The Art of Effervescence
As Henry's Law shows us, the solubility of a gas in a liquid is directly proportional to the pressure of that gas above the surface of the solution. If the pressure is increased, the gas molecules are "forced" into the solution since this will best relieve the pressure that has been applied. The number of gas molecules is decreased. The number of gas molecules dissolved in solution has increased. When the bottle is opened, the pressure above the solution decreases. As a result, the solution effervesces.
As our latest project for Coke shows us, all this can lead to a lot of fresh, playful interactivity.
Shannon at cre824: "The Death of The Future of Interaction"
Armchair strategist Shannon Bain will be speaking at the cre824 webdesign conference/festival on Friday, November 18. "The Death of The Future of Interaction" is the topic, subtitled "Getting Over Usability and Into the Brand". Sound punk rock? It is. And he is. The chorus goes something like this:
"Before most “perceptual data” works its way up to the level of awareness, there has already been a gut reaction or affective response. Affective processing considers things like aesthetics, quality of interaction, “professionalism”, etc, i.e. all those tough to quantify bells and whistles that are only supposed to negatively affect usability. Recent research has shown, however, that the situation isn’t quite so clear cut. Elements producing positive affect have a very real and powerful impact on perceptions of usability, use-intentions and overall good feelings about a site. So, though all quality sites must be usable, usability doesn’t guarantee quality; a satisfying user experience requires something more than just usability."
(From Shannon's Reacting to Brand Reactionaries)
Lots more from the big brain that came from. Don't miss it or you'll lose out on some of the most forward-thinking views on interaction design and branding out there.
Update (thanks David for the pic):
Trust me... I am not not in advertising
To trust or not to trust? That is the question. A recent Intelliseek study finds that you are more likely to trust the opinion of your pals then an ad or news story. The "2005 Consumer-Generated Media (CGM) and Engagement Study" finds that, compared to traditional advertising, word-of-mouth (WOM) behavior continues to grow in importance in consumer awareness, trial, and purchase of new products.
The new consumer voice now has shifted the power of brand value and impact of brand loyalty to you and your neighbors. It is projected that close to 2 billion comments will be posted on the web by the end of this year. The impact of the blog and voice it offers is the catalyst for the shift in power. The credibility carried by CGM is the new litmus test for the authenticity and relevance of the brand. Marketers must be engaged with conversations generated by the consumer community to be responsive to the positive or negative discussions about the brands they represent. The new customer service outlet is the blog post – far more effective then waiting on hold for the ear of the disempowered CSR!
Another interesting find from the result was the consumer response to "buzz marketing." 26% of respondents said that they would never trust the opinion of their friend again if they had not disclosed that they were representing a brand in their comments or posts. We are often asked about our approach to "viral campaigns" by clients and regularly need to direct the client away from the "fake blog." As soon as the trust with the brand or source is questioned - so goes the consumer.
Keep it real marketers and tell a friend...
Peter Fasano, Director of Business Development
We're pleased to announce the addition of another new Armchair, Peter Fasano. Pete knows his stuff -- he's been working in interactive media for a decade and has covered the gamut from startups to international corporations. Better yet, he adds a touch of creativity that's rare in the biz dev biz.
Lisa Habib, Director of Creative Services
She's über-talented and damn smart. She's got tons of experience. She drives a sweet car. And she's stepped up to lead a key division at Armchair as Director of Creative Services.
Expect more announcements soon as we continue to expand and modify our structure to provide better service to our clients and produce bar-raising work.
Aygo, You Go, We all Go!
Experience the latest masterpiece from our partners at North Kingdom.