Creative Direction in a Digital World : A Guide to Being a Modern Creative Director

Description

Creative Direction in a Digital World provides designers the tools they need to craft compelling digital experiences across screens, devices and platforms.  Readers will learn how to take a multi-disciplinary, human-centered approach to digital creative direction and design that will help them uncover target audience insights, concept more creative campaigns, change consumer behavior, and create more user friendly digital experiences. Divided into ten chapters. Each focuses on a different key aspect of the creative director's job from start to finish.Learn how to understand the client's biggest challenges and distill insights about the audience into creative strategies.Develop the skills needed to communicate your ideas to a skeptical client. Learn how to more effectively manage your creative team.And most importantly craft digital experiences that get results. Content: Half Title Title Copyright Content Preface About the Author Introduction Acknowledgments Section I Chapter 1 -- Understand Your Audience Insights Only Appear When You're Looking for Them Don't Be a Segway Research without Insight Is Wasted Don't Confuse Customer Research with Science . Why Focus Groups Fail and an Easier Alternative . The Right and Wrong Way to Do Audience Personas Mapping the Consumer Journey The Awareness Phase . The Consideration Phase The Decision Phase Marketing Isn't About Selling to Customers. It's About Loving and Delighting Them . References Chapter 2 -- Brand StrategyWhat Is a Brand? Identifying Opportunities for Differentiation Questions to Ask When Thinking About Competitors . Sample Brand Positioning for Import Luxury Cars . Don't Emulate the Market Leader . Authenticity Is Important Find and Cultivate a Tribe of People with Similar Worldviews Take a Stand and Have a Point of View Look toward the Past . Purposely Break Industry Conventions B2B Doesn't Have to Be Boring Strong Brand = Strong Impact . References Chapter 3 -- The Process of Ideation and Concepting The Ideation Process It Starts with Clearly Defining the Objective .Give Yourself Time for Research and Inspiration . Creativity Is a Numbers Game Why I Avoid Group Brainstorming The Value of Letting Things Settle Narrowing Down Your Ideas . Pick Your Top Three and Create Concept Boards . The Golden Rules of Giving Feedback Listen Carefully, and Ask Questions . Start with the Nice . Make It Actionable Be Completely Honest and Don't Pull Punches References Chapter 4 -- The Elements of Great Design What Is Great Design? . Great Design Is Intuitive . Great Design Is Aesthetically Pleasing . Great Design Avoids ClichéGreat Design Is Aimed at a Specific Audience Great Design Speaks to the Heart and Changes Minds . Great Design Sweats the Details Great Design Requires Great Content Great Design Is Timeless References Chapter 5 -- Changing Behavior by Design Designing to Drive Behavior and Build Habits Humans Are an Operating System Loaded with Bugs . Facts Are Not Enough to Change Behavior . You Have to Framing Your Argument in a Way That Fits in Their Existing Worldview . The Three Core Elements of Human Behavior How to Increase Motivation in an Irrational Being? Our Basic Human DesiresIf You Can't Change the Actual Experience, Change the Perception Create Triggers That Are Actionable, Noticeable, and Timely Five Methods of Persuasion That Can Help Drive Behaviors Use Reciprocity to Create a Sense of Obligation . Use Commitment to Create a Tendency for People to Follow Through Use Social Proof to Drive Behavior Change Use Authority to Provide Credibility Use Scarcity to Create Value Engineer Variable Rewards and Repetition to Build Habits Use Variable Rewards to Drive Engagement The SAPS Rewards Model Build Repetition through Feedback Loops