Visual Content Rule The World

SATURDAY’SCONTENTSOCIETYVISUAL CONTENT RULEs THE WORLDStefanos Karagos : XP LAIN.co : Design-Lo bb y Forum 2013

hello! Who Stefanos Karagos Information Alchemist XPLAIN The Leading Content Marketing Agency@karagos xplain.co

I love facts

nowadays

a recession

Brandsare Suffering* *Humans too…

Info-noise world

Internet vs web

tech vs humans

usability vsaesthetics

Original vs clopy

designers vsdevelo.designo.Imdoingevrything.uwant

The Long Story,Shrt

A WorldFull of Choices

The gameHas changed

C onsumers’ behaviorHa s changed

Consumer s’ behaviorHas changedTv no longer commands our full attention

rConsumers’ behavioHas changed

Web is all aboutContent!

User g eneratedConte nt! 95%

TH EY ARE NOTREADING

Attention span time droppedFro m 12’ to 5”in the Last 7 years!Source: Media Bistro 2011

They areScanning…!

We are full ofCra p content

Content’s impact Customer Experience Satisfaction & Recommendation Visual Content Engagement Conversation

81%of consumer purchasedecisions primarilyinfluenced by WOM(McKinsey, 2011)

New me nt al mmarkeel od g tin Of Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store Which becomes the next person’s ZMOT

Content is the King!

90%Of information transmitted to the Brain is visual, and visualsare processed 60,000x faster in the brain than textIT’S A VISUAL WORL D! Source: Forester CSO Insights 2012

visualContent is the King!Only if You Treat it Like a King

The MEDIAThe BRAND

And now what?

un derstand

3fruleIT’S A F-WORLD!

3f rule forthem funtastic Fuckingawesome

un derstand

What mot ivates ppl even Key I Su gg est Focusing On These S Process Motiva tors During The Design

What motivates ppl Social norms & social approval We do things that we think will be accepted by, and acceptable to, our community and social groups. 

What motivates ppl identity We do things that are aligned with our sense of identity,   or how we perceive ourselves.

What motivates ppl Morals & ethical beliefs We tend to do things that are aligned with our moral judgements and how moral we perceive ourselves to be.

What motivates ppl reciprocity We tend to do things for others in response to receiving a gift or a favor from them. 

What motivates ppl Task enjoyment We may do a task simply because we enjoy doing it.

What motivates ppl Present bias We do things that result in immediate gratification rather than waiting around for future benefits. 

What motivates ppl Loss aversion We do things that allow us to avoid the pain of losses, or at least delay losses so they occur in the future. 

My t wo cents advice

DesignWith motivation in mind havior it’s import ant to make sure the be gage or activity you’re asking them to en otivators. in aligns with these key m

if Wantto survive

if Wantto success

go if

gounique

80% of CEOs Believe thatUsers have Great Experiencewith their Products. Source: BCG 2011

80% of CEOs Believe that   Users have Great Experience   with their Products.8% Only   of the Users believe so. Source: BCG 2011

goOut of the noise

isual Under the right context