Redswish - carefully crafted banter

Nathan Beck discusses web design, digital marketing, life experience and everything in between...

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Taking typography seriously

Typography
A typography post has been long overdue on Redswish. And just when I was getting geared up to get stuck into one, Craig Ward published a fine article in this months Creative Review on the shifting role of typography in advertising. I’m afraid if you’re not a subscriber you probably won’t be able to view the full article, so I’d most certainly recommend getting hold of this months issue because it’s one of the finest in months.

Craig’s article looks at how we can adopt great typography to portray our messages without the need for obvious visual hand-holding and the ‘witty juxtaposition of images’ to force an idea or message across very quickly, summing it up well with the final line “A picture may paint a thousand words, but conversely, with a thousand words, who needs pictures?”.

A recent article on Smashing Magazine featured some inspirational floral typography in both print and web that in some cases was breathtaking, and certainly didn’t need any distracting visual accompaniment. The typography really did speak/read for itself!

Typography on the web

It’s not just in print that typography has been pushing forwards. With greater adoption of technologies such as sIFR, cufón and @font-face we’re seeing a wider spectrum of typography usage on the web. Although it’s not always for the best. With this open access to all sorts of available font families the barriers begin to fall and the standards set in place to help ensure accessibility and legibility on screen can be disregarded. That’s before we start considering the legal implications of using anyone’s fonts left right and center!

Mark Boulton’s presentation at FOWD London looked at how it’s not about the fonts we use on the web, but how they’re used. This is very important to consider. Before we open the floodgates to all sorts of web-safe and web-unsafe fonts and flash replacement etc – are the default web-safe fonts really that bad?

Georgia is your friend. Really, it is. It took me a while to realise it though!

I may sound like I’m contradicting myself here, but the point I’m trying to make is about how, where and when typography is used on the web. In my opinion body copy and general headlines should stick to web-safe fonts. But feel free to go typocrazy with main headlines, banners, logos and general big bang visuals – hell we’re designers – let’s have some fun!

Taking typography seriously

Whether you’re a print designer or web designer or both – please never overlook the importance of typography. Imagery, colour, composition, copy, layout, usability, accessibility and cross-browser compatibility are all essential building blocks of the design process but typography should never by any means be considered the quiet kid in the corner, it should never be overlooked.

But hey – you already know that, right?

Bucking the trend

Design trends come and go. Some stick around for longer than others. Some typography predictions for design on the web (and print in some cases) in 2009 include letterpress/embossing, large font-sizes on intro copy, semi-transparency, handwriting fonts and organic/grungy typography. But for the love of god don’t take these for rules. Experiment, have some fun, try new and interesting approaches! In some cases look to the past for inspiration for the future.

As suggested by Mike Kus – “Buck trends & break conventions – look away from the web for inspiration and become a trendsetter.” I agree – do that.

A few typography resources for you. If you’ve got a couple of hours spare, spend it cruising through these links:

So what are your opinions? How important do you feel typography is to your designs? And any great resources or sources of inspiration you’d like to share? That’s why there’s a comments section – let’s hear from you!

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The power of influence (kinda)

In light of my recent post on social influence, this kinda’ seemed appropriate. Although not really what I was talking about at all!

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The power of influence

Regular readers may have noticed that Redswish has taken a slight turn in topic style over the past few months. This is largely because it’s a one-man mission and I tend to blog about what I’m interested in or learning about at the time. Recently I’ve been focusing a lot on new marketing, building up more personal and effective relationships with clients, the demise of mass media and commoditisation, the evolution of experience design and authenticity and the psychology behind how we, as marketers and advertisers can influence and connect with  people and craft stories that spread.

Hence the reason it’s been a while since a design post, which as a web design blog I truly feel I owe you. But I must admit there’s been a wealth of great design articles blanketing the web at the moment so feel free to hit up Smashing Magazine, Web Designer Depot etc and you’ll find lots of great material. BUT NOT RIGHT NOW! Because I have other stuff to sell.

This article may not seem beautifully crafted and may come across as thought spilled onto paper (or a computer screen). Well, that’s exactly what it is. I want to hear what people think about this, I’m merely dipping my toes in the vast lake of this subject and I’m totally cool with holding hands!

Advertising is dead

Advertising will never die. But it sure as hell is transforming massively. And we’ve known this for a long time, but are still slow to respond. Investing stacks of cash in big, bold, flashy, in-your-face ads isn’t enough anymore. Breaking through the noise is too difficult. How often do you notice the Google AdWords or daft banner ads on a site? Most certainly less and less as we subconsciously train ourselves to tune out the distractions. I’m not saying billboards, TV, radio etc are completely useless, but yeah unless you’ve got a silly marketing budget and creative license to bang your head against a brick wall, then yeah.. go home.

Creating ideas that spread

It’s the way forward folks. Viral is still in it’s infancy. In old marketing the marketers jump in at the end and try to bridge the gap between product and consumer, now flip it upside down. Authenticity is essential. Great products and services that people talk about is what will drive you forwards. Your customers are your marketers.

Following the herd

Another element in the spectrum I want to look at is that of social influence. This is a huge factor in the psychology of marketing and when harnessed properly, and respectfully, can provide us with power to ‘nudge’ people in a better direction, based on a concept called Libertarian Paternalism proposed in the book Nudge by Thaler & Sunstein.

Social influences can easily be broken down into 2 categories:

  • Information – the simple passing on of relevant information that may or may not influence our opinions.
  • Peer pressure – often subconscious, but can be more targeted, more personal and can in certain cases be extremely effective – although quite often for negative purposes.

Peer pressure may conjure up ideas of teenagers forced into smoking, drinking or sex. But it really stems to all walks of life, in even the slightest of situations. Quite often it’s subconscious or easily dismissed, but the truth is that a massive part of everything we do, every day is influenced by others. A few examples off the top of my head:

  • In the office: “Anybody fancy a brew?” – did you really want a brew before that question was asked? “Well, if everyone else is…”
  • People often read the same newspapers, support the same political parties, football teams, listen to the same music, wear similar clothes, can even look the same as their peers.
  • When eating together, there’s more likelihood you’ll finish your food if your peers do, even if you’re full.
  • People smile when people on screen smile, even when there’s nothing funny. Yawns are contagious.
  • Everyone faces the same way in a lift.
  • Do you ever read on the train in the morning even when you can’t be bothered, simply because everyone else is?

These examples may not apply to everyone but there’s certainly some basis of fact in them. Decades of scientific research supports it, seriously.

Conforming

The fact is most people are either conscious about what people think of them, or even ignorant as to what others really think. The 2 sides of the see-saw are labeled with the clever terms collective conservatism and pluralistic ignorance.

  • Collective conservatism refers to when groups stick to established patterns or practices, afraid to challenge the status-quo or other people’s perceptions of them. Or perhaps in some cases there’s simply no better alternative. Examples may include Google users, Playstation gamers, smokers, coffee drinkers, heavy-metal enthusiasts etc.
  • Pluralistic ignorance, on the other hand, refers to an ignorance about what other people really think. Even when people hate doing something, they maintain it because they believe it’s correct, not realising that others disagree or have trended differently. In a marketing sense this most likely lends itself to people stuck to trends that have gone out of fashion, but in some extreme cases it can relate to politics and has been linked with the cause of Soviet Socialism and Nazism… sheesh!

Marketing to groups of this nature can be nearly impossible. Sometimes being the next, or the new, or the improved isn’t merely good enough. Challenging group perceptions can be a serious task, one that was once dominated by high-budget advertising. But new media and marketing provides us with infinitely more channels through which to communicate with people and help spread the word, build and nurture conversations that flow from person to person.

Where once marketers had to collide head-on and try desperately to force messages across with the hope that enough people would listen – we now have the ability to align ourselves with customers and engage on a more personal level with people, not demographics and statistics and names in a database.

Harnessing the power of influence

Marketing starts as soon as that idea pops into your head. Through internal stages of selling an idea or product to management and colleagues, through testing, development and launch. More open work processes are becomming more popular – this confirms authenticity and builds trust.

Make a great product. Make it for people, not for profit.

Once it’s out there, get people talking. Find out what people really think – social networking is your greatest asset here. Companies like Threadless, thesixtyone, ASOS etc have fantastic relations with people on sites like Twitter and Facebook. Offer customers prizes, offers and discounts and freebies in return for their feedback. Then don’t ignore it! Test and retest – constantly evolve your product, service, approach. Immerse yourself in every element of what you do and constantly consider how you can be providing a better experience.

It’s really not that difficult. iPhone apps can reach millions of downloads in weeks, Youtube videos gather hundreds of thousands of views in days! People rapidly find themselves in niches and soon even tribes. Their influence can spread like wildfire. People tend to follow others on Twitter because they’re interested in their opinions and findings. One person with 500 followers can influence a huge percentage of people and invoke interest in something very quickly.

Sometimes people feel they have to keep up so they don’t feel left out, this is collective conservatism in action. The difference between good and bad marketing depends upon how you adopt the power of social influence. Embracing it and using it to ‘nudge’ people in the right direction, to a solution that mutually benefits everyone is a goal we should be looking to. However abusing it, spamming people, spreading lies instead of authentic stories is not only evil, but is beginning to fail.

People are getting wiser and better at distinguishing truth from bullshit. So it’s simple. Tell the truth and don’t bullshit. There you go, that big sprawling article above led me to that conclusion.

Your views

I really want to know what people think about this. It’s still quite new to me and as a designer I almost feel out of my depth rambling about this. But I think I can learn, and surely many others can, a lot from this.

Voice your opinions below, I’m looking to keep this active for a while.

Thanks for reading!

Nathan

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Interactive advertising

Who said that adverts had to be directly relevant to what a company does or provides. At the end of the day, everyone knows who McDonalds are. A billion pound marketing budget couldn’t make them any more well known.

So what’s wrong with making people smile?

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Some tips for designers


A couple of great articles I’ve stumbled on recently that focus on the essence of new media design. 10 logo design tips from David Airey which might as well be printed onto stone and regarded as the 10 commandments for all I’m concerned. And a nice post from Tracy Grady that tackles common misconceptions about design and designers – What Graphic Design Isn’t.

Great advice all around!

Oh, and where are my posts you ask? Yeah I know sorrrrrry been reallllly busy but will honestly get some chunky tasty lick your lips content up here soon. Promise.

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fowd09

fowd with Ryan and Joe

Imaginative title.

Yep, I was there last week. Had a great time but decided to write about it on the Flame blog instead of here, sorry loyal readers!

It was great to meet some new people and some familiar faces (although some of them from only a small Twitter avatar), the event itself was good, inspirational fun and the after party topped everything off nicely!

Some other reviews can be found here:

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Lots of design blogs

This list has been buzzing round the ‘net recently. If you’ve got a few years to spare you might as well check it out, there are some of the best up there (including me hehe!)

- The Bigest Ever List of Graphic Design Blogs?

Until a bigger one comes along ;)

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Your CV sucks


Want to make an impression? That can be hard when you’re applying for work on the other side of the world. Greig Anderson compiled these extremely effective brochures containing his CV, personal information and examples of work and acclaim to send in the hope of getting noticed and bestowed with work when he moved over to Sydney for a year.

As far as I can gather, it worked!

Next time you knock up your CV in Word, really consider whether it will make any difference. The paper bin is only a short distance away. Give potential employers a reason to sit down and indulge you, astound them, show them what you’re really capable of.

More pictures of the Effektive CV/Poster Mailer.

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Losing identity in the recession

Losing identity
Crunchy credit’s getting people down, and it’s really beginning to hit home. Friends and family are getting laid off left, right and center. And it’s getting harder and harder to find new jobs, regardless of your skill set, qualifications and dedication.

A lot of lay-offs and cut-backs aren’t currently necessary. Companies are protecting themselves, trying to increase cash flow and clamp down on expenditures as we hit more turbulent economic times. It’s understandable, but not always sensible.

We happen to be in the business of digital marketing. We create conversations, we help to establish a postive dialogue about our client’s and their businesses, and we do it well. However when it comes to cutbacks, the marketing budget is often the first to be roped in. What a mistake.

Loosing brand recognition

Recessions are quite possibly the most important time to continue to define and promote your brand. Letting people know that you’re still there, working away, persevering and sustaining your promises and presence to consumers. You stop marketing, you stop advertising yourself and building great conversations about your brand – there’s a chance you may slowly start to fade away. Especially in the fast paced digital world of today – it doesn’t take long for people to forget who you are.

Use times like this in the market to solidly define who you are and continue to build brand recognition and credibility. This will be massively beneficial post-recession and in the long-term, as brand-building is a long-term strategy. Short-term tactics (promotions, ‘credit crunch deals’, making redundancies, cutting back on training etc) may help to ease current cash flow but may possibly be detrimental to your brand identity over the coming years.

But it seems everyone’s cutting back. Consumers are becoming choosier about what they spend their money on, which brands they align themselves with and who gives them a sense of security. However, we’re still a consumer nation. Hiding in the shadows, hoping the recession will shrink away soon will do you no favours. Let people know that you’re here and you mean business. If anything, you should be increasing your marketing budget. Marketing is an investment, not an expense.

Using the recession to your advantage

OK, so everyone else is cutting back. Big chains and established brands are going into administration. They’ve stuck with the status quo to long, they’ve been too scared to make a move that may seem a tad risky. Now’s your time to pownce.

The stronger companies, the clever minds and the well-thought-out marketing strategies will push to the front of the pack, the weaker competitors are going to fall out of the race.

And with everyone else slashing marketing budgets, there’s less noise and clamour to be heard over, making it easier to improve your brand recognition – it’s quite possibly the best time to establish your identity. Be heard.

Don’t throw money at marketing

Although the above is true, it’s not simply a case of allocating more capital to the marketing budget. You need to re-evaluate strategies and your message, make it apply to people today. We’re not in the business of ramming information in people’s faces, we’re in the business of crafting stories, spreading ideas and engaging consumers in interesting, authentic conversations to establish a level of recognition and trust.

Stick with the status quo, get left behind. If you’re prepared to change, prepared to take some risks and make some important choices – you might win.

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Connect! Published!

Hey folks,

My words have found their way to print, along with 99 other people. “Connect! Marketing in the Social Media Era” is now available to purchase through Blurb. I talk about how we can use Twitter to build more personal connections. But that’s all I’m telling you – you’ve got to buy it to find out more!

The book is a fantastic collaboration of 100 authors from the marketing/new media/design industry that discuss current trends in social media and how we can harness the power of the social web from a marketing perspective to create my dynamic, personal consumer relationships.

Even better, the book is purely none-for-profit. Besides educating and inspiring, the aim is to raise money, and awareness for Susan G. Komen’s campaign towards the cure for breast cancer.

It’s a great book, it’s for a great cause. Please help out by grabbing  a copy, it’s totally worth it.

Thanks to all the other authors, and thanks to the editor Jeff Caswell for making it possible.

Nathan x

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