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

✍ Scribed by Adam Harrell

• Publisher: CRC Press
• Year: 2016
• Tongue: English
• Leaves: 137
• Edition: 1
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

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

✦ Subjects

Creativity in advertising.