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The Secret Life of Comedy
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Espen Brunborg
June 15, 2016
Design
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670
The Secret Life of Comedy
Espen Brunborg
June 15, 2016
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Transcript
The secret life of comedy BY ESPEN BRUNBORG
Genesis CHAPTER 1:
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.
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FIN
The publishing machine CHAPTER 2:
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1. CMS
2. Template
Classic I
Classic I Classic II
3. Theme
4. Content Sarcasm
5. Your website
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Jackets all look the same too, but hey, I’m pretty
sure I know where my pockets are. –YARON SCHOEN “
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Design abstraction NAVIGATION CHECK-OUT CAROUSELS TEMPLATES FOOTERS WIDGETS SIGN UP
DASHBOARD GRIDS EFFECTS VARIABLES ICONS
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 “
Problem Solution
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 “
And an increasingly aware, connected, and mutable audience is onto
your cheap shit. They don’t want your cheap shit. –JOSHUA TOPOLSKY “
They want the good shit. And they will go
to find it somewhere. Hell, they’ll even pay for it. –JOSHUA TOPOLSKY “
The good shit CHAPTER 3:
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Fast
Fast Universal
Fast Universal Intuitive
Fast Universal Intuitive Invisible
Fast Universal Intuitive Invisible User-centric
Fast Universal Intuitive Invisible User-centric Scientific
Fast Universal Intuitive Invisible User-centric Scientific Slow
Fast Universal Intuitive Invisible User-centric Scientific Slow Individual
Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising
Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive
Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive
Visionary
Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive
Visionary Artistic
Fast Universal Intuitive Invisible User-centric Scientific Slow Individual Surprising Impressive
Visionary Artistic VS
Utility Beauty VS
Science Art VS
Convention Expression VS
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 “
Convention Science Utility Expression Art Beauty &
Music & Comedy CHAPTER 4:
Jeff Greenspan ARTIST AND CREATIVE DIRECTOR
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Expectation & Reward
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Storytelling strikes a balance between meeting expectations and breaking expectations.
SETUP CONFRONTATION RESOLUTION
SETUP CONFRONTATION RESOLUTION
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Music sets expectations and meets them. Comedy sets expectations then
breaks them. Good storytelling relies on both. THE GREENSPAN HYPOTHESIS
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A good designer knows how to tell a good
story.
Music Comedy &
UX Usability Performance Pattern libraries Styleguides Music {
Music {Templates Metrics Predictability UX Usability Performance Pattern libraries Styleguides
Consistency Design systems Functionality
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Personality Difference Friction Confidence Random Comedy {
Beauty Surprise Humour Personality Difference Friction Confidence Random Unpredictability Emotion
Complexity Comedy {
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Comedy is friction.
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Comedy is random.
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Comedy is difference.
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Comedy is humour.
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When is comedy appropriate?
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Comedy helps you sell the product, music helps the user
make the purchase.
Why so serious? CHAPTER 5:
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We focus on establishing the rules of storytelling instead of
actually telling good stories.
Thou shalt not defineth thy line-height in pixels. I
Thou shalt not make thy pages scroll infinitely. II
Thou shalt not taketh the name of the Lord, Performance,
in vain. III
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Thou shalt beginneth with mobile. IV
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Thou shalt not covet the menu of hamburgers. V
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Thou shalt not put important shit below the fold. VI
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Thou shalt not worship the carousel of false idols. VI
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So what do we do? –PETER VENKMAN “
I’M BORED WITH WHAT PASSES FOR WEB DESIGN THESE DAYS.
SHOW ME SOMETHING INTERESTING GOD DAMMIT! –ANDY CLARKE “
Boring = less money.
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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 “
Adding a gorilla playing the drums will increase sales by
10%. #PROTIP
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Adding Jean Claude Van Damme will increase sales by 24%.
#PROTIP
At McDonald’s we’ve seen ROI 54% higher with creative that
wins Cannes Lions than creative that doesn’t. – MATT BIESPIEL, MCDONALD’S “
Creatively awarded campaigns generate 11x more market share growth than
non-creatively awarded campaigns. – ALEXIS NASARD, HEINEKEN “
There’s more to it than design systems, style guides and
performance. #ACTUALPROTIP
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