Filmmaker Bianca Giaever recently captured the spirit of free, optimistic creativity with her short film called “New York City!” She created the film with five recent post-grads who’d recently moved to NYC to pursue the arts.

Drawing on her experience as a radio producer and filmmaker, Giaever wrote down a list of questions like “What are your New Year’s Resolutions?” “How does your Mom dance?” and “Tell me about your last relationship.” From these stories, patterns emerged.

“There was lots of talk about being in New York and trying to figure out what you’re doing every day and how you stay motivated to keep making things. And so on the last day we came together and recalled our favorite things that other people said and quickly recorded those lines. They were really disjointed but the goal was to just express the feeling and energy we all had about being in the city,” Giaever told Fast Company.

The film is not really speaking to any greater goal, but at its core it exudes that naïve and infectious promise of unstructured creativity. Not to mention, it is a reminder of how letting go of purpose and process can be creatively stimulating.

Watch Bianca’s full film below:


New York City! from Bianca Giaever on Vimeo.
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Fortune 500 companies across the globe utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions.

The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.

Here are the four most common brand positioning strategies, shown in the infographic below created by Hanover Research.


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Although it may not seem like it, what we experience and what we remember are in fact two very different things. Most product design strategy is directed toward experience, but cognitive scientists say that we should really focus on memory instead because our memories drive the majority of our decision-making.
Here is a cheat sheet by Fast Company for creating memorable design:

The evaluative remembering self drives decision-making. The evaluative “remembering self” drives the majority of our decision-making and it is mainly concerned with two areas: peaks and ends. How was an experience at its best or worst moments? And what was the feeling as the experience came to a close? The influence of the “remembering self” leads us to choose between products or experiences and memories of those experiences.

Beware difficult last steps. If your last touchpoint with a product is a negative one, it can color the entire memory. Take kitchen appliances, which have clean up and put-away efforts that are easily overlooked. The Acme Juicerator, for example, which requires significant amounts of post-juicing cleaning and disassembly, may get relegated to below-the-counter status, despite the fact that the juicing experience itself is effective. On the other hand, when a product has been thoughtfully designed to offer a positive ending, the user walks away more satisfied.

Make it multisensory. Research suggests that customers perceive higher-frequency door slam sounds as signs of structural weakness and fragility. Deeper, bass-ier sounds on the other hand, communicate that the door has been shut successfully and that the car is structurally robust. Sound design is an important part of car design overall, but a good, solid door thud imparts confidence, trust, and status.

Annoying details can create wells of user resentment. Little details can create deep wells of user resentment, especially in recurring product interactions. For example, Bank of America’s ATM’s create shrill beeping sounds when printing receipts and while customers finish their regular deposits and withdrawals.


Provide positive feedback. Every product sign-off moment is an opportunity to provide feedback, on both emotional and functional levels. The Nest Protect, for example, tried to disrupt the smoke detector market by creating an interactive product. Nest’s designers realized that the Protect could alert users to the presence of danger while also providing emotional reassurance when everything was normal. So when a Nest owner turns off her lights, the Protect pulses green before going dark, signaling to the home’s inhabitants that it’ll remain present and attentive, even while they rest. This creates a sense of pride and satisfaction while providing concrete feedback on operating the vehicle efficiently.
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