For my lightning talk at an event on aesthetics, I focused on so-called "visual design" and the difficulty that many people have with evaluating it objectively. I discussed the dangers of opinion-driven design, and shared some techniques that Philosophie (my company) uses to install a strategic foundation for this type of design
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Creating an Objective Visual Strategy
1. make it better
Creating an Objective
Visual Strategy
prepared for evenings at the loft: aesthetics
2. make it better
Quick Poll
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3. make it better
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Why does this happen?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
5. make it better
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Science Art
HCI/Interaction
Design
“Visual”Design
creating an objective visual strategy
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6. make it better
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via http://blackswanfarming.com/the-hippo-effect/
You.
HiPPO.
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
7. make it better
Emotional Value
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What is it that we want our
audience to feel when they
interact with us?
creating an objective visual strategy
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AttributesEmotions
• Inviting, but not too cozy
• Smart, but not condescending
• Strong, but not a jock
• Bold, but not outrageous
• Wealthy, but not rich
• Happy
• Excited
• Invigorated
• Nervous
• At ease
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
Senses
• Looks like…
• Sounds like…
• Feels like…
• Tastes like…
• Smells like…
10. make it better
tweet @skotcarruthcreating an objective visual strategy
prepared for evenings at the loft: aesthetics
If our brand were a person, what
would it be like to interact with
him or her?
11. make it better
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prepared for evenings at the loft: aesthetics
12. make it better
tweet @skotcarruthputting design to work
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An Experiment
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prepared for evenings at the loft: aesthetics
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Which makes you happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
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Which makes you happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
16. make it better
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Which makes you happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
17. make it better
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Which makes you happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
18. make it better
How can we get on
the same page?
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prepared for evenings at the loft: aesthetics
19. make it better
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Make it about the user.
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
20. make it better
Samantha Davis
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• Just celebrated her 39th birthday
• Avid yogi; dreams of a month-long yoga retreat
to India
• Lives with her partner and their daughter Violet;
pregnant with their second baby
• Recently moved from Manhattan to Wayne, NJ
to “simplify” their life
• Goes by “Sam”
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
21. make it better
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Which makes Sam happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
22. make it better
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Which makes Sam happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
23. make it better
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Which makes Sam happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
24. make it better
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Which makes Sam happier?
creating an objective visual strategy
prepared for evenings at the loft: aesthetics
25. make it better
How do we know it’s working?
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prepared for evenings at the loft: aesthetics
26. make it better
Questions?
tweet @skotcarruthcreating an objective visual strategy
prepared for evenings at the loft: aesthetics