Here are all of the posts in the ‘Uncategorized’ category.
Apply for a scholarship in a Tweet
Online business education provider, BSchool is encouraging people to apply for its scholarship program in 140 characters or less through a new Twitter campaign called #TweetScholar.
LinkedIn Is Making Sweeping Changes
The LinkedIn developer platform is undergoing changes to weed out third party products. The change will remove any product they deem poor quality or competitive to LinkedIn.
Real time storm tracking
As the Northern Territory braces for Cyclone Lam, Aussies are using the hashtag #cyclonelam to track the impending storm. Everyone from news and emergency services, to individual twitter users are joining the conversation as they track to storm in real time.
Twitter engagement for big brands is up
Big brands are receiving more engagement Twitter, according to Simply Measured’s research into Interbrand’s 100 Best Global Brands and their Q4 2014 performance. On average, Twitter engagement increased by 105% year-on-year, while per-tweet interactions jumped from 91 to 168 in the same period.
Facebooks ads will be scored on relevance
Facebook is going to start scoring ads based on how relevant the platform thinks they are. It has devised a scale that gives each ad a figure from 1-10, based on a set of positive measurements (views, shares, clicks) and negative ones (hides, the number of times a piece is reported as spam). Facebook’s algorithm chooses which adverts to show to people based on a number of factors, including the amount bid and its relevance. High relevance could therefore compensate for a low bid, potentially making ads cheaper.
Facebook wants cinemagraphs
Cinemagraphs are a type of GIF that keeps the moving element to a minimum and look REAL pretty, as you can see below. Now, Facebook is encouraging brands to use the format, in keeping with its and Instagram’s autoplay feature.
Facebook ‘legacy contacts’ can manage accounts after your death
Facebook is allowing US users to designate a ‘legacy contact’ to manage their account once they have died. The contact has various permissions, including the ability to send a final post on the behalf of their deceased friend/family member, manage friend requests, update cover/profile pictures, archive content and download old posts and photos. They will not have access to private messages or the ability to amend old content.
Twitter is buying Niche
Twitter is looking to make money using the people who have become famous on Vine. The company is purchasing Niche, a talent agency that acts as a middleman between said celebrities and brand advertisers. The deal is said to be worth between $30m and $60m.
Twitter adds Cricket World Cup feature for India
Twitter has added a new feature for the Cricket World Cup, especially for India. Anyone with a smartphone or feature phone can opt in to receive tweets related to popular games, whether or not they have an account. Users can phone a number, hang up, then receive a set of tweets as text messages, from both the International Cricket Council (ICC) and the Board of Control for Cricket in India (BCCI).
Pinterest shuts down affiliate e-commerce, preparing for a buy button?
Pinterest is planning on launching a buy button, according to Recode. The tech publication’s sources claim that the feature will arrive within three to six months, although it admits that a Pinterest spokeswoman declined to comment. Nevertheless, this news comes in the same week that the platform has decided to shut down any unauthorised e-commerce by affiliate networks, potentially in preparation for the move.
Download apps from Pinterest on iPhone and iPad
Pinterest has announced a partnership with Apple that will allow iPhone/iPad users to download other apps from within the Pinterest iOS app.
Snapchat Our Stories for locals
Snapchat is trialling a feature that adds localisation to ‘Our Stories’. Last Friday, it ran a feature called ‘TGIF in LA’ that only pulled together Snaps from Los Angeles and showed them to people in the area.
Sky gets involved with Snapchat’s Discover
Sky News and Sky Sports are to become the first UK and Ireland-specific contributors to Snapchat’s ‘Discover’ feature. The publishers will post around five to 10 pieces of content a day, which will disappear at the end of the 24-hour window.
adidas sets up private Twitter conversation with Karim Benzema
adidas has become the first major brand to use Twitter’s group direct messages in its marketing. The sportswear giant chose three fans, who had been the most engaged with its #ThereWillBeHaters campaign, to take part in a private conversation with Real Madrid star, Karim Benzema.
Topman and Ghostpoet launching new YouTube video
Topman has set up a new music project on YouTube, called #Openshoot. Topman fans will have the opportunity to submit creative ideas (videos, illustrations, photos) for a new single by British singer Ghostpoet, submitting them via the Topman website or by using the hashtag on Instagram or Twitter. Topman will then create a YouTube video incorporating the best ideas and publish it on its YouTube channel.
Oreo tells Valentine’s Day stories
Oreo created a set of short YouTube videos that told awkward love stories in the build up to Valentine’s Day, in order to promote the new Red Velvet product. These were then supported with GIFs and other content across Facebook, Twitter, and Tumblr.
Brands and Valentine’s Day
As with any holiday, brands were keen to get involved with online chatter around Valentine’s Day. You can see some of the better (and worse) examples below.
Brands jump on #WhatIsLoveIn4Words
The hashtag #WhatIsLoveIn4Words was all over Twitter last week. What do brands love? Well, usually themselves, if these tweets are anything to go by. As always, the content came in varying degrees of quality.
Kia’s real time content for Australian Open
During the 2015 Australian Open Finals, alongside our client Kia, we set up a social media command centre to create real time content and engage in conversation with tennis fans across Twitter, Facebook, and Instagram. Throughout the course of the singles matches we found opportunities for reactive content, to engage with the conversation topics popular at that moment. An example? Kia’s Provo concept car designed to match the shirt Kim Sears was wearing during the game.
Twitter account @AustralianOpen rulez
Do you remember a few weeks ago when our Gill suggested to follow the Twitter account @AustralianOpen during the event? According to Twitter Australia’s sport partnership manager Jonno Simpson, “Tennis Australia is leading the way in innovative Twitter content and customer service with @AustralianOpen, one of the world’s best-run sport accounts”. The team operated the account 24/7 during the two-week tournament, posting images, videos and updates on matches and news while engaging with fans. What made it unbeatable? Instant video replays, the “Social Shack” – where players took over the Australian Open Twitter account every day for half an hour to chat with fans, the ‘Tweet for a Treat’ vending machine (which gave out prizes in return for sending a tweet), and access to exclusive areas such as the tunnel to create content. Well done!
If you can’t get enough of their delights, support MissChu! We Need Chu is the campaign launched by Nahji Chu, founder of the Vietnamese food chain, in an attempt to to save the restaurant’s Sydney venues after the local operations collapsed into voluntary administration just days before Christmas. The objectives of the “Nothing’s changed, we’re still here” campaign include to reinvigorate nostalgia towards the brand, encourage old and new customers to socially share why they love MissChu and to visit the stores. The campaign features the people who have helped the brand to grow over the past five years, with MissChu customers invited to share why they love it on Facebook, Twitter and Instagram with the hashtag #weneedchu.
Marketers increasing digital budgets
A study has revealed that 80% of companies plan to increase their digital marketing budgets over the next 12 to 18 months. Resource provider Mondo questioned 262 digital marketing executives about their budgets as well as areas like staff turnover and skill sets they were recruiting for. In the latter area, over half (54%) of those surveyed stated they’d be hiring people with Digital/Social expertise this year. Facebook makes $2.5bn from mobile, releases new ad tool Facebook is increasingly a mobile network. You don’t need us to tell you that. What you may not know is that its Q4 2014 figures included $2.5bn in mobile revenue, despite fewer ads being served. Compared with a year previous, Facebook served 65% fewer ads, but the average cost per ad was 335% higher.
The network wants to show the value of these more expensive ads, especially those that people don’t click. As a result, it’s rolling out its ‘conversion lift measurement’, which allows users to see when someone who saw an ad ended up making an in store purchase, to all advertisers in all countries.
Facebook unveils ‘Place Tips’
Facebook is trialling a new feature, named ‘Place Tips’, in certain parts of New York City. iPhone users in the city who have location services enabled will receive different tips, photos and posts straight to their News Feeds, depending on whereabouts they are.
Twitter launches native video capabilities and group direct messaging
Twitter has unveiled its video offering, allowing consumers using mobiles to record and share videos without leaving the site. While video isn’t new to Twitter, users haven’t been able to shoot and share clips natively within the platform before. Our Communications Director, Lauren Underwood, spoke to The Drum about the benefits of the new tool:
It plays on Twitter’s strength as a real-time, breaking-news platform – I expect we’ll be watching some of this year’s biggest moments unfold on Twitter.
As part of the same release Twitter has also revealed group direct messaging capabilities. The new group chat function will mean that users can direct message up to 20 people at a time, and is widely seen to be an attempt to counter the rise of messaging apps like WhatsApp and WeChat.
Twitter unveils local geo-targeting capabilities Twitter has launched new geo-targeting capabilities, allowing brands to focus on individual postcodes and target at a much more local level. It’s been pitched by the platform as a potential tool for politicians campaigning in the UK General Election, now less than 100 days away. As Twitter points out, in constituencies where a seat is tightly contested, targeting by postcode could prove to be very useful indeed.
Vine now has a kids version Twitter has launched its first child-friendly app, Vine Kids. It’s basically the same as Vine, with six-second looping videos, but the interface is different. Think animated helpers, a left/right swipe system for new Vines and a set of ‘quirky’ sounds when you tap the screen.
Tumblr’s new features appeal to long-form writers
Tumblr is rolling out features to encourage long-form writers to use the platform. It’s “some real crafty shit” according to the network’s blog post explaining the new tools, which include clever quick formatting options. The platform will be hoping the features help it compete against challenger brands like Medium, which has been growing in popularity in recent months.
Pinterest rolls out ads in home feeds
Pinterest users! Hope you like ads, you’re going to start seeing a lot more of them. The platform announced last week that it will now show its US users Promoted Pins in their home feeds as well as their search results, where they’ve been appearing since last year. Don’t worry though, Pinterest has assured users they can hide any Pins they don’t like. Phew.
Snapchat launches ‘Discover’ feature
Snapchat has launched its publishing platform, ‘Discover’, through which a number of media partners will post content – from ESPN to National Geographic and CNN to Vice.
There are a few things that are instantly noticeable, particularly that there’s emphasis placed on editorial decisions as opposed to algorithms. Also, while a number of big media companies are involved, there are some large names missing: Buzzfeed, the New York Times and music giants Spotify and Vevo. Those that are involved are planning on using the feature in very different ways. The Daily Mail, for example, is planning two updates per day with a focus on pictures compared to one text-heavy piece from Vice, while Fusion wants to source five different stories per day. AT&T has already announced a series containing online influencers, named ‘Snapper Hero’. For a glimpse at the sort of content you’ll be seeing, here’s how winter storm Juno was covered.
The Super Bowl and social media
Social networks love the Super Bowl. No surprises there. In fact, a whole host of platforms created special features for the big game. Facebook had a ‘football-only’ feed, which contained updates from friends, groups, teams and players. It also offered specific targeting segments for the game, from fans of both teams to those who were talking about tangential topics (flatscreen TVs, ads), while the NFL posted exclusive clips to Facebook. YouTube created an alternative half time show and an advert hub, while Tumblr and Twitter both created Super Bowl specific feeds; the latter also posted branded games highlights. It seemed to work for Twitter – this was the the most tweeted about Super Bowl of all time, with a total of 28.4bn tweets during the game. Here are some of the most shared.
Brands get social with the Super Bowl
Brands wanted to get in on the Super Bowl action, too. Some highlights include Lowe’s Instagram ‘Hypermade’ videos, Budweiser creating GIFs from its TV ad and Bud Light purchasing promoted tweets against other brands’ keywords, while a whole host of marketers took to Twitter before, during and after the event.
Brands and the #Blizzardof2015 When you’re talking about something as dangerous as last week’s US blizzard, it pays to be careful. Brands have been doing so nevertheless, with some good, bad and ugly results.
#AusOpen is back for 2015!
Aussie workplaces are gearing up for some tired eyes this next fortnight, as the Australian Open is back in town for another year. #AusOpen was the fourth fastest rising hashtag of 2014, with players, commentators and fans alike joining in on the Twitter action.
We suggest checking out @AustralianOpen on Twitter to get you started – the team from Tennis Australia provide play-by-play updates, tournament insights, videos, daily Twitter takeovers from players, and fun activities taking place around the grounds. Twitter have also put together a 2015 Australian Open List – featuring prolific tennis players, commentators and past champions. Kia Australia’s Game On app is also official back – check it out to win your very own Cerato Hatch.
Here are a few of our highlights from yesterday:
— Australian Open (@AustralianOpen) January 19, 2015
On 1,2,3 go…. Hey there it’s crowded
Australian Government attempting crackdown on Youtubers
Do you make money from YouTube? According to the Tax Office, you are now a “performing artist” and now have to pay income tax on any revenue you make from Google advertising. Boooo! Vloggers and filmmakers will potentially targeting – but how the Tax Office are planning to reign this in is yet to be seen. Essentially, anyone who receives income from Google, whether it be beauty, cooking or sewing tutorials, is now subject to the same income tax laws to those with fluctuating incomes – like athletes or writers. We’ll keep our eye on this for future updates!
Ly Lawyers targeting party animals on Facebook with targeted adverts
– 18-40 years old
– Lives in Sydney
– Likes: clubbing, festivals
Sound like you? Then keep an eye out for Facebook adverts from law firm Ly Lawyers – they think you’re a potential drug user and will happily offer you their criminal law services in the instance you need them. An interesting/creative albeit potentially offensive use of Facebook advertising.
Google search results link to brands’ social profiles
We’d say this news story ‘puts the OO in Google’, if we weren’t above that sort of terrible pun. Google search results already link to social profiles for certain celebrities – the same will now happen for brands and companies, on both desktop and mobile.
Facebook likes can predict your personality
Computers know you better than your spouse, provided you’ve liked at least 300 Facebook pages. Researchers at Cambridge and Stanford universities have found that, given access to enough information about your Facebook likes, a computer can predict personality traits better than any human. Naturally, this could have a huge impact for brands, as they try to better understand their consumers; We Are Social’s own Paul Greenwood spoke to Marketing Magazine about the possibilities that Facebook data brings:
Facebook Likes offer just one dimension of someone’s attitudes and behaviours. Other signals, such as what people share, what they say, what other platforms they use and so on, can offer a much deeper understanding. The difficulty of course is getting access to that data at scale.
Facebook trialling work-only platform
If you like using Facebook at work, but can’t use Facebook at work, try using Facebook at Work. The new work-only network is being tested with a few partner companies, before it is rolled out fully. The plan is that it will be used as an internal communication platform, where you can do the usual things (post updates, group chat etc.) but only colleagues will see it, and only when using Facebook at Work. At the moment, Facebook has said its focus is growth, not monetisation.
Google catching Facebook for social logins
Q4 figures from Janrain show that Google has cut Facebook’s lead in social logins. Google grew quarter-on-quarter from 35% to 40%, while Facebook dipped from 46% to 43%.
Twitter useful for TV and film marketers
If you’re in the TV or film game, Twitter is your friend. Two pieces of research have suggested so in the last week, anyway. The first, by Nielsen, suggests that Twitter TV activity can anticipate audience sizes, as depicted by this positive correlation:
The latter, by marketing analytics software provider MarketShare, argues that the platform can have a real impact on box office sales. In fact, over a three year period, Twitter was shown to contribute to 18% of cinema ticket sales, while £1 of ad spend generated £5.88 in revenue.
The cost of advertising on Snapchat
Snapchat is asking for $750,000 per day of advertising, according to Adweek sources. There’s a question mark over whether that’s too expensive, or worth it for access to a lucrative teen audience. Either way, don’t expect Snapchat ads for your local bakery any time soon.
Avengers trailer hits social media
The latest Avengers trailer has been shared on both Facebook and YouTube, and it’s proven an interesting experiment in how video spreads on both platforms. Facebook saw quicker instant growth, but, as of today, YouTube is far ahead (around 65m views to Facebook’s 7m). It suggests that Facebook is good for viral spread, while YouTube has a higher shelf life. It’s only one example, but it’s good food for Thor-t. Right, guys? Guys?
Gillette’s Tinder experiment
Gillette has used Tinder to research whether women prefer men with beards or without. It’s an interesting way for the platform to gain revenue, but I think we all know the answer: girls love guys that are 24 and still incapable of growing a beard. Trust me.
YouTube’s Superbowl halftime show
YouTube is planning an alternative Superbowl halftime show, hosted by Harley Morenstein, the leader of the EpicMealTime crew. It will feature a whole host of YouTube stars, musical performances and even fake ads.
Buffalo Wild Wings makes videos from tweets
Buffalo Wild Wings is turning tweets into sports analysis videos on YouTube, Facebook and Twitter. For the NFL post-season, followers can tweet using #BWWPostGame for the chance to be included. You can see one video below – there’s another one yet to come, for the Superbowl itself.
Brands respond to college playoffs
We hope you like American football, because there’s another story coming up. Last week saw college football’s first playoff competition, with brands as keen as ever to react to the event. The first two are in response to a turnover after the ball was fumbled, while the latter played on the unlikelihood of a Ducks comeback.
— Butterfinger (@Butterfinger) January 13, 2015
When this game started we thought we made the most turnovers. #OREvsOSU
— Arby’s (@Arbys) January 13, 2015
we don’t serve roast duck but if we did we’d stick a fork in it
— Denny’s (@DennysDiner) January 13, 2015
Branded tweets about #FiveWordsToRuinADate
Brands loved last week’s #FiveWordsToRuinADate trend. They loved it a lot. Some of them loved it well, some of them weren’t quite so successful. We’ll let you decide.
What is the Stanley Cup? #FiveWordsToRuinADate
— NHL on NBC (@NHLonNBCSports) January 13, 2015
— Doctor Who on BBCA (@DoctorWho_BBCA) January 13, 2015
“Sorry, who is Michael Jackson?” #FiveWordstoRuinaDate
— Legacy Recordings (@SonyLegacyRecs) January 13, 2015
I don’t share curly fries #FiveWordsToRuinADate
— Arby’s (@Arbys) January 13, 2015
#FiveWordsToRuinADate “I don’t love the Olympics”
— US Olympic Team (@USOlympic) January 13, 2015
Choose your own Twitter adventure
We’ll leave you with a game. Start with the tweet below and see how far you get – it’s a ‘choose your own adventure’, made to promote Timothy Jarvis’s book ‘The Wanderer’.
— A dreadful start (@wnd_go) January 11, 2015
Welcome to the first mashup of 2015!
Sydney’s fireworks spectacular streamed live on YouTube
Sydney ushered the New Year with a 12 minute long breathtaking fireworks display over the Harbour Bridge. An estimated 1.6 million people viewed the spectacular live in and around the city. While more than 1 billion people worldwide watched the show on television, the celebration was also streamed live on YouTube sponsored by Telstra. You can catch a glimpse of it here.
New Year’s resolutions on social
Made any New Year’s resolutions? Twitter users have. The network has compiled a list of the top 10, which includes all the classics:
There may be a few ideas there for Mark Zuckerberg. He’s taken to Facebook to crowdsource his resolution – in the past, these have included learning Mandarin, wearing a tie every day and not eating meat unless he kills the animal himself. That one didn’t make my list.
New Facebook video pages
Facebook has completely redesigned the video section of its pages, making it more like a YouTube channel. A handful of pages already have access to the new layout, which includes playlists and a featured video, but it will be available to everyone in the coming weeks.
Twitter adds ‘while you were away’
Twitter has added a ‘while you were away’ feature, which rounds up what it considers the most important tweets in your network since you last logged in. It’s relatively unusual for a Twitter feature in that it’s non-chronological; we may expect to see more of this in future.
Twitter adds analytics to iOS app
Imagine you’ve just written a hilarious joke that’s been retweeted upwards of three times. Now imagine you’re in the National Gallery at a Turner exhibition and can’t check your analytics. Welcome to my world. Thankfully, problems like these are now a thing of the past – the latest version of Twitter’s iOS app includes a ‘View Analytics Details’ option, which shows interactions and engagement stats.
Overall Twitter usage is still quite low
Twitter’s share of overall internet usage is relatively small, according to investment bank, Morgan Stanley. It’s worth noting that the below doesn’t include time spent in apps, where most Twitter use happens, but it’s still revealing to compare Twitter to the likes of Google and Facebook.
The Death Of Twitter pic.twitter.com/sKdYQCbV5D
— Elena Holodny (@elenaholodny) December 24, 2014
Leaked files show potential WhatsApp video calling
We can now see the possible face of WhatsApp video calling, thanks to files extracted from the raw code of the app hosted on WhatsApp’s website. We’re assuming this means WASSSUUUUP will be cool again, right? Right, guys?
Ads are now on Pinterest
Pinterest has started selling ads! The move has been explained by Joanne Bradford, Pinterest’s head of partnerships, who has said:
On Facebook, you think about friends, and on Twitter you think about news. On Pinterest, you think about what you want to do, where you want to go, what you want to buy.
Makes sense to us. It’s a behaviour that could really help the platform compete for advertisers’ social budgets.
Snapchat adds further funding
Snapchat has added a new funding round of $485m, at a reported valuation of $10bn. In case you’re wondering how much money that is, it’s a large amount of money.
TVTag is heading to the big social network in the sky
In ‘has that not happened already?’ news, TVTag (formerly GetGlue) is to shut down. The network, once synonymous with social TV apps, has almost completely fallen off the radar, kept afloat only by a small number of super users.
Add stickered photos to your Facebook messages
Do you love Facebook stickers? Do you love photographs? We’ve got good news. You can now add stickers to photos and send them via Messenger, using Facebook’s new ‘Stickered’ feature. It comes as part of a few new updates to the Messenger app, which include new frames and sticker designs.
Marketing Magazine recently published an article by me on Emotional design: what marketers can learn from a weather app. They’ve been kind enough to let us reproduce it in full below:
It’s time we treated form and function with even-handed consideration, writes Jacqui Jewell. To illustrate, she dissects the visceral, behavioural and reflective elements of the weather app on iOS.
Marketing is fast catching on to the idea that consumers buy an ‘experience’ rather than a product or service. It is all about the ‘relationship’ with the brand and/or product, and with all relationships comes human emotion.
When it comes to experiences with products and services (whether it be a blender, a new TV interface or an online budgeting app) marketers should know that certain elements can be tweaked to ascertain good responses to what is being sold.
Functionality and aesthetics are two elements of the user interface that have often been in conflict. A stunning design serving no other purpose but as an expression of beauty is not going to help you find the enter button on a banking app. A dull, stock-standard but functional interface is not going to inspire the user to return.
It is time we treated form and function with the even-handed consideration reserved for newborn twins; wrapped up in a blanket of ‘we love them both equally’.
Good experiential design means that beauty and functionality are in balance and that we acknowledge the concept of ‘emotional design’, a term coined by Donald Norman, a professor of cognitive science and usability consultant for the Nielsen Norman Group.
After banging on about the primacy of functionality over other considerations in his book The Design of Everyday Things (his critics had a field day), Norman decided to backtrack and explore people’s relationship to design. The result was the book Emotional Design.
Through his research, Norman found that design affects how people experience products, which happens at three different levels, and translates into three types of design:
1. Visceral design: a subconscious and even biologically pre-wired response to a visual (think of your automatic responses to seeing a cockroach or an attractive person).
2. Behavioural design: how the product/application functions, the look and feel, the usability, our total experience with using the product/application. Users form their perception of a product through use. Thus design needs to ensure the product is easy to use, addresses the end users goal/purpose, is enjoyable and free from causing frustration.
3. Reflective design: how it makes us feel after the initial impact and interacting with the product/application, where we associate products with our broader life experience and associate meaning and value to them. Consumers maintain an innate sense of identity through the consumption of the product over time. (Most of us know the bond we have with our iPhone and how losing it elicit panic).
Emotional design delves into the human aspect of the user experience and takes us on a journey that not only collects the cognitive, scientifically measurable elements of product design but also collects the emotional, affecting parts of the experience.
In the world of marketing, brands need to understand that various design elements in a campaign or other customer touch points contribute to the emotional response of the audience. By recognising the role of design in the selling process and actively integrating ‘emotional design’, marketers can boost the impact of their campaigns and deepen their relationships with their customers.
As an example of the three steps of ‘emotional design’, let’s analyse the Weather app for iOS. (I could use the entire Apple brand to effectively portray ‘emotional design’ at work but, hey, no one needs to tackle that mountain. Let’s keep it simple).
On a visceral level we are met with a clean, uncluttered interface, and a pleasant pictorial indication of the weather (blue’s always a good indicator when it comes to weather, yeah?). This is supported by a clear and bold delivery of what we have opened the app for – quick information. A clean and uncluttered interface unconsciously communicates simplicity, ease and luxury. The first part of our journey has begun and so far so good.
The behavioural part of the design is our total experience with the app.
- We effortlessly view the visual indicators of the weather (the subtle animations),
- we connect to the aesthetic of a sunburst and recollect emotionally what that means to our own experience of such,
- we relate to the visual story of storm clouds gathering and are persuaded to look into this further to see if rain is forecast – a simple finger-swipe to the left tells all,
- we can then move down to the five-day forecast, laid out neatly in the same screen – universal weather icons tell all, and
- swiping left or right here brings up other (personally chosen) cities for weather consideration, all with a descriptive visual, leaving us with a nice feeling of connectedness. The world becomes a smaller place.
No frustration has been experienced in our interaction (aside from maybe cracking the sads about a pending rain-storm on a weekend) and we are left with a satisfactory user experience. The brain takes note.
Reflectively we now associate this app with simplicity, clarity and ease of use. It becomes our ‘go-to’ app for whenever we are planning our living activities.
In the bigger picture of our lives we welcome anything that aids us and creates a feeling of effortlessness, such as this weather app. Alternatively, if we were navigating an interface that was unintuitive and messy, difficult to navigate and visually harsh, we would walk away with a feeling of (often subconsciously) unease, frustration and incompletion. We would not be quick to return.
As Donald Norman’s discovery stated:
“The surprise is that we now have evidence that pleasing things work better, are easier to learn, and produce a more harmonious result.”
Not so surprising any more. Emotional design is fast becoming important to marketers as they holistically approach the creation of great user experiences. Each system (form and function) impacts the other and works together. Knowing that emotion is so vital to how we think makes it more important than ever to seek and create a meaningful connection with the consumer and to ensure the best user experience possible.
Jacqui Jewell is Senior Designer at We Are Social.
- Experiential Marketing: A New Framework for Design and Communications, Bernd Schmitt Ph.D