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V02 I02
05.13
darwin revolution
MARKET & DESIGN
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WILL HAVE TO EVOLVE
HOW ADVERTISING
MARKET V.S. DESIGN
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V02 I02
05.13
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rebecca tremblay
www.tremblaytogo.com
darwinrevoltionmag.blogspot.com
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MARKET V.S. DESIGN
21
MARKET & DESIGN
HOW ADVERTISING
WILL HAVE TO EVOLVE
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design
or market
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ngised
tekram ro
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facts will do little or nothing
to sway them.
for instance, if we are selling a
vacuum using marketing theory,
we would list all of its features,
any key benefits, make sure the
company name (if it has a good
reputation) is prominent, and
most likely throw in a gimmick
to entice the consumer, thus
casting a wide net. this approach
is aimed at getting as many
people in the door as possible.
the gimmick will attract the
price-conscious, the facts
and benefits will attract those
shopping for the best product,
and the company name will
attract consumers who are
loyal to that brand. the idea is
that if you can reach as many
demographics as possible,
statistically, purchases will occur.
marketing alone does work to
some degree, and it certainly
has its place in advertising, but
its bureaucratic lack of vision
and innovation leaves something
to be desired.
design, on the other hand, is the
poster child for imagination. in
fact, it has so much imagination,
it often forgets about the facts
and lives in a world of pure
enticement. from the culinary
temptations of perfectly-plated
gastropub delicacies to the form
and beauty of the expertlycrafted couch, design is the
siren song of every-day
pleasures seducing consumers
to part with their money. quite
often design is responsible for
making us part with too much of
our money; purchasing things we
really don’t need or making us
spend just a little more than we
budgeted for on something
we’ve fallen in love with.
humans have five senses that
are hardwired to the very core
of who we are as a species.
design plays on these senses
and uses them to its advantage.
imagine the smell of a home
cooked meal, the touch of
Egyptian cotton, the sounds
of children playing, the sight of
the northern lights, or the taste
of cool lemonade dripping down
your tongue on a hot summer’s
day. these senses are triggers
for emotions that motivate us
to do things and the use of these
triggers is so powerful, that the
emotions generated have the
ability to completely overpower
rational thought.
s
a
w
o
sa l
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when selling a vacuum using
pure design, we would focus
solely on its potential for
attraction, the beauty of its
form, and, possibly, the
reputation of the brand. we
would hold the vacuum on a
pedestal and allow the consumer
to see in it what he may. the
problem with this approach is
that we leave everything up to
chance. not everyone would see
what we want them to see in our
product. if we were selling food,
the attraction potential would be
increased dramatically because
we automatically draw on our
past experiences and make
associations that can only be
implied by an advertisement.
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Mo. 02
Float like a butterfly.
Vacuum like a
whirlwind.
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by Co. Absterge floats on air as it glides
through your home on our patented
cushion technology. It’s quiet power
so while design is extremely
powerful, we cannot blindly
let it lead our horse to water.
when marketers and designers
find themselves at odds with
each other, it is important to
remember that both strategies
are valuable to advertising.
marketing provides the
foundation on which great
advertising campaigns are
based, and design makes them
enticing enough to be drawn to.
rejuvenates your floors as it cleans
with no-nonsense rotating brushes.
Absterge
Modern Suction Vacuum
Model 02
1 800 765 3755
co.absterge.com
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the hardest thing to do in
advertising is get peoples’
attention. the wow factor of
a designed emotional response
is the hook on which consumers
are more than willing to pounce.
give people something that
makes them stop in their tracks,
something that evokes a deep
response, and you’ll have all the
time you need to bolster the
effort with marketing.
marketers and designers should
share the stage and learn to
respect each other. they should
also realize that balancing the
relationship between marketing
and design is more important
than ego.
the reasons most successful
advertising connects with people
is, first of all, it connects with
people. the exploitation of a
feeling or emotion already
experienced by the consumer
can be translated and imprinted
on something new or different.
while both ideals on their own
will achieve some results and be
successful, the advertising world
will be significantly diminished
and unable to cope by only
using one approach. diversity,
adaptability, and the proper
use of all available tools are
the hallmarks of truly successful
advertising and the agencies
who create it. the game is
about to change dramatically.
only those who can use it to
their advantage will survive.
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the importance of finding the
right balance between marketing
and design is growing more
evident as the advertising
landscape embarks on an epic
shift. the major transition to
digital, social media, changing
demographics, economic
concerns, and new technology
are doing for advertising what
the asteroid did for the
dinosaurs; completely changing
the rules of this world and
incubating the next. with baby
boomers entering into their
golden years and new
generations finding their way to
the stage, advertising must take
a hard look at itself and be willing
to reinvent it’s overall structure.
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as social media has shown us, not only
are the paths of communication being
rewritten, but also the structure.
marketing efforts like benefit-laden ceo
letters are not only being ignored, but
actively deterred. in fact, in 2003 the
controlling the assault of non-solicited
pornography and marketing act was the
first national effort to curb the tide of
mass marketing efforts. add to this the
no-call and no-mail lists consumers
vigorously support, and what emerges is
evidence of the consumer interest shift.
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modif y the game plan
the drop-off in print advertising interest
and consumer-driven action combined
with green awareness, rising fuel prices,
and economic downturn fanned the
flames of the digital revolution. yet the
revolution is not complete. most of what
we do now is translate the ideas of the
past to new media. without a renewal of
practices, digital advertising could suffer
the same fate as junk mail.
demographics and technology are
changing. tablets were just the beginning.
modif y the appr oach
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inve nt an appr oach
new ideas like oled (organic light-emitting
diode) will soon give flexibility to the
otherwise static, 2d digital world; opening
the door for advertising to exist uninhibited
by the constraints of the last thousand
years. much like stage productions or
projected advertisement spectaculars,
advertising will find that it will not only
have to be more clever in its use of
space, but also revamped in every way.
when the possibilities become truly
endless it will be difficult to simply
translate old ideas onto new platforms;
everything will have to be rethought.
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with so much information available to us,
and all the advertising that comes along
with it, it no longer takes 80 years to be
wise in the ways of the world. when the
average life span of an internet meme
is around 22 days. it’s hard to find or
create something that not only captures
attention, but also inspires consumer
action. plus, we can purchase and
experience things from every corner of
the earth, so if we don’t like something,
there’s always something else in queue.
attention span is limited. advertising will
need to focus on quality over quantity.
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inve nt an influ ence
Special thanks to
Emmanuel for turn.js.
rebecca tremblay
www.tremblaytogo.com
darwinrevoltionmag.blogspot.com
05.13
V02 I02