People will forget what
you said, and what you
did, but they will never
forget the way you made
them feel.
“
Maya Angelou
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The most effective design
has a narrative thread.
“
Kit Hinrichs
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Narrative design is a way
to help our clients tell the
story of who they are and
what they value ...
“
Kit Hinrichs
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and do so in a way that
holds the viewers’ interest
and makes them care.
“
Kit Hinrichs
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story
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brand
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dishonest
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Good design is honest.
“
Dieter Rams
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It does not attempt to
manipulate the
consumer with
promises that cannot
be kept.
“
Dieter Rams
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small
kindness
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“Make better things in a
better way.
Raleigh Denim
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craft
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personal
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human
presence
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personality
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Much of the variation
in personality–about
fifty percent–has
genetic causes.
“
Steven Pinker, How the Mind Works
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4
benefits
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stand out
1
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emotion &
memory
2
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The amygdala is
chock-full of the
neurotransmitter
dopamine, and it uses
dopamine the way an
office assistant uses
Post-It notes.
“
Dr. John Medina, Brain Rules
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When the brain detects
an emotionally charged
event, the amygdala
releases dopamine into
the system.
“
Dr. John Medina, Brain Rules
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Because dopamine
greatly aids memory
and information
processing, you
could say the Post-It
note reads
‘Remember this!’
“
Dr. John Medina, Brain Rules
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find your tribe
3
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“
Seth Godin, Tribes: We Need You to Lead Us
Human beings can’t
help it: we need to
belong.
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“
Seth Godin, Tribes: We Need You to Lead Us
One of the most
powerful of our
survival mechanisms is
to be part of a tribe, to
contribute to (and take
from) a group of like-
minded people.
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passion
4
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process
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who are they?
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who are we?
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design
persona
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voice
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consistent
voice
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varied
tone
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empathy
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formula
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voice
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story
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The most effective design
has a narrative thread.
“
Kit Hinrichs
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craft
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“Make better things in a
better way.
Raleigh Denim
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remarkable
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“
Seth Godin, Purple Cow
If you’re remarkable,
it’s likely that some
people won’t like you.
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Seth Godin, Purple Cow
That’s part of the
definition of being
remarkable. Nobody
gets unanimous praise.
Ever.
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Seth Godin, Purple Cow
The best the timid can
hope for is to be
unnoticed. Criticism
comes to those who
stand out.