Posts tagged #tutorial

Educating your consumer must be your key differentiator

Now more than ever, we're surrounded by media, OTT insertions, marketing bots and AI algorithms trying to find the shortest route to your spending triggers. But the truth is that more and more consumers see your messaging as nothing more than a sales pitch. Consumer want more than simply beautiful photos and lush copywriting – they want an education.

"Content is king" – if I read this from one more guru in their "new year's marketing trends that will shock you!" post, I'm going to eat a fucking bullet. Much like responsive design, if you don't know (and are implementing) it already, then you need to be reading someone else. I can't throw you a rope. That said, we need to make content into something that:

  • Creates a thorough understanding not only of your services, but what the consumer should be looking for.

  • “Opens the kimono” to offer education in a transparent way, even advocating they seek out your competitors for comparison. If what you offer is that good – they'll return; and with a built-in sense of loyalty.

  • Creates a sense that you WANT user feedback, and shows your ongoing willingness (within your contextual marketing) that you're seeking to further refine your education.

  • Crafts the perception that problems can be uniquely solved with your service.

  • Shows both the pros and cons of your products.

  • Spotlights the future growth or roadmap of said products/services. Many people (both B2C, B2B, B2E, and others) often hold great confidence in brands that show they intend to evolve their products regardless of the point at which you purchase. This, done well, will also create a sense of urgency that NOW is the time to be part of "X."

  • Holds the consumer's hand — and not in a condescending way. The more you guide them, the more apt they will be to default to you.

A few brands doing it right:

  • IKEA

  • SquareSpace

  • General Electric

Who else are you seeing online that seems to be educating, rather than selling? I look forward to your feedback.

Posted on February 27, 2019 and filed under Blogging, Brand, Process.

Crafting Imagery — Choose Your Own Adventure

Colin Dutton's wonderful article regarding "reading photographs."

This is a lovely article. This same article could be used to speak to graphic designers, user-interface developers or copyrighters. We get bogged down with the notion that we must skim; take at face value; judge and digest. More often than not I see, even my own child not allowing herself to see past what's being served up. My father, a fine artist, and I had endless discussions regarding abstract and representational work and what delivers a more 'direct' message. The point here (IMHO) is that if you allow yourself to go past the surface level, then the medium (w/e it is) can reveal more than its first impression.


A touch more than Symbology:


Here's a thoughtful presentation that discusses eye movement in design by author ANUJ MALHOTRA.


User interface follows many of the same directional philosophy as outlined in the article above. That said, you as the designer need to take additional care in delivering the "interactive" attributes to your user. This is where the "intuitive" nature of UI/UX come into play, and where many designers fall short.

Posted on November 15, 2017 and filed under Design, Interactive, Trends.

Tilt-Shift + Time-Lapse = Toy-Like Bliss

If you've never seen a tilt shift image it's a photographic technique that make an image (best if you use a wide-angle landscape) feel like a small toy train-like toy scene - AKA: "Miniture faking". This is done by progressively blurring out most of the image but a selected location that is in pure focus.

Here are some beautiful examples:

But this post was really inspired by the following video where the tilt-shift technique was combined with a time-lapse constuction video.

Stunning.