New implications for marketers with E-Commerce, Mobile and Social presence.
The Christmas Creep has set a new high water mark this year. On Monday, September 9th, Kmart aired the first holiday ad of the 2013 season. But Christmas Creep, defined by Urban Dictionary as the “universally hated, market driven phenomenon that if left unchecked will eventually culminate in an uninterrupted decade of concatenated carol medleys…” Well, it got us thinking. What could we expect from this holiday season? Sales are expected to increase to over $600 billion this year, a larger increase than last year1, but how exactly can brands and retailers get ahead? Here are five of our favorite observations.
OK – so this blog post is about Responsive Web Design (RWD) aimed at brand managers or marketing peeps who oversee digital stuff. We fully understand that on the spectrum of important brand management to-dos, your website code base might not be that high on your priority list.
During a capabilities pitch a few years ago we were sharing our agency mission – To create inspiring ideas for courageous clients – when the potential client suddenly stopped us in our tracks saying, “I’m not sure we’re that.” This transparent confession threw us for a moment and ultimately ended our prospects with that particular client, but we are forever in her debt. She knew her company culture and ultimately spared us the demoralizing impact of a time and expense-sucking pitch for a client for whom we were ill suited.
When we crafted our agency’s mission we took Bernbach’s advice – “If you stand for nothing, you’ll find nobody against you – and nobody for you.” We were determined to not only describe what it is we do, but to be one of the few agencies to describe the kind of client for whom we wanted to do it – the “courageous” ones.
Think about this situation: You’re sitting at your desk when a coworker asks you to step into a meeting to discuss an upcoming project that you’ll need to lead. As your coworker explains the project to you, it becomes clear that the project is unlike anything you (or maybe anyone else, for that matter) have ever done before. And oh yeah – things are already weeks behind schedule. What would you do?
In the hyper-evolving digital world, this situation is becoming the norm at ad agencies everywhere. Projects are becoming increasingly more complex and production timelines are shrinking due to clients rapidly changing business needs.
With the release of Apple’s new mobile operating system, iOS7, just around the corner, a new design revolution is afoot. A Flat Design revolution to be specific. The term “Flat Design” can be misleading. It sounds plain or quite boring, but it solves for a great need in all good design: functionality. Often times things on screen will try to mimic their real world counterparts, using skeumorphic design. Ever look at the Notes app on an iPhone? Or the subtle shaded keys of the Calculator. Do we need ruled legal paper and a cartoonish font? The practitioners of Flat Design don’t think so.
Flat Design calls for a simplification of elements, providing streamlined clarity and function over form — a design principle for the ages. So what happens to the gradients, drop shadows and bevels that are the standards of traditional skeumorphic design? Gone, gone and gone.