2 posts
There's a popular technique in interaction design known as Progressive Disclosure. You can see this in wizard-style interfaces that show you a single question at a time. The theory is that it's better to show one single thing at a time than to show a big wall of stuff that makes you run away.
These are the slides from my talk at the APA International Content Summit 2010 yesterday. The gist of the talk follows, tidied up and with quite a few new thoughts thrown in. The numbers refer to the slides.
2. The panel topic was ‘The future of advertising: is the traditional model dead?’
And so I said ‘NO, it’s not’. FMCG companies especially, but everybody else too, are still throwing millions into traditional advertising on TV and in print and outdoors. It ain’t dead yet and probably never will be.
But advertising is losing its dominant place at the centre of communication between brands and customers; its influence is waning and it’s under attack: there’s a big shift happening and awareness of this is moving mainstream. This talk asks: Why? And what does the new model look like?
