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Design for marketing technical businesses is complicated, because the product is complicated, but the consumers are ill-suited to evaluate it. Simplicity and good design are essential to successfully marketing technical products and services.
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“Good Design is Good Business”—Thomas Watson Jr.
Founder of IBM
1Friday, January 7, 2011
1. Good design is a mark of quality.
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2. Good design forms an emotional connection with the user.
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2.1 People love to use welldesigned objects.
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2.1.1 Well designed objectswear in, not out.
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2.1.2 Well designed objects areeasier to use.
(Good design illuminates function.)
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2.1.3 Well designed objects considerthe user first…
…and last.
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2.2 People hate to use poorlydesigned objects.
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2.2.1 Poorly designed objects must be replaced often.
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Because they are used incorrectlyBecause they are built badlyBecause they are trendy
2.2.2 Poorly designed objectsobfuscate function.
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Guitar Pedal—Too Many buttons and dials?Too few? Complicated to use?
2.2.3 Poorly designed objects consider the engineer first, production second,
and the user third……if ever.
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Most PCs, phones, etc (until very recently)
3. Good design is a differentiating factor.
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Not only because there are so many badly designed things, therefore making them notable.Because good design purposefully points out the differentiating factors between similar things.
4. Good design always adds more value than it costs to create.
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Who’s ever gotten lost, frustrated, or angry in an airport?
Design should never say, “Look at me.”Design should always say, “Look at this.”
—David Craib, Parable Design
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1. Good design is always at the service of the content.
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Suckerfish drop downs = Slow Automatic Doors @ the grocery store. Lists are better.
“Don’t confuse legibility for communication.”
—David Carson
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1. Being able to read something is a lot different from being willing to read it.
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Only 28% of web copy gets read. That means 72% does not.
2. How you say something is asimportant as what you say.
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I Love You.
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You can say, “I love you, in Helvetica...
I Love You.
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...or you can say it in Helvetica Ultra Light if you want to be really fancy...
I Love You.
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...or you can say it in Helvetica Extra Bold if you are really passionate...” —Massimo Vignelli
3. Be careful of your non-explicit communication.
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Body LanguageThe clothes make the manYour materials speak for you—They tell people what’s important to you/what you value.
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Great ContentPerfect for the AudienceNot a Marketing Site
GO AWAY
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This is what its design says to non-technical users.
“Use a unique point of view:your client’s.”
—Earl Gee & Fani Chung, Gee+Chung Design
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1. Know Your Audience
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1.1 Know What Your Audience Values
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Are the people who hire you other technical people, or are they business owners, or managers?What do those people value beyond competence?
“Designers think, so people can feel.”—Juan-Carlos Fernandez, Ideogram
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1. Everyone makes decisions emotionally.
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Even extremely rational people.
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Blue Pen vs. Black Pen? (Orange Pen, duh.)
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How would Spock fair in the cereal isle? Is there any good reason to choose any one of these? Is there such a thing as best?
“Good design is…as little design as possible.
—Dieter Rams
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1. Decision making is a reductive process.
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1.1 We don’t choose the best so much as eliminate the unsuitable.
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1.1.1 Don’t give people more reasons to eliminate you than they need.
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Keep it simple. Keep it brief. Only show the good stuff.
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99¢ Songs, licensed, online marketplace200,000 unitsToo Many ButtonsBox/Ads full of Specs.
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1,000 Songs in your pocket.
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Same CapacitiesMore Features, More Formats, More Codecs, FM Tuner...More Buttons, Intimidating Spec-Riddled packaging...Fewer Sales
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Fewer ButtonsFewer FeaturesFewer Details...1,000,000 Units
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What’s important here? The Work!
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What’s important here? The Work!
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What’s important here? Comfort and Beauty. Great photo. Handsome guy, pretty plywood, comfy chair.
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What’s important here? How thin and light the MBA is.
“I know that I know nothing.”—Socrates
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1. Beware the Dunning-Kruger effect.
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Know that there is no weakness in hiring someone to help you with the things you are bad at.
Resources
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SitesAListApart.com
Webmonkey.com43Folders.com
FastCoDesign.com
MoviesHelvetica
ObjectifiedArt & Copy
BooksThe Brand Gap
Blink/The Tipping PointChange by Design
Buy-ologyIdea Selling
How We Decide
AudioWNYC’s Radiolab
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Thank You.
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