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
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Problem
Solution
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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
“
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And an increasingly aware,
connected, and mutable
audience is onto your cheap
shit. They don’t want your
cheap shit.
–JOSHUA TOPOLSKY
“
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They want the good shit.
And they will go to find it
somewhere. Hell, they’ll
even pay for it.
–JOSHUA TOPOLSKY
“
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The good shit
CHAPTER 3:
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Fast
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Fast
Universal
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Fast
Universal
Intuitive
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Fast
Universal
Intuitive
Invisible
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Fast
Universal
Intuitive
Invisible
User-centric
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Fast
Universal
Intuitive
Invisible
User-centric
Scientific
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Fast
Universal
Intuitive
Invisible
User-centric
Scientific
Slow
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Fast
Universal
Intuitive
Invisible
User-centric
Scientific
Slow
Individual
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Fast
Universal
Intuitive
Invisible
User-centric
Scientific
Slow
Individual
Surprising
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Fast
Universal
Intuitive
Invisible
User-centric
Scientific
Slow
Individual
Surprising
Impressive
Fast
Universal
Intuitive
Invisible
User-centric
Scientific
Slow
Individual
Surprising
Impressive
Visionary
Artistic
VS
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Utility Beauty
VS
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Science Art
VS
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Convention Expression
VS
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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
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Convention
Science
Utility
Expression
Art
Beauty
&
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Music & Comedy
CHAPTER 4:
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Jeff Greenspan
ARTIST AND CREATIVE DIRECTOR
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…
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Expectation & Reward
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Storytelling strikes a balance
between meeting expectations
and breaking expectations.
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SETUP CONFRONTATION RESOLUTION
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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.
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Music Comedy
&
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UX
Usability
Performance
Pattern libraries
Styleguides
Music
{
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Music
{Templates
Metrics
Predictability
UX
Usability
Performance
Pattern libraries
Styleguides
Consistency
Design systems
Functionality
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Personality
Difference
Friction
Confidence
Random
Comedy
{
Comedy helps you sell the
product, music helps the user
make the purchase.
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Why so serious?
CHAPTER 5:
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We focus on establishing
the rules of storytelling
instead of actually
telling good stories.
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Thou shalt not defineth
thy line-height in pixels.
I
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Thou shalt not make thy
pages scroll infinitely.
II
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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
“
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I’M BORED WITH WHAT PASSES
FOR WEB DESIGN THESE DAYS.
SHOW ME SOMETHING
INTERESTING GOD DAMMIT!
–ANDY CLARKE
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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
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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
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At McDonald’s we’ve seen
ROI 54% higher with creative
that wins Cannes Lions than
creative that doesn’t.
– MATT BIESPIEL, MCDONALD’S
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Creatively awarded campaigns
generate 11x more market share
growth than non-creatively
awarded campaigns.
– ALEXIS NASARD, HEINEKEN
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There’s more to it than
design systems, style
guides and performance.
#ACTUALPROTIP