The Secret Life of Comedy

Transcript

1. The secret 
 life of comedy BY ESPEN BRUNBORG
2. Genesis CHAPTER 1:
3. ALL CHARACTERS AND EVENTS IN THIS STORY – EVEN THE ONES BASED ON REAL DEITIES – ARE ENTIRELY FICTIONAL. ALSO, THERE WILL BE A TINY BIT OF SWEARING.
21. FIN
22. The publishing machine CHAPTER 2:
24. 1. CMS
25. 2. Template
26. Classic I
27. Classic I Classic II
28. 3. Theme
29. 4. Content Sarcasm
30. 5. Your website
33. Jackets all look the same too, but hey, I’m pretty sure I know where my pockets are. –YARON SCHOEN “
36. Design abstraction NAVIGATION CHECK-OUT CAROUSELS TEMPLATES FOOTERS WIDGETS SIGN UP DASHBOARD GRIDS EFFECTS VARIABLES ICONS
37. Conformity and efficiency have a price. And that price is design. That price is a feeling of humanity. Of something that’s been created from scratch. –MARK BOULTON “
38. Problem Solution
39. Your problem is that you make shit. A lot of shit. Cheap shit. And no one cares about you or your cheap shit. –JOSHUA TOPOLSKY “
40. And an increasingly aware, connected, and mutable audience is onto your cheap shit. They don’t want your cheap shit. –JOSHUA TOPOLSKY “
41. They want the good shit. 
 And they will go to find it somewhere. Hell, they’ll 
 even pay for it. –JOSHUA TOPOLSKY “
42. The good shit CHAPTER 3:
44. Fast
45. Fast Universal
46. Fast Universal Intuitive
47. Fast Universal Intuitive Invisible
48. Fast Universal Intuitive Invisible User-centric
49. Fast Universal Intuitive Invisible User-centric Scientific
50. Fast Universal Intuitive Invisible User-centric Scientific Slow
51. Fast Universal Intuitive Invisible User-centric Scientific Slow Individual
52. Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising
53. Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive
54. Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive Visionary
55. Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive Visionary Artistic
56. Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive Visionary Artistic VS
57. Utility Beauty VS
58. Science Art VS
59. Convention Expression VS
60. The challenge for us might be to replace those ‘vs’ with ‘and’. Convention AND expression. No need for the pendulum to swing so violently. –MARK BOULTON “
61. Convention Science Utility Expression Art Beauty &
62. Music & Comedy CHAPTER 4:
63. Jeff Greenspan ARTIST AND CREATIVE DIRECTOR
68. …
70. Expectation & Reward
79. Storytelling strikes a balance between meeting expectations and breaking expectations.
80. SETUP CONFRONTATION RESOLUTION
81. SETUP CONFRONTATION RESOLUTION
84. Music sets expectations and meets them. Comedy sets expectations then breaks them. Good storytelling relies on both. THE GREENSPAN HYPOTHESIS
87. A good designer knows how to tell 
 a good story.
88. Music Comedy &
89. UX Usability Performance Pattern libraries Styleguides Music {
90. Music {Templates Metrics Predictability UX Usability Performance Pattern libraries Styleguides Consistency Design systems Functionality
94. Personality Difference Friction Confidence Random Comedy {
95. Beauty Surprise Humour Personality Difference Friction Confidence Random Unpredictability Emotion Complexity Comedy {
98. Comedy is friction.
100. Comedy is random.
102. Comedy is difference.
104. Comedy is humour.
106. When is comedy appropriate?
108. Comedy helps you sell the product, music helps the user make the purchase.
109. Why so serious? CHAPTER 5:
111. We focus on establishing the rules of storytelling instead of actually telling good stories.
112. Thou shalt not defineth thy line-height in pixels. I
113. Thou shalt not make thy pages scroll infinitely. II
114. Thou shalt not taketh the name of the Lord, Performance, in vain. III
116. Thou shalt beginneth 
 with mobile. IV
118. Thou shalt not covet the 
 menu of hamburgers. V
121. Thou shalt not put important shit below the fold. VI
123. Thou shalt not worship the carousel of false idols. VI
125. So what do we do? –PETER VENKMAN “
126. I’M BORED WITH WHAT PASSES FOR WEB DESIGN THESE DAYS. SHOW ME SOMETHING INTERESTING GOD DAMMIT! –ANDY CLARKE “
127. Boring = less money.
129. Everyone celebrated it creatively. What gets talked about less is how effective it was from a business point of view … the return on investment was three times the normal level. –PHIL RUMBOL, CADBURY’S “
130. Adding a gorilla playing the drums will increase sales by 10%. #PROTIP
133. Adding Jean Claude Van Damme will increase sales by 24%. #PROTIP
134. At McDonald’s we’ve seen ROI 54% higher with creative that wins Cannes Lions than creative that doesn’t. – MATT BIESPIEL, MCDONALD’S “
135. Creatively awarded campaigns generate 11x more market share growth than non-creatively awarded campaigns. – ALEXIS NASARD, HEINEKEN “
136. There’s more to it than design systems, style guides and performance. #ACTUALPROTIP