background image by terabass
✩ Introduction
What:
- talking to your audience strategically
- framing – target audience
- manipulating how people feel and respond
Why:
- resonate / connect / trust / bond
- recognise / familiar
- influence people to act
What:
- psychology + graphic design + copy writing + etc
- complexities > analogy: film director
- people differences > reader vs visual vs motion
✩ Psychology + propaganda
- Public relations | adverting | propoganda = psychological
manipulation - The Century of the Self – history of Psychological marketing | smoking | nazi
- All Watched Over by Machines of Loving Grace | HyperNormalisation
- Influence: The Psychology of Persuasion
- Ogilvy on Advertising
- The people who think they are not malleable are the easiest. Car yard example
Psychological sales
- (user journey) Gym membership sale
- motivation + objections + scarcity/pressure
- interview > tour – (reenforce motivations + factoids) > close
- 2 options + scarcity (overcome objects)
umm ethics? church example
✩ Copy Writing
- The art of writing
- When in doubt > character personas + brand personas
- Search optimised sales copy
✩ Graphic design intro
- Eye the most important evolutionary tool (arguably)
- Language + system we learn as well as written/verbal language
- Essentials of Visual Communication
- Art vs design = overlap / emotion system/language / art doesn’t need a point / design does
- Body language
- Colour psychology + sun room | prisons | functionality
- Typography – Personality (or none) + legibility
- Photos – style + quality + subject + treatment – An image tells a 1000 words
- Illustration / art – ACD example
- Layout – reading like language | basic header
- Texture / Sound / etc
★ 10 minute break ★
tshirt exercise | feelings to why
✩ Brand personality
Intro
- what is a brand
- is a brand a person?
- social status and personal identity
What
- definitions – voice
- elements/attributes
- graphic style/language
- style guide |Vennage | 99designs | hubspot
- personal brand > Steve Jobs, Nicole Kidman, Mark Suckerberg
✩ Developing a brand personality
- Internal – not a mission statement – brief for creatives
- Adjective words | dvize brief doc | Actionskills BP
- Description sentence
- Can a graphic designer or copywriter use this?
Story telling
- Traditional Human knowledge transfer
- Being human – emotion vs data is boring (to most)
Frameworks
- Conflict Drama triangle : Victim, Villain or Hero? | Leard FLAC
- Hero’s journey | Starwars
Briefing creatives
find one that fits your brand personality (and budget)
discuss:
- your brand style/personality work
- their folio > what resonates + costs
- their creative process
- the actions you want to influence
- the intended feelings of your user
- the technical needs | system
- timelines/budgets
- don’t play the budget game (caps are helpful) | trust their folio
process:
- balance direction vs freedom > learn how they work fast
- if not working – be straight > they may be guessing from crap briefing
- trust their folio
- minimalism and elegant simplicity takes time
