{"id":3423,"date":"2009-05-05T17:08:21","date_gmt":"2009-05-06T00:08:21","guid":{"rendered":"http:\/\/www.ryskamp.org\/brain\/?p=278"},"modified":"2009-05-05T17:08:21","modified_gmt":"2009-05-06T00:08:21","slug":"advertising-as-experience-design","status":"publish","type":"post","link":"https:\/\/bob.ryskamp.org\/brain\/advertising-as-experience-design\/","title":{"rendered":"Advertising as experience design"},"content":{"rendered":"<p>The announcement about <a href=\"http:\/\/events.stanford.edu\/events\/185\/18583\/\">Andy Spade&#8217;s talk at Stanford<\/a>, though I couldn&#8217;t make it, reminded me of an idea I&#8217;ve been kicking around for a while:<\/p>\n<p>Is advertising actually an advanced form of experience design?<\/p>\n<p>After all, while the viewer doesn&#8217;t actually engage in the advertised experience, a good ad can realistically depict it. In 30 seconds, or a single image, or a short text snippet, it aims to:<\/p>\n<ul>\n<li>Target and attract the desired user<\/li>\n<li>Communicate the key information about the product<\/li>\n<li>Show the value of a product or service in solving a problem or providing a positive experience (think: beer commercials)<\/li>\n<li>Provide actionable followup (for direct response advertising)<\/li>\n<li>Leave behind a pleasant memory (for brand advertising)<\/li>\n<\/ul>\n<p>This seems especially similar to early-stage design work, where you&#8217;re mostly trying to compare the value of various design approaches. What if we started with the commercial for our product and worked backward?<\/p>\n<p>A few relevant links:<\/p>\n<ul>\n<li><a href=\"http:\/\/russelldavies.typepad.com\/planning\/2008\/04\/pre-experience.html\">Russell Davies on advertising as &#8220;pre-experience design&#8221;<\/a><\/li>\n<li><a href=\"http:\/\/www.youtube.com\/watch?v=bhhbaaWBgnk\">An iPhone ad simply showcasing one experience of using the phone<\/a><\/li>\n<li>A quote from <a href=\"http:\/\/www.artandcopyfilm.com\/\">the Art &#038; Copy trailer<\/a>: &#8220;I think what you can do is manufacture any feeling you want people to have.&#8221;<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The announcement about Andy Spade&#8217;s talk at Stanford, though I couldn&#8217;t make it, reminded me of an idea I&#8217;ve been kicking around for a while: Is advertising actually an advanced form of experience design? After all, while the viewer doesn&#8217;t actually engage in the advertised experience, a good ad can realistically depict it. In 30&#8230;<a class=\"read-more\" href=\"https:\/\/bob.ryskamp.org\/brain\/advertising-as-experience-design\/\">more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[361,31],"tags":[],"class_list":["post-3423","post","type-post","status-publish","format-standard","hentry","category-advertising","category-design"],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p9wjHJ-Td","_links":{"self":[{"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/posts\/3423","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/comments?post=3423"}],"version-history":[{"count":0,"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/posts\/3423\/revisions"}],"wp:attachment":[{"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/media?parent=3423"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/categories?post=3423"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bob.ryskamp.org\/brain\/wp-json\/wp\/v2\/tags?post=3423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}