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Designing for a Brand Aware-less Customer29:19 with Nora Richardson
"No one cares about your brand. It is not loved. It is not important. It is not invited anywhere but to your company picnic. That is, unless you can make the brand relevant to people’s lives. To the way they understand things…No one cares about your brand unless you find a way to speak to why you care about it." - Scott Goodson, Author of Uprising And that is where design comes in. Most marketers identified brand awareness as a goal. And that is where design comes in. Most customers don’t feel like marketers understand them. And that is where design comes in. The ultimate purchasers are becoming blind in this noisy marketing world. And that is where design comes in. We as designers need to rethink our world…rethink our purpose…rethink our importance. Defining Brand Awareness vs Brand Aware-less The Current Problem of Designers How to Reach a Blinded Audience
[MUSIC] 0:00 I always like to get to know who I'm talking to. 0:03 So with a raise of hands, can you tell me if you are working for yourself? 0:06 All right. 0:13 And, how many of you are working for someone else? 0:15 Okay, majority, and how many of you are, 0:21 just you know, contractor or freelancer? 0:26 Okay, all right, so, I just want to let you know when I talk about customer, 0:31 I'm gonna be talking about basically either one, you're bosses customer, 0:38 your customer if you do, you work for yourself or your client's customer. 0:45 So when I use customer those are the three ways I'm using it for you today, but 0:52 all right, so, we ready? 0:57 Got ready. 0:59 Learn some good stuff? 1:01 All right. 1:02 So, I've got a weird question for you. 1:03 How does a zipper work? 1:07 >> It aligns the teeth. 1:08 >> Yeah. >> Magic. 1:14 >> Magic, I like magic. 1:14 Magic's good. 1:15 So, hm? 1:16 >> [INAUDIBLE]. 1:17 So did everybody hear what he just said? 1:21 He said something about it turns them, like locking teeth, it turns. 1:24 Did anybody know about that? 1:27 >> Am I right? 1:29 I'm guessing. 1:31 >> You're guessing? 1:32 So he doesn't know. 1:33 So you don't know. 1:34 >> No, I'm guessing [INAUDIBLE]. 1:35 >> Oh my gosh. Really? 1:37 You don't know? 1:38 Does anybody know? 1:39 Well, [LAUGH] that's very interesting. 1:41 Do you actually pretty much use a zipper everyday. 1:44 Zip up your pants, it's like magic, right? 1:49 You zip it up and closes, your clothes close, you zip it down and Woo! 1:52 It's open, right? 1:57 [LAUGH] Right? 1:59 Oh, well. 2:01 So, you know, if you don't know about 2:03 things that you use every single day, what else do you not know about? 2:10 All right? 2:17 So what we're gonna do is we're gonna actually talk about you first, 2:17 because it really is all about you, right? 2:22 So we're gonna talk about you and how your brain actually works. 2:24 What actually makes you you? 2:30 All right? 2:33 So, we're are gonna talk about you first and then we 2:35 are gonna talk about how that relates to your clients, customer or your customer. 2:39 And then we are gonna show you the insights of, 2:44 you know, how to design for 21 century consumer or customer. 2:47 All right? 2:52 So, what do you know? 2:54 Hm, scary question right? 2:57 Well, show of hands, 3:00 who actually likes to walk around feeling lost and clueless? 3:04 Oh, we got one, we got two, we've got some, you guys are being smart. 3:12 You guys are being, you guys are really being [INAUDIBLE] right? 3:14 Sometimes, you like being clueless? 3:18 You like being lost? 3:20 >> [INAUDIBLE] >> Well, 3:21 well, okay, and it's the adventure of you know, the journey the adventure. 3:22 Okay, I get that, I totally get that. 3:26 But, you know mostly no one likes to be, to feel kind of lost and clueless. 3:28 And i'm going to tell you being here at the plant. 3:35 Since [LAUGH] I'm a designer and most of you or 3:37 most of the people that I've talked to are UX kinda people, back end, front end 3:40 kind of people, I've been feeling, in some of my conversations, a little clueless. 3:46 So it's kinda funny, it's not really all that comfortable. 3:52 But, you know, it is what it is, right? 3:56 So we have- 3:57 [BLANK_AUDIO] 3:59 Let's see, how does this work? 4:03 But really, basically nobody likes to feel, lost and clueless and 4:08 it actually comes from more of a standpoint from a throwback, 4:13 when we were you know, ancestral throwbacks. 4:18 We really want that, to know about our basic, 4:22 kind of survival, we need to know things. 4:26 We need to be in control, our brains are wired and 4:30 need to provide us with an answer no matter what. 4:35 No matter, if it's the right answer, so just like when you said to me, 4:39 well, no one else is telling, you know, is speaking up on how a zipper works, 4:44 I'm just gonna tell you what I think how a zipper works. 4:50 And so, it may be right it may be wrong. 4:54 I don't know, cuz I don't even know how a zipper actually works. 4:58 I, I actually looked it up and 5:02 I think you're very close if you're not exact though. 5:03 So, rock on. 5:06 But we all think we know things and sometimes we don't. 5:08 It reminds me of that Donald Rumsfeld, you know, speech about when, like, 2002, 5:16 you know, the known knowns, the known, the unknown knowns, and the unknown unknowns. 5:21 Or something of that nature. 5:28 But that's basically, he was actually referring to 5:30 something that psychologists refer to as the illusion of knowledge. 5:34 And that's how our brains keep us safe, 5:38 keep us very in where we are, feeling good, 5:44 feeling feeling like we're not lost, like we're not clueless. 5:49 The greatest enemy of knowledge is not ignorance, 5:55 it is the illusion of, of knowledge. 6:00 And that's by Stephen Hawking. 6:03 So, it's kinda scary that all of us, in here, 6:07 and out there in the world and beyond. 6:12 That all of us are actually just, 6:18 going around our lives and just making things up. 6:22 We're kind of lying to ourself, 6:27 because we don't want to actually realize what we don't know. 6:30 It's very weird. 6:38 Millions of our people are actually thinking they're 100% right and 6:39 in the know. 6:44 Now, I must say, you all have friends that do it a little badly. 6:45 Like, that guy, like, he's always the know it all. 6:50 Well, unfortunately, the rest of us are just doing it the same way, 6:53 but we're better at hiding it. 6:59 So, what do you think you know? 7:02 Hm. 7:08 So, next is to know about you, is what do you remember? 7:11 How many of you think yo have good memories, raise your hands. 7:19 Got one, got two, three, four. 7:23 Anyone else, oh five, oh, back there. 7:26 All right, five of you say that you have good memories, all right, well, 7:27 we're gonna put that to the test. 7:31 All right, we're gonna put that into test, okay. 7:33 All you people especially the ones who raised their hands, 7:35 we're gonna put you to the test. 7:37 All right, so what we're gonna do, is I am going to click off a series 7:40 of images and I want you to remember as many of them as you possibly can. 7:46 All right, rules, and you are gonna count how many of them you remember. 7:51 All right, ready? 7:56 [NOISE] [NOISE] 7:58 How many do you remember? 8:03 All right, sit, you, you, five? 8:12 You remember five. 8:15 How many, anybody me, remember more than five. 8:16 I have seven. 8:20 >> You got seven? 8:21 Anybody got eight? 8:24 Nine? How about ten? 8:26 Anybody got ten? 8:29 All ten? >> [INAUDIBLE] 8:30 >> You got eight. 8:33 Who, who all has eight? 8:35 >> [LAUGH]. 8:36 All right, so tell me, what were, what were the eight that you remember. 8:38 >> Loaded your suitcase, brain, 8:41 question mark, pen, money, bat mobile thing, shit, what was it. 8:49 >> That wasn't in there. 8:54 >> [LAUGH] >> tag. 8:55 >> [INAUDIBLE] >> No. 8:57 >> 758 [INAUDIBLE] did I say question mark? 8:58 >> He already says question mark, and question mark isn't the one. 9:02 Question mark is not 9:04 >> [LAUGH] >> [LAUGH] That's, 9:06 question, that's not the one. 9:07 >> [LAUGH] [INAUDIBLE]. 9:10 >> So you got seven. 9:13 Anybody else remember anything else? 9:14 Huh? 9:15 >> [INAUDIBLE]. 9:16 >> Rain clouds. 9:19 >> [INAUDIBLE] 9:20 >> Hot air balloon, all right, I can't remember all of them, I did the slides and 9:21 I can't remember them, so here they all are. 9:26 >> Knife and fork. 9:28 >> Knife and fork I don't think I heard anyone say knife and fork and 9:30 that was like the last one. 9:32 >> It's hard to [INAUDIBLE]. 9:34 As. 9:36 [BLANK_AUDIO] 9:37 [LAUGH] So, so basically, most people can only remember five to seven things. 9:38 And most of us aren't really good at remembering things. 9:47 I must say, my husband, he's got a three maximum limit. 9:52 Okay? 9:57 >> [LAUGH] >> After three, we must write it down. 9:57 And that's really kinda funny. 10:01 But you guys actually did really well. 10:02 I'm really impressed with you guys. 10:04 So. 10:06 so. 10:09 Basically, what happens is, 10:12 as we have, your brain doesn't remember everything it sees. 10:15 It's actually a highly selective process of receiving information, 10:20 retaining information and recalling information. 10:26 So basically what happens is, 10:30 is you don't really remember anything. 10:38 [LAUGH] Besides what you're really focused on. 10:44 So you've got all this stuff happening right now. 10:48 And right now I'm, I'm imagining that you are actually gonna remember me. 10:52 You might not remember what I say, 10:57 you might not remember my slides, you might not remember a lot of things, but 10:59 I'm sure that what you're gonna do is you're gonna remember me. 11:02 And the reason why you're gonna remember me is because I'm the one walking and 11:04 talking and making noise and doing like crazy little things like this, right? 11:09 So you're gonna remember me because that's, that's what's, what's memorable. 11:14 Is, you're focused on things that move. 11:19 But outside of it, are you really gonna remember, you know, what's the actual 11:22 floor looks like, what the ceiling looks like, what the actual walls look like? 11:28 You know what, I've been in this, in this room several times. 11:32 This these last couple days and I don't remember that chandelier until just now, 11:35 and I don't remember seeing this wonderful carpet and I don't think I remember those 11:39 mirrors there so, even I who is very detail oriented, still if it's not really 11:43 pointed out, I'm not gonna remember it, I'm only gonna remember who's on stage. 11:50 All right, so. 11:56 But, basically, we, we receive, we retain, and we recall. 11:57 Now, the thing is, is that [SOUND] it's, what 12:02 what actually what actually is important or 12:08 what is important, is actually filed away and saved. 12:13 The rest of it is in less than your short-term memory. 12:20 And what you actually you know, signified or, or 12:23 denoted in this is that you remembered eight things. 12:28 But the longer we talked about it. 12:32 Your, your memory got less and less, and less in, and 12:35 less fuzzy, and that's because your short term memory is only 20 seconds 12:38 and then it's gone. 12:50 That's one, two, three, four, five, six, 12:53 seven, eight, nine, ten, 11, 12, 13, 13, 12:57 15, 16, 17, 18, 19, 20, and it's gone. 13:02 It's out of there. 13:07 It is totally out. 13:08 If it wasn't important enough for you to remember, you are actually gone. 13:12 so, and that's the reason why detectives actually want to speak 13:17 to an eye witness immediately after the fact, because 20 seconds. 13:23 Major details are being lost, they're being dropped right out of your memory and 13:30 they are, eyewitnesses are notoriously unreliable because of that fact. 13:35 So but how does your brain, 13:41 how does your brain know, what to pitch and what to keep? 13:46 Recently I did a speech on the difference between males and females. 13:53 And how they actually think and how they actually remember things. 13:58 And basically it was about females that targeting females in the 21st century. 14:07 Which is the stereotypes and blah, blah, blah of what designers are doing. 14:17 But basically what came out is males actually think and 14:22 talk more concise and precise. 14:30 They like to actually talk to you, pick their words very carefully, 14:38 and be able to get their concept across in the fewest amount of words. 14:44 Females, on the other hand, they're all kind of all over the place. 14:51 Basically what happens is, 14:56 is a female really likes to be a little more descriptive. 14:58 She likes a little more details in her stories. 15:02 So the reason why this is, is because a male actually 15:05 uses the left temporal lobe, which is the logic 15:11 temporal lobe to actually conduct speech, memory, things of that nature. 15:17 And that really makes it very nice and succinct. 15:23 The other thing is, is that there memories aren't nearly as good. 15:27 Th, that's the reason why [LAUGH] they're so clear and 15:31 clean su, succinct, cuz they only remember the high points. 15:34 I always like to use cop, men as copy editors and 15:38 copy writers to help me shrink down my text or when I'm looking for a slogan, 15:42 I ha, I tell them my long two paragraph, thing, vision of what I want. 15:48 And then, lo and 15:54 behold, they come and they actually succinctly tell me what I need to say. 15:55 My husband, I hate it when he does that to me. 15:59 So, lo and behold, a female, actually their brain works totally differently. 16:03 Their brain actually doesn't just include the one temporal lobe, 16:09 they can close both of them. 16:14 So they are constantly actually, when they are thinking and talking and 16:16 listening, they're actually engaging both temporal lobes. 16:22 The logic one, as well as the creative one. 16:27 So that's the reason why women are very much detail oriented. 16:30 That's the reason why women can remember that you didn't take out the trash. 16:35 Or you didn't do these things that you're supposed to do on this honey-do list. 16:39 Right? 16:44 So this is, this is one of those things that is kind of 16:44 interesting when you know the differences. 16:48 So a woman actually, when she engages, 16:52 she's actually living certain things that she's talking about. 16:56 So that's the reason why she needs all those wonderful details. 17:03 Cuz she's reliving everything. 17:07 So a reason when you, when you talk to a woman, she's remembering the color of 17:11 the carpet which seems to a man absolutely ridiculous. 17:15 Just get to the point! 17:20 But that is important to a female. 17:21 [LAUGH] All right? 17:23 So now that you understand or 17:24 do you have any questions on males versus females and how they think? 17:26 >> Does this change culturally? 17:30 You know, in different cultures, they have different modes of communication? 17:32 >> Right. 17:35 >> This is, I mean is this- 17:36 >> This is Western world. 17:37 >> This is Western? 17:38 >> Mm-hm. 17:39 [BLANK_AUDIO] 17:39 So lastly is, what do you eliminate? 17:42 Your pro, brain is constantly trying to leave you with as little information 17:48 as necessary to make sense of your world, as not to clutter your brain. 17:54 So. 17:59 [BLANK_AUDIO] 18:01 Read this. 18:04 [BLANK_AUDIO] 18:05 Does it make sense? 18:09 Huh? 18:11 >> [INAUDIBLE]. 18:12 >> No? 18:14 Yes? 18:15 It's how to make sense, right. 18:16 The New York, New York in the spring, right? 18:17 No, there's a, there's a, there's an extra the. 18:20 >> Yes, there is an extra the. 18:26 How many of you saw the extra the? 18:27 Very good. 18:30 [SOUND] What happens is, is that most people's. 18:33 Most people, when they scan over text or over a website, or graphics or 18:42 what have you, they're just sorta kinda sweeping their wonderful eyes. 18:47 They're just grabbing chunks of information that please them. 18:52 And so, in this particular case, as most, 18:56 most of you, I think it was most of you, just said, New York in the spring, 19:01 and totally missing that extra the. 19:07 That is your brain playing tricks [LAUGH] on you. 19:11 But that's exactly what your brain does. 19:14 It eliminates the clutter, 19:17 it eliminates the non-necessary. 19:19 There was a beep up here. 19:29 I don't know what that was. 19:30 Anyway. Sorry. 19:31 So a simple task like reading shows how much your brain takes and tosses out. 19:35 Especially that extra the. 19:41 And it does it pretty much with zero conscious awareness on your part. 19:43 Huh. 19:51 0 Conscious Awareness. 19:52 [BLANK_AUDIO] 19:55 That's kinda weird. 20:01 That your brain just does things that you don't really know about. 20:02 Kinda unconsciously. 20:07 Hm, I don't know if I like that. 20:09 So that is pretty much about you. 20:11 Now, if we're gonna talk about our clients or our customers. 20:16 So as you can see. 20:21 Your customers look a little bit like you. 20:25 I don't know if you noticed that. 20:27 So basically what we've learned about ourselves. 20:31 We're now kinda gonna switch over to the customers, but they're kinda the same. 20:36 So here's you and here's the customers and so, you know, 20:44 neither one of us like or feel, like to feel lost or clueless. 20:50 You know, you don't like to feel, and when you, 20:58 you are actually unaware of your unknowns, so are your clients. 21:02 Oh, I don't know what just happened there! 21:07 Well, we'll just skip that and we'll go to the next one. 21:10 So, let's see. 21:12 You can only remember five to seven things at a time. 21:14 Well, guess what, so, do your clients or customers. 21:19 And if you're a male, he'll like to operate clear and concise. 21:24 Female, you know, we like clear and concise as well, I don't want to give you 21:30 the impression that we don't like clear and concise as well, because we do. 21:34 But we do enjoy details and descriptions. 21:39 And your customers, you know, brains eliminate the irrelevant 21:44 with zero conscious awareness just like you. 21:50 Hm, isn't that interesting? 21:56 Now that we know [NOISE]. 21:58 Now that we know how we operate, now we can actually see a problem. 22:02 The human brain can only handle so much at one time. 22:12 Our customers' brains are only focusing on what directly interests them, 22:18 right now and pretty much blocking out the rest. 22:23 Do you find that happening? 22:28 [COUGH] I mean, it's a noisy world out there but 22:30 still they are totally blocking you out. 22:36 And that's I call that Brand Aware-less Customer, 22:42 so when your customer actually brains it's not them, 22:49 it's actually how we're wired up, or how they're wired up. 22:54 They are actually, they can't, there's just too much going on. 22:58 And instead of actually you know having a, 23:03 a seizure cuz of all the stuff that we've got going on. 23:08 You know, your brand, your brain says, okay, 23:11 turn off all this let's focus on what we really wanna know. 23:14 And what we really wanna know now. 23:18 So, a brand awareless customer is the one that actually just goes, 23:20 hunkers down, and only focuses on what they want. 23:26 So, basically, you know, Facebook and google and news sites and 23:30 any website that has advertising in a column off to the side they're all 23:36 creating brand aware-less customers. 23:41 Isn't that interesting. 23:51 Because look at all those things, this is what most people look for, right there. 23:52 They only wanna know about that. 23:58 Google? I don't know about you, 24:02 but that's all I care about right there. 24:04 So we're creating customers, were teaching customers 24:07 not to pay attention and stay in their wonderful little focused areas. 24:14 We're teaching them to sort of blanket out. 24:22 Do you understand the impact of that? 24:24 [BLANK_AUDIO] 24:30 The, because we've actually, you know, put these things onto the sides, 24:33 and usually, it's always on the right-hand corner, they were like, 24:38 I don't even need that left,and, that right hand side anymore. 24:43 I'm just going where the content is. 24:48 The content that I'm actually interested in. 24:51 Now, I must say, Google and 24:56 Facebook are aware of this, and that's the reason why we now have retargeting. 24:59 Now retargeting, everybody knows what retargeting is? 25:05 All right, so retargeting works. 25:08 It's working right now. 25:10 But it's a, it's just a trick. 25:12 It's not gonna work forever. 25:14 As soon as our customers realize what we are doing, 25:16 they're gonna block that too. 25:22 Block it right out of their minds, and deem it irrelevant. 25:25 All right, so. 25:31 Designers on all levels are designing for 25:40 where people's mindsets are from yesteryear. 25:43 And yes, yesterday and yesterdecade, instead of thinking about who we 25:49 are now and even better who we're about to be. 25:54 Who we're gonna be in the future? 25:59 What are customers going to need from us as designers in the future? 26:02 Well I'm going to tell you. 26:08 I hope in the future when you're doing your designs, and 26:10 you have to have adds on the sides that you actually don't put them on the sides. 26:15 Why not integrate them, like a magazine? 26:21 Fluidly, integrate them. 26:25 Instead of teaching everybody to actually ignore them. 26:30 Because they really are ignoring your designs. 26:36 If you really think about it. 26:39 So we still live in a design and we still live in design by old 26:46 stereotypes dating back to the mid-twentieth century, and we aren't using 26:50 scientific discoveries about how our brains are wired to our advantage. 26:57 So, I have come up with these six wonderful things, these six insights for 27:07 you to help you actually move forth and think about who you are. 27:13 And how your customer is actually much like you because we're human beings. 27:22 We all have the same baseline. 27:30 We all have, we all don't want to you know, feel lost or clueless. 27:33 So how do we as designers make sure our customers don't 27:39 feel lost or clueless when they are interacting with our brands. 27:45 How do we make them join in immediately into our cu, our culture? 27:51 How do we actually help them to become aware of their unknowns? 27:59 How do we sort of kind of help them, you know, 28:06 educate them, on where they need to go and what they need to know? 28:10 If they only remember five to seven things, then I think we need to 28:19 make sure that limitation's in our, our results, our, our solution. 28:24 That our brains are limited and 20 seconds [SOUND] we're gone. 28:30 [NOISE] We all like clean and 28:38 concise language and design. 28:43 Well, but we all need to make sure when we do our designs is be persuasive. 28:48 For females, you should add few more details and descriptions, if you like. 28:58 But, remember we don't need them. 29:05 You know, women don't need those extras. 29:06 But sometimes we like them. 29:10 And so, there you go, there's me. 29:14 Do I have any questions? 29:16
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