,
                                                             and find lots of ways to put knowledge into action. You have only
                                                             to gain by it!

                                                             Neil Wertheimer
                                                             Editor in Chief, Reader’s Digest Health Publishing
                                                             TKTK
                                                             Editor in Chief, Humana Healthy Active Outlook
                                                             Healthy Eating Made Simple                                               3




                                                                                                                                                                                                                                              Part 1 | The Newest Learning
                                                                                                                                                                                                                                                                                                                                  industry has learned that the more salt they put in food,
                                                                                                                                                                                                                                                                                                                                  the more they sell. We’ve learned to crave salt. The result:
                                                                                                                                                                                                                                                                                                                                  Most of us now eat more than twice as much sodium as




                                                       The
                                                                                                                                                                                                                                                                                                                                  we need. We get close to 3,600 milligrams (mg) a day,



        Three Steps
                                                                                                                                                                                                                                                                                                                                  according to the federal government, while most people
                                                                                                                                                                                                                                                                                                                                  age 51 and older should get just 1,500 mg a day—less
                                                                                                                                                                                                                                                                                                                                  than the amount of sodium in a teaspoon of salt.
                                                                                                                                                                                                                                                                                                                                     As health groups like the American Heart Association




                                                       Newest
                                                                                                                                                                                                                                                                                                                                  (AHA) urge Americans to cut back on sodium, knowing


        to Eat Right,
                                                                                                                                                                                                                                                                                                                                  where it hides out matters—especially if you have high
                                                                                                                                                                                                                                                                                                                                  blood pressure or are at risk for it (as
                                                                                                                                                                                                                                                                                                                                  90 percent of Americans older than
                                                                                                                                                                                                                                                                                                                                  55 are!).



         Smile More                                    Learning
                                                                                                                                                                                                                                                                                                                                  The truth: Just five percent of the
                                                                                                                                                                                                                                                                                                                                  sodium in our diets comes from the
                                                                                                                                                                                                                                                                                                                                  salt shaker. A whopping 75 percent




                                                                                                                                                                                                                                         1
                                                                                                                                                                                                                                                                                                                                  comes from processed and prepared
                                                                                                                                                                                                                                                                                                                                  foods—like tomato sauce, canned          This or That
                                                                                                                                                                                                                                                                                                                                  foods, and condiments, as well as        Love fish, hate the cleaning up?

                                                           If you went to a convention of dieticians and food
                                                                                                                                                                                                                                                         Beware the                                                               take-out pizza, restaurant meals,
                                                                                                                                                                                                                                                                                                                                  and fast food. Restaurants use a lot
                                                                                                                                                                                                                                                                                                                                                                           Sea Salt or Table Salt?
                                                                                                                                                                                                                                                                                                                                                                           Neither. Though 61 percent of people in
                                                           researchers, what would the experts around you                                                                                                                                                HiddenSalt                                                               of salt.                                 one recent survey thought sea salt was
                                                                                                                                                                                                                                                                                                                                     A full-sized meal at many national lower in sodium, it’s not. Sea salt and table
                                                           be talking about? Chances are good that several                                                                                                                                               True or False: Most
                                                                                                                                                                                                                                                                                                                                  chain restaurants can often contain      salt have the same amount of sodium.
                                                                                                                                                                                                                                                         of the sodium in your diet
                                                           of the following topics would come up. These are                                                                                                                                              comes from your salt shaker.
                                                                                                                                                                                                                                                                                                                                  over 5,000 mg of salt, more than
                                                                                                                                                                                                                                                                                                                                  three times the amount you should get in an entire day.
                                                           some of the trends, research findings, and new                                                                                                                                                If you answered “true,” you’re in good company. Half
                                                                                                                                                                                                                                                                                                                                  This “new learning” gets top billing in this bulletin
                                                                                                                                                                                                                                                         of the people in a recent nationwide survey thought the
                                                           perspectives that are reshaping our vision of what                                                                                                                                            shaker on the kitchen table was their biggest sodium
                                                                                                                                                                                                                                                                                                                                  because trimming sodium from our diets could save
                                                                                                                                                                                                                                                                                                                                  tens of thousands of lives each year, according to health
                                                           is and isn’t healthy eating.

                                             New
                                                                                                                                                                                                                                                         offender. And that’s a downright dangerous falsehood.
                                                                                                                                                                                                                                                                                                                                  experts.
                                                                                                                                                                                                                                                         Sodium is the element in salt that makes everything from
                                                                                                                                                                                                                                                         french fries to popcorn to salted caramel ice cream taste,               The good news: Twenty-eight major food makers and


                                         FiNdiNgs
                                                                                                                                                                                                                                                         well, salty. Our bodies need modest amounts of sodium                    sellers—including the Campbell Soup Company, Heinz,
                                                                                                                                                                                                                                                         and when used in moderation, salt adds brightness to                     Kraft, and snack maker Snyder’s-Lance—have pledged to
                                                                                                                                                                                                                                                         flavors. Trouble is, for many people, excess salt causes                 cut the overall sodium levels in their foods by 25 percent
                                                                                                                                                                                                                                                         blood pressure to rise. At the same time, the food                       in the next five years. And many chain restaurants are


                                        eat Much
                                                                                                                                                                                                                                              6                                                                                   Healthy Eating Made Simple                                                        7
                                                       4                                                 Healthy Eating Made Simple       Healthy Eating Made Simple                                                             5



                                      More Fruit
                                         Veggies      Part 1 | The Newest Learning                                                                                                                                                      Part 1 | The Newest Learning
                                                                                                                                                                                                                                                                                                                                 Save Big On Sodium
                                      chocolate            How
                                                                                                                                                                                                                                                                                                                                 Cut the salt, not the taste with these clever swaps.


                                           that’s                                                                                                                                                                                                                                                                                 Instead of this...           Choose this.              Sodium Savings



                                            good           You
                                                           Cook
                                                                                                                                                                                                                                                     4         The New American
                                                                                                                                                                                                                                                               Farmer: You
                                                                                                                                                                                                                                                                                                                                  Ketchup
                                                                                                                                                                                                                                                                                                                                  on a burger, 1
                                                                                                                                                                                                                                                                                                                                  tablespoon
                                                                                                                                                                                                                                                                                                                                                               Fresh
                                                                                                                                                                                                                                                                                                                                                               tomato
                                                                                                                                                                                                                                                                                                                                                               slice
                                                                                                                                                                                                                                                                                                                                                                                         166 mg




                                          For you
                                                                                                                                                                                                                                                           You’re not imagining it. Farmers’ markets, pick-your-
                                                                                                                                                                                              Great idea

                                                       Seafood
                                                                                                                                                                                                                                                           own farms, and backyard and community gardens are
                                                                                                                                                                                      Love fish, hate the cleaning up?                                                                                                            Canned chicken               Low-sodium broth          720mg
                                                                                                                                                                                                                                                           cropping up everywhere these days. Over 43 million
                                                                                                                                                                                      Cook in foil packets. Use large squares of                                                                                                  broth, 1 cup

                                           coFFee
                                                                                                                                                                                                                                                           Americans grow some of their own food (from a pot of

                                                       Matters
                                                                                                                                                                                      aluminum foil big enough to wrap a single
                                                                                                                                                                                                                                                           patio tomatoes to a big spread in the backyard). Farm                  Regular                      Sodium-free               1,0006 mg
                                                                                                                                                                                      filet or salmon steak. Place one piece of
                                                                                                                                                                                                                                                                                        stands have tripled since the 1990s.


                                        caN help,
                                                                                                                                                                                      fish on each square, top with seasonings                                                                                                    soy sauce                    seasoning
                                                                                                                                                                                                                                                                                        And there are now more than 18,000
                                                                                                                                                      and heart failure. Women        like garlic, tarragon, or a shake of dill. Add     Great idea
                                                                                                                                                                                                                                                                                        community gardens across the
                                                                                                                                                      who ate baked or broiled        lemon or orange slices and a tablespoon            Love fish, hate the cleaning up?


                                              too
                                                                                                                                                                                                                                                                                        U.S.A. This explosion couldn’t have
                                                                                                                                                      fish high in good fats (like    of orange juice to each. (You can also add         Cook in foil packets. Use large squares of                                               Bottled Italian            Make your own               505 mg
                                                                                                                                                                                                                                                                                        come at a better time. Despite all the
                                                                                                                                                      salmon) were at lower risk thinly sliced vegetables like carrots, onions,          aluminum foil big enough to wrap a single                                                dressing, 2
                                                                                                                                                                                                                                                                                        hoopla about the power of fruit and
                                                                                                                                                      for heart failure (when your or peppers.) Wrap up the foil, completely             filet or salmon steak. Place one piece of                                                tablespoons
                                                                                                                                                                                                                                                                                        veggies to help you stay healthier
                                                                                                                                                                                                                                         fish on each square, top with seasonings

                                       the truth
                                                                                                                                                      heart can’t pump blood          enclosing the fish, twisting ends to seal                                                         and slimmer, about 70 percent of
                                                                                                                                                                                                                                         like garlic, tarragon, or a shake of dill. Add                                           Regular vegetable          Low-sodium                  513 mg
                                                                                                                                                      efficiently). But those who     Cook on a baking sheet in a preheated,                                                            adults still don’t eat enough fruit
                                                                                                                                                                                                                                         lemon or orange slices and a tablespoon                                                  juice, 1 cup
                                                                                                                                                      ate fried fish at least once a 350°F to 400°F oven until done (15 to                                                              and vegetables, according to a recent

                                     about carbs,
                                                                                                                                                      week increased risk by 48       35 minutes, depending on thickness of              of orange juice to each. (You can also add                                               Jar pasta                 No salt added                1,034 mg
                                                                                                                                                                                                                                                                                        study from the Centers for Disease
                                                                                                                                                      percent.                        the fish).                                         thinly sliced vegetables like carrots, onions,                                           sauce, 1 cup
                                                                                                                                                                                                                                                                                        Control and Prevention.
                                                                                                                                                                                                                                         or peppers.) Wrap up the foil, completely

    Healthy                            salt  Fat
                                                                                                                                                          What’s up with frying?
                                                                   Fish lovers, rejoice! Delicacies from the deep can help                            Dunking fish in hot oil may leach out the good fats,                               enclosing the fish, twisting ends to seal      One solution: Get up close and            Salted                         Dry-roasted             96 mg
                                                                   protect against strokes and heart failure, new research                            omega-3 fats, found in many types of fish. And the types                           Cook on a baking sheet in a preheated,         personal with your produce. New           almonds                        almonds


     Living
                                                                   shows. The catch? You need to know which cooking                                   of fish typically served up fried, such as cod, tilapia, and                       350°F to 400°F oven until done (15 to          research shows that growing your
                                                                   styles preserve seafoods’ health benefits—and which                                flounder, are often lower in these omega-3 fatty acids                             35 minutes, depending on thickness of          own or visiting a farm stand inspires
                                                                   to avoid. In a recent Emory University study, eating                               to begin with. That’s important information to have,                                                                              people to eat more fruits and
                                                                                                                                                                                                                                                                                                                                  Pretzels, 1 ounce         Handful                      380 mg

    Bulletin
                                                                   non-fried fish reduced risk for a stroke by as much as                             because omega-3s may protect against strokes and                                                                                  vegetables. And the health benefits
                                                                                                                                                                                                                                                           keep on getting better. Piling your plate with produce                                           of baby carrots
                                                                   30 percent. But fried fish—fast-food fish sandwiches,                              heart failure in four ways: They help keep blood pressure
                                                                                                                                                                                                                                                           protects against heart disease, stroke, diabetes (if you
                                                                   fish sticks, and greasy baskets of crispy-fried seafood—                           and cholesterol levels within a healthy range, they ease
                                                                                                                                                                                                                                                           dig into leafy greens like spinach), and cancers of the
                                                                   increased the odds. Researchers from Northwestern                                  body-wide inflammation, and they discourage blood
                                                                                                                                                                                                                                                           stomach and colon. It can help you stay at a healthy
                                                                   University recently found a similar pattern with fish                              clotting. Ready to go fish? At home or in a restaurant, get
                                                       8                                                                                  Healthy Eating Made Simple                                                                 9   10                                                       Healthy Eating Made Simple                                                                                       11




Readers Digest
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Understanding the audience,
message and tone of voice




09 | Pomp-Forum Lecture #pomp2012	                   Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom
	                                                         Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga
(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga
(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga
(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga
(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga
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(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga

  • 1. Content is King, Design is it’s Queen POMP - Forum 2012. Simon Brown, founder of &&& During this conference we have all heard a lot design heritage. The key is to understand that about the principles of ‘Content Marketing’ great content thrives with great delivery or great from producing it to measuring it, but I think its content dies with poor delivery. It’s the delivery imperative that we contextualize why content has bit that is equally as important as content itself, been responsible for a revolution of a business its countries like Slovenia that could reap the sector and why now more than ever Content is benefits by learning from our successes and most King and Design is it’s Queen. importantly our mistakes. In recent years there has been a societal shift in the way we all communicate. This has been CHALLENGE DESIGN FACE instigated by the swift adoption of globalised With the rise of digital, the designers biggest issue technology and affordable devices. This shift is not multi platform designing or API integration has arguably initiated the biggest societal or merely a cross over from print to digital. It’s that exchange of content since the invention of the everyone has access to design tools, therefore Gutenberg Printing Press. The immediacy of validating them as a designer. Design is not purely digital technology and its swift growth has had a about aesthetics. It’s about finding delivery drastic effect on the way we all consume content. mechanisms for Content that are appropriate. From an audience perspective it has put them in In the digital world it’s more complex as content control, free or cheaper content has become an delivery is intertwined with personal opinion and expectation and impatient a side effect. From a third party pathways to content. business perspective it has forced a realization To start my talk I actually don’t want to show non-platform specific content is it’s most valuable you any of our design I want to show you how you asset. emotional engage with content through design. This change has drastically affected the role of a designer and created a void between print and digital design disciplines. But what I am going to present to you is the fact that the responsibility of design to deliver content effectively has not changed. If anything it has become more important than ever! And today is steeped in &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 2. Emotional engagement IMAGE BY SIMON BROWN with content through design During the London Riots I took this image, emotionally it sums up an attitude, one of rebellion and angst. Without much knowledge to the situation it tells a story through its roadside situation through to its scrawled typography. To me it’s a great piece of design as it communicates on so many levels. Mimicking the design principles of a magazines opening spread, it emotional connects and tells a story effectively. 02 | Pomp-Forum Lecture #pomp2012 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 3. Emotional engagement IMAGE BY SIMON BROWN with content through design I took this image on a London River Taxi as I was so bemused by this one meter steel clad ‘Safety Plan’. What the hell is inside this tube called ‘Safety Plan’, I am really hoping its more than just a BIG plan telling me how not to drown or a map of how to get back to shore. I actually need to understand something about boats to know that this presumably a flare. It would have been better to just call it a Rescue Flare, but that’s me guessing. This is where design and narrative play an important role and the synergy between a journalist and designer is integral to delivery. 03 | Pomp-Forum Lecture #pomp2012 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 4. Emotional engagement with content through design I love this email I received, at first it looks ok but think deeper. Think of the uptake in smart phones and tablets. It would be safe to assume that for a large percentage of my time I would be looking at my emails via my iphone or ipad. Now that’s a problem, How do I take a picture of a QR Code that’s on screen on my iphone when my camera is on the back? Do I call a friend? DISSEMINATION OF CONTENT IS CRITICAL Dissemination of Content is integral to Content Marketing and if there are breaks or obstacles on a path to content people may never actually get to the ‘Content’. It’s not the design of the QR Code but the appropriate implementation designers need to consider. Wouldn’t a simple Hyperlink suffice in this situation or a QR Code that has an embedded clickable link? You may argue that IMAGE BY SIMON BROWN using the QR Code is a marketing strategy but it’s a designer who has implemented this and should be the one to question its relevance. 04 | Pomp-Forum Lecture #pomp2012 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 5. Emotional engagement with content through design Primoz & Igor my apologies but let’s look at a social media implementation. Here’s the tweet about my talk from the pomp-forum website, looks good, here’s hoping. Well in actual fact lets try and imagine ourselves as a follower of mine or a follower of a follower and what does it tell me. It says my name, nice. It says Pomp, nice – lets face it if you haven’t heard of either it’s quite useless. The question is would I be engaged to get to the Content via the hyper link? 05 | Pomp-Forum Lecture #pomp2012 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 6. I’m looking at Page Title http://bit.ly/aky7TT @username Emotional engagement with content through design At &&& we have developed a design check-list to implement the standard Twitter share button based on actions. Although this may not seem like design in its purest of sense it is an aspect of a user experience, much like in print where would place emphasis on paper stock or image colour correction we place an emphasis on experience. So lets go through the steps: 1. longside a client we develop a variety A of introduction texts to engage the reader. These can be picked at random. 2. he next piece of text is taken T automatically from the Page Title. 3. hen we take a shortened URL T of the current page. 4. hen we accredit the content to Your T @username, which in turn allows clients to track comments and engage with your audience. During sharing a user might write over this but the chance of engagement are drastically increased. 06 | Pomp-Forum Lecture #pomp2012 Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 7. Work by Slavoj Žižek Lets get to the bit where I can Representation of complex ideas actually demonstrate our thinking Being in Slovenia it seemed only appropriate to through our work. show a book cover series for someone I am sure you will all know, the Slovenia philosopher Slavoj Žižek. As designers we don’t have a house style we have a house process of thinking about design. “ s designers we don’t have a house A We view ourselves more like editors, condensing style we have a house process complex information into appropriate visual narratives. Our methodology starts with reading of thinking about design. We and understanding content. view ourselves more like editors, Our role was to take a series of books and repackage them as a complete series of the condensing complex information Essential Zizek. The problem we faced with this into appropriate visual narratives.” project was you couldn’t get more complex thinking or narrative than that of Zizek. The bigger thinking was how to condense the book into a visual language. Portraying the complexities of the book in a single image that could work across a series. 07 | Pomp-Forum Lecture #pomp2012 Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 8. Design Before Mankind has been eating ever since, well, the dawn of mankind. So you’d think we’d know a fair amount about what’s in our food. But the reality is that an accurate, scientific understanding of nutritrion only began to emerge in the 1980s. Since then, our knowledge has exploded. Today we know how food affects our heart and arteries; about “micro” nutrients in fresh foods that work like medicine; and how manufactured additives to our food might be affecting us. It’s fascinating stuff, and life enhancing, too! For proof of both, just read ahead. Nutrition Made Simple covers exactly what nutrition you need to know about healthy eating—the lastest news, the most current thinking, and lots of tips on how to turn that knowledge into action. By that, we mean eating joyfully and healthfully, each and every day. You’ll find that eating well doesn’t mean eating less. Nutrition Made Simple is one of several new guides being created by Reader’s Digest and Humana. Each one gives you a snapshot of a key health topic. We hope you enjoy reading them, and find lots of ways to put knowledge into action. You have only to gain by it! Neil Wertheimer Editor in Chief, Reader’s Digest Health Publishing made simple TKTK Editor in Chief, Humana Healthy Active Outlook 1 Part 1 The truth: Just five percent of the sodium in our diets comes from the salt shaker. A whopping 75 percent comes from processed and prepared foods—like tomato sauce, canned foods, and condiments, as well as take-out pizza, Beware the Hidden Salt The Newest restaurant meals, and fast food. True or False: Most of the sodium in your diet comes from Restaurants use a lot of salt. A full-sized meal at many your salt shaker. national chain restaurants can often contain over 5,000 Learnings mg of salt, more than three times the amount you should If you answered “true,” you’re in good company. Half of the get in an entire day. people in a recent nationwide survey thought the shaker on the kitchen table was their biggest sodium offender. This “new learning” gets top billing in this bulletin And that’s a downright dangerous falsehood. because trimming sodium from our diets could save tens of If you went to a convention of dieticians and thousands of lives each year, according to health experts. Sodium is the element in salt that makes everything from food researchers, what would the experts french fries to popcorn to salted caramel ice cream taste, The good news: Twenty-eight major food makers and sellers—including the Campbell Soup Company, Heinz, around you be talking about? Chances are well, salty. Our bodies need modest amounts of sodium and Kraft, and snack maker Snyder’s-Lance—have pledged to good that several of the following when used in moderation, salt adds brightness to flavors. cut the overall sodium levels in their foods by 25 percent in New reSearch topics would come up. These Trouble is, for many people, excess salt causes blood the next five years. And many chain restaurants are offering pressure to rise. At the same time, the food industry has healthy menus with more modest sodium levels. are some of the trends, learned that the more salt they put in food, the more they research findings, and That’s a great start. But don’t wait for the food industry to sell. We’ve learned to crave salt. The result: Most of us on foods that heal or harm solve the problem. Start now at home by choosing more new perspectives that now eat more than twice as much sodium as we need. We no-sodium and low-sodium versions of foods you enjoy (such get close to 3,600 milligrams (mg) a day, according to the are reshaping our vision as canned beans and canned soups). In time, you’ll lose your federal government, while most people age 51 and older of what is and isn’t taste for high-salt foods. should get just 1,500 mg a day—less than the amount of healthy eating. sodium in a teaspoon of salt. As health groups like the American Heart Association this or Sea Salt or Table Salt? The 3 rULeS (AHA) urge Americans to cut back on sodium, knowing that Neither. Though 61 percent of people in one where it hides out matters—especially if you have high recent survey thought sea salt was lower in blood pressure or are at risk for it (as 90 percent of sodium, it’s not. Sea salt and table salt have of eating well Americans older than 55 are!). the same amount of sodium. 4 5 6 THE NEWEST LEARNINGS BEWARE THE HIDDEN SALT 7 TiPS aNd meNUS for great everyday meals 1 Save Big On Sodium 2 The truth: Just five percent of the sodium in our diets comes from the salt shaker. A whopping 75 percent comes Cut the salt, not the taste with these clever swaps. from processed and prepared foods—like tomato sauce, canned foods, and condiments, as well as take-out pizza, Instead of this... Choose this Sodium savings Beware the Hidden Salt restaurant meals, and fast food. How You Cook Seafood Matters Catsup on True or False: Most of the sodium in your diet comes from Restaurants use a lot of salt. A full-sized meal at many Fresh tomato Fish lovers, rejoice! Delicacies from the deep can help a burger, 1 166 mg The TrUTh your salt shaker. national chain restaurants can often contain over 5,000 slice protect against strokes and heart failure, new research tablespoon mg of salt, more than three times the amount you should shows. The catch? You need to know which cooking styles PLUS If you answered “true,” you’re in good company. Half of the people in a recent nationwide survey thought the shaker get in an entire day. Canned chicken broth, 1 cup Low-sodium broth 720 mg preserve seafoods’ health benefits—and which to avoid. about carbs, sugar, on the kitchen table was their biggest sodium offender. This “new learning” gets top billing in this bulletin In a recent Emory University study, eating non-fried And that’s a downright dangerous falsehood. because trimming sodium from our diets could save tens of Sodium-free fish reduced risk for a stroke by as much as 30 percent. Regular soy sauce 1,006 mg thousands of lives each year, according to health experts. seasonings But fried fish—fast-food fish sandwiches, fish sticks, and Sodium is the element in salt that makes everything from fat, and salt The good news: Twenty-eight major food makers and greasy baskets of crispy-fried seafood—increased the odds. french fries to popcorn to salted caramel ice cream taste, Bottled Italian sellers—including the Campbell Soup Company, Heinz, Researchers from Northwestern University recently found well, salty. Our bodies need modest amounts of sodium and dressing, 2 Make your own 505 mg Kraft, and snack maker Snyder’s-Lance—have pledged to a similar pattern with fish and heart failure. Women who when used in moderation, salt adds brightness to flavors. tablespoons cut the overall sodium levels in their foods by 25 percent in ate baked or broiled fish high in good fats (like salmon) Trouble is, for many people, excess salt causes blood the next five years. And many chain restaurants are offering Regular vegetable Low-sodium 513 mg pressure to rise. At the same time, the food industry has healthy menus with more modest sodium levels. juice, 1 cup learned that the more salt they put in food, the more they That’s a great start. But don’t wait for the food industry to Jar pasta sauce, Clever Idea sell. We’ve learned to crave salt. The result: Most of us solve the problem. Start now at home by choosing more No salt added 1,034 mg Love fish, hate the cleaning up? Cook in foil packets. now eat more than twice as much sodium as we need. We 1 cup no-sodium and low-sodium versions of foods you enjoy (such Use large squares of aluminum foil big enough to wrap get close to 3,600 milligrams (mg) a day, according to the Dry-roasted a single filet or salmon steak. Place one piece of fish on as canned beans and canned soups). In time, you’ll lose your Salted almonds 96 mg federal government, while most people age 51 and older almonds each square, top with seasonings like garlic, tarragon, or a taste for high-salt foods. should get just 1,500 mg a day—less than the amount of shake of dill. Add lemon or orange slices and a tablespoon sodium in a teaspoon of salt. Handful of baby Pretzels, 1 ounce 380 mg of orange juice to each. (You can also add thinly sliced carrots As health groups like the American Heart Association this or Sea Salt or Table Salt? vegetables like carrots, onions, or peppers.) Wrap up the (AHA) urge Americans to cut back on sodium, knowing that Packaged rice mix, Plain brown rice, foil, completely enclosing the fish, twisting ends to seal. Neither. Though 61 percent of people in one 950 mg where it hides out matters—especially if you have high 1 serving salt-free Cook on a baking sheet in a preheated, 350°F to 400°F recent survey thought sea salt was lower in oven until done (15 to 35 minutes, depending on thick- blood pressure or are at risk for it (as 90 percent of Cottage cheese Plain yogurt 729 mg sodium, it’s not. Sea salt and table salt have ness of the fish). Americans older than 55 are!). the same amount of sodium. 6 THE NEWEST LEARNINGS BEWARE THE HIDDEN SALT 7 8 THE NEWEST LEARNINGS HOW YOU COOK SEAFOOD MATTERS 9 Readers Digest Humana collaboration Understanding the audience, message and tone of voice We are interested in what makes engaging appropriate design and have boiled this down into a simple check-list we use for all our projects. 1. Understanding the audience 2. nderstanding the message U 3. inding a visual tone of voice F We also evaluate why designs are better than others based on this check-list and secondly on aesthetics. We where invited to redesign this magazine as it did not resonate with the audience. What we had to do was deconstruct the design and evaluate the design decisions. 08 | Pomp-Forum Lecture #pomp2012 Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk
  • 9. Design After Editor's Letter Healthy Eating M ankind has been eating ever since, well, the dawn of mankind. So you’d think we’d know a fair amount about what’s in our food. But the reality is that an accurate, scientific understanding of nutritrion only began to emerge in the 1980s. Since then, our knowledge has exploded. Today we know how food affects our heart and arteries; about “micro” nutrients in fresh foods that work like medicine; and how manufactured additives to our food might be affecting us. It’s fascinating stuff, and life enhancing, too! Nutrition Made Simple is one of several new guides being created by Reader’s Digest and Humana. Each one gives you a snapshot of a key health topic. We hope you enjoy reading them, and find lots of ways to put knowledge into action. You have only to gain by it! Neil Wertheimer Editor in Chief, Reader’s Digest Health Publishing TKTK Editor in Chief, Humana Healthy Active Outlook Healthy Eating Made Simple 3 Part 1 | The Newest Learning industry has learned that the more salt they put in food, the more they sell. We’ve learned to crave salt. The result: Most of us now eat more than twice as much sodium as The we need. We get close to 3,600 milligrams (mg) a day, Three Steps according to the federal government, while most people age 51 and older should get just 1,500 mg a day—less than the amount of sodium in a teaspoon of salt. As health groups like the American Heart Association Newest (AHA) urge Americans to cut back on sodium, knowing to Eat Right, where it hides out matters—especially if you have high blood pressure or are at risk for it (as 90 percent of Americans older than 55 are!). Smile More Learning The truth: Just five percent of the sodium in our diets comes from the salt shaker. A whopping 75 percent 1 comes from processed and prepared foods—like tomato sauce, canned This or That foods, and condiments, as well as Love fish, hate the cleaning up? If you went to a convention of dieticians and food Beware the take-out pizza, restaurant meals, and fast food. Restaurants use a lot Sea Salt or Table Salt? Neither. Though 61 percent of people in researchers, what would the experts around you HiddenSalt of salt. one recent survey thought sea salt was A full-sized meal at many national lower in sodium, it’s not. Sea salt and table be talking about? Chances are good that several True or False: Most chain restaurants can often contain salt have the same amount of sodium. of the sodium in your diet of the following topics would come up. These are comes from your salt shaker. over 5,000 mg of salt, more than three times the amount you should get in an entire day. some of the trends, research findings, and new If you answered “true,” you’re in good company. Half This “new learning” gets top billing in this bulletin of the people in a recent nationwide survey thought the perspectives that are reshaping our vision of what shaker on the kitchen table was their biggest sodium because trimming sodium from our diets could save tens of thousands of lives each year, according to health is and isn’t healthy eating. New offender. And that’s a downright dangerous falsehood. experts. Sodium is the element in salt that makes everything from french fries to popcorn to salted caramel ice cream taste, The good news: Twenty-eight major food makers and FiNdiNgs well, salty. Our bodies need modest amounts of sodium sellers—including the Campbell Soup Company, Heinz, and when used in moderation, salt adds brightness to Kraft, and snack maker Snyder’s-Lance—have pledged to flavors. Trouble is, for many people, excess salt causes cut the overall sodium levels in their foods by 25 percent blood pressure to rise. At the same time, the food in the next five years. And many chain restaurants are eat Much 6 Healthy Eating Made Simple 7 4 Healthy Eating Made Simple Healthy Eating Made Simple 5 More Fruit Veggies Part 1 | The Newest Learning Part 1 | The Newest Learning Save Big On Sodium chocolate How Cut the salt, not the taste with these clever swaps. that’s Instead of this... Choose this. Sodium Savings good You Cook 4 The New American Farmer: You Ketchup on a burger, 1 tablespoon Fresh tomato slice 166 mg For you You’re not imagining it. Farmers’ markets, pick-your- Great idea Seafood own farms, and backyard and community gardens are Love fish, hate the cleaning up? Canned chicken Low-sodium broth 720mg cropping up everywhere these days. Over 43 million Cook in foil packets. Use large squares of broth, 1 cup coFFee Americans grow some of their own food (from a pot of Matters aluminum foil big enough to wrap a single patio tomatoes to a big spread in the backyard). Farm Regular Sodium-free 1,0006 mg filet or salmon steak. Place one piece of stands have tripled since the 1990s. caN help, fish on each square, top with seasonings soy sauce seasoning And there are now more than 18,000 and heart failure. Women like garlic, tarragon, or a shake of dill. Add Great idea community gardens across the who ate baked or broiled lemon or orange slices and a tablespoon Love fish, hate the cleaning up? too U.S.A. This explosion couldn’t have fish high in good fats (like of orange juice to each. (You can also add Cook in foil packets. Use large squares of Bottled Italian Make your own 505 mg come at a better time. Despite all the salmon) were at lower risk thinly sliced vegetables like carrots, onions, aluminum foil big enough to wrap a single dressing, 2 hoopla about the power of fruit and for heart failure (when your or peppers.) Wrap up the foil, completely filet or salmon steak. Place one piece of tablespoons veggies to help you stay healthier fish on each square, top with seasonings the truth heart can’t pump blood enclosing the fish, twisting ends to seal and slimmer, about 70 percent of like garlic, tarragon, or a shake of dill. Add Regular vegetable Low-sodium 513 mg efficiently). But those who Cook on a baking sheet in a preheated, adults still don’t eat enough fruit lemon or orange slices and a tablespoon juice, 1 cup ate fried fish at least once a 350°F to 400°F oven until done (15 to and vegetables, according to a recent about carbs, week increased risk by 48 35 minutes, depending on thickness of of orange juice to each. (You can also add Jar pasta No salt added 1,034 mg study from the Centers for Disease percent. the fish). thinly sliced vegetables like carrots, onions, sauce, 1 cup Control and Prevention. or peppers.) Wrap up the foil, completely Healthy salt Fat What’s up with frying? Fish lovers, rejoice! Delicacies from the deep can help Dunking fish in hot oil may leach out the good fats, enclosing the fish, twisting ends to seal One solution: Get up close and Salted Dry-roasted 96 mg protect against strokes and heart failure, new research omega-3 fats, found in many types of fish. And the types Cook on a baking sheet in a preheated, personal with your produce. New almonds almonds Living shows. The catch? You need to know which cooking of fish typically served up fried, such as cod, tilapia, and 350°F to 400°F oven until done (15 to research shows that growing your styles preserve seafoods’ health benefits—and which flounder, are often lower in these omega-3 fatty acids 35 minutes, depending on thickness of own or visiting a farm stand inspires to avoid. In a recent Emory University study, eating to begin with. That’s important information to have, people to eat more fruits and Pretzels, 1 ounce Handful 380 mg Bulletin non-fried fish reduced risk for a stroke by as much as because omega-3s may protect against strokes and vegetables. And the health benefits keep on getting better. Piling your plate with produce of baby carrots 30 percent. But fried fish—fast-food fish sandwiches, heart failure in four ways: They help keep blood pressure protects against heart disease, stroke, diabetes (if you fish sticks, and greasy baskets of crispy-fried seafood— and cholesterol levels within a healthy range, they ease dig into leafy greens like spinach), and cancers of the increased the odds. Researchers from Northwestern body-wide inflammation, and they discourage blood stomach and colon. It can help you stay at a healthy University recently found a similar pattern with fish clotting. Ready to go fish? At home or in a restaurant, get 8 Healthy Eating Made Simple 9 10 Healthy Eating Made Simple 11 Readers Digest Humana collaboration Understanding the audience, message and tone of voice 09 | Pomp-Forum Lecture #pomp2012 Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk