Applying Semantics To Image Design: Make Graphics Speak Louder

It is no secret that our brains are hard wired to perceive meaning images. In Visual Thinking For Design by Ware, he discusses what he calls the "color processing machinery," of the eye and which provides a good basis for this hard wiring. The fact that we are so tuned in to the meaning in different colors, designs and shapes provides the basis for the broader application of semiotics, (Ware, 2008).

Building on this; Ware talks about how when image creators properly apply theories of color, spacing, segmentation, emphasis, etc. that Ware (2008) discusses – can have a profound effect on the success of the message conveyed within the images.  These “semantics” – are what drives the connection between the images and what they are meant to convey, and must be considered carefully when curating images - especially for marketing purposes. 

 

Sample Google Heat Map

I also found Ware’s discussion of eye-movement to be very interesting.  In my marketing day-today we often use heat-maps that Google provides that tell us where people eyes are looking and what they are clicking on – which we then use to maximize web-design.  

When Ware was talking about how are eyes are sensitive to movement, shapes and designs – it reminded me of an example one of my teachers in college showed me of an excellent us of semantics and semiotics in logo design.   

When we look at the two Fedex logos do we see a space between the “E,” and “X,” or do we see an arrow or a home?  And if we do what does it infer?  

 

Ware's book is a great resource for where to begin to segment the process of applying psychology to design.  

References:

Ware, C. (2008). Visual thinking for design. Massachusetts: Morgan Kaufmann Publishers. 

Should PowerPoint Stay The Gold Standard For Presentations?

I have used power point religiously – so as I read Has The Goon Squad Come For Power Point I was struck by the idea that while PPT can help add structure, it can take away from the natural “connectivity,” of the information being represented.  However, I have always seen PPT as a supplement to a speech, presentations and the like.

Tufte (2006) discusses how the cognitive style of PowerPoint like the ease of the use of bullet points and other info-condensing styles often “dilute,” the info being presented;  “By leaving out the narrative between the points, the bullet outline ignores and conceals the causal assumptions and analytic structure of the reasoning,” Tufte, 2006). 

Tufte’s example of how data like cancer survivor rates can often loses its power to convey necessary information within PPT because the style of PPT makes them hard to understand because they lack contextual information.  

While looking at some of the examples on the Duarte site – I found the presentation guidelines for ESPN to be very relate-able to this discussion.  I think the presentation, in providing a legend of sorts, is able to give the preceding presentation more relevance and context.  So it seems I don’t have to stop using PPT but my take-away from this week’s discussion is that visuals can be ineffective without context!

Here is an an example of a PPT that deploys some good contextual elements that help provide context for the information to follow in the rest of the presentation.   In my current consulting job we work with overseas partners and the we have to make extra efforts to provide contextual information so we can help understanding accross culutural boundires.  

The brass tacks: PPT is an excellent tool if you supplement it with good context within the presentation themselves and with an accompanying speech can be very useful. 

References:

Behind the Screens. (n.d.). Retrieved June 16, 2015, from http://www.duarte.com/portfolio/behind-the-screens/

Tufte, E. R. (2006). Beautiful evidence. New York.

Has the Goon Squad Come For PowerPoint? (n.d.). Retrieved June 12, 2015, from

http://www.duarte.com/blog/has-the-goon-squad-come-for-powerpoint/

The Power Of Context: Making Marketing More Effectual

 Putting things in context is important

In the Power of Inforgraphics, (2012), Smickilas talks about how we have used “icons, graphics and pictures,” to tell stories throughout history. Smickilas is clear that there is a distinct link between design, information and learning. However, as the world becomes a more complex place so does the information needed to interpret the world around us.  Looking at the pictures of the gulls with plastic inside them is a powerful way to communicate the destruction we as humans are doing to the environment.  

Tufte does a great job explain how there are ways in which we display information to better test it’s relativity, i.e. its relationship to other factors by which it can be measured.  Tufte discusses how we can better use new ways to display information where context is provided along with the information in an effort to better explain its relevance (Tufte, 2006).  Tufte also talks about how when we can relate to the information on more than one level - the ability for the data to relay information increases.  

In Jordan’s TED talk - his use of pictures and visual-metaphors to display data feels dated.  However, it is in-line with the idea that news ways of displaying data can invoke emotion and get us to better connect with the information.  In marketing this is not lost on us who ply the trade - but it is an important concept for us to keep in mind as we shift away from text being the chief context provider. 

References:

Tufte, E. R. (2006). Beautiful evidence. New York.

 Jordan, C. (2008, Feb). Turning powerful stats into art. Retrieved from http://www.ted.com/talks/chris_jordan_pictures_some_shocking_stats

 Jordan, C. (2011). Midway Island Trailer. Retrieved from http://www.chrisjordan.com/gallery/midway/#CF000313%2018x24

Smiciklas, M. (2012). The power of infographics: Using pictures to communicate and connect with your audience. Indianapolis, Ind.: Que Pub.

Perception & Attention: How The Presentation of Information Matters

It’s no secret that data and information alone – when presented can lose their ability to communicate meaning without associated visual cues, graphics, context or visual appeal.  McCandless (2010) does a good job of illuminating how putting information into context or juxtaposed with relevant data - can have a deep impact creating a “landscape,” by which information can be better enhanced.  

Runco (2014) talks about hoe perception and attention are linked in a way where one can directly affect the other.  When we apply more attention to something our perception and understanding of it goes up – so the better something gets our attention the more likely it is that we will perceive the message being sent.  

Information is power- and the way in which we present that information can help the information be absorbed and understood at a higher and deeper level.  Looking at the radiation exposure chart is just another example of how information is generally “relative,” to other information.  

References:

Eysenck, M. W., Keane, M.T. (2010). Cognitive psychology: A student's handbook. Taylor & Francis.

McCandless, D. (2010, July). The beauty of data visualization. Retrieved from http://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization?language=en

Runco, M. A. (2014). Creativity: Theories and Themes: Research, Development, and Practice (Kindle). Retrieved at Amazon.com

What Is The Best Marketing Strategy?

What Is The Best Marketing Strategy?

Did you really expect me to be able to answer that?  Perhaps that's the problem with your current marketing plan - do you think there is an easy answer or solution to your current marketing problems?  Sun Tzu said artfully "know thy enemy," now clients aren;t enemies but your competition is.  So how do you get an edge?

Literally - its as easy as knowing your audience.  It is easy to learn HOW to market to people, it is still easy to learn how to anticipate your markets needs or trends - but it is HARD to know who your audience is.   For example, I have recently done work for a toy company - the challenge is that how do you market a toy

aimed at 4-year-olds to the real true audience -the - buyers - or the moms and dads. 

I have talked a lot about how research is king - do the research, learn who your audience is and how they behave and you will already be half-way done with the best marketing strategy - for you!

Top Five Emerging Fields To Apply Your Media Psychology Education

Media Psychology is a relatively new and growing field of study within Psychology - and has numerous applications both from a clinical and practical standpoint.  This is my list of the top five emerging industries where a media psychologist, M.A. or  PHD can ply their trade:

Legal - For example a media psychologist or media psychology expert might consult with trial attorneys on the use of images in their presentations to jury's.

Retail - What we wear says a lot about us - which is why retailers are always looking for deeper insights and market research into why people buy; information that is deeper than color and pattern (Under Armour is a good example of how you gather that info check out their blog)

Advertising - whether print, digital, TV or otherwise, we are bombarded by these constantly, media psychologists are great at providing insight into the display of information in a way that can cut through the clutter (Check out the world's first neuromarketing agency).

Web Design - With the advent of content management software, website design is now longer solely the domain of the programmer - with billions in annual e-commerce sales the presentation of your website can have a major impact on your overall success - media psychology experts have a deep understanding of the images and words that make people click - although it would not have taken a genius to tell Kaiser to re-name their "Catastrophic," policy to something else.

Research - The Media Psychology Research center says that "Media psychology looks for solutions by understanding fundamental human goals," and in doing so provides a valuable research angle for countless industries.  Visit the Media Psychology Research Center website for more info on how the research turn into action. 

Rich Media Content: Retailers Move Away From Text

So there I was with a 25-page white-paper marked "Confidential," straining to read the 10 point font as I was reading the lengthy document explaining the guidelines to publishing enhanced content to vender pages on a very large online retailer's .com  Words like "rich media box," and "expanded manufacturer content," have replaced the traditional "description," and "specs," that used to rule online retailers vendor pages. 

In my recent work with big box retailers like Amazon, Walmart and Target, I have really seen how these big box retailers have begun to embrace the idea that video and other forms of rich media do a better job of explaining what a product is and thus selling it.  In fact, in the document I was reading, most of the text that was recommended was aimed at giving the customer "additional detailed information,' about the product - so basically, anything that video or images can't quite capture. In addition to this most of the content has moved lower, and lower, below the rich media content as if it is an afterthought - and it very well may be.  Check out these product pages here and here to get an idea of what I am talking about. 

If the largest retailer in the world is publishing white pages explaining the value of rich media content to its vendors says a lot about the trend in digital marketing away from text and towards valuable visual content.  As a marketer - this means a lot more interfacing with graphic designers and planners to better shape digital assets to meet the needs of not only the retailers but the digital consumer base that is increasingly demanding rich media content over text.

Online Marketing: Top Five Online Marketing Tools

     Digital marketing can be hard to grasp - it has a lot of moving parts and some may or may not apply to you but they must all be considered even if you may not deploy them.. I like to see digital marketing as a cyclical process - one that repeats at a pace that is representative of the changes in your specific industry.  I have found the following path a very general outline for this cyclical process.  But I have been doing this for 15 years and I am still learning - for example what do you think I am missing?

My Top Five Online Marketing Tools:

1) Buffer - schedule all your social media posts and move on! SM is important but can be a time suck!
2) SocialMention - Real time social media conversations search - research trends in SM.
3) WordStream - Doing a PPC camapign?  Use WordStream to help you find niche keywords.
4) Bit.ly - Deploy custom URL's when a 301 re-direct won't work - get stats and data on whos viewing and sharing your content.
5) Reachmail - a good FREE email marketing service up to 15K names or 50K emails a month - easy WSISYG editor