Date: 24/04/2020

If you feel you got value out of the session(s), please support by:



Outline/Runsheet


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

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

 

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


Trainer

Glenn Todd
  • 20 years commercial website development experience
  • Extensive NFP, campaigning and NVDA experience
  • 6 years teaching experience including at RMIT university
  • Winner of 2019 Connectingup NFP Technology Lifetime Service Award
  • Helped launch ICANW, the campaign that won a Nobel Peace Prize
  • More details see glenntodd.net