ux readings

post-war post-modernity eliminated the quest for one-size-fits-all communication and paved the way for user research and tailored messaging.

the difference between tailored and tailorable is the difference between the designer targeting a certain sort of person with the message and the designer providing a message that can be customizable by the target audience themselves.

the voice of a community should be listened to very carefully during the research phase and then respectfully parroted back in such a way as to capture the attention of the targeted audience and prove the designed material credible enough to be worth their curiosity.

/

in keeping with the patterns of change in communication and technological growth, the more globally connective design work is, the more important it becomes to identify the tiny local touches that make it real. there's more identifiable in someone else's hometown than there is in a corporate voice trying to speak to everyone, everywhere at once.

/

coca-cola, whether they realized it or not, is one of the biggest design entities in the world. i totally believe it. they are one of the most profound and iconic brands on the planet, peddling a lifestyle right along with their soda. much of their success has come with the fact that their identity has always been so clear and distinct, so specific and charactered, the most recent "open happiness" campaign in particular. this is a great example on the power of clarity and articulation.