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The Secret Life of Comedy

The Secret Life of Comedy

9d8abd3773c94b4d006f3104417845e8?s=128

Espen Brunborg

June 15, 2016
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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.
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  21. FIN

  22. The publishing machine CHAPTER 2:

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  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

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  33. Jackets all look the same too, but hey, I’m pretty

    sure I know where my pockets are. –YARON SCHOEN “
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  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:

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  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

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  69. Expectation & Reward

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  78. Storytelling strikes a balance between meeting expectations and breaking expectations.

  79. SETUP CONFRONTATION RESOLUTION

  80. SETUP CONFRONTATION RESOLUTION

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  83. Music sets expectations and meets them. Comedy sets expectations then

    breaks them. Good storytelling relies on both. THE GREENSPAN HYPOTHESIS
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  86. A good designer knows how to tell 
 a good

    story.
  87. Music Comedy &

  88. UX Usability Performance Pattern libraries Styleguides Music {

  89. Music {Templates Metrics Predictability UX Usability Performance Pattern libraries Styleguides

    Consistency Design systems Functionality
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  93. Personality Difference Friction Confidence Random Comedy {

  94. Beauty Surprise Humour Personality Difference Friction Confidence Random Unpredictability Emotion

    Complexity Comedy {
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  97. Comedy is friction.

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  99. Comedy is random.

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  101. Comedy is difference.

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  103. Comedy is humour.

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  105. When is comedy appropriate?

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  107. Comedy helps you sell the product, music helps the user

    make the purchase.
  108. Why so serious? CHAPTER 5:

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  110. We focus on establishing the rules of storytelling instead of

    actually telling good stories.
  111. Thou shalt not defineth thy line-height in pixels. I

  112. Thou shalt not make thy pages scroll infinitely. II

  113. Thou shalt not taketh the name of the Lord, Performance,

    in vain. III
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  115. Thou shalt beginneth 
 with mobile. IV

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  117. Thou shalt not covet the 
 menu of hamburgers. V

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  120. Thou shalt not put important shit below the fold. VI

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  122. Thou shalt not worship the carousel of false idols. VI

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  124. So what do we do? –PETER VENKMAN “

  125. I’M BORED WITH WHAT PASSES FOR WEB DESIGN THESE DAYS.

    SHOW ME SOMETHING INTERESTING GOD DAMMIT! –ANDY CLARKE “
  126. Boring = less money.

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  128. 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 “
  129. Adding a gorilla playing the drums will increase sales by

    10%. #PROTIP
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  132. Adding Jean Claude Van Damme will increase sales by 24%.

    #PROTIP
  133. At McDonald’s we’ve seen ROI 54% higher with creative that

    wins Cannes Lions than creative that doesn’t. – MATT BIESPIEL, MCDONALD’S “
  134. Creatively awarded campaigns generate 11x more market share growth than

    non-creatively awarded campaigns. – ALEXIS NASARD, HEINEKEN “
  135. There’s more to it than design systems, style guides and

    performance. #ACTUALPROTIP
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