Markit degree project 2013
Welcome! This is my degree project process book.
1 Introduction 2
What is this?
3 Initial Thoughts 4
Brainstorm Sessions
5 Research 6 Compilation
contents
7 Service Exploration 8 Conclusion
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The first week, we were asked to come up with a researchable question.
How does visual persuasion control psychological change of attitude and opinion? “Seeing is a state of mine. Pictures can be explained rationally, but their deepest impact is on the subconscious. Latent meanings of shapes, textures, symbols. Objects have genders, too. What creates optical illusions? The psychology of type faces. It is the total impression that counts. Eye movement are based on conditioned reflexes. The importance of “mood” in an illustration. There is more to color than meets the eye.” —Visual Persuasion: The Effect of Pictures on the Subconscious, Stephen Baker This was my approach to a researchable question in the first week. I used this
on day 1:
quote to almost skate around the realization that I hadn’t figured out what I really wanted to work on yet. It was at this moment that I realized I was about to embark on a long journey.
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Frustration ensued.
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My initial proposal My journey to come up with a degree project idea that
huge role. The designers of those posters knew exactly
retains my interest for longer than fifteen minutes but
how to manipulate the common viewer into believing
also has a strong concept has been difficult (to say
something, whether it was right or wrong. In fact, every
the least). Visual persuasion is any advertisement,
field uses visuals to convey information in one way or
poster, greeting card, book cover, billboard, etc. that
another. Lawyers need to communicate information vi-
can manipulate your mind after your eyes process the
sually during trials, and if they can persuade the jury by
information. In this world, so much of our lives is based
using them, it can be to a great advantage. The effect a
on what we see. In a digital sense, on the internet and
visual image can have on the subconscious also will be
television, it is growing even more. There are ways that
investigated. Optical illusions and how your eyes move
designers and marketers can control what you process
through reflexes is something that draws much inter-
mentally after viewing something. McDonald’s is a
est. I am curious how this works, why this happens,
company who is very good at using colors and visuals
and how people can control it. I plan on researching
to their advantage. They have become a multi-national,
multiple scientific and psychological studies on how
billion dollar business because of it. And to think,
this process happens. There are so many experiments
they are really just selling hamburgers and fries. Yet
and tests I can conduct with this in mind. I believe that
advertising is not the only use of visual persuasion.
this project will not only be a rigorous journey but an
Propaganda used throughout history in politics plays a
enjoyable one as well.
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Degree Project Questions // Visual Persuasion/Marketing/Psychological Effect
I asked people to ask me some questions.
Q: Do you hope to use this to help those unaware that they are being affected by what they see and try to remain unaffected by propaganda tactics? A: No. This question has made me think that perhaps this is not such a good idea. Q: How can visual stimulus enter into research on marketing? A: I plan on researching this in depth. Q: What about the ethics part? A: While ethics is a great question, we live in a world with freedom ofspeech. As long as no one is manipulating and telling a consumer to do something illegal or ethically wrong, I don’t think ethics comes into play. (fair game, is what I’m saying) Q: Can this change attitudes? Have you seen Mad Men - The Carousel? How does your on this topic relate to what you observe in today’s market? A: Haven’t seen it, will watch it though. Q: What makes a boundary between good and bad persuasion? Who decides? A: Depends on the audience. If you are broadcasting to the world, then
Q: Have you thought about speaking to Emerson marketing students? Look into brand loyalty and things/techniques like that. A: I work with a few business graduates and majors and plan on interviewing them. Q: Do you want to focus on the positive or negative aspects of visual persuasion? Or will you stay neutral? A: Stay neutral. Leave it up to the viewer to decide. Q: What role do visuals actually play when it comes to corporations like Apple, for example and subliminal advertising to convince their audience a certain way? AKA corporations manipulate the shit out of people (diamonds, makeup, expensive beauty products). A: Thank you Ryan... I think this might be straying away from my topic though. Don’t want to lose focus. Q: Are you going to perform tests on people to find data? (who is most e asily persuaded?) PS > Read “Do Good Design” If you have not! A: Sure! It would be a good researchable tool.
the general public decides. If you are broadcasting to a certain group of people, they might not know how to come to that conclusion. 11
“At the end of the day, I am not going to be a graphic designer.” —Me (Cue the bad looks)
Phase 1: Discover I’m trying to decide how to go about this project in a new direction. After receiving the questions from last week, a lot of them I couldn’t even answer. To me, this meant that my topic was too vague for my liking. I spent this week trying to hone in on things that I feel as if are more important to me than just visual persuasion in general. I just started my new internship at a start-up shoe company. Right now, the company consists of a small team of six. I would tell you the name of the company and the product we are creating but we signed confidentiality agreements. No one is finding out about it until June 2013, when we launch to the public. I will say that the man who is the head of it all was at Reebok for 12 years. He left to start this. And we are creating a product that is virtually non-existent in the athletic shoe department. The connections my boss has with the NBA, NBA owners, celebrities, and the NFL is incredible. This company I’m helping start up for my internship truly has the ability to take off. My job is to create a marketing plan and help out with any extra design work and creative thinking. Just on my first day we got off to a great start working with this. Because it was my first week this week, I started to think about how my degree project idea of visual persuasion was very related. I want to start thinking how I can combine the two ideas. At the end of the day, I am not going to be a graphic designer. I want to be involved in product marketing from start to finish. I love the process of beginning a line for footwear and coming up with the ideas, and then getting all the teams going until you reach an end result, which is a sneaker on a consumer’s foot. I love the footwear industry and everything about it. My goal is to break into the business swiftly. In conclusion, this week I really just realized that I need to fuse the two concepts. What I want to do with the rest of my life and my vague degree project idea of visual persuasion. They are inherently similar and with a little tweaking and more research, I believe that I can effectively do this. 13
“Everyone who reads this book will emerge wiser and wealthier. He is a blessing to the business,”
Phase 2: Plan New question: Can visually persuasive marketing be used to drive a product from an idea to completion? At this stage, I am tentative on what direction to head in first. This week I was still working out the kinks with my idea, but the feedback I received last week was very helpful. Everyone was positive about my change of direction and even where it put me. Right now I am working on gathering as much research as I can and taking as many notes as I can. I decided a new process in which to work in which I described more in detail in my thesis statement but I am planning on starting with a hypothetical company and a solid marketing plan. From working on that, I will have a strong foundation to build up the rest of my project. At this point, gathering research and planning out what I want to do is the most important part but I am really trying to organize my ideas to get to the place I want to be at. I know that this project is going to a daunting task but this week breaking it up into sections really helped me organize my thoughts and create a method of how I want to be working. I also created a hypothetical schedule for when my “product” is going to launch and all of the things that go along with that. I’m reading this book right now, it’s amazing:
writes Jay Conrad Levinson.
Book I Read: The Bridge
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Phase 3: Visualize Thesis Statement: How can visually persuasive marketing be used to drive a product from an idea to completion? I will be exploring the depths of this process by comparing design thinking to business analytic mentality. This intrigues me because the two fields are so creatively similar, yet separately educated and versed. My goal is to develop a method for either professional to be able to work in both fields. This week was focused on thorough exploration of ideas. I spent a long time reading and researching. Because I am still reading these two hefty books and compiling research to go along with it, I began to feel somewhat swamped. I took a step back to make my visual response and decided to answer a question Gunta asked me last week which was, “Why a shoe?” Then we got on the topics regarding the necessity of footwear and reasoning behind developing a shoe itself. The main question was for me, how could I give this shoe value? In my visual response, I began exploring this idea. I started off by drawing the actual shoe really big so I could get into the mood of the subject. I then just plainly began to label parts of the shoe that you have to develop in product marketing and in product design. Once I labeled the “Support and Bells & Whistles” I realized that all the parts of the shoe are analogous to key marketing values. I went on to really connect these two as a design thinker. Would a marketer appreciate this poster? I am not quite sure. But as a designer turned marketer, I am very pleased with what I discovered this week through doing this response.
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The question I asked myself was, “Why A Shoe?” As a trained designer, I answered that question visually.
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My coworker, who is graduating business school, answered the same question a different way. He defined the problem first.
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Phase 4: Analyze Research This week I spent a lot of time trying to decipher the
books and compile and organize my paper in such a
language in the sources I have been reading. Because
way that it really translated my research to the reader.
all of my sources are 400+ page textbooks, it is a little
Like I mentioned before, my question was regarding
hard to extract the right information. Yet this week, I
bridging the gap between design and marketing. I al-
believe that I have successfully achieved that. Every
ready connected footwear to marketing from a design-
week I have a question that I want to answer through
ers perspective in a visual way. How can I understand
research of all kinds. This week my question was: “How
marketing in a visual way, that reads to the business
do you bridge that gap?�
world as well? These textbooks were my insight into the
Artists solve problems, marketers are taught to make
way they think and learn. It was definitely an interesting
decisions. What is the difference between making a decision and solving a problems? A lot, if you truly think about it. How can someone with a design background be trained to make a quick decision and, conversely, how can a marketer learn how to truly solve a problem? The majority of this week was spent writing my 1000 word research paper. It was a lot of work to read all the
week trying to decipher this material and really gain insight into a subject that I have not been professionally trained in. I can learn about it all day on my own time, but I wanted to learn it the way that marketers learn it. Through this, I came to the conclusion that the education system is the reason why these two fields are so separated.
Books I Read: Marketing & Designing Interactions
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the six bridges:
Phase 5: Report
The First Bridge: is all about the logo from their origins in ancient times to the look and purpose of the
The goal of all research in relation to this project is
After graduation, I plan on entering the product
logo in modern times as a brand or corporate identity program. [We] will explore the dynamic of such
to compile all relevant information and completely
marketing world. I already have my foot in the door in
brands, how they started, became part of our lives and ultimately pillars of our collective aesthetic
dismember it. And maybe, during this process, some
the industry, and I absolutely love it. Only problem?
experience.
gratifying information bubbles up to the surface. This
I’m a graphic designer. My project is based around
information ends up being the root of the project that
how these two fields intertwine and coexist together.
The Second Bridge: is all about people and motivation. The marketer must determine what affects his
you worked so hard trying to come up with.
Thinking I was the only one who felt this way, I began
target audience and know how to do it. Research is the marketing tool required for unlocking a
My initial goal for this degree project was to find
researching. I found a plethora of knowledge on this
consumer’s preferences and prejudices.
something that I loved to do and create a complex
subject that I never knew existed. At the end of this
project around it. Every week when I brought in ideas
whole thing, can we determine: how does visually
The Third Bridge: is packaging, which is, perhaps, the most tangible. You can pick it up, you can even
and concepts, my idea morphed slowly (but surely)
persuasive marketing be used to drive a product from
drink from it; that essential receptacle from which we all get our food, drinks, or toys.
into another project entirely. I was too concerned
an idea to completion?
with making my project as big of a monster as I
My main source of research has given me a huge
The Fourth Bridge: is called placement. Here is where the package gets to show off in what I call the
thought it could be, while forgetting the main goal I
chunk of inspiration. “The Bridge” is an incredible
“Arena.” I have compared the store (in particular, a Supermarket) to a Roman coliseum and the
had strayed away from. During week two Spring se-
source written by Bruce MacDonald. He goes into
packages to the gladiators fighting for brand dominance.
mester, I had a revelation. I knew that I wasn’t going
detail about how the marketer can be a greater
to be happy if I stuck with the abstract, philosophical
marketer if he/she has intricate design knowledge,
The Fifth Bridge: is promotion, where marketing executives plan and execute compelling price-off
approach that my idea had turned into. I decided to
and vice versa. The entire book is centered around six
programs or lotteries to lure customers into the arena and to their products.
go back to the basics.
bridges.
The Sixth Bridge: is advertising. No marketing tool has received so much attention as advertising-the stuff of movies, books, and jokes. Yet for all of that is still the main event, the center ring. Certainly it is where the most money is spent. Advertising industry figures exist for all advertising which project that almost $250 billion dollars is spent every year in American to create, produce, and place advertising. 25
Report, continued. These truths are explained in further detail
are ideas about products or services. To find
throughout the book. Case studies involving
out about consumer reaction to a potential new
thousands of companies are analyzed and
product, marketing researchers frequently de-
dissected. Through reading this, I have learned
velop a new-product concept, that is, a picture
how the connection between marketing and
or verbal description of a product or service
design is stronger than I once believed.
the firm might offer for sale” (Kerin, Hartley,
There is more to just comparing and contrast-
Rudelius, 203). In designing interactions, it is
ing the two fields. With a design background, it is much harder to understand the breaths of
all about a team building and brainstorming sketches based on the consumer needs, not on
the marketing world and more importantly, the
an end result of a sale.
marketing language. This ties in to the language
So is marketing based off numbers, and design
of business. It is very difficult to be fluent in this
thinking based off assisting the greater good
language without proper education. “Market-
for a greater world, regardless of money? That
ing” by Kerin, Hartley, and Rudelius is a 2011
seems to be the common thread throughout.
published textbook instructed to acquire by
The irony is that the best design thinkers are
professors at the best business colleges and
the ones making the big money (Apple, Nike,
universities. Borrowed from a senior at Bryant
etc) because once you come up with a plan
University, this is the book that gives the most
based of the consumer and nothing else, the
light about the subject to a student. Research
money will eventually follow. Business-based
objectives are thoroughly explained and they
marketers are more focused on meeting mar-
closely parallel the research methods IDEO
gins and sustaining the company and growing
executives use in “Designing Interactions” by
sales and profit, whether that be for the long-
Bill Moggridge. A huge difference is that in the
term greater good of the people buying the
marketing textbook, they claim that, “concepts
product or not.
This thorough analysis coming from these sources
a lot during their education. The feelings of doubt,
took a long time to sort out. The idea behind this is
inadequacies, and awkwardness presenting abstract
that: designers solve problems, marketers make
ideas to a room full of people is what helps these
decisions. How to get a designer to make the money
young learners grow as designers and understand the
of a marketer and understand that world is easier
importance of a strong concept and expressing your
than getting a marketer to see the design way of
inner ideas. In the marketing and business upbring-
thinking. They are too separate entities in the world of
ing, university professors do not accept awkwardness.
business today. How these two fields come together,
They do not accept feelings of doubt. In order to
and how they break apart is the most interesting
excel in schooling for business, they must abandon
aspect of this subject. Like Bruce Macdonald writes,
all notions of anxiousness and strive to be confident,
there are bridges between these fields, and they
well-spoken and professional individuals.
should not have to be connected for us. They should
In conclusion, this is a simple thesis question with a
be one in the same, working together, to achieve a common goal that is similar for both professionals. Mapping out content is something that is necessary to discover what problems to solve. Again, being trained as a designer, this is my thought process.
deeply rooted background. It is nearly impossible to answer the question without delving into the history, upbringing, and training of professionals in both fields. The end result for both can be success, wealth and acknowledgment. Yet not everyone wants all
Ultimately it comes down to content versus decision
three. The main question to answer is: how does
and language. What are the negative relationships
visually persuasive marketing be used to drive a
between both fields? We already went over posi-
product from an idea to completion? I believe by
tives between both and there is a chance for them to
solving this question, the fusion of both fields can oc-
connect. Can they aid each other by equaling out the
cur and the reasoning behind it that drives
negative points? For example, designers experience
this project. 27
Phase 6: Creation of Markit Let’s make this service! Research completed, time to start designing the website. I decided to create a service that helps designers and creative professionals achieve their business goals. I thought of the name “Markit.” It’s a play on words involving the term “kit” which I want to reference as a main part of this service. It is essentially a virtual toolkit for designers to go on and understand their business potential. I designed the logotype and applied it to an iphone as well just to see placement and look.
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Welcome, Jane Johnson!
Jane Johnson janejohnson@gmail.com
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Let us specialize for you. Here at Markit, we connect creatives with businesses who are looking for them, and help designers understand the advantages of their unique way of thinking.
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Key word is “thinker.” You are not a production money designer. You don’t like the feeling of being a bottom feeder. You have the leadership qualities, ambition, and skills to rise to the top of a marketing industry. Next >
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Here’s some material to get you started! INSPIRING ARTICLES
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“The Wrench” Testimonials VIDEO: TED TALKS Open Submissions! If you used Markit for a greater purpose and it helped you in any way, please submit a story! If you are here to read about other users of the service who excelled and took off after Markit, well, what are you waiting for?
“Money: The bi-product of behavior” March 2013 by Michael Fisher Received a ‘Best Article’ Award by the NY Times on business.
“Solving Problems” June 2012 by
I am finally a part of something by Kiana Rito
acclaimed designer Ralph Doherty. Posted on AIGA and quoted by Behance owner and president on their website.
Finally, I can say that I am becoming a part of something new!! My new job has brought so much light and happiness to my world. It was here that I realized I was limiting myself through design.
Step 3: Resources + Action Step 4: Grow Your Brand
“The New Office” May 2013 by Clara Banks. Exceptional article on the design executive and emerging tech communities in Silicon Valley with designed infrastructure.
“Your powerpoint would be better with Gotham” April 2013 Sarah Diagnelli. An editorial article on the powers of great typography.
“Great vs. Ordinary” December 2009 by Joan Riveter. Published in TIME magazine and highly praised by NY Times. An article delving into great vs. ordinary leaders.
“Human motivation” August 2012 by
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I thought this was it... by Drake Jones
MARKIT STAFF PICKS WHY WE CARE Written by Alexandra Frost
There comes a point in time where you realize that everything happens for a reason. Everything! So what do we do in the situation where we find out things aren’t quite going our way. There are two types of people in the world: people who deal with it positively and people who deal with it negatively. As you can tell, it is ideal to be the first person. Yet in this day and age, it is too difficult to take every treacherous thing and turn it into something
I really thought that my degree would shape who I am and who I’ve become as a person. It’s hard for me to really put into words the time and energy I’ve spent, countless interviews, and moments where I felt as if my life was worthless. It all came down to talking with users on Markit and finding out information about where to take my career and my life. This all... Different by Jacob Friedman Is this passive to say? I’ll say it anyways. I don’t think that my skills were being put to any use at my old job. I was an executer. I got bossed around by nimwits who were higher up in the food chain than me but didn’t have any reason to think this. I just wanted to grow and become someone but it’s too late. Until now that I realized it really isn’t. So what should I say? by Katherine Dodson
Michael Fisher Received a ‘Best Article’ Award by the NY Times on business.
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“The underlying truth is that all people, all consumers, will respond consciously or unconsciously to good design, where ever they encounter it. When that happens the marketing engine moves, and magic happens.” —Bruce MacDonald
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Sources Abagnale, Frank W., and Stan Redding. Catch Me If You Can. New York: Grosset & Dunlap, 1980. Print. Babin, Barry J., and Eric G. Harris. Consumer Behavior. Mason, OH: South-Western Cengage Learning, 2011. Print. Baker, Stephen. Visual Persuasion, The Effect of Pictures on the Subconscious. New York: McGraw-Hill, 1961. Print. Gass, Robert H., and John S. Seiter. Persuasion, Social Influence, and Compliance Gaining. Boston: Pearson Allyn & Bacon, 2007. Print. Gurri, Martin, Craig Denny, and Aaron Harms. “Our Visual Persuasion Gap.” Kerin, Roger A., Steven William. Hartley, and William Rudelius. Marketing. Boston: McGraw-Hill/Irwin, 2011. Print. Langton, David, and Anita Campbell. Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design. Hoboken, NJ: Wiley, 2011. Print. MacDonald, Bruce. The Bridge: The Role of Design in Marketing. Garden City, NY: Morgan James Pub., 2008. Print. Moggridge, Bill. Designing Interactions. Cambridge, MA: MIT, 2007. Print. O’Shaughnessy, John, and Nicholas J. O’Shaughnessy. Persuasion in Advertising. London: Routledge, 2004. Print.
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Hope Lenhart Š 2013