Posts Tagged ‘business’


Tuesday, February 18th, 2014 by Kristina

5 Reasons for Video in Your Communication Mix

Video is a grossly under-utilized medium by designers and by the design press. That’s a shame. Here are 5 reasons to make video a central part of your communication program:

1. People like people, and they like to hear the back story from”The Source.”

Seeing the person behind a concept or product, listening to their perspectives, motivations and challenges adds the human touch. It begins to create a relationship. And a relationship is exactly what you want when you communicate.

2. It doesn’t have to cost $$$ to work for you.

High impact is great, but it’s usually pricey. Those videos take time, planning, money and risk — it better be just right or it will be very wrong.  Also, high impact is only one way to tell a story. And a story has more than one angle.

3. Great communication is deeper than the “Pow” “Wham” “Bam” and “Kaboom” of comic books or the lyricism of a seranade. So not doing video because you can’t afford the super cool or super elegant effect is a bad decision.

4. Videos give you a voice and persona. It lends  authenticity to the messenger if you handle it correctly. You will be hard pressed to get this from Flash alone.

5. Few people are comfortable talking in front of a camera. They fear loss of control and looking silly.

But the fact is that behind every great design are the designers. Their story about the design enriches the experience of the outcome. Asking the design to carry the full weight of communicating without the human element depersonalizes the design and undermines the relationship with your audience. It’s just asking too much.

But use video well, with simple honesty, and the content that emerges can add a valuable dimension to your story, engaging your audience, be they clients, employees or prospects.

Sometimes it’s more important to get it done than to wait for it to be perfectly timed and executed or full of flash and dash.

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    Paul Hatch

    Tuesday, November 6th, 2012 by Kristina

    Knowledge as Creative Fuel

    Is ignorance the playground of creativity? Is knowledge a deterrent or accelerator of creativity? These are a crucial questions in this knowledge-based economy where fast-paced change is demanding creative agility. Paul Hatch, president of the Chicago office of TEAMS Design, weighs in from his global experience during his continued conversation with Kristina Goodrich of Design’s Voice.

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    Chuck Pelly on What Makes a Design

    Wednesday, February 29th, 2012 by Kristina

    What are the unique characteristics of a true design champion and what are the pitfalls business leaders and designers can fall into? International design legend Chuck Pelly reveals his insights to Design’s Voice’ Kristina Goodrich in this interview.

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    Why Do People “Skin” Your Beautiful Designs with Their Personal Pictures?

    Wednesday, February 29th, 2012 by Kristina

    Frank Tyneski, VP of Product Design & Development at Skinit, explains in this interview the deeply compelling appeal of making a product your own by placing on it a skin that reflects your personal enthusiasms. He also delves into how that relationship with the consumer then spins into a value added that has tremendous impact. What does this mean for design?

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    PR 101: Grab Every Chance to Speak

    Monday, January 25th, 2010 by admin

    PR doesn’t stand for press relations but public relations. Who is your public? One way to build your career is to stand up in front of your public, your audience. But those opportunities are rare.

    It takes effort. You start at the bottom and work up. So check out this invitation:

    What: 7th International Conference on Design & Emotion

    Where: Chicago

    Deadline for Submission: February 15

    When: October 4-7


    Design & Emotion is a forum held every other year — so it’s not a chance that will come around again in ‘11.

    The conference will offer workshops, research paper presentations, design case presentations, and poster presentations.

    So don’t sit there in the audience, biting your nails in frustration. See if you can get on the program.

    And if it works, then you practice and practice and practice. And practice some more.

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    Smart Talk

    Tuesday, January 5th, 2010 by admin


    Andy Warhol

    Andy Warhol (1931 – 1987)

    “Being good in business is the most fascinating kind of art.”

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    Finding the Voice for Your Design Story

    Thursday, December 10th, 2009 by admin

    To tell your design story so it resonates with business and media, you need to frame it in their terms.

    Business–Too many numbers! How can I get taken seriously without losing my design soul? They love my ideas and visual presentation and models, but then they want me to validate my recommendation in terms of how many other people will love my design!

    Public relations–Where’s the magic kool-aid? Why can’t I get coverage?

    I hear the frustration whenever I talk with designers. It lingers even at a time when the press IS covering industrial design (Fast Company is taking over sponsorship of the IDEA, for instance). More industrial designers than ever seem to be reporting to the top levels in corporations yet industrial designers are still paid less than their marketing and engineering compadres.

    It’s not for want of talent or focus on innovation and it’s not for lack of conferences and blogs talking about design, linking designers, exposing design.

    So, another blog  on industrial design, exposing you to new designs, new talent, new events, new technologies or new causes? No.

    What you’ll get here, and through Design’s Voice, is information from professionals so you can:

    • operate successfully as a designer with business and within its management; and

    • harness the power of public relations to send your message effectively.

    Here you’ll learn how to tell your design story directly to business and through the media, with our:

    • in-depth case studies on effective positioning stories

    • podcast and written interviews with design, PR and business executives

    • webcast courses, by experts in public relations, business and design leadership

    • studies, relevant book reviews and glossaries

    • communication strategy and program development that puts your story in the limelight

    When you start accessing the resources we present, please give us feedback on quality, needs, frustrations, stories and offers to participate. Hey, education is collaborative!

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