Unterschiede von Websites. Wie Branchenabhängig ist der Einsatz von Gamification?

Die Spielindustrie

Beim Gestalten von User-interfaces und dem Kreieren von User Experience kann viel von Videospielentwickler*innen abgeschaut werden. Diese sind dafür verantwortlich unterhaltsame Erlebnisse an Spieler*innen zu liefern und damit die Spielerinnen und Spieler nicht nur zu motivieren, sondern auch zum Wiederkehren zu bewegen. Entwickler*innen von Spielen definieren Spielmachaniken und Regeln und testen und verbessern die Gameplayerfahrung. Sie loten die schmale Gradwanderung zwischen Sieg und Niederlage aus und balancieren das Spieleerlebnis durch das gesamte Spiel, sodass die Spielenden nicht zu gelangweilt aber auch nicht zu überfordert sind. Diese Ausgewogenheit an Prinzipien sollte man auch in anderen gamifizierbaren Bereichen anwenden, um die User*innen Experience auf ein neues Level zu bringen.

Schon wieder Effizienz

Seit Jahren war die Websiteentwicklung darauf ausgelegt, effizient zu sein. Websites sollten schnell die Informationen liefern, nach welchen die User*innen Ausschau hielten. Diesen Effizienzgedanken hielt man seither fest, egal ob es sich um Informations-Websites (Enziklopädien und Nachrichten), Unternehmenswebsites (bsp: AVL:

https://www.avl.com/?avlregion=GLOBAL&groupId=10138&lang=en_US ), E-Commerce-Websites, Blogs oder Finanz- oder Regierungswebsites handelt. Für meine Forschungsfrage möchte ich in späterer Folge auf interaktive Websites eingehen, da der Sinn von Unternehmen oder Informations-Websites ist, rein Informationen zu liefern. Eine gute User Experience erzielt man dadurch, dass man die Bedürfnisse des Kund*innen und der User*innen beachtet und nicht bei allen erkennbaren Möglichkeiten Spielelemente einbaut.

Informationswebsites wie Enzyklopädien (Wiki’s) entfernen sich weit genug weg von Gamification, da sie rein aus Textbausteinen und wenigen Bildern bestehen.

Für Unternehmenswebsites, wie die der AVL Graz, würden beispielsweise Punkte- und Ranglistensysteme oder interaktive Spieleelemente keinen Sinn ergeben, da die klare und direkte Präsentation von Produkten oder Dienstleistung im Vordergrund steht. Durchaus aber kämen Mikroanimationen in Frage, die zum professionellen Design und Layout der Website passen, um der Website einen Hauch von Modernität einzuflößen – ist aber optional.

Eher noch auf Bildungs-, Reise- oder Unterhaltungs-Websites kann man gamifizierte Interaktionen vermerken, da diese Gebiete mehr Potential an Schnittstellen zu Spieleinhalte aufweisen können. Auf Bildungswebsites beispielsweise können sie sogar sinnvoll sein, da es den Benutzer*innen helfen kann, ihre Erfahrungen zu verbessern und komplexere Systeme durch Quiz- oder ähnliche Aktivitäten zu verstehen. Z.B.: Quizlet.com, Duolingo.

Benchmarking

Die Digitalagentur Poprocket (https://gamification.poprocket.com) entwickelt digitale Erlebnisse mit Konzentration auf Motivationsdesign. Die vielfältigen Beispiele von Gamification und die unterschiedlichsten Art und Weisen seiner Darstellung stellt es ein gutes Beispiel von gamifizierten Interaktionen auf Websites dar.  

Conclusio:  

Den Start meiner Recherche sollte Gamification auf interaktiven Websites sein, um mit der gefundenen Quintessenz ein angenehmes Benutzer*innenerlebnis in Form einer Website zu schaffen. Von der Browsergeschichte über Merkmale von Motivation bis hin zu diversen Beispielen der Gamification auf Websites hat sich mein Interesse für Gamification ein wenig verlagert. Interessant für mich sind nicht länger nur schlicht Websites, sondern näher noch Branchen, wo der Einsatz von gamifizierten Inhalten einen Sinn ergibt. Für künftige Recherche begebe ich mich von nun an konkret in die Richtung von Bildungs-, Reise- und Sportwebsites.

Sources:

Schell, Jesse: The Art of Game Design. A Book of Lense, 2. Aufl. Pittsburgh, Pensylvania: CRC Press 2015, S. 149

Gert Frankhänel im OMT Podcast:  https://soundcloud.com/omt-podcast/omt-podcast-116-gamification-als-engagement-booster?utm_source=www.omt.de&utm_campaign=wtshare&utm_medium=widget&utm_content=https%253A%252F%252Fsoundcloud.com%252Fomt-podcast%252Fomt-podcast-116-gamification-als-engagement-boo

Huizinga, Johan: Homo ludens – Vom Ursprung der Kultur im Spiel. Hamburg: Rowohlt. 1938

https://gamification.poprocket.com

https://www.avl.com/?avlregion=GLOBAL&groupId=10138&lang=en_US

Newton’s lost Indigo (a thought experiment)

It is the year 1666. The English physicist and mathematician Isaac Newton is sitting in his study. The sun is shining through the curtains of the dimly lit room. The light, however, is not only shining through the curtains but also through a glass prism Newton is holding in his left hand. The light passing through the prism radiates a multitude of colours. Every colour that the human eye can see. Newton defines that this visible spectrum consists of seven main colours. Red, Orange, Yellow, Green, Blue, Indigo and Violet.

Roughly 400 years later we are left with only six. Indigo has left the spectrum. Today science decided that Indigo is too hard to distinguish from its neighbouring colours Blue and Violet. 

The question remains: Why could Isaac Newton distinguish it?

There are multiple theories concerning the reasons, why Newton included Indigo in the colour spectrum. Scottish physician and microbiologist Alexander Fleming blamed indigo’s existence on Newton being an occultist. Meaning that Newton believed the light spectrum has to consist of exactly 7 colours, since the number seven has mythological importance. Another theory erases the prism in Newton’s hand and adds a painting to his room. The american association of physics teachers hypothesizes that Newton saw seven distinct colours in this painting and assumed that he could also see seven distinct colours in his spectral projections.

However, I want to focus on the conclusion of English expert in physical optics R.A. Houston. He was certain that Newton’s Vision was slightly abnormal. In opposition to Newton, who saw Indigo inclined to Violet and Blue, Houston saw it inclined to black.

So Indigo remains a subject of subjectiveness. We just can’t be sure that Indigo is the same for everyone. All humans have a somewhat unique vision. Some illnesses like colourblindness even alter our vision completely. Some humans can distinguish the slightest change in colouration, others have difficulties. Animals see the world in a multitude of ways. We have to ask ourselves was INDIGO ever INDIGO? That however will take it too far.

I rather want to focus on Newton’s vision seemingly enhanced in detecting Indigo. Is it possible to learn to differentiate colours even if they seem to be the same? If the world was only shades of INDIGO, could we adapt to this decline of colour variety? Would we adapt in one life, in multiple generations, in ages or aeons? Would we be able to rediscover Newton’s Lost Indigo? Live in a world of shades of Indigo?

A History of Colour

You probably remember this scene from The Wizard of Oz: When Dorothy’s house is caught in a tornado, she travels into a different world. When she opens the door, she travels from a faded sepia into a technicolour world. But not the first. There are a few misconceptions surrounding Dorothy and her journey that helps to understand the history of technicolour. The Wizard of Oz is often considered the first technicolour film.  “A visit to the Seaside” is the first film filmed in “kinemcolor” and there were also hand painted films even predeceasing this one. But also, the technicolour history goes further back than The Wizard of Oz.

Herbert Kalmus, Daniel Frost Comstock, and W. Burton Wescott founded a company in 1914 experimenting with merging multiple filmstrips. Those films of merged red and green date back to the 1920s and early 1930s. However, this process had its limitations. Skin tones worked well with this technique, but everything blue was lost. 1932 blue was added in form of a third filmstrip. The process was shown in Disney’s “Flowers and Trees” 

But how does technicolour exactly work? The answer to this is also the answer to the question of why technicolour was eventually discontinued; it is extremely difficult. Normally, a technicolour camera would take that picture and shoot it through a prism that divided the light into the picture’s red, blue, and green negatives. Then, these negative “matrices” were transformed into positive ones. They finally became stained with dyes of the contrasting hues. As a result, the red matrix changed to cyan, the green matrix to magenta, and the blue matrix to yellow. The final, stunning technicolour image was produced via the “dye transfer method,” which involved transferring the dye. They had to increase the contrast in the early days of technicolour as well. Under the matrices, the business would put a black-and-white layer that would act as “the key.” In early examples like 1934’s La Cucaracha, The Trail of the Lonesome Pine, and Robin Hood—all of which were released before The Wizard of Oz.

Technicolour cameras were also bigger than ordinary motion picture cameras because they had to run three strips of film through them at the same time.  Not only did the three strips need extra room, but also a lot of light. To get enough light to these three strips of film, that set had to be blazingly overlit. There were reportedly instances when the set reached 100 degrees Fahrenheit. Through the 1950s, less expensive methods using a single strip, such Eastman colour, eventually supplanted technicolour. One of the last significant films to employ the technicolour we are familiar with was The Godfather, Part II.

Kodak introduced Eastman color in 1951, which quickly surpassed Technicolor due to its ease of use and lower cost. However, Eastman color had poor color retention, so most films were still printed using Technicolor’s superior process. This remained the case for several decades until the live-action film “Super Mario Bros” became the first feature to use digital intermediates. Despite initial skepticism, digital processing has become the norm for most major motion pictures, with HDR being biggest leap in display and projection technology in recent years and has recently been adopted by AMC to outfit theaters with Dolby vision laser projectors. While Dolby vision is still relatively new and limited to a few films at any given theater, this is expected to change in the near future.

Vertical projects from the field

The very Beginning

People began experimenting with aspect ratios for films early on. Étienne-Jules Marey, for example, created the first vertical moving picture in 1894. This was published under the name “Falling cat” and shows exactly what the name describes: a falling cat (IMDb).

Australian television series “Content

The series consists of seven parts and belongs to the genre ScreenLife. The basic idea of the series is that it is shown exclusively from the perspective of the main character’s phone screen, which can be particularly exciting when the viewer receives private text messages or app notifications (Haridy, 2020).

The Stunt Double by award-winning filmmaker Damien Chapelle

The whole nine-minute film was produced in 2020 as an advertisement for Apple using an iPhone 11 camera. The whole film is basically a replay of famous moments from the past century of cinema, but from a vertical perspective. Chapelle’s experiment takes advantage of the vertical perspective by consistently directing the viewer’s gaze upwards or downwards through clever design techniques (ibid., 2020).

On a smartphone, it makes the viewer feel as if they are diving right into the format and shows some creative ways of framing vertical films. On a conventional horizontal screen, however, the vertical film makes little sense. The question now is whether consumers want to watch elaborately produced productions on a small smartphone or tablet (ibid., 2018)?

Quibi – Streaming platform for mobile devices

Jeffrey Katzenberger, who not only led Walt Disney through the upheaval in the 1980s and 90s but also founded DreamWorks Pictures together with Steven Spielberg, hardly missed an important trend in the entertainment industry. And he also registered the trend towards the use of smartphones and founded Quick Bites (Quibi) in 2018, which was to be a completely new kind of streaming platform (ibid., 2018).

The content will be produced for younger audiences in the form of 10-minute episodes to be played on smartphones either vertically or horizontally. Many big names from Hollywood embraced the novelty by creating lots of content all around 10 minutes long. In 2020, the app was bought by Roku, which regularly uploads new content that can be consumed for free (ibid., 2018).

V2 – Escape from Hell

Filmmaker Timur Bekmambetov began in 2020 a production on a blockbuster about World War II: V2- Escape from Hell. The film was shot in vertical aspect ratio and the $10 million budget was partly financed through a partnership with MTS, Russia’s largest mobile operator. The film was produced in two versions: horizontal for cinemas or large TV screens and vertical for “younger audiences” on mobile phones. Bekmambetov had often realised unusual projects before. In 2019, he had already realised the Snapchat series Dead of the Night in the same format (ibid., 2018).

19:6 Livestream

But vertical formats have also arrived in livestreaming. In 2021, for example, the Supercup was broadcast vertically for the first time in the UK and Ireland in 16:9 format via TikTok and the SkySport app. The producers are pleased with the ratings and confirmed that more viewers were reached, and more followers followed the brand (DFL, 2021).

Vertical video in commercials

With 75% of the world’s video use happening on mobile phones and many users holding them in vertical mode, it is hardly surprising that ads are also being produced in these formats. Vertical video fits both of these factors, creating an intimate, immersive and distraction-free viewing experience (Gilliland, 2019).

After Snapchat pioneered the format in 2013, more and more platforms and brands are picking up on this trend. However, not all brands use portrait formats for their videos but still insist on landscape format to convey more context and depth (ibid., 2019).

A very well-known brand where the videos work very well even though one would think they should be played out in wide format for the content is National Geographic. Despite the nature footage and sometimes long documentaries, the brand has many views on Instagram and was even chosen as a launch partner for IGTV at the time (ibid., 2019).

The Spotify brand has also picked up on the trend very successfully, engaging a number of big-name stars to shoot exclusive vertical videos for its mobile app. One notable example is Selena Gomez, whose “Bad Liar”. But other stars have already produced their music videos in vertical format alongside the classic horizontal videos (ibid., 2019).

Closing Remarks

But besides Mercedes Benz, Netflix and many other brands, Instagram has probably also shaped the trend with its daily vertical stories. In the meantime, Youtube and TikTok have also made the format their own, as they had to keep up with the trend in order not to fall behind (ibid., 2019).

For brands investing in mobile video advertising, vertical video is here to stay, but even long content can work in the format, as National Geographic shows.

Being vertical doesn’t automatically guarantee success, of course. As long as content is viewed on TVs or laptops, there will always be places with cinematic style of landscape. Moreover, videos are not only watched on mobile phones. This means that it should be seen as an additional or alternative format, or as part of a platform-specific campaign.

However, as the producers and brands above show, 9:16 has proven to be a creative, engaging and practical format for mobile audiences.

Bibliography

IMDb. Falling Cat. https://www.imdb.com/title/tt2049440/

Haridy, Rick. (2020, September 1). The ups and downs of vertical cinema. https://newatlas.com/home-entertainment/vertical-cinema-smartphone-history-aspect-ratio-quibi/

Gilliland, Nikki. (2019, November 23). Five examples of brands using vertical video. https://econsultancy.com/brands-vertical-video-social-examples/

Techsphere. (2020, September 9). Apple Short Movie | Shot on iPhone by Damien Chazelle – Vertical Cinema. https://www.youtube.com/watch?v=5f1WymwaOVo&ab_channel=Techsphere%F0%9F%A5%B2

DFL. (2021, August 23). Vertical Video: Supercup erstmals im Format 9:16 übertragen. https://www.dfl.de/de/innovation/vertical-video-supercup-erstmals-im-format-9zu16-uebertragen/

Gilliland, Nikki. (2019, November 23). Five examples of brands using vertical video. https://econsultancy.com/brands-vertical-video-social-examples/

AI, philosophy, economics, authorship and salmon

For this entry I set out to research on current conversations about developments and use cases of AI in the realm of Austrian authors, artists and journalists. Jörg Piringer uses AI in a way that I find fascinating and want to use as a source of inspiration for my own findings of possible use cases. Taking a liking to poetry, Piringer experiments with AI in this art form, exploring its strengths and weaknesses and using those to his advantages. More on his experiments and views on the subject below.

Walter Gröbchen takes a surprisingly economical stance on the current situation of AI, speaking of concerns for the modern technology market with its speedy growth and rising tensions between big players.

Finally, I take a look at Moritz Rudolph’s ‘Der Weltgeist als Lachs’ in which he speaks of a so-called spirit of the world, what defines it, where it spawned, where it has been going and where it could end in the future, comparing it to the life cycle of the Salmon, which returns to its place of birth at the end of its life. He puts China and its rapid technological advances in the center of his attention. This is where the inevitability of AI in the context of industry 4.0 ties into my research topic. I go into more detail below.

Jörg Piringer – Datenpoesie, Günstige Intelligenz

Born in 1974 and self titled musician, IT technician and author Jörg Piringer has been interested in and exploring the connections of technology and the arts, more specifically poetry, since the 1990s. In his 2018 book titled ‘Datenpoesie’, he experiments with a variety of algorithms such as auto-completion, compression and translation algorithms as well as the number based language system of Hebrew to explore how machines understand, evaluate and interpret language and how we can use these technologies to transform language itself.

His 2022 book ‘Günstige Intelligenz’ Makes use of the recent developments in the field of AI, more specifically OpenAI’s GPT as well as Chat-GPT. He feeds the model poetic inputs and prompts it to come up with original poetic ideas and even words. In an interview with Günter Vallaster, questions about authorship, AI’s originality, humanity and emotionality are raised. Piringer sees AI as a tool and sees no connection to authorship, given the AI’s lack of emotions and understanding of our world, though he admits to admirable levels of linguistic and especially stylistic understandings of the AI. Furthermore, AI seems to be very capable of recreating human language, however it often succumbs to clichés, stereotypes and rarely surprises with its creations and can rarely be called literature at all. Piringer likes to see this as a feature rather than an unintended lack of performance. All in all, Piringer is unsure yet unfazed about the future of AI, claiming that with any technology comes an inevitable normalisation and further explains that his dystopian and utopian fantasies about AI’s role in our possible future societies he exemplifies in the book are all exaggerated and not to be taken at face value, but serve to start conversations, which is ultimately his goal with the book.

Sources:

Walter Gröbchen – Maschinenraum

Journalist, author and record label owner Walter Gröbchen frequently publishes his thoughts and findings on technologies and other topics on his glossary ‘Machinenraum’ in the Wiener Zeitung. Writing about technological advances naturally brings up the topic of AI, which he discusses in his article ‘Die Simulation von Intelligenz’. In it, he speaks about the ever growing interest in the pre-trained model GPT with Microsoft, Elon Musk and Peter Thiel planning on investing billions of dollars into OpenAI with respective interests in mind. 

He theorises that the recent developments in AI, especially that of ChatGPT with its astounding resemblance of human communication re-ignites a forgotten fantasy of many of the big players of the tech industry; the idea of human-like interactions with machines. The implications and implementations range from simple search engine optimisation to voice activated assistants and smart home solutions. Every big player has their own solutions and versions of these services, a competitive edge in the form of AI would be extremely valuable. This extreme economical value of AI is where Gröbchen’s criticisms start. In his article ‘Der Krieg hinter den Kulissen’ he talks about the silicon and chip shortage that hit the tech industry hard during the last years. Even though the situation has been improving as of late, the tech industry is showing no sign of slowing down, so the emergence of AI and its respective rapid development could be a cause for concern in this regard as well.

Sources:

Moritz Rudolph – Der Weltgeist als Lachs

Born in 1989, Moritz Rudolph has studied politics, history and philosophy and is currently writing his dissertation about international politics in regards to old critical theory and is the author of ‘Der Weltgeist als Lachs’. In the book he talks about the so-called spirit of the world and how it relates to the Salmon, explaining that the spirit of the world seems to like to return to its origins, not unlike the Salmon returning to its place of birth to spawn their eggs or die. One has to be careful with this analogy however, as the spirit of the world returns to its inception point in a revolving manner rather than the Salmon’s back-and-forth path during its life cycle.

The spirit of the world manifests itself in what makes us human, our creativity, poetic nature, genuinely new ideas and imperfections. Rudolph speaks of Max Horkenheimer’s pessimistic view of the trajectory society and human history has been steering towards, worrying about a strictly systematically organised, highly efficient world. One that works so exceptionally well that it would generate a global equilibrium, eliminating discrepancies between the first, second and third world and any other negative differences. As Horkenheimer describes in 1966, this advanced society would also be devoid of the human spirit in a sense, as such an optimised system would not allow for creative liberty, emotionality or imperfection. Rudolph recommends to take Horkenheimer’s view of the world with a grain of salt, as it is a product of the cold war and very much influenced by the current geopolitical situation of the Soviet Union. Horkenheimer does, however, refer to another now global superpower that was at the time of the cold war not in the center of attention: China.

This is where Rudolph’s analyses and thought experiments begin. Rudolph speaks of the rapid evolution of China’s industry 4.0 and equates it to our modern definition of development and human advancement. China has been copying industrial practices from the west for the last 50 or so years and in doing so has become frighteningly fast at it. China’s leader Xi Jinping aims to develop China into a global superpower, a system transcendent of national government. This is where Rudolph sees the spawn point of the spirit of the world. Historically, and eurocentrically, it is often said that human history started in the east and has moved to the west, where it manifested itself in the land of opportunity, the USA. As the western world was busy hashing out the cold war, China has been quietly developing its industrial sector, infrastructure and governmental tactics to become the explosively expanding nation it is today. The world’s spirit seems to have managed the leap over the pacific ocean and looks as though it wants to return to its origin, the eastern world.

This substantial developmental speed of China’s industry 4.0 naturally includes AI. China’s unique governmental structure has made it the current leading provider of what Rudolph calls the core resource of AI: human data. Furthermore, China has been filing two to three times the amount of AI patents compared to the second largest player in AI, the USA. Rudolph calls this the first time in post WWII history that a key technology is in the hands of someone other than the USA, and in the first time of recorded capitalism, someone outside the western world. 

Rudolph goes on to theorise about the possibility of AI overtaking China in its race to becoming a potential world leader. One of the main criticisms of the ability of AI that Piringer also experienced in the creation of his poetic experiments with GPT is Ai’s lack of emotions, human imperfections and genuinely novel creative concepts, qualities that resemble Rudolph’s understanding of the spirit of the world. He dismisses this weakness of AI in regards to its leadership ability entirely, arguing that the world has seen countless leaders that show little sign of morals, emotions or creative capacities. What AI excels at is systematic and schematic understanding, which he considers key leadership qualities. This hypothetical world ruled by AI could be seen as Horkenheimer’s feared structurally perfect world – a system devoid of imperfection, poetically originating from the birthplace of the world’s spirit, where it shall find its death, too.

Source:

  • Moritz Rudolph, Der Weltgeist als Lachs [2021], Berlin: Matthes & Seitz Berlin Verlag 2021.

Further possible literature:

  • Nick Bostrom, Superintelligenz. Szenarien einer kommenden Revolution. Aus dem Englischen von Jan-Erik Strasser. Berlin: Suhrkamp 2014; Ray Kurzweil, Menschheit 2.0. Die Singularität naht [2005]. Aus dem Englischen von Martin Rötzschke. Berlin: LoLa Books 2013.
  • Marshall McLuhan, Die Gutenberg-Galaxis. Das Ende des Buchzeitalters [1962], Bonn: Addison-Wesley 1995.
  • Georg Wilhelm Friedrich Hegel, Vorlesungen über die Philosophie der Geschichte [1830/31]. Frankfurt: Suhrkamp 1970. 

Fashion logo categories based on style

In my last blog, I described how we can organize logos into different categories based on style. This can be used for many types of logos, not just fashion logos. In this blog I would like to delve a bit deeper into it and write about what are the other options to divide logos into categories. How to know which is the most suitable logo for your brand, based on the style of fashion you are selling.

One of the first categories we can come up with is separating logos by gender. There are some fashion brands that only make clothes for women, while others only make clothes for men, and therefore the logo should reflect that. The logo must communicate the story of the brand and has to be appealing to the target group. So, what is the difference?

Masculine fashion logos are more likely to include straight lines, acute angles, and wider elements, which can symbolize dependability as one of the features historically associated more with males than females and also represent the fact that men typically have wider bones. Compared with masculine logos, feminine logos often have a more decorative design and include more curves. (1) Also, the colour can tell a lot about which gender the target group belongs to. Feminine logos often have pastel colour palettes, embellishments, floral illustrations, and hand-drawn fonts. Men’s logos in contrast a lot of times include dark colours, capital letters and bold designs.

We can also sort logos according to the target group’s age. More specifically there is a special category of logos for kids. These logos have characteristics more associated with feminine logos, such as using pastel colours that are light and bright. Logos for kid’s fashion brands are usually a bit cuter, and include illustrations (often animals) to express their playful style. (2)

Another category I would like to highlight is minimalistic/simple and maximalistic/complex logos. The minimalistic trend has obviously been in the trend for the last few years, but there are also a lot of really creative and well known complex fashion logos. Because of the trend, many complex fashion brands have changed and simplified their logos. Research by Harvard Business Review found that simplistic logos are not authentic or likable. Detailed and descriptive logos are supposed to be more successful because they generate the trust factor among consumers, which simple logos fail to do. Since non-descriptive logos do not communicate what a business does, it is a smart idea for an unfamiliar brand to use a descriptive logo. However, it is important to be careful when talking about complex and descriptive logos. Because a simple logo can also be descriptive (for example Facebook). (3)

Simple logos are modern, classic, and timeless. Mostly sans-serif and black-and-white are the characteristic of this logos.  With this they also express fashion-forwardness, coolness and youth. (2)

Among other things, it is also common for simple logos to make it difficult to decipher what exactly the product is intended for. While more complex logos can give us a hint about it.

Another advantage of a simple logo design is that it becomes universally accepted by everyone. There are no hurdles of nationality, language, and culture do not become a barrier to recognizing simple logos. (4)

Fashion brands that produce handmade fashion like to show off their quality in their logo. They create a connection to the craft behind their brand by incorporating the tools of your trade into the logo. Illustrations of needle and thread, sewing machine, and scissors recall the labour-intensive production process and symbolize skill and quality. (2)

I would also like to point out a group that is not a brand but sells other brands. These are second hand shops. Most often they use logos that relate to what they sell, or are more abstract, since their slogans will always include “second hand” in relation to their business. The same is true with clothing stores selling clothes from a particular era (80s), music period (hip hop) or cultural place (India).

Brands of sport fashion has often also an obvious logo, showing movement, animals and the connections to nature or sport equipment. 

A powerful sport logo can evoke strong feelings and associations, just like the national anthem or coat of arms. As a result, sport teams feel more engaged, have more strength and confidence, and are able to support one another.

Literature:

  • Can You Tell a Men’s Fashion Logo from a Women’s One? [zitiert 26.01.2023]. Abgerufen von: <https://1000logos.net/can-you-tell-a-mens-fashion-logo-from-a-womens-one/>.
  •   Fashion logos that express your style. In: 99designs [dostopno na daljavo]. Obnovljeno 20.02.2017 [zitiert 26.01.2023]. Abgerufen von: <https://en.99designs.at/blog/creative-inspiration/fashion-logos-that-express-your-style/>.
  •   CHRISTIAAN. Minimalist logos aren’t authentic. 2021 [zitiert 26.01.2023]. Abgerufen von: <https://designbro.com/blog/logo-creation/minimalist-logos-arent-authentic/>.
  •   What Is The Major Difference Between Complex And Simple Logo Design. Designhill. 2018 [zitiert 26.01.2023]. Abgerufen von: <https://www.designhill.com/design-blog/major-difference-between-complex-and-simple-logo-design/>.

    Best practice: Right media for right target group

    Attracting new users to the world’s most popular language learning app by teaching the meaning of TikTok hashtags.

    One really good example is how some brand use TikTok for their Gen-z audience. These brands left the traditional marketing behind. Did research of what the desired target group thinks and acts and make the best media campaigns. One of the big winners is Duolingo

    In august 2021, back-to-school season, Duolingo launched a campaign with the objective of increasing awareness and consideration for the brand, in addition to bringing new users to the app. They turned to TikTok to deliver an effective message to both a qualified and massive audience.

    In the creative assets, the brand’s owl mascot and other characters teach the meaning of popular hashtags on TikTok, such as #fy, #trend, #stitch and #cringe, and invite the audience to “install now” the app. Using a vocabulary that is common among TikTok users was crucial for the brand to get attention and increase engagement. Now other brands followed this tactic like brand as Ryanair, Paralympics. But as I said before this will only work for a certain target group if you attack the campaign in a way your desired target group is interacting with it.

    There is this campaign from Zalando that completely flopped because you clearly felt you were watching a tv commercial adapted to a mobile platform. It’s nice but not relatable. Made the way tv commercials are made: to be looked at, not to look at you

    Sources:
    Duolingo | TikTok for Business Case Study. (2022, March 22). TikTok for Business. https://www.tiktok.com/business/en/inspiration/duolingo-509

    Cardoso, L. (2021, May 27). TikTok Language: A Visual Guide To Why Brands Are Failing On TikTok. https://www.linkedin.com/pulse/tiktok-language-visual-guide-why-brands-failing-middleton/

    Right media for the right target group

    “Who are you targeting?” which might explain why a marketing campaign failed. Even with the best imagery, clever copy, and a strong call to action, the best campaigns can fail if not speaking to the right people.

    If a media campaign, does it really well for one target group that doesn’t mean this will work for the other groups as well. Research (2016) showed that UK marketers struggle to reach their desired audience online, with 47% of campaigns seen by their target audience.

    Travel brands are the most successful at reaching their desired audience with 60%. Entertainment is second (64%) while FMCG (Fast-moving consumer goods) struggle with 40%.

    One company result this down to the fact that marketers do not think digital works and use it in the wrong way. They think they can apply traditional marketing to digital. But they should look at every media as digital media as its own.

    Targeting accurately also varied depending on demographic. Campaigns targeting to 25 old scored way less than people from around 50 because they are used to the traditional ways.

    In the travel sector has focused on targeting segments and audience from the start. It’s targeting reach is helped by the fact it invests time getting to know its customers.

    But how do you get to know them?
    – Ask them

    – Use social listening metrics such as Sinus milieus

    – Find ties using insight metrics form your social sites

    Sources:
    Gee, R. (2016, December 15). Half of online campaigns fail to reach target audience. Marketing Week. https://www.marketingweek.com/online-campaign-targeting/

    Hynd, M. (2019, February 27). How Marketing Campaigns Fail When You Target “Your Customers”​. https://www.linkedin.com/pulse/how-marketing-campaigns-fail-when-you-target-your-customers-hynd/

    Target group segmentation

    We there are a lot of option the distinguish different target groups but how can you make one big overview of all of them. I took the two methods that differ in social status and habits (Sinus milieus) and the one that



    Info-Elite 18%
    Established
    Performers

    Info-Scanner 20%
    Conservatives
    Modern Mainstreamers
    post-Materialist

    Analog ♀ 13%:
    Traditionals

    Analog ♂ 10%:
    Traditionals

    Selective user 12%:
    Adaptive-Navigators
    Consumption Oriented

    Digital entertainment oriented 20%:
    Digitial Individualists

    Mediamuffle 9%:
    Consumer Hedonistic

    It is really important to know how different groups use media. Are they a lot on social media. Or do they read only the paper and watch the news. Because you can make a whole campaign but when it turns out your target group is not using this kind of media you have to start over and make new ideas. In the next post I’ll go deeper how this can affect a campaign.

    Anwendung

    Interferenzen von Schriften

    Der Auftrag eines Schriftdesigners ist es normalerweise Ordnung und Regularität in ein Schriftdesign zu bringen, unter Berücksichtigung von Konventionen, Struktur, Konsistenz, Stimmigkeit und Rhythmus.

    Die Challenge hierbei ist auszuprobieren wie weit man gehen kann in dem man diese Regeln bricht bzw. Diversität hineinbringt. Hierzu zwei Beispiele:

    Ansiette (1996)

    Weite und schmale Versionen des selben Buchstaben wurden hier gemischt, dies stört den Ryhtmus den Leser gewohnt sind. So kann effektiv Neugier beim Leser geweckt werden und Aufmerksamkeit gehalten.

    Téras (2013)

    Ein unorthodoxer Zugang zu der Mischung von der Beziehung zwischen roman und italic zeigt diese Schrift: Roman beginnt am schmalen Ende mit vollwertigen Serifen und endet als schwarze Sansserif. Die light-Italic hat keine auf und ab gehenden strokes, die black jedoch schon.

    Schriftfindung

    Wer ist der Leser?

    • Wer ist die ZG? Werde ich Schriften verwenden die zu für Kinder leicht zu lesen sind oder eine komplexe coole Schrift etc, wie alt? können sie lesen? Farbschwäche?

    Was/Wie wird gelesen? 

    unterschiedliche Lesearten: 

    • Literatur // lineares Lesen: von Anfang bis Ende, lägngere fortlaufende Texte, mit wenig Strukturierung und Differenzierung), 
    • Lexikon // differenzierendes Lesen: fortlaufende Texte, stark strukturiert, viele Auszeichnungen u Textebenen)
    • Fachliteratur & Sachbuch // selektierendes Lesen: viele typografische Ebenen: Schrift wählen die viele Rollen gut spielen kann)
    • Magazine & Zeitungen // informierendes lesen: sehr unterschiedliche Typo Wahl je nach Magazinart, Innenseiten viel spannender als bei anderen),
    • Poster // betrachtendes Lesen: kommt immer sehr auf Inhalt an

    Inhaltliche Auswahlkriterium

    • Literatur (eher konservativer, Inhalt eher weniger wichtig)
    • Gebrauchtext (für Brandings, muss Ton treffen, inhaltliche Auswahl sehr wichtig)

    Ökonomische Auswahlkriterium

    • Gegeben Raum mit möglichst viel Text zu füllen
    • Achten auf: Schriftgröße, ZA, Zeichenbreite, Schrift und Format, Schriftträger…

    Art des Mediums?

    • Bei Schriftwahl auf Medium achten: online geht man anders mit Text um etc.
    • Überlegen wer ist die ZG, welche Geräte haben sie zuhause, wie kann ich Rahmen ideal ausnutzen
    • eher grotesk da digital besser umzusetzen
    • Beispiel Apple: hat eigene Schrift entwickelt die für unterschiedliche Produkte optimiert werden kann: zb Apple Watch schmälerer Schriftschnitt
    • Arial eig nur für Screens gestaltet
    • Helvetica für kleine Größen am Screen sehr schwierig
    • Für Desktop Geräte: runderer Schriftschnitt // Für Smart Watch/kleineren Screen: schmälerer Schriftschnitt 
    • Kindle verwendete früher klassische Schriften vom Markt, entwickelte dann aber eigene Schrift da für diese Art Display gebraucht wird: Bookerly Font entwickelt um Lesefluss zu erleichtern mit sehr eindeutigen Serifen die trotz nicht perfekter Auflösung des Displays td gut lesbar sind, läuft auch schmäler)

    Ort? Wo wird gelesen?

    • Für wen wird z.b. Leitsystem gemacht? Für Hotel das anecken will? Ist es im öffentlichen Raum? Dann muss konservativer sein

    Sprache? Schriftumfang?

    • Umfang der Sprache: Wenn Kunde z.b. in europäischen Raum muss Schrift diesen Umfang leisten können: verschiedenste Buchstaben (é,í,ñ…)
    • Umfang der Schrift: z.b. bei selektierendem Lesen braucht man unterschiedlichste Schnitte um alle Eben bespielen zu können

    Kosten? Ökonomie?

    • Macht Unterschied ob man sehr viel Text unterbringen möchte: breite/schmälere Schrift, wieviele Seiten darf es haben? Schriftlizenzen…