Showing posts with label Info. Arch.. Show all posts
Showing posts with label Info. Arch.. Show all posts
April 27, 2009
April 22, 2009
April 3, 2009
Information Architecture--> Collect-->Design Comps
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March 13, 2009
Information Architecture--> Branding--> Final
Click here to view the final branding website. For the best viewing, open in Safari.
Information Architecture--> Collect-->Group Concept Map/ Card Sorting
The first round of research was more a general collection of facts about the history of bottle caps.
February 7, 2009
Information Architecture--> Branding--> Layouts
The titles "The Case for Brands" and "Truth in Advertising" will be buttons that the user will be able to chick on and pull up the essay. The text in the left side bar will serve as a comment section where people can post their thoughts on the two essays.
This layout has a horizontal format that will scroll down to reveal other information.
In this layout the essay titles will again serve as links to the content. The links in the left column will lead to background information about Naomi Klein and The Economist.
This layout has a horizontal format that will scroll down to reveal other information.
In this layout the essay titles will again serve as links to the content. The links in the left column will lead to background information about Naomi Klein and The Economist.
February 3, 2009
Information Architecture--> Branding--> Point of View
I chose the branding essays in part because I found they were the most interesting. I feel that branding is one of the most influential directors of our lives. People have been bought into brands in everything from dust mops to computers. One of the things that interests me the most is the relationship between the brand and the consumer and the extent at which the brand is able to manipulate its audience. As I said the outlines, one thing I disagree on with Naomi Klein is her statement that "This rise of anti-brand activism is a direct response to the dichotomy between the powerful claims brands place on truth and meaning, and the reality of what consumer products deliver and how they are manufactured. The branding economy is a series of broken promises, of unfulfilled desires. It feeds off of all that is truthful in our culture and then ritualistically betrays those truths by using them not for self-knowledge or social change, but as props." Even if they are utilizing our cultural truths as props, they seem to be extremely effective.
In the reading from Richard Wurman's Information Anxiety he talks a lot about perception and how this shapes people's view of the world. These ideas are critical aspects of the branding process. Since people are able to read messages in so many different ways their perceptions of brands are going to vary widely. Wurman mentions that based on our perceptions we are able to be selective about the things that influence us. Branding companies have to do everything in their power to get the consumer's attention because of how easy it is to loose them. Going back to the two essays on branding, the branding companies must identify themselves with something that the general public can relate to and build their brand around that.
In the reading from Richard Wurman's Information Anxiety he talks a lot about perception and how this shapes people's view of the world. These ideas are critical aspects of the branding process. Since people are able to read messages in so many different ways their perceptions of brands are going to vary widely. Wurman mentions that based on our perceptions we are able to be selective about the things that influence us. Branding companies have to do everything in their power to get the consumer's attention because of how easy it is to loose them. Going back to the two essays on branding, the branding companies must identify themselves with something that the general public can relate to and build their brand around that.
January 30, 2009
Information Architecture--> Branding--> Outlines
Points from the reading are in black.
My responses are in green
Truth in Advertising, Naomi Klein
Naomi's view seems very one-sided. She provides a lot of criticism about advertising, but no facts to back up her claims.
Branding companies attempt to connect with consumers by creating lasting impression.
It is necessity for these companies to produce ads that people will remember. They are selling a product and if they are lacking the ability to connect with potential customers, the product won't sell.
Companies are constantly competing with one another for business. They must pinpoint what it is that makes them different from the others and bring out that quality in their ad campaigns.
Consumers trust big name brands because they produce consistent quality. People want/need more of these products.
People consistently buy from the companies that are known for their quality products. Often these are big name companies that have to follow strict regulations to achieve a certain level of satisfactory inventory.
People will pay more for brands they know and trust.
Even if there is a product that may be less expensive and serve the same function, a consumer will purchase the more expensive one just because they have seen the brand and know that it stands for a certain level of quality. People will also pay more for something that will bring them greater social acceptance (shopping at Abercrombie, American Eagle, etc.)
Companies exploit people's emotional needs and consumers respond.
When people see ads for a certain brand that looks like it will bring them pleasure that they don't have, they immediately go and purchase the product. Many times consumers will buy something they don't even need just because it looked cool. We are all subject to that.
In pre-industrial times, people knew exactly what they were getting. A brand provided a certain guarantee of reliability and quality.
My responses are in green
Truth in Advertising, Naomi Klein
Naomi's view seems very one-sided. She provides a lot of criticism about advertising, but no facts to back up her claims.
Branding companies attempt to connect with consumers by creating lasting impression.
It is necessity for these companies to produce ads that people will remember. They are selling a product and if they are lacking the ability to connect with potential customers, the product won't sell.
They create an "identity" for the company that is suited solely for them.
Companies are constantly competing with one another for business. They must pinpoint what it is that makes them different from the others and bring out that quality in their ad campaigns.
Branders uncover what moves people (images, feelings, etc). They dig deeper into the philosophical underpinnings of the world.
If the branding companies have an understanding of what is is that makes people "tick" then they will be better at creating ads that people will respond to.
If the branding companies have an understanding of what is is that makes people "tick" then they will be better at creating ads that people will respond to.
The company's image becomes not about their product, but about a larger philosophical concept: happiness, community, friendship, youth.
The identity that is created for the company is used to make their differences stand out. They need to exploit this idea in order to create a successful and positive image for the company.
The identity that is created for the company is used to make their differences stand out. They need to exploit this idea in order to create a successful and positive image for the company.
Despite these attempts, we are not affected by brands the way they were intended.
I completely disagree with this statement that Naomi makes. People are influenced by brands almost to an excessive state. We are bombarded with branding everyday, and we respond to it vigorously. Branding companies are genius in this way because they have researched everything that gets people going and do everything in their power to exploit that in the brand.
I completely disagree with this statement that Naomi makes. People are influenced by brands almost to an excessive state. We are bombarded with branding everyday, and we respond to it vigorously. Branding companies are genius in this way because they have researched everything that gets people going and do everything in their power to exploit that in the brand.
The Case for Brands, Editors of The Economist
Consumers trust big name brands because they produce consistent quality. People want/need more of these products.
People consistently buy from the companies that are known for their quality products. Often these are big name companies that have to follow strict regulations to achieve a certain level of satisfactory inventory.
People will pay more for brands they know and trust.
Even if there is a product that may be less expensive and serve the same function, a consumer will purchase the more expensive one just because they have seen the brand and know that it stands for a certain level of quality. People will also pay more for something that will bring them greater social acceptance (shopping at Abercrombie, American Eagle, etc.)
Companies exploit people's emotional needs and consumers respond.
When people see ads for a certain brand that looks like it will bring them pleasure that they don't have, they immediately go and purchase the product. Many times consumers will buy something they don't even need just because it looked cool. We are all subject to that.
In pre-industrial times, people knew exactly what they were getting. A brand provided a certain guarantee of reliability and quality.
During the pre-industrial times, there were only a handful of companies that people could buy from. By the 21st century however, there are so many companies providing the same kind of service that there is a level of competition that wasn't there before. Companies are fighting for business trying to convince people that their product is better than the competitor's.
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