The Burden Of Cleaning Up Falls Upon Us All

"Don't call the world dirty because you forgot to clean your glasses." 

~ Aaron Hill

I really should vacuum. I should also do the dishes, dust the bunnies, take the garbage out and if the bathroom hasn't been taken away by health authorities, I should probably take a soapy brush to that as well. We have a tendency to let things like this slide, especially when we're busy doing more enjoyable stuff (e.g. practically anything else). Inevitably, the detritus we ignore adds up and the time comes that leaving mops, brooms and other implements of cleaning strategically placed around the house is no longer fooling anyone. We look up from our other pursuits, see the world around us as the messy place we've allowed it to become, get totally grossed out, have an epiphany and find ourselves reacquainting ourselves with cleaning equipment. The tough part is figuring out what we should hold onto and what we should toss. (Hint: dust and dirt, bad; spare change hidden in the couch and the dog found in the laundry basket, good.) And when we're done that arduous task, we can get to go back to the more enjoyable stuff again.

And in a way, design is like that. After a period of time with our heads down working on a project, we look back over what we've done and clean up. We do that because a lot of ideas come pouring out and, like some people, not all of them belong together. Untrained designers, like hoarders, tend to skip that bit. What they produce may be all loaded up with all sorts of neat stuff but there may be just too much of it and people who look at it may not know where to look first or how to wade through it all. Or even want to. Hence, the message that is trying to break through becomes lost in the clutter. Eyes glaze over. And good campaigns die a miserable death.

Seasoned designers keep things clean. In fact, as they become used to producing material with simplicity and clarity they see possibilities in their heads, learn to recognize what they're going to eventually throw out and tidy up as they go along.

Just like I should learn to do with my housework...

Putting It In A Cone Doesn't Make It Ice Cream

Officials are warning there are people out there that are putting things in cones and trying to convince the general public that they are new flavors of ice cream. Beware. They are not ice cream at all. It's a scheme. The nefarious Fake Ice Cream Scheme.

These fraudsters use friendly rhyming names to try to lure customers in. They may look like the real thing, but don't let appearances fool you. Authorities warn these products may include improper ingredients that no reputable ice cream manufacturer would consider using.

People who have been taken in by this scheme report the fake ice cream does not even taste particularly good and, depending on the flavor, are not easily digested. Even sprinkles or chocolate syrup will not help. You can easily identify the imposters because they do not melt once taken out the freezer (and by their general lack of stickiness).

These impersonators are nothing but cheap knock offs manufactured using preteens in Third World sweat shops. The shops use a glut of new child laborers created following a huge power blackout ten years ago that produced a large number of births nine months later.

One of the flavors even has a chip imbedded in the wrapper that will sing the Cheers theme song to you when opened. This is merely a clever attempt to try to divert your attention away from its lack of ice cream-ness.

Should you come across one of these, you are advised to report them to the nearest Cone Impersonation Agency (CIA) office.

Comfort Zones, Or "Take A Big Step Back. Now."

Remember when we used to actually get together with other people? When how we related to each other didn't involve sitting in front of a computer screen? I think it was back in the seventies. And we all used to walk around saying things like "I need my space, man" and "Get out of my space". And I suppose there are still people out there in Third World countries that still carry on talking in person to each other the old fashioned way. People without texting and emails, forums or blogs... Or rebels, back to nature hippies or hipsters with earrings in strange places who are into the whole retro thing.

In this day and age it is so weird to actually have to be in close physical proximity in order to communicate. The horror.

Now I don't want to get all scientific on you, but if you know someone like that you might snail mail them the above chart about something called Proxemics. The cultural anthropologist Edward T. Hall first coined the term in 1963, while studying the matter of our personal space requirements. It's like where our protected territory starts and stops and how that affects our comfort. And how different circumstances or different people determine how we use our personal space and react to distance changes. Measurements vary between different cultures. For instance, folks from Latin countries tend to feel more comfortable standing closer to one another as they interact, while we in North America want people out of our faces (for the most part). It's interesting in a purely academic way.

Then there are the things that short circuit our zones; things like lust and psychological deviations. And then there are those people who feel like they have to touch you in order to talk to you: who don't seem to know whether you're real unless they're confirming your existence by clinging onto your sleeve. You know the type... glazed eyes, manic laughter at inappropriate times and a little bit of drool coming out of the corner of their mouths.

Luckily, we have computers and tablets now. We can maintain our comfort zones and keep all that messy interpersonal stuff to a bare minimum. 

Effective Creative Strategies

A recent scientific study by the Cognitive Effect Center (CEC) discovered 
evidence of the effect of highly creative ads on the human brain.*

I do a lot of playing around here. Sometimes it's to parody Webland and sometimes it's for fun, or simply to keep the wheels turning. Occasionally, though, I'll get real boring and write a bit about the industry. Forgive me, but this is one of those.

These days there is a lot of attention given to technical skills in marketing communications. Web site and app coding. Content development. Computer design programs. Social media maximization. SEO – all crucial elements in making things work. Leaders who market their goods and services to a target audience (TA) often concentrate on the technical at the expense of the creative product by using the folks that perform technical tasks (or PR personnel or themselves) to devise creative direction and strategy. In all fairness, sometimes you do meet someone who builds and also has creative chops but mostly it's like allowing a dentist to remove your appendix. If you're new to the execution of creative, here are a few things to consider that can make the difference between an effort that doesn't get noticed and a mind blowing one:

1) Recognize the intelligence of your TA. Giving your audience the benefit of having intelligence will begin your relationship in a positive manner. Well thought out solutions with custom photography or thematic illustrations is far better than standard phrases and the use of generic stock photos with smiling, happy people. Interpreting your unique selling proposition in a memorable, intelligent manner draws attention and lends credibility to your message. With the ever increasing torrent of blasé messages hitting the public on a moment-to-moment basis these days, intelligence is a good way to distinguish yourself

2) Dare to be unique. Thinking differently will elevate a modest marketing communications budget to the value of a large scale one. Concept-based creative, delivered consistently across all media, adds immediate retention value. The use of humor, unique logic and memorable messages will help people remember your product or service over your competition and increase top-of-mind awareness, and

3) Be clean, clear and concise. You don't need to jazz up a layout in order to bedazzle. In fact, with all the clutter out there, the opposite is true. A simple layout with one clear message, topped off with a call to action (i.e. web site address) will plant the seeds of interest and increase your chances for buy in.

Boost the probability of capturing attention and blowing a few minds. Invest in unique, compelling creative. It will work hard for you and help maximize your marketing budget.

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(The above samples are from my portfolio. There are many better examples of outstanding ad creative from the industry on this link and on other pages on the web. I urge you to explore and learn.)

*Note: The Cognitive Effect Center and the illustrated discovery is entirely fictional and not to be confused with actual science.

Floating A Quick Post...

Not to disturb your week, but thought I'd share this little guy floating along like a cloud. Don't know his name but he popped into my mind when I was halfway between being awake and asleep.

I suppose he was demonstrating that experience for me.

Maybe I'll call him Mr. Inbetween...