eBook - ePub
Creative Direction in a Digital World
A Guide to Being a Modern Creative Director
- 114 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
Creative Direction in a Digital World provides designers the tools they need to craft compelling digital experiences across screens, devices and platforms.
Readers will learn how to take a multi-disciplinary, human-centered approach to digital creative direction that will help them uncover target audience insights, concept more creative campaigns, change consumer behavior, and create more user friendly digital experiences.
- Divided into ten chapters. Each focuses on a different key aspect of the creative director's job from start to finish.
- Learn how to understand the client's biggest challenges and distill insights about the audience into creative strategies.
- Develop the skills needed to communicate your ideas to a skeptical client.
- Learn how to more effectively manage your creative team.
- And most importantly craft digital experiences that get results.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Creative Direction in a Digital World by Adam Harrell in PDF and/or ePUB format, as well as other popular books in Business & Human Resource Management. We have over one million books available in our catalogue for you to explore.
Information
Contents
Preface
About the Author
Introduction
Acknowledgments
SECTION I. Learn and Design
CHAPTER 1 Understand Your Audience
Insights Only Appear When You’re Looking for Them
Don’t Be a Segway
Research without Insight Is Wasted
Don’t Confuse Customer Research with Science
Why Focus Groups Fail and an Easier Alternative
The Right and Wrong Way to Do Audience Personas
Mapping the Consumer Journey
The Awareness Phase
The Consideration Phase
The Decision Phase
Marketing Isn’t About Selling to Customers. It’s About Loving and Delighting Them
References
CHAPTER 2 Brand Strategy
What Is a Brand?
Identifying Opportunities for Differentiation
Questions to Ask When Thinking About Competitors
Sample Brand Positioning for Import Luxury Cars
Don’t Emulate the Market Leader
Authenticity Is Important
Find and Cultivate a Tribe of People with Similar Worldviews
Take a Stand and Have a Point of View
Look toward the Past
Purposely Break Industry Conventions
B2B Doesn’t Have to Be Boring
Strong Brand = Strong Impact
References
CHAPTER 3 The Process of Ideation and Concepting
The Ideation Process
It Starts with Clearly Defining the Objective
Give Yourself Time for Research and Inspiration
Creativity Is a Numbers Game
Why I Avoid Group Brainstorming
The Value of Letting Things Settle
Narrowing Down Your Ideas
Pick Your Top Three and Create Concept Boards
The Golden Rules of Giving Feedback
Listen Carefully, and Ask Questions
Start with the Nice
Make It Actionable
Be Completely Honest and Don’t Pull Punches
References
CHAPTER 4 The Elements of Great Design
What Is Great Design?
Great Design Is Intuitive
Great Design Is Aesthetically Pleasing
Great Design Avoids Cliché
Great Design Is Aimed at a Specific Audience
Great Design Speaks to the Heart and Changes Minds
Great Design Sweats the Details
Great Design Requires Great Content
Great Design Is Timeless
References
CHAPTER 5 Changing Behavior by Design
Designing to Drive Behavior and Build Habits
Humans Are an Operating System Loaded with Bugs
Facts Are Not Enough to Change Behavior
You Have to Framing Your Argument in a Way That Fits in Their Existing Worldview
The Three Core Elements of Human Behavior
How to Increase Motivation in an Irrational Being?
Our Basic Human Desires
If You Can’t Change the Actual Experience, Change the Perception
Create Triggers That Are Actionable, Noticeable, and Timely
Five Methods of Persuasion That Can Help Drive Behaviors
Use Reciprocity to Create a Sense of Obligation
Use Commitment to Create a Tendency for People to Follow Through
Use Social Proof to Drive Behavior Change
Use Authority to Provide Credibility
Use Scarcity to Create Value
Engineer Variable Rewards and Repetition to Build Habits
Use Variable Rewards to Drive Engagement
The SAPS Rewards Model
Build Repetition through Feedback Loops
The Power of Positive Network Effects
The New and Potentially Compelling the Content Feedback Loop
The Variable Reward for Contribution Feedback Loop
How Long Does It Take to Build Habits?
References
CHAPTER 6 Designing Content That’s Awesome
Content Is Eating the World
Make It Useful Or Make It Entertaining
Designing Content That Is Useful
Simple Content Well-Executed Can Be Really Effective
Entertaining a Cynical Audience
What If I Don’t Have an Interesting Story to Tell?
Create Something That’s Interesting to the Audience
All Great Stories Revolve Around Conflict and Tension
The Reason Theme Parks Have Castles and What You Can Learn From It
Advice on Producing Videos and Animation
Motion Graphics and Animation Videos
Film- and Commercial-Style Videos
Documentary-Style Videos
Designing Infographics in the Age of Big Data
Do Your Homework and Compile Your Research
Weave Facts Together in a Broader Narrative That Makes a Statement
Use Visual Metaphors and Sketch the Most Interesting Facts
If You’re Not a Strong Illustrator, Hire One
Finding and Working with Production Partners
Nothing Beats Recommendations from Friends and Colleagues
Fish Where the Fish Live
Quality of Work Is More Important Than Industry and Brand Experience
Share Scope and Budget at the Beginning of the Conversation
The Siren Song of Mediocrity Will Try to Tempt You
References
CHAPTER 7 Making Your Message Spread
What Types of Content Are Most Likely to Be Shared and Why?
Content That Inspires High-Energy Emotions Like Awe, Anxiety, or Anger Is Shared More Than Content That Inspires Low-Energy Emotions Like Sadness
Long Form Content Is More Likely to Be Shared than Short-Form Content
Content That Has Practical Utility Is Most Likely to Be Shared
Humor Is Powerful
What People Get Wrong About Viral Campaigns?
Building Virality into Your Campaigns
Why the Ice Bucket Challenge Worked
It Was Highly Visible and Allowed People to Present Themselves as Charitable to the Wider World
Celebrity Participation Helped Spark the Flame
Want People to Pay Attention? Do Stuff Worth Talking About
Don’t Limit Yourself to Things That Happen Only in the Digital Space
If It’s Not Difficult to Pull Off, Then It’s Probably Not Worth Doing
References
SECTION II. Building and Showing
CHAPTER 8 The Digital Design Process
The Key Steps in the Digital Experience Design Process
Defining Content and Functionality Across Screens and Platforms
Map Out the Devices and Platforms You’ll Need to Design For and How They Interact with One Another
Think in Terms of Flow, Not Pages
Always Strive to Simplify Complex Navigation
Conventional Navigation Names and Labels Aren’t Something to Be Avoided
Architect for Future Change
Make Sure There Are Opportunities for Delight
How to Evaluate and Critique Experience Maps?
Designing the Overarching Layout and Form
Deciding Who Works on the Design
How to Pick What Part of the Project to Design First?
Briefing Your Design Team on the Project
Paper Before Pixels
How to Evaluate and Critique Design?
Visual Elements to Evaluate during a Design Review
Questions to Ask When Evaluating Design
Prototyping the Experience and Crafting Interactions
Don’t Prototype Templates, Prototype the User’s Journey
Collaboration Is Key
Focus on Creating Reusable Design Patterns
Avoid Using lorem ipsum Whenever Possible
Questions to Ask While Evaluating and Critiquing Wireframes
Designing Out the Details
Don’t Just Skin the Wires
Reviewing the Final Product and Making It Better
The Last Mile Should Be the Hardest
Testing Your Assumptions
A Simple and Lean Approach to User Testing
Designing in Agile Environment
Designing in an Agile Environment
References
CHAPTER 9 Presenting Your Work Like a Pro
Understand the Environment and the Audience
Don’t Just Show the Work. Tell a Story
What to Include in Your Creative Presentation
Start by Setting the Context
Introduce Your Goals and How You Got to This Point
Reveal the Solution from the Audience’s Perspective
Explain Your Rationale
Preempt Their Possible Objections
Rememb...
Table of contents
- Cover
- Halftitle
- Title
- Copyright
- Table of Contents