Uneak White's Personal Brand Exploration Presentation
(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