A CONVERSATION. A look at what we say in conversation, and how important they are.
By Matt McGough
Conversation
Definition from: New Oxford American Dictionary
Noun; The informal exchange of ideas by spoken words. Example; The two men were deep in conversation Connected Phrases; “Make conversation�,
To talk for the sake of politeness without having anything to say. Synonyms; Discussion, talk, chat, gossip, heart to heart, head to head, exchange, dialogue, consultation, convo
Questionnaire The questions below formed a questionnaire on surveymonkey.com which asked people about the conversations they have, and the topics of conversations.
1. Age: 16 or younger
17-24
25-32
33 or older
6. Is how you have the conversation important to you? (E.g. over Facebook, Twitter, Snapchat, email, text message, faceto-face, or phone call)
2. How many conversations do you have everyday, just to make small talk or be polite?
Please state: ______________________
3. How many conversations do you have everyday, that are beyond making small talk or be polite?
Please state: ______________________
Yes
No
Don’t Know Don’t Care
7. Generally, what are most of your conversations about? Work Sports Politics Celebs & Entertainment News & Current Affairs Something Personal Other (please state) _________________________________________ 8. Which topic do you think is currently the most important thing to talk about, on a wider scale?
Please state _________________________________________
4. How many of these conversations do you regard as important, important to you, or about something important?
9. Which topic do you think is the most important thing to talk about regarding the future, on a wider scale presently?
Please state: ______________________
5. How do you have most of these conversations? (E.g. over Facebook, Twitter, Snapchat, email, text message, faceto-face, or phone call)
Please state the most frequent: ______________________
Please state _________________________________________
10. What is the most important thing you’ll say today?
Please state _________________________________________
The Response After distributing my survey through Facebook, posting at 21:30 on October 1st, the survey attracted 21 responses as of 19:20 on the 5th, these are the answers that were given.
6. Is how you have the conversation important to you? (E.g. over Facebook, Twitter, Snapchat, email, text message, faceto-face, or phone call)
Yes (10/47.62%) No (2/9.52%) Don’t Care (7/33.33%)
Don’t Know (2/9.52%)
7. Generally, what are most of your conversations about? 1. Age: 16 or younger (1/4.76%) 17-24 (18/85.71%) 25-32 (0/0%) 33 or older (2/9.52%)
2. How many conversations do you have everyday, just to make small talk or be polite? (Please state: ______________________) Low - 0, high - 30+, (2 non-numerical answers) Average 8.105 3. How many conversations do you have everyday, that are beyond making small talk or be polite? (Please state: _______) Low - 1, high - 20 Average - 6.524 4. How many of these conversations do you regard as important, important to you, or about something important? (Please state:__) Low - 0, high - 10 Average - 2.762 5. How do you have most of these conversations? (E.g. over Facebook, Twitter, Snapchat, email, text message, faceto-face, or phone call) (Please state the most frequent:___________)
Facebook or Twitter: 6 / 28.57% Snapchat: 1 / 4.76% E-mail: 0 / 0% Text Message: 2 / 9.52% Face-to-face: 9 / 42.86% Phone call: 0 / 0% Other: 3 / 14.29%
Work (3/14.29%) Sports (1/4.76%) Politics (0/0%) Celebs & Entertainment (0/0%) News & Current Affairs (2/9.52%) Something Personal (8/38.10%) Other (7 / 33.33%) religion, life, everything, hobbies (x2), nothing in particular, and sexual encounters 8. Which topic do you think is currently the most important thing to talk about, on a wider scale? Please state ______ (18 responses) Social Issues x2, saving money, mental health, global economy, global affairs x4, anything, ‘Russia’, UK Politics, Personal Issues interests or feelings x3, the weather, current affairs, gay marriage 9. Which topic do you think is the most important thing to talk about regarding the future, on a wider scale presently? Please state (18 responses) The Environment x9, relationships, ‘polarisation’, future careers x2, politics/politicians, future lifestyle x2, ‘The family’, dreams/goals, how to deal with problems, 10. What is the most important thing you’ll say today? Please state ____ (19 responses)
Hello (or other greeting) x3, “Yes, and...”, I love you x7, Something referring work/uni work x3, “Don’t forget your keys Ayo”, Offering some self help advice/encouragement to others, “Ran out of deodorant wanna go to Tesco?”, A prayer Discussion about a romantic relationship
The Analysis
Having looked at the responses to my survey I have attempted to breakdown and figure out what the responses actually mean.
1
Given the primary distribution channel for my survey was through my Facebook profile and the Facebook group for course-mates, it is unsurprising that most of my respondents were in the same age bracket as myself (17-24). From personal experience, I also think it is quite normal for people to have 8 or more ‘small talk’ conversations everyday, especially during a workday just through the number of people we encounter on a daily basis and wish to maintain some kind of sociable relationship, or to avoid awkward encounters, in the moment or in the future, especially with people we see everyday.
3
I also think that around 6 is about right for the number of more deeper conversations people might have on a daily basis, due to the opportunity that people have to have longer conversations, such as closer friends, family and people who they live with. But given that on average people will have 14 conversations a day (on average), I was surprised that people would only have 3 conversations (on average and rounded up), on subjects that they would regarded as important. So on average, only 21.43% of conversations are of importance. I had an expectation that it would be higher, perhaps closer to a quarter, or a third.
5
2
Given my personal experience I was surprised of the difference between the face to face contact and the social media connections. I thought it would be much tighter in this world of ever increasing connectivity, but I am pleasantly surprised that the more personal method is leading the way, even if it is now less than half of how people have important conversations.
4
6
It isn’t surprising that people think that the method of communication is important as I think how you have these important discussions can help with the message you are trying to impart. However, at the same time I’m also not surprised that a third of people don’t really care at how they have these conversations but I do think that this should be higher because there’s a lot more to read from conversations than what is just being said. The answers to question were also to be expected to an extent as a plurality of personalities suggest a plurality of topics of conversations, which is helped to an extent by the ever increasing connectivity to the internet, allowing people to have more knowledge about more things. I think that it is great that there is no one set topic of conversation that dominates, and that people are using their time to talk about personal matters.
8
The responses showed that most people thought that the most important thing to talk about right now is the wider global political picture, mainly what is going on in Syria and the middle East with the threat of ISIS. But the second most popular answer differed entirely on scale, with people thinking that personal interests and well-being is also fairly important to talk about. This is no real surprise considering the raised awareness of mental health and the increased importance of personal well-being over recent times. I think that the general consensus from my survey reflects the global feeling that the environment and the preservation of the planet for the future and future generations is the most crucial topic of conversation on a wider sense because it will effect the entire population of the planet.
10
7
I wasn’t surprised that most people thought that “I love you” would be the most important thing they’ll say today, because people are aware of the importance of telling people that they care about them, but this comes under other guises as well such as telling someone not to forget their keys, offering some encouragement, or asking if they want to go to Tesco. Having said this, I expect the response would be very different if I were to ask “what the most meaningful or profound thing they were to say today”, I think this would be a harder question to answer and would require more thought.
9
Research
Looking at future trends in branding, innovation, culture, and technology, based primarily on the JWT Future 100 report 2014.
Technology
Celebrating Serendipity
From The JWT Future 100 Report’s technology section I have looked at areas such as the serendipitous, mortal beings, cognitive data and real aspirations.
One of the most interesting trend suggestions from the report was that of the serendipitous. Facebook’s data analysis company, Atlas, suggested that the traditional data tracking tool, the cookie, has become redundant because people are now using multiple devices to start and finish their e-retail experience. Cookies traditionally tracked data such as the ads people responded to, what they searched in Google, and used this to predict things that person might respond to, a sort of personalised advertising experience. So instead some people have started to suggest that we should use any previous data in combination with a certain element of randomness to open up the market a little bit, as repeating known behaviour only serves to narrow the field. Innovators and tech-types are increasingly more aware of the role sheer chance has to complete/round-out an experience, and how this can complement predictive based searches/events. Using this past experience is also being used in cognitive data and processes. Technology is increasingly integrating these cognitive processes to have an increasingly personalised experience. Apple’s Siri, Window’s Cortana and Google now all use previous enquiries or instructions, as well as other data stored within the phone (such as contacts, calendars, social media use) to predict what the user will want, with a goal of knowing the answer before the question has been asked.
Music apps and gadgets are using cognitive data to populate playlists with music that they think you will like, to give you a seamless listening experience which requires as little intervention as possible. Some consumers will be wary of the increasing autonomy that AI can operate at, so brands need to ensure that the AI is at a level where it doesn’t over step the boundary of what is acceptable and what makes consumers feel uncomfortable in their own homes using their products. One trend of note is that mobile phones are becoming affordable in emerging markets, not only this but these affordable phones are also becoming aspirational as they are being well design by new companies, meaning that low valued products can now have a high-end design ethos to them. And any brand that can position itself with these principles are sure to do well in emerging markets.
Culture
And Experiential Spaces The JWT Future 100 Report covers quite a wide base of subjects which fit under the culture umbrella but I’m more focused on the experiential spaces such as social media, mass marketing and gaming, as I think these are some of the more relevant areas.
The report mentions New Feminism as a trend to watch in 2015, with the rise of feminism ideologies and feminists in the public eye, examples include the female-friendship narrative in Frozen, (the film is still very much in the public eye), actress Emma Watson speaking at the UN encouraging men to support the fight for equality. But why this trend was deemed of interest is that the today’s feminism is much less politicised, and has shifted more towards community, empowerment and gaining confidence. Word is also spreading and being powered through social media, and has cross-generation support. Social media is also helping in the growth of high culture, with high-end brands using social media to connect with their existing and new markets. Theatres, and galleries are using the internet to live stream events and exhibitions, some are teaming up with Snapchat to promote works to new audiences around the globe. This is somewhat paradoxical as the world of art is becoming increasingly interested in the impact that social media and the new digital culture has on the world. Existing brands are also using celebrities and their immense social followings on networks such as Instagram or Twitter to promote their new brands/products/collaborations, using their social influence for more commercial purposes. These partnerships boost their presence both on social media and in the real world, further publicising the brand and the celebrity, and could be seen as mass marketing to an extent.
Broadcast gaming was another trend to watch in 2015, as Twitch, an online platform used to live stream people playing video games, sometimes competitively. Twitch has 55 million unique visitors and over a million active broadcasters, Amazon bought Twitch for $970 million, probably because of the amount of traffic the site gets, and it only continues to grow as a sector with more and more people playing to a competitive level, and even more willing to watch as spectators. This was interesting because it shows that everything (from books, to music, to advertising, and now content) is becoming consumer centric, and led at grassroots levels by these consumers. But gaming is also seeing a shift in the games themselves, with more and more seeking games that are challenging on an intellectual level. Games nowadays are much more intellectual, artistic and poetic, meaning that the player learns, and is self-determining the outcome and controlling his experience much more. Gaming is now so mainstream that game mechanics are being applied to other aspects of life such as music videos and retail.
Brands,
Branding, and mindfulness In the brands chapter of the JWT Future 100 Report I have specifically looked at unbranded or reduced branded products, those brands that are concerned with well-being, as well as corporate responsibility and ethics.
The report mentions the growth of ethical business plans such as the 1-for-1 business model used by Toms, who initially donated a pair of shoes to those who needed them in Africa each time someone would buy a pair. These types of ventures have proved popular with young adults and older teens as they make good business sense and are more ethical than bigger firms. How ethical brands, businesses and companies are is becoming increasingly more important to consumers. Other brands are using a similar but slightly different approach. Brands such as Kenco are going beyond this 1-for-1 approach and are using some of their profits to do things in the community. Kenco undertook a year-long training programme for those at risk in the communities that grew the coffee, turning them away from a life in gangs. Other companies have developed eco-friendly tech and rather than tie the client into a long-term contract to reap the rewards, they signed a short term contract, allowing competitors to jump in and drive down the price. Some have also invested heavily into renewable energy. The companies’ adverts then focus on these good will stories rather than the product, which highlights the genuine good that the company does. The buzz this then gets on social media then further distributes this and does more of the marketing for the company, possibly reaching people the usual marketing channels don’t reach. This ethical approach has incorporated itself into many various aspect of commercial life.
With everyone now very much aware of the environmental crisis we are facing in the future, every business has to take a responsible approach to waste management and recycling. Companies also have to take into a count how they look after their employee’s physical and mental well-being. With companies facing a severe backlash if it becomes public knowledge that they use child labour or sweatshops in third world countries. There was various public calls for Primark to ensure that they compensated the families of those that died when the workshop they were working in collapsed in Bangladesh. This is why Fairtrade products have become more and more popular in the last decade or so, because they offer a more reasonable price for their product, as opposed to Primark who aimed to produce products with as small a cost as possible. Another ethical and responsible way to cut costs is to reduce packaging, some companies have done this by changing the material or reconsidering the sizes. Some have done away with a lot of the inks and become much more minimalist in how they approach their packaging design. Minimalism is often associated with purity as well and has been widely on trend in recent years, and with the revival of healthy lifestyles, purity also now means that it is good for you and your body.
Innovation
and the Tactile Internet The report mentions that a tactile internet is certainly a possibility, and this could change how we view connectivity & communications, consumer intelligence, as well as creating remote emotion and the “Internet of Things”.
Researchers suggest that soon enough, we will be living in a world full of haptic technology, which will be connected to the Internet of Things, as more and more designers are incorporating electronics and technology into their designs for products and fashion. Haptic technology is technology that responds to touch, and the Internet of Things is the network of objects - ‘things’ that have embedded sensors and internet connectivity that allows that ‘thing’ to collect, submit, and receive data. This new Internet of Things can connect with the established internet and transform it to whole new levels. Researchers believe that this, combined with haptic tech could revolutionise remote diagnosis and the deliver of medication. Ralph Lauren for example is already said to be developing a smart polo shirt that monitors aspects such as heart rate, and breathing before delivering this information to a smartphone - in real time. There is a lot of focus and an increase in seeing wearable technology, this was mainly based around the fitness market to start with, with bracelets and such like that gave data such as distance covered and heart rate at a glance. Virtual Reality software such as Oculous Rift, are planning to introduce some kind of clever fabrication that enhances the sensations you get when using the hardware that makes it feel like you are really there.
As with the traditional internet there are always new companies that come up with new innovations that have never been heard of or seen before. This means that the people and the lawmakers are constantly thinking about new things, and how to stay safe and use these innovations safely. Consumers are constantly putting pressure on new companies to conform to the expected standards of huge corporations to behave in an professional and courteous manner to all their customers and their data. Customers are becoming more and more aware of how they behave online, how/what data can be collected online, and their digital footprints.
Mobile Phones
and their impact on conversations For this I did some further, independent research on the link between mobile phones and conversations. During this research I found an article entitled “Are smartphones killing our conversation quality?”.
The article was published online on livescience. com, and was written by Kelly Dickerson, and is based on report published in 2014 which studied the link between mobile phones and conversations in coffee shops. During the initial stages of an experiment to look into this link lead-researcher Shalini Misra found that people sitting in pairs or small groups checked their phones every 3 or 5 minutes, and either kept them to hand or placed their devices on the table. Misra then designed an experiment based on this observation to study the link that mobile phones had on conversation quality
“In their presence, people have the constant urge to seek out information, check for communication and direct their thoughts to other people and worlds.” -Shalini Misra Studies have also shown that in the 21st century advancements in technology have led to techrelated distractions are stealing attention away from the real people, with people feeling compelled to constantly check their phones for email or social network interactions, allowing them to create a bigger network of shallower inter-personal connections with people who are not present, all of which is accessible through a smartphone. This compulsion can make people withdraw from the present, real world situation they find themselves in, ignoring the people they are with.
This can create tension and resentment as people will miss subtle changes in facial expressions and body language, because they are too busy looking at their phones rather than at the face of the person they are spending time with. The lack of eye contact can lead people to feel that there was less of a personal connection between those involved in the conversation. Another stage of her experiment saw people rate the quality of their conversation when a mobile phone was placed on the table or pulled from a pocket by a participant. Participants were asked to rate the relationship built between the two people involved in the conversation. The results saw that the conversations which saw the appearance or presence of a phone suffered from a lack of empathy for the other person in the conversation as well as a feeling of decreased fulfilment. The team also found that this feeling was magnified in situations where those involved in the conversation were close friends, and the quality of conversation was perceived to be of a lower quality. --In another link that I found through Google was a blog called Face2Face (meetingsnet. com/blog) which was written by Sue Pelletier in response to a speech given by Sherry Turkle which was called “Smartphones killing our ability
to empathize”. In which the author [Pelletier] gives her view on a couple of related topics. Firstly she regales a story of how she was having an in-depth, and somewhat goofy, conversation about what is the difference between apes and monkeys but the main reason the conversation was allowed to develop to that extent was because there was no immediate way of checking because both her and her conversation partner didn’t have their phone to hand. She then goes on to make a point about people having shorter and briefer conversations because they have a fear/a feeling of impending interruption when phones are within sight, and curious conversations aren’t allowed to develop as people can almost instantly Google it and find a solution to the problem, she says: “....face-toface conversations are richer, deeper, and better without the temptation toward texting, tweeting, e-mailing, etc.., etc..”. But later on down her blog she raises an interesting point about all the good that smartphones bring to the table. They allow us to instantly connect with people and have deep conversations with these people about topics that we are both willing and wanting to discuss. They also allow us to introduce ourselves to people we are likely to meet in the future, without the sometimes awkward and messy aspect of faceto-face interaction, building a first impression based on how we present ourselves rather than how we look or behave in the sometimes intimidating real world of mass social gatherings.
This mobile connectivity allows us to constantly edit our digital selves, which needs to be looked at. The constant connectivity allows us to respond or update how the internet sees us immediately after something happens, but to a large extent, what people put online and social media channels is massively lob-sided and is mainly just the highlights of someone’s life. Pelletier says that we need to work towards having a more balanced reflection of our lives on social media, as does Turkle who ends her speech with
“It’s often in the moments when we stumble and when we hesitate and when we fall silent that we most reveal ourselves to each other,” she said. “Digital communication has gotten us accustomed to the edited life. Consider that the unedited life is also worth living.” Towards the end of Pelletier’s blog post she briefly retells a story of how she was sat next to a stranger at lunch and made a real attempt at having a face to face conversation rather than default to “she doesn’t want to talk to me so I’ll pretend I’m busy on my phone”, she made a continued effort to find a topic of conversation they could connect on and by the end of it they were sharing their dreams for the future. And ends by saying that this real conversation was the highlight of her day on that particular occasion.
Having done some more research on this I think that it reinforces my initial idea of trying to get people to have more meaningful conversations, either face to face or through other forms of communication. I feel that this particularly effects those under the age of 25 as an older demographic don’t rely to heavily on technology and are well versed in how to have polite conversation. Those under 25 are digital natives and don’t really know a world that doesn’t revolve around social media or smartphones. However, at the same time I don’t think that I should try to dissuade people from the use of social media as it has huge advantages in allowing people to connect and have conversations that might not be possible faceto-face, and sometimes people have deeper and more meaningful conversations online.
Moodboard
Initial Ideas
A look at some of the ideas I have had to this point, some influenced by the findings of my survey, others by the brief, and some by the people around me. Text Based Poster
Using a layout similar to that of a text message screen on a phone, make it appear as if the viewer has received a text. And the content of the text will be designed to inspire the viewer to think about what they say and try to encourage them to have more meaningful conversations.
Comparison Poster
Using a split layout to compare a social setting where conversations and good times can take place, like pubs, bowling alleys, restaurants etc. and comparing them to a screenshot of a ‘small talk’ conversations taken place through social media or text, rather than face to face.
Subverting expectations
Using narrative media such as animation or comic strips, to tell a story about communicating, or having a conversation but then add a twist at the end which would be the opposite to the cultural expectations with a message encouraging people to be more considerate about which methods they use to have conversations.
Text blocking
Using posters with views of beautiful settings which are mainly blocked out by a phone, using a set up as if its the viewer/ audience using the phone. With a message that would encourage people to use their phones less and enjoy the outdoors disconnecting to reconnect.
Real Life Profile Pictures
Using Photoshop I would add in peoples profile pictures from social media outlets such as Facebook or Twitter and super impose these squares over the top of peoples faces. Covering their faces to hide their real face, and using different situations to show that you can’t really read someone’s facial expressions when you are talking to them over the internet.
Body language Braille Written word Sign Language
Non-verbal communication
Non-verbal subtext
More Face to face Conversations
More Meaningful Conversations Use tech/ phones less
AConversation Verbal communication Phone Calls
Face to face
Proof Of Concept Transferring my initial ideas and sketches into some quick mock ups, to see a more realistic version of what they would look like as an end outcome, to prove that the concept works.
Phone Block Poster Text Based Poster
I really like this idea because I feel that it is so familiar and recognisable to the masses because of how many people have smart phones nowadays, and it’s really quick to create, the message can be changed easy, and can easily lead to a series of posters with similar messages.
Comparison Poster
I think this idea is more visually dynamic and attractive as it has an image (for the sake of the mock up - a stock image) so it’s much more interesting to a viewer.
I’m not sure how clear the message is or how it really relates to the topic being discussed within However, I feel that it might be easy to walk by this the brief, I am also unsure as to the wording of the one without reading it or realising what it is, or what caption for this type of idea. the message is.
I think this idea is more interesting and does have a lot more depth (literally) to it than some of the other ideas. And looks better because there is a bit of a picturesque background to it. Whilst I like this idea the best, I’m not too sure if it fits my message the best, and I’m not sure how easy this idea would be to translate to different variants, finding suitable backgrounds might be hard, and I’m struggling to come up with any accompanying copy.
Concept Evaluation
I think that I prefer using the ‘text based poster’ idea as I think that this is the easiest thing to produce quickly, and with more than one variation, so it’ll also be easy to create a series of these, with the same layout and concept but with different copy. Taking this forward I think I may need to add in some supporting copy. So I might need to consider some tweaks to the layout, such as using the body of the phone as well as the simulated screen, adding some more space around the outside so that I can add in some supporting copy that will aid with the clarity of the message, and perhaps widen the audience a little bit more. I also need to consider some other possible format options and layouts for different media such as billboards, posters, or social media. Given more time I would have liked to have further explored some of the other concepts I came up with.
Real Life Profile Picture
I think this idea is interesting because of the clear mismatch between the two elements of the image, and this composition shows the contrast between the content, the base image is of a funeral whilst in the top image there’s a person smiling. I’m not sure that this image best portrays my intended message, or if the concept as a whole works that well, or if people can relate to it as well, compared to some of my other concepts.
Ideas For Copy During the process I have been noting down ideas for copy or thoughts that relate to the message, and try to inspire and motivate people to have more meaningful conversations. What’s the most important thing you’ll say today? What’s the most important thing you’ll hear today? What’s the most important thing you’ll remember for the future? What’s the most important thing you’ll want people to remember you said? Will it be about you? Who will you speak to? Family, friends, stranger, someone a world way, an old friend? Would you listen to a stranger?
Do you talk to Siri more than you do to your god? Are face to face conversations important? What’s the most important conversation you’ve ever had? Was it face to face? Is that planet really talking anymore? Why do we have conversations? What causes them? How do we communicate non-verbally? What are you missing out on looking at, whilst you’re looking at your phone? Why?
How much crap do we talk about? How often do you we talk about something important? What’s more important - what we talk about or who we talk to? Who’s really listening or talking sense? Does it need to be heard or vocalised? Do we need to see someone say it? ”When you talk you are only repeating what you know, but when you listen, you learn something new” - Dalai Lama
Would you be happy with your last words, if you didn’t know they were going to be your last words? What if those were the last words someone was going to hear? STOP. The last thing you communicated (you said, tweeted, texted etc.) are you’re last words. Would you be happy with that? You’ve got the chance that many don’t, you can change those last words. What would you tell yourself? What would you tell your younger self? What would you tell your older self? You can’t catch up with your friends in 140 characters
Difference causes conversation What if your last words were enscribed on your tombstone for all to see? You never know when you’ll say your last words Where’s the best place to have a conversation? Do you talk to Siri more than people?
You don’t live life 140 characters at a time. Phones are meant to capture memories, not be them. Why waste time on pointless, unproductive conversations?
Idea/Concept Development This documents my idea or concept development, from initial idea to a more polished and final outcome, from sketch to a final proposal idea
The idea I have chosen to develop is my text based poster, I think that this is the most suitable one for my market of teenagers and young adults as it is these age groups that spend more time on their phones and using technology to talk to people, usually having dull and somewhat pointless conversations.
Initial Sketch
Initial mock up
This concept is also the easiest to scale up and mass produce in a shorter space of time as it doesn’t require me going out to take photographs.
I think this is a good visual, as it gets the point across well, but I do feel that there needs to be some kind of tweak, that allows me to add some more text to get the message across clearer.
Development #1
I like how this looks and has a good clean vibe to it, but I’m not 100% sure each of the bits of text work together, some further tweaks on the copy are required.
Development #1.5
This is an alternate layout that could be used for a billboard, or any landscape orientated platform. I think that to improve this I might need to change the contact name to be more personal and relatable, this may mean adding emoji’s or changing the name to a real person name like Chris or Sam, rather than just ‘friend’. I might change each of the names to a different person or gender for each as to not alienate a particular sub-set within my target demographic.
Option 1
This section documents some of the copy variants for this first layout option which utilises the phone as the vocal point of the image, it also shows the landscape layout optionality.
Option 2
This section shows an alternate layout option which is a bit more minimalist, it also shows some of the experimentation with font choices.
This version of the poster uses a much more minimalist layout, using only one speech bubble and most of the variations use only one other paragraph to deliver the message. The font for both are deliberately from the same family but the call to action is in a heavier weight to make it stand out.
This version of the poster uses the same layout but a different font for the call to action, just to contrast the two elements. The hand written type font also makes it feel more personal, and therefore much more easy to relate to, and I prefer this variation of this option because of this.
I personally prefer the first layout option because I feel that having a visual of the phone makes it blatantly clear what it regards, and is a great way of getting the message across. I also think that the aesthetic of the first one is much cleaner and fits with the aesthetic modern technology has, and will fit with some of the idea’s I have for the real world presentation of the concept.
Marketing / Campaign Once the products were completed we’d need to know how they would look in the real world.
Given that my target market were mainly young people I thought that it would be appropriate to have a traditional poster campaign as young people do still go out, but I also thought that it would be a good idea to have a social media campaign, which uses the same content as the poster campaign but just on platforms such as Twitter, Facebook and Instagram. I chose these platforms because when a person is on their phone in the middle of the conversation, chances are that they are checking on one of these three big media platforms. This increases the chances of them seeing the content whilst in mid-conversation and may have a greater impact. But I also chose these platforms because they are all platforms that offer private messaging services without the need to see each other face to face. And if I cant get people to have more meaningful conversations face to face, I can also encourage them to have more meaningful conversations that aren’t always face-to-face.
Bus Stop Poster Mock Up
Twitter Mobile Mock Up
Instagram Mobile Mock Up
Facebook Mobile Mock Up
Facebook Timeline
Twitter Timeline
Evaluation A look back at the project and the end outcomes.
Overall I have really enjoyed this project because it has given me the chance to work on an concept or message that I have thought about for a little while now, and it’s been great to put it into practice. Initially I think I struggled to get going, the brief felt a bit vague but I had a vague idea of what I wanted to base my project around, and once I started to do some research I felt like my idea could be a good one. I feel like some of my research (The JWT Report on the Future 100) didn’t have any direct input but it opened my eyes to the wider world a little bit. Given more time I would have liked to explore some of the my other concepts a little more because I feel like they were more visually interesting but I didn’t have the time to go out and produce my own photography of the some picturesque natural views. Also, once I chose the concept that I did, I felt like there wasn’t a lot experimentation I could have done that would have produced a more varied layout because I had to keep to a layout that people would be familiar with of text messaging. Documenting experimentation isn’t a strong part of how I work, and documenting this is something I need to improve on. However, at the same time I feel like this concept has a lot of potential, and the way I have present my end products with the real-world mock-ups look great, and give a better look into how they would look in the real world. If I were to do this project again, I think I would make decisions and get a move on with the project quicker because in the end the lack of time is what stopped me from producing a more visually interesting outcome.
End of Conversation.