When generative AI first exploded onto the public scene in 2023, it was in the form of language models like ChatGPT, Gemini, and Perplexity. At the time, creatives scoffed at the idea of computer programs creating images, 3D models, and animations from mere prompts. Art, it seemed, would be the last bastion of human ingenuity, untouched by ones and zeroes. Yet in a few short years, AI has evolved into image and video generators in the form of Midjourney, DALL-E, and Sora, essentially reshaping brand’s creative communications. But, fear not! The emergence of Artificial Intelligence is more boon than bane. Below, we will explore the benefits and concerns these programmes bring to creative design in the wonder-filled world of branding.

 P.S. – For the purpose of this article, all images were generated with AI tools (Gemini, ChatGPT, Midjournery) and shaped through human prompts and curation.

Positive Impacts

Image generated by ChatGPT

The world is evolving rapidly and we must keep up or fall into obscurity. For brands, this means redefining their marketing & communications roadmap with AI-driven software to stay ahead of market trends and consumer behaviours. For creatives in branding, this means up-skilling and integrating their processes with technology. By balancing the power of AI with natural creativity, creators can enhance their workflows, push the boundaries of innovative design, and drive success for brands.  

1. Enhance Your Workflow

Image generated by Midjourney

From image resizing and alignment, to asset selection and colour correction, AI automation has the potential to save designers and branding agencies countless hours on repetitive tasks. Adobe Sensei, now embedded into Adobe’s creative suite, helps designers automate tasks like image/video editing, text kerning, asset alignment, and content personalisation. By streamlining the workflow, companies can cut costs on production and brand designers are free to focus on developing more innovative creative strategies.

2. Pushing the Boundaries of Creativity

Image generated by Midjourney

Beyond automation, AI can also be a source of inspiration. Today, creatives can feed mood boards or drafts into Midjourney, Sora, or ChatGPT and instantly receive curated colour palettes and layouts. They can bounce ideas off generative neural networks that spit out fully rendered logos and illustrations based on current market trends and preferences. This means brands can explore multiple creative directions without sacrificing time or effort, resulting in the most effective designs for each project. 

3. Personalisation and Data-Driven Designs

Image generated by Gemini

AI is also reinventing the way we approach design. By analysing user data, it can understand individual preferences to develop more effective, more targeted communications. But, what does this mean for branding? Simply put, it means companies and creatives can significantly increase digital customer engagement with their brands. More than ever, consumers expect brands to speak directly to their tastes and preferences, rather than issue blanket messages directed at large demographic groups. To this end, brands can utilise AI’s analytical capabilities to measure which features and design elements are most effective in generating engagement from specific customer profiles, and use this data to optimise their creative applications.

Designers can also leverage AI to conduct A/B testing of visual concepts and identify which assets will be most effective with their target markets before launching a campaign.

Explore how AI is transforming visual communications here.

4. Accessibility

Image generated by Gemini

Finally, creatives can employ AI to increase accessibility to their brand. Text generators can provide captions for video or audio content, while voice-based tools can describe visuals for users with visual impairments. By integrating technology with their design processes, brands can extend their reach and tap into previously hard-to-reach markets.

Challenges & Opportunities

Image generated by ChatGPT

As with all great technologies, AI has its limits. From job displacement to over-reliance and accountability, brands and designers must understand how to leverage AI without falling victim to its over-promises.

1. Job Loss

Image generated by Gemini

AI’s impact on the job market is becoming more disruptive. As its capabilities continue to grow, the threat on traditional employment is growing far more significant. This is especially true for junior creatives and designers, whose work is traditionally relegated to more repetitive tasks.

But AI is not just replacing jobs, it’s also creating new ones. Artists and designers who learn to integrate AI into their design process can position themselves at the front of the proverbial pack. For instance, AI prompt engineering and AI-assisted creative roles in UX design and 3D modelling are becoming highly sought after skills. Designers who can up-skill and take advantage of AI’s abilities will thrive in the new digital landscape. Similarly, brands that push their creatives to embrace the new technology, nurturing their skills to integrate AI into their workflows, will stay ahead of the curve and outshine their competition.  

Read more about AI’s impact on graphic design roles here.

2. Over-Reliance

Image generated by Gemini

On the other end of the spectrum, agencies that rely too heavily on AI will notice a decline in genuine creativity and effectiveness. In its current state, AI is unable to interpret nuance, understand human culture, and develop original ideas. Depending too much on AI will result in creative stagnation and erosion of brand authenticity. Remember: human creators possess the keenest eye and the deepest understanding of human emotion and context. 

And, therein lies the opportunity. We’ve just started tapping into the potential of marrying human ingenuity with silicon intelligence. Embrace every chance to automate repetitive tasks, so designers are free to focus on what really matters: developing innovative creative strategies that solve problems. 

In the end, AI should amplify creative vision, not replace it. When technology becomes the driver, authenticity and nuance fall by the wayside. With the right balance of AI and human perspective, brands will form deeper, more meaningful connections with their audience.

See how Canva is leveraging AI to enhance workflows here. 

3. Ethical Considerations

Image generated by ChatGPT

Determining the ownership of AI work can be complicated. Brands must take extra care when using generative AI software. Uncredited training on copyrighted work can risk infringement, while fully AI-generated assets may not be eligible for copyright protection. 

That being said, the number of tools in the toolbox has grown exponentially. AI can scour the internet for alternative styles and test potential solutions, enabling brands to explore multiple creative directions simultaneously. By establishing robust guidelines on appropriate AI usage, brands and creators can push the boundaries of innovative design, while staying on the right side of intellectual property laws.  

So What Should Brands Do?

Image generated by Gemini

For all its promises, AI is only as effective as the humans and the strategy behind it. So, to harness its potential and apply it to their brand communications, businesses need to use it with intention.

First, brands should solidify their brand positioning, values, and personality before jumping on the AI bandwagon. Without a strong foundation, AI risks diluting the brand identity.

Second, brands should invest in up-skilling their creative workforce. It is crucial for designers and strategists to be trained in prompting, curating and refining AI outputs. In an interview with Adobe, Piyush Kumar, Global Head Strategy, Strategic Partnerships & Solutions (Digital Experience) at Wipro, put it best when he said the role of a designer “will shift from being a creator to a curator.” 

Image generated by Gemini

Third, brands must establish an AI framework to set clear ethical guidelines around how AI is used. Staff must be trained to understand the complexities of AI usage rights, content approval, and legal boundaries.

Lastly, the most effective brands won’t be the ones using AI most. Instead, successful brands will be the ones who use it the most strategically. Brands that see AI as an enabler, rather than a crutch or a replacement, will be the ones that stay relevant in the years to come.

The Future

Image generated by Gemini

In the words of science fiction author William Gibson, “the future is already here.” As AI evolves, it will become an irreplaceable tool to enhance workflows. But, we must also be cautious. We must not fall into the convenient trap of relying too much on digital algorithms. Brands and designers must learn to embrace, to adapt to, and to grow with AI tools to remain competitive and drive innovation.

The post Issue 52: Q2 2025 appeared first on Tangible.

Kodak 1971: Some logos don’t need to change. This 1971 version was resurrected in 2016. If you look hard enough you can nearly see the original ‘Eastman Kodak Company’.

Lego 1972: For a block-based business to have a soft logotype says a lot about the vision and imagination behind it. This is the logo everyone knows as Lego.

Sony 1973: If you like slab serifs, this sets the benchmark for its classic simplicity.

Led Zeppelin 1973: There are too many great band logos (Rolling Stone, Iron Maiden, Kiss, Queen, ABBA, Pearl Jam, The Who, The Clash, The Beatles, Buzzcocks) but for craft, Led Zeppelin takes it.

NASA 1975: Even though the ‘worm’ logo was retired in 1992, it’s the one people remember and it’s the granddaddy of squiggly logos.

Apple 1976: Brilliant name, brilliant logo, and there is no going back after the first byte – sorry, not sorry.

Sex Pistols: This logo says everything about 1976, and Jamie Reid’s ‘hostage’ lettering was genius.

I love NY 1977: A classic logo from a classic designer – Milton Glaser

Zildjian late 1970s: I always loved the cursive, slightly mystical script and when I discovered the Turkish heritage of the business, I simply loved it more.

Absolut Vodka 1979: I was surprised to discover this iconic brand identity was developed in 1979 as it went on to define spirit chic in the 80s and 90s.

1980’s: Print technology was maturing but creativity was still largely expressed through drawing.

Stussy (early 80s): Created in the early 1980s by Shawn Stussy, the founder of the streetwear brand (and surfboard shaper). It defined a lasting graffiti spirit.

MTV 1981: This appeared to be the first logo that opened the idea of consistency through flexibility.

Channel 4 1982: For decades there were only three channels in the UK, so when the channel 4 logo came along, you knew the content was going to be different.

La Caixa 1982: What a brilliant idea for a Basque Bank to leverage Juan Miro – just brilliant!

Espana 1982: Twice in one year for Juan Miro – that’s just greedy.

Jones 1985: Seeing the carrier bags around Covent Garden was everything about cool.

WWF 1986: WWF had been using a panda since 1961 but the 1986 design by Jenny Leibundgut at Landor is considered one of the best logos of all time – I agree.

Air Jordan 1988: Under the design direction of Tinker Hatfield. This is arguably the silhouette that made Nike.

First Direct Launched in 1989 by HSBC. first direct promised simplicity through a beautifully understated name and logo.

V&A Museum 1989: Alan Fletcher crafted this piece of elegance.

1990’s: The decade that allowed personal computers to open everything up. This was the decade where technology unleashed creative hands

The Pixies 1991: Vaughan Oliver was a cult hero and everything he did was full of an ethereal craft that came from another world.

BT 1991: The BT piper heralded in a new wave of figurative logos.

The National Lottery 1994: It’s everyone’s logo

Orange 1994: ‘The future’s bright, the future’s orange’. So ambiguous, so clever. Now that was a teaser campaign.

FedEx 1994: from abbreviating the name to FedEx, to the iconic logo, just brilliant. Lindon Leader who was a senior design director at Landor Associates is attributed to this piece of genius.

RAC 1997: It seemed like the first in a futuristic genre of logotypes – it copied nothing – sorry Jaguar

National Geographic 1997: Who knew that a simple rectangular yellow frame could travel so far?

BBC 1997: it’s … definitive words and pictures in a logo.

Pathe 1999: Irreverently French – love it!

100% Pure New Zealand 1999: I was working in Wellington at the time, and this logo was just awesome aye.

2000’s: A brave new world of platforms and tools.

Dopod 2003: The definitive ‘round lettered logo’. not immediately obvious but so cool for one of the first convergent mobile / PDA devices.

Uniquely Singapore 2004: A beautifully crafted destination logo that reflects the sophistication of its multicultural blend.

Rapha 2004 another era-defining logo, that made MAMILs smarten up!

Unilever 2004: Paul Polman’s dream in a symbol that ‘adds vitality to life’.

Tiger Beer 2005: A beautiful illustration from Chris Mitchell for Design Bridge.

Aboitiz 2006: An entrepreneurial conglomerate, whose logo illustrates there are always alternatives.

Visit Australia 2006(ish). Captures the earthy spirit of a nation.

Globe Telecom 2007: There are lots of Telecoms Globes but this is the best Globe Telecom.

Jin Air 2008: The budget airline from Korean Airlines has the fuselage of a butterfly beautifully crafted into the negative space.

Dulux 2009: The ‘Let’s colour’ logo, tagline and activation campaign was a step change for Dulux.

2010 to present: As creativity became commoditized, gems are still everywhere.

Instagram 2011: Didn’t we all love the original? And, it’s great when a co-founder designs the logo. It’s a shame that it got dumbed down again and again.

San Diego Zoo 2010: Makes me want to visit the zoo just because of the logo.

Pinterest 2011: Such a great name that translates in a lovely ‘Favicon’ and logotype – another regrettable move to a simpler typeface.

Owl Coffee 2011: Can you see the coffee bean? A beautifully updated heritage brand that drove a dramatic shift in sales.

Cancer Research UK 2012: Interbrand designed this original logo. It confidently captures the collective struggle.

American Airlines 2013: Redesigning an Icon is tough, but the designer crafted a beautiful solution for American Airlines.

Premier League 2016: One of the best interpretations of the big cat and superbly implemented.

Cadburys 2020: I always loved the Cadburys logo and was pleasantly surprised to see such an elegant historic evolution.

F1 2017: Wieden+Kennedy designed the new ‘F1’ logo. It’s great to see an iconic logo get even more iconic.

Kia 2021: Appropriate to finish on one of my favourites. I love the craft in every letter – it completely changed my view of the brand and looks great on every vehicle.

I hope you’ve enjoyed this stroll through logo memory lane and I hope they illustrate that craft is alive and kicking.

Merry Christmas and a Happy New Year and let’s look forward to a creative 2025

The post Issue 50: Q4 2024 appeared first on Tangible.

1. The QR Code Comeback

Person scanning qr code at the cafeteria, Freepik, Stock Image

From Niche to Necessity

Remember when QR codes were just quirky little squares? Now, they’re everywhere! You might have spotted one five minutes ago—on a table or a public wall. Thanks to the pandemic, these codes have gone from novelty to necessity, making tasks like menu browsing and payments a breeze.

First, what is a QR code?

Short for Quick Response code, the QR code is a two-dimensional barcode that evolved from the old-school single-direction barcodes with a super-efficient design that reads horizontally, vertically, and at any angle. This allows them to pack in way more information.

Designing for Adoption

Apple releases iOS 11 – new Control Centre, and integrating QR scanner. | https://www.formbot.com/how-to-scan-qr-code-with-iphone.php

Apple integrating QR Code Scanner in the new iOS 11 | apple.com

While QR codes were ahead of the curve, it required a separate app to scan them which can be quite a hassle. But then came Apple’s iOS 11, which integrated QR scanning directly into the iPhone camera. This game-changing design made scanning QR codes accessible to all. Fast forward to 2020, they then became essential for contactless interactions.

COVID-19 Vaccination requirements. | https://www.imc-healthcare.com/verification-of-overseas-covid-19-vaccination/

How it Works: The mechanics behind QR Codes

1. 1. Data encoding: Allows for a much higher data capacity compared to traditional barcodes, including text, URLs, and other data types.
      

      Source: Huang, J., & Chen, J. (2017). “Data Encoding and Efficiency in QR Code Technology.”International Journal of Information Technology 

   2. High-speed readability: QR codes are designed for fast readability, enabling quick access to the embedded data.
      

      Source: Lee, Y. K., & Kim, S. (2018). “Understanding the Readability of QR Codes.” Academia.edu.
      

   3. Error correction: QR codes can still be read correctly even if they are partially damaged, thanks to built-in error correction algorithms.
      

      Source: Zhang, H., & Wu, C. (2012). “Error Correction in QR Codes: A Practical Approach.” ScienceDirect.
      

   4. Immediate interaction: Scanning a QR code instantly directs users to a website, app, or digital content without the need for manual input, reducing friction in the user journey.
      

      Source: Johnson, M. (2019). “User Experience and the Impact of QR Code Interactions.” Journal of Mobile Technology.

Why it Works: The Psychology behind it

QR Codes tap into nuances of perceived convenience, security and value in psychology:

1. 1. Perceived Legitimacy: QR codes are often associated with reputable brands and institutions, which enhances user trust in the content they are accessing.
      

      Source: Smith, A., & Patel, R. (2020). “Building Trust Through QR Codes: A User Experience Perspective.” Academia.edu.

   2. Contactless Safety: In a post-pandemic world, QR codes offer a hygienic, contactless way to access information and services, aligning with increased health and safety concerns.
      

      Source: Lee, J. (2021). “The Role of QR Codes in Enhancing Safety During and After the Pandemic.” Health and Safety Journal

   3. Instant Gratification: QR codes provide immediate access to information or services, catering to the modern user’s desire for quick and easy interactions.
      

      Source: Chen, L. (2019). “Instant Gratification and Technology: The Role of QR Codes.” ScienceDirect.

   4. Interactive Experience: The act of scanning a QR code creates an interactive experience, making users feel more involved and engaged with the content or brand.
      

      Source: Kim, H., & Lee, M. (2022). “Enhancing User Engagement through Interactive QR Code Experiences.” International Journal of Interactive Marketing.

Transformative Impact: The Indispensable Role of QR Codes During the Pandemic

When the COVID-19 pandemic hit, QR codes quickly became essential in adapting to new safety protocols. Their versatility allowed for seamless integration into various aspects of daily life, making them a staple for contactless interactions.

Revolutionising Dining Experiences

Free PDF QR Code generator mock up, Convert PDFs to QR Codes & Track PDF Downloads. | https://www.uniqode.com/qr-code-generator/for-pdf

COVID-19 led to heightened concerns about physical contact, posing a challenge for restaurateurs. Many customers hesitated to use physical menus, prompting a swift shift to online alternatives. QR codes emerged as the ideal solution for contactless dining, allowing customers to simply scan the QR codes at their table to access menus on their smartphones.

This transition not only minimised physical contact but also enabled restaurants to update menus in real-time without reprinting. As a result, dining became safer and more efficient.

Lady ordering food using new QR codes in hawker stalls in Singapore during COVID-19 Pandemic heightened alert, 2020 | Image from Straits Times

Additionally, QR codes revolutionised contactless payments, particularly in hawker stalls in Singapore that have limited banking access, allowing customers to complete transactions quickly and securely while enhancing financial inclusion.

Singapore’s Smart Pandemic Solution: The TraceTogether App

Factsheet – Enhancements to the TraceTogether Application | MDDI

In Singapore, the TraceTogether app became vital in managing COVID-19. Using Bluetooth technology in conjunction with QR code capabilities, it logged encounters between users thus allowing health authorities to swiftly identify potential exposures. The app improved safety and streamlined contact tracing by incorporating QR codes for venue check-ins. This initiative highlighted Singapore’s innovative response to the pandemic, showcasing the crucial role of thoughtful design in public health.

QR Code Usage Statistics 2024: Latest Facts and Insights | https://www.qrcode-tiger.com/qr-code-statistics-2022-q1

QR Codes on Graves: Preserve Memories in 7 Meaningful Ways | https://www.qrcode-tiger.com/qr-codes-on-graves

Other Examples of QR Code Usage Today

• Advertising: Connecting consumers to a brand’s website or discounts
  
• E-payments: Particularly in China, thanks to WeChat
• WiFi Access: Joining networks without entering passwords
• Museums: Providing more information about exhibits
• Gravestones: Some companies have added QR codes to gravestones to share more about the deceased

2. Swiping as Second Nature

The Tinder Effect

Swipe right memes, Giphy.com

Imagine a world where finding a date felt more like a game than a chore. Enter Tinder, the app that turned dating into a digital playground. The genius behind Tinder lies in its simple yet addictive swipe gesture. Swipe right if you like someone, swipe left if you don’t. This slight, accessible, intuitive motion changed how we interact with our phones forever.

Swiper, No Swiping!

Everand: Learn these iPhones gestures to tap and swipe like a pro | https://www.everand.com/article/533153174/Learn-These-I-Phone-Gestures-To-Tap-And-Swipe-Like-A-Pro

The magic of the swipe is in its simplicity. With a flick of the thumb, you’re either opening the door to potential romance or sending someone packing. It’s quick, it’s easy, and it’s incredibly satisfying. Why? Because it feels natural. Our brains love quick decisions and instant rewards, and swiping delivers just that.

How it Works: The Magic Behind the Swipe

1. Touch Start: Your finger lands on the screen, saying, “Hey there!” The device eagerly notes where you started this interaction (like remembering where you parked your car).
   

   Source: Schmidt, C. (2020). “Understanding Touch Interactions in Mobile Devices.” Journal of Human-Computer Interaction.

2. Touch Move – The Dance: As you glide your finger across the screen, the device is like, “I see you moving!” It tracks every move, following your finger like a puppy on a leash.
   

   Source: Johnson, L., & Martinez, R. (2021). “The Dynamics of Touch: Tracking Movements on Screens.” International Journal of Mobile Computing.

3. Thresholds and animations: Predefined thresholds for distance and speed ensure only deliberate swipes trigger actions. Smooth animations followed provide visual feedback, enhancing the user experience.
   

   Source: Chen, A., & Lee, J. (2019). “The Role of Feedback and Animation in User Interaction Design.” Human Factors and Ergonomics.

4.  Function Execution: Depending on the direction and context, specific functions are executed (e.g., dismissing a notification, navigating between pages, liking or disliking a profile).
   

   Source: Chen, A., & Lee, J. (2019). “The Role of Feedback and Animation in User Interaction Design.” Human Factors and Ergonomics.

Why it Works: The Psychology of Swiping

1. Ease of Use: Before swiping, dating apps were cumbersome. You had to fill out forms, answer questions, and browse through pages of profiles. Swiping made it all so much simpler. Now, all you need is your thumb and a bit of hope.
   

   Source: Davis, S. (2021). “Streamlining User Experience: The Evolution of Dating Apps.” Mobile User Experience Review.

2. Gamification: Tinder transformed dating into a game. Each swipe comes with the thrill of the unknown – will it be a match or will it be a miss? It’s like playing a slot machine; each right swipe could hit the jackpot. This keeps users hooked, swiping away for the successive big win.
   

   Source: Anderson, T. (2020). “The Gamification of Online Dating: Engaging Users through Play.” Journal of Digital Culture.

3. Immediate Feedback: Every swipe gives instant feedback. A match lights up your screen, sending a rush of excitement. This instant gratification keeps users engaged and eager to keep swiping.
   

   Source: Thompson, R. (2019). “Instant Gratification: The Psychology Behind Immediate Feedback in Apps.” Cognitive Psychology Journal.

4. Social Validation: Swiping taps into our need for social approval. Getting a match feels like a mini-validation boost. It’s a simple way to feel seen and appreciated in the vast world of online dating.
   

   Source: Carter, M. (2021). “The Psychology of Social Validation in Digital Platforms.” Social Psychology Quarterly.

Why Is Swiping So Satisfying?

Tinder swiping meme | giphy.com

Ellen Glover from Built In notes that “swiping is an innate gesture,” even seen in babies. UX design often caters to thumb navigation, making swiping feel natural, reminiscent of flipping through magazines or browsing racks. When used in a game-like context, like Tinder, swiping taps into a variable reward schedule, akin to a slot machine, where curiosity builds, and dopamine is released with each match.

What Makes ‘Swipe Right’ Such a Compelling UX Feature? | https://builtin.com/articles/tinder-swipe-design

Swiping into the Future

Tinder’s swipe didn’t just change dating; it changed how we interact with our devices. The swipe gesture is now a fundamental part of user interface design, proving that sometimes, the most straightforward ideas have the most significant impact. From browsing social media feeds to navigating through photo galleries, the swipe gesture has become ubiquitous in many apps. So next time you swipe right, remember – you’re not just making a choice but part of a digital revolution.

For more insights on the transformative power of the swipe gesture, check out Built In’s article.

3. The (Subtle) Power of Micro-Interactions

The magic of micro-interactions: How small details can make a big impact | https://www.linkedin.com/pulse/magic-micro-interactions-how-small-details-can-make-big-joe-johnston/

Tiny Details, Big Impact

Micro-interactions are the delightful little design elements—think fun animations and friendly feedback loops—that keep us coming back for more. They add a sprinkle of joy to our digital experiences. For instance, that satisfying ‘like’ animation on social media? It’s not just for show; it confirms your action and makes you feel good about it! As UX Magazine puts it, “these small details can significantly enhance user satisfaction.”

How it Works: The Magic of Micro-Interactions

Micro-interactions are the little design gems that make apps more enjoyable! Here’s how they work:

1. Instant Feedback: Whenever you click a button or like a post, micro-interactions provide immediate feedback—think animations, sounds, or colour changes—that say, “Yep, we got that!”
   

   Source: Norman, D. A. (2013). “The Design of Everyday Things.” Basic Books

2. Guiding the Way: They help you navigate processes smoothly. For example, playful animations can show progress when filling out a form, making the journey straightforward and fun.
   

   Source: Ahlstrom, L. (2020). “The Role of Micro-Interactions in User Experience Design.” UX Magazine.

3. Boosting Engagement: With delightful elements—like confetti after achieving a goal—micro-interactions make you feel special and connected to the app.
   

   Source: Kuniavsky, M. (2010). “Smart Things: Ubiquitous Computing User Experience Design.” Morgan Kaufmann.

Why it Works: The Psychology behind it

Micro-interactions tap into some clever psychology:

1. Rewarding Feelings: When you see a cheerful animation, your brain releases dopamine, giving you a little high that makes you want to keep using the app.
   

   Source: Hamari, J., Koivisto, J., & Sarsa, H. (2014). “Does Gamification Work? A Literature Review of Empirical Studies on Gamification.” 2014 47th Hawaii International Conference on System Sciences.

2. Easy Peasy: Simple interactions reduce mental effort. Clear feedback boosts your confidence, making the experience feel effortless.
   

   Source: Sweller, J. (1988). “Cognitive Load During Problem Solving: Effects on Learning.” Cognitive Science.

3. Building Habits: Fun micro-interactions encourage you to repeat actions, like logging workouts or sharing moments, turning them into habits.
   

   Source: Fogg, B. J. (2009). “A Behavior Model for Persuasive Design.” Proceedings of the 4th International Conference on Persuasive Technology.

4. Feeling Connected: Notifications for likes and comments foster community, keeping you engaged and returning for more.
   

   Source: Burke, M., Marlow, C., & Lento, T. (2009). “Social Network Activity and Social Well-Being.” Proceedings of the 2009 International Conference on Weblogs and Social Media.

Habit Forming Design

Micro-interactions are like little nudges that help us build habits. They’re carefully crafted to make our experiences smoother and more engaging. Take gaming apps, for example. Every time you complete a quest and get that extraordinary reward notification, it’s designed to keep you hooked. According to the Interaction Design Foundation, these feedback loops create a cycle that encourages players to return for more fun. It’s all about making you feel like a winner!

Your Micro-Interaction Cheerleaders

In the vibrant world of social media, micro-interactions are the little touches that make every scroll feel special, enhancing engagement and keeping users coming back for more. 

Instagram:

Instagram Update Annoys Users With ‘Romantic’ Flying Hearts In Ending DM Conversations | https://screenrant.com/instagram-hearts-update-users-annoyed-reaction/

Instagram shines with delightful features like the playful heart animation that pops up when users like a post, adding a burst of joy to the experience. At the same time, the smooth swipe animation for viewing Stories makes navigation seamless. 

TikTok:

UISources, Learning Tiktok, Tap to shoot, add filters, add music, add effects | https://www.uisources.com/explainer/tiktok-onboarding-coachmarks

UISources, Learning Tiktok, Tap to shoot, add filters, add music, add effects | https://www.uisources.com/explainer/tiktok-onboarding-coachmarks

TikTok excels in using micro-interactions with its engaging “like” animations and the satisfying feedback when users scroll through videos, complete with playful sounds that heighten the experience.

4. Designing for Seamless Experiences

Whole range of Apple Products for WDC 2024 | https://medium.com/predict/forget-macbook-pro-go-with-better-apple-product-d864e18b4742

Consistency is Key

Consistency in design across platforms is essential for creating intuitive and user-friendly technology. A prime example is Apple’s ecosystem, which offers a seamless experience across devices. From iPhones to iPads, Macs, and Apple Watches, Apple maintains a unified design language, ensuring consistent features like notifications, settings, and app interfaces. This consistency allows users to switch between devices effortlessly, enhancing productivity and creating a sense of familiarity.

How it Works: The subconscious idea of “Seamless Experiences” 

1. Unified Design Language: Apple employs a consistent visual and functional design across all devices, allowing for smooth transitions and familiar interactions.
   

   Source: Redding, C. (2019). “The Importance of Consistent Design in User Experience.” UX Design Journal.

2. Integrated Ecosystem: Apple’s products work together harmoniously, enabling features like Handoff, which allows users to start a task on one device and continue on another.
   

   Source: Elman, S. (2020). “The Role of Ecosystem Design in User Engagement.” Journal of Product Design

3. Invisible Transactions: Apple Pay simplifies the payment process with NFC technology, allowing users to make transactions with a single tap, thus minimising friction during the purchasing experience.
   

   Source: Green, J. (2018). “Seamless Payment Systems: Enhancing User Experience.” International Journal of Financial Services.

Why it Works: The psychology behind it 

1. Familiarity and Comfort: Consistent design elements create a sense of familiarity, reducing cognitive load and making users feel more comfortable navigating the interface
   

   Source: Norman, D. A. (2013). “The Design of Everyday Things: Revised and Expanded Edition.” Basic Books.

2. Flow State: The seamless integration and invisible design encourage a state of flow, where users become fully immersed in the task, enhancing satisfaction and engagement.
   

   Source: Csikszentmihalyi, M. (1990). “Flow: The Psychology of Optimal Experience.” Harper & Row.

3. Efficiency and Speed: Minimising the number of steps in interactions (like transactions) aligns with the principle of least effort, which states that users prefer processes that require the least cognitive and physical effort.
   

   Source: McKinsey, A. (2015). “The Effortless Experience: Conquering the New Battleground for Customer Loyalty.” Harvard Business Review Press.

Elaborating on what it means to have “Invisible Design”

How to use Apple wallet, apple.com

Apple’s design philosophy often embraces “invisible design,” where the best features go unnoticed because they feel natural. Take Apple Pay, for instance: making purchases with a simple tap of your iPhone or Apple Watch feels effortless. The smooth transition from browsing to payment lets users focus on shopping rather than the mechanics of the transaction.

How to use Apple wallet, apple.com

When you buy an Apple product, the receipt and product instructions automatically appear in your Apple Wallet. Not only that, you can store your credit cards, digital car keys, transit cards, boarding passes and even your drivers’ licence. This integration keeps essential information organised and accessible, enhancing the user experience.

Purposeful Design

Designing for seamless experiences means prioritising consistency and embracing invisible design, all while leveraging minimalist aesthetics. Apple’s ecosystem showcases how a unified design approach can elevate user interaction, making technology intuitive and effortless. 

5. Niche Innovations in UX/UI Design

In 2023 and 2024, technology continues to evolve, integrating deeper into our daily lives and enhancing our interactions through innovative UX/UI design.

1. Nest Thermostat

Google’s Nest announces new smart thermostat with simpler design, lower price | https://www.theverge.com/2020/10/12/21511951/google-nest-smart-thermostat-new-design-lower-price-specs-features

Energy Optimisation

The Nest Thermostat uses machine learning to optimise energy management based on user behaviour, making home control seamless and efficient. Users can easily adjust settings through an intuitive interface while the AI handles the heavy lifting in the background.

Explore Nest’s impact

2. Amazon’s Echo Spot

Amazon launches the all-new Echo Spot in celebration of Prime Day | https://www.aboutamazon.com/news/devices/all-new-echo-spot

Machine Learning in Voice Control

Smart speakers like Amazon Echo are revolutionising how we interact with technology. Through natural language processing, these devices allow users to control smart home gadgets with simple voice commands. Whether you’re asking Alexa to play your favourite song or turn off the lights, the user experience is designed to be effortless and intuitive.

Discover voice control capabilities

3. Spotify’s AI DJ

Spotify’s AI DJ Brings a Personalized Listening Experience to Fans in Spain | https://newsroom.spotify.com/2024-07-17/spanish-ai-dj-livi-voice/

AI Personalisation

Platforms like Spotify utilise AI to analyse user preferences and deliver personalised content recommendations. By understanding what users like, these platforms enhance engagement and loyalty, ensuring that users always find something that interests them.

See how AI personalises your experience

In Conclusion, 

As we’ve explored, UX and UI design do more than just enhance aesthetics—they fundamentally alter our interactions with technology and reshape our daily habits. From making QR codes a part of our everyday lives to transforming swipes into intuitive gestures, the impact of thoughtful design is profound and often invisible. These innovations empower us to navigate our digital and physical worlds more effortlessly and meaningfully.

What design change has subtly shifted your daily habits? We’d love to hear your experiences! If you want to enhance your brand or digital experience, don’t hesitate to reach out! Let’s create something exceptional together. Your journey towards innovative design starts here!

The post Issue 49: Q3 2024 appeared first on Tangible.

We want to celebrate people and brands that identify, articulate, and deliver their offers by seemingly leaving no stone unturned in the quest to create exceptional products, services, and experiences for their customers.

When we’re talking about Ideas, Perseverance and Attention to Detail, it may be the celebration of the engineering behind Dyson’s products or the craft that Disney puts into storytelling or a beautifully crafted logo that articulates the ambition of the business.

The key to building exceptional brands may be a combination of many circumstances but we would like to suggest it’s a blend of brilliant ideas, dogged perseverance, and an obsessive attention to detail (with a scoop of luck and timing). We can’t always explain it, but we know when brands have gone the extra mile to deliver.

Dyson – Ideas, Perseverance and Attention to Detail
The story of James Dyson is a daisy chain of brilliant ideas woven with the steel wire of perseverance. It’s interesting that both James Dyson and Phil Knight (Nike) were long-distance runners. James Dyson attributes his determination to his long-distance running.

Before the first bagless vacuum cleaner, while studying at the Royal College of Art (RCA), James Dyson helped design and build an amphibious high speed landing craft with the entrepreneur, Jeremy Fry. It was during this time that James learnt to design and engineer a product from the ground up. After graduating from RCA, James then helped with the sales of the ‘SeaTruck’ from Rotork Controls Ltd.

With the ‘SeaTruck’ success in his toolbox, James Dyson’s next idea came while renovating his farmhouse in the Cotswolds. He was having issues with traditional wheelbarrows, as they were unstable when fully loaded and put high pressure through the central tyre. His solution was the ‘Ballbarrow’, a single piece moulded plastic bucket and a ball for the front wheel. The success was immediate and ‘Ballbarrow’ quickly took half of the UK wheelbarrow market.

James Dyson clearly has a creative mind, but this is tempered with an engineer’s attention to detail and a long-distance runner’s perseverance, which has proved a formidable combination.

‘Dyson’ is synonymous with, the cyclonic vacuum cleaner and this was James Dyson’s next big idea. Its genesis originated in the late 1970’s after James Dyson saw a 30-foot-high conical centrifuge used in a sawmill to remove dust from the air. He believed the technology could be adapted for vacuum cleaners to improve their performance by removing the collection bags. At that time all household vacuum cleaners used collection bags which lost suction as the bags became clogged.

This is where perseverance comes in again as it took James five years and about 5,127 prototypes for the “G-Force” cleaner to be born in 1983. During this time, he was partly supported by his wife’s teacher’s salary. The next hurdle was manufacturing and distribution, as no one in the UK would handle his product (as Dyson disturbed the market for replacement dust bags). So, Dyson launched the G-Force in Japan through a manufacturing license agreement with a company called ‘Apex’. After this initial success Dyson realised that if he wanted to take his innovations to market, he needed to steer the ship. So, together with a bank loan and his life savings ‘Dyson Appliances Limited’ was founded in 1991. James then doubled down by setting up his own manufacturing company, ‘Dyson Ltd’ in 1993.

The 1990s was a story of growth for Dyson and particularly the Dual Cyclone model. Within two years, it was outselling Hoover and began capturing market share rapidly. Other models followed, which generally shrank in size and grew in desirability. Growth also brought the opportunity for Dyson to focus on his passions, ideas, innovation, and engineering. With the appointment of Martin McCourt as the Group CEO, James Dyson focused on growing the product offer. Let’s briefly summarise where his company cast its creative eye.

Washing Machines
With the insight that washing machines take 2 hours to deliver the results of 15 minutes of hand washing, Dyson ventured into washing machines. The result was the ContraRotator, which mimicked hand washing with its two drums rotating in opposite directions. Technically it was a great product, more energy efficient and could tackle larger loads. Unfortunately, at double the cost of competitors’, it failed to capture the market and become a commercial success.

Hand Dryers
Launched in 2006, Dyson’s Airblade Hand Dryer has helped Dyson grow within the commercial appliance sector. By challenging existing products, the Airblade uses Dyson’s digital motor to power a stream of air at rapid speed to dry the hands within 10-14 seconds. It is accredited as the first-ever hygienic hand dryer, using a HEPA filter to eliminate bacteria from the air, and in the process costs less to run than conventional hand dryers.

Bladeless Fans
As first glance the bladeless fan looks like another brilliant idea off the Dyson conveyer belt of brilliant ideas. Who wouldn’t want a fan that you can put your hands or head into? Actually, the concept for a bladeless fan was created by Toshiba in 1981 but it was beautifully designed and popularised by Dyson. The Air Multiplier was launched in 2009 and was included in Time’s 50 Best Inventions of that year.

Lighting
Jake Dyson, the son of James Dyson, is also working for the family business in the lighting sector. The opportunity in this sector is to address problems caused by poor lighting, such as eyestrain, headaches, and decreased productivity, all while enhancing the ambiance with optimal lighting. The lighting division started in 2004 and has moved from Halogen to LED light sources. While lighting may not have received the commercial success of other divisions, Jake says if there’s anything he learned from his father, it’s to “never give up”.

Hair Dryers
32 years after the G-Force, Dyson moved into hair care. In 2016 the Supersonic hairdryer launched to rave reviews, then came the Airwrap, an all-in-one styler and finally a straightener; the Corrale. With all these products the mission was clear, to create products for ‘every hair type, every style with less damage’. It took 10 years and £100 million but Dyson is now the category leader with over 6,000 engineers, scientists, and stylists working globally to drive their mission forward.

Another key focus area is the attention to detail from product design to the marketing and communications of Dyson products.

Dyson’s product designs can be compared with Apple’s, with their sleek and simple outer appearance that belies the sophisticated technology concealed within. The naming of their products captures both the category and technology incorporated within the product. Who knew what a neodymium magnet was before the cyclonic vacuum cleaner came along. Or that is spins at 104,000 times a minute, which is faster than a Formula 1 car (a great comparison).

From a marketing and communications point of view, when you see Dyson’s ads, websites, or retail outlets, it’s clear that the products (or the engineering behind the products) are the focus for the Dyson brand. It’s not about lifestyle, convenience, or value, it’s a celebration of the innovation, engineering excellence and attention to detail.

Looking back on James Dyson’s journey, it is hard not to be impressed by his achievements and hope his story can inspire the next generation of entrepreneurs driven by their internal curiosity to ask; ‘why not?’ And a determination to meet with triumph and disaster and treat those two imposters just the same.

Sources:
https://www.dyson.ie/james-dyson

https://www.forbes.com/sites/gabbyshacknai/2022/06/11/inside-the-success-of-dyson-hair-and-its-decision-to-redesign-the-bestselling-airwrap-tool/?sh=42f723c43cc5

https://www.cascade.app/studies/dyson-strategy-study

https://en.wikipedia.org/wiki/James_Dyson

https://support.dyson.com.sg/fans

The post Issue 47: Q1 2024 appeared first on Tangible.

My second point: Who should be responsible for making things work better?

What follows are some observations around the subject.

1. Who should be responsible for making things work better?

Over the years C-Suite titles have alluded to those responsible for the job of making things work better:
– CTO (Technology circa 1960’s)
– CEO (Executive circa 1970’s)
– COO (Operations circa 1980’s)
– CFO (Financial circa 1980’s)
– CIO (Information circa 1980’s)
– CINO (Innovation circa 1990’s)
– CBO (Brand circa 2000’s)
– CDI (Digital circa 2010’s)
– CXO (Experience circa 2010’s)

As the focus of different business sectors is very diverse, the blurring of job titles can be forgiven but from the array of C-Suite titles, we would suggest that the job of making things better starts with the CEO. The COO is next in line as they define the strategic direction and empower people for whatever project is at hand.

Change and innovation need to start at the top, the CEO needs to endorse change and align his or her colleagues. If the CEO does not fully endorse change, you can start to plot the gradual decline of the business.

2. Why bother hiring change consultants?

We’ve heard the arguments that the responsibility for the strategic direction of a business should be driven by the C-Suite; that’s why they’re paid the big bucks – right? We wouldn’t suggest that C-Suite executives don’t know where business is going or which new technologies are relevant. Most CEOs realize they need to empower their employees and gain customer insights to enable their businesses to adopt or adapt technologies to give them a competitive advantage. That’s where C-Suite executives need to create the stage for innovation and that usually means letting go. This is a great opportunity for co-creation between business, customers and innovation partners.

3. Change is a great opportunity to collaborate & grow.

Sounds philosophical, doesn’t it? One observation from the UK was how often change consultants were given problem statements and not specific briefs.

If you’re given a problem statement, a few interesting things happen. Clients, consultants, creatives and customers can collaborate to define the objectives, that address the problem statement. This helps break down the client-supplier relationship and allows ideas to flourish. It also means that the team from the client side can start thinking of the most effective ways to get their colleagues to adopt any new ideas.

Hopefully, this also stops consultants leaving PowerPoint decks behind, with the hope that the client will somehow change their business by a process of osmosis.

In summary, it’s time we collaborate more.

Read more:

• When did we start naming corporate honchos with 3 letters?
• Research says these are the 5 essential elements of a successful team

How collaborative leadership delivers sustainable innovation

The post Issue 25: Q3 2018 appeared first on Tangible.

David Ogilvy

David Ogilvy led an unconventional life, which certainly can’t be captured in a few sentences. Hailing from a notable Scottish family, he started school in Edinburgh, from where he was accepted into Oxford University but left in 1931 when his family fell on hard times. He then headed to Paris to become an apprentice chef, and after a year, became a door-to-door salesman for AGA stoves. On the strength of a sales manual he wrote for AGA, he landed a job at a London advertising agency, from where he went to George Gallup’s Audience Research Institute in New York.

During WWII, he worked for the British Intelligence Service (learning the power of propaganda). When the war was over, he went to live with an Amish community before returning to Manhatten to set up Ogilvy, Benson & Mather, where he stuck to his belief “that successful product advertising is based on information about its consumers”. He went on to sell soap (Dove), countries (Puerto Rico) and cars (Mercedes-Benz). For Mercedes, he increased sales 4 times (in just one year) from 10,000 to 40,000 cars, when the brand wasn’t popular in the U.S.

Read more: David Ogilvy

Alan Fletcher

Alan Fletcher was one of the most highly regarded and prolific graphic designers of his generation. He was born in Nairobi, the son of a civil servant. When his father became ill, he returned to London and immersed himself in the blossoming creative scene. His friends included Peter Blake, Terrence Conran and Len Deighton in London, and Paul Rand, Bob Gill and Saul Bass from his studies in the US.

In 1962, he founded a design firm called ‘Fletcher/Forbes/Gill’ with Colin Forbes & Bob Gill. The company later evolved into ‘Pentagram’ and their clients included Lloyd’s of London, Daimler Benz and Reuters.

Probably his most profound legacy was the co-founding (along with David Bailey and Terence Donovan) of the Designers and Art Directors Association (D&AD) in 1962. The D&AD Awards have become the most prestigious industry award for the Advertising & Design industry. For many, being awarded the ‘Little Yellow Pencil’ is the pinnacle of creative achievement.

Read more: Alan Fletcher: The Man Who Taught People How to Look

The post Issue 15: Q1 2016 appeared first on Tangible.

1. Design space for innovation

Companies who wish to innovate need spaces where employees feel emotionally & physically free to express themselves. If the office culture is risk averse, then start small: identify projects, people & places where innovation can grow.

2. Create spaces for chance meetings

If you have people in your office, then it makes sense to create spaces for them to connect and unlock their human potential. Staircases, corridors, food & beverage stations all are spaces for chance meetings that can reap all sorts of direct & indirect benefits.

3. Design nooks & crannies in common areas

Once you’ve started a conversation around the copier or coffee machine, then you should be able to find some privacy to build the discussion with your colleagues (so design spaces for privacy in).

4. Make your conference room central & visible

Most conference rooms seem to be black holes that absorb time & energy. If conference rooms are transparent & adjacent to public areas, meeting participants will be able to keep their minds active.

5. Balance open & enclosed spaces

We know some people prefer quiet spaces to think, while others like the energy of others to spark off their creativity. It appears that to fuel innovation & imagination there’s a need for both group & individual work spaces.

6. Acknowledge your company culture

By accepting the type of company you are (from highly centralised to highly decentralised), you will be able to create the right kind of environment that supports your model of innovation.

7. Spaces for knowledge transfer

Knowledge transfer is an important part of innovation. Spaces that facilitate visual displays allow groups to express ideas & thought processes and enable others to contribute. Cork boards, whiteboards & glass walls should be designed into every office space to open minds & transfer ideas.

See more:

The post Issue 13: Q3 2015 appeared first on Tangible.

1. Aspire

The first step is to ensure you have a realistic catalyst that can stimulate action & quantify your goal. This might be a vision, objective, sales figure or a number of new products you want to introduce. To get there, you’ll need to know what the ambition is & what resources are required.

2. Choose

The next step is to frame up the opportunity area. None of us know where meaningful innovations will come from, and you can’t look everywhere, so set your boundaries. This also means managing your portfolio of innovation opportunties (This is deciding what eggs go in what baskets – risk mitigation).

3. Discover

Then you will need to use observation, intuition & inspiration to align new technologies with your customers’ wants & needs. P&G are masters at aligning their brands’ equity with technology & customer needs.

4. Evolve

Then it gets interesting: creating new products is only one way to innovate. You’ll need to think beyond product innovation & review the value chain, profit streams, or modify delivery models.

5. Accelerate

If you’re a company who isn’t inclined to innovate without evidence, the solution is to test the innovation in a sample market, as if it’s going to fail… Fail fast & cheap.

6. Scale

Then, ensure you launch your innovation in the right markets to the right people at the right size. This may mean starting small in test markets but being prepared to roll out fast, which means your partners need to be prepared.

7. Extend

As more and more problems are being solved by collaborative eco-systems, you need to harness technology, knowledge, skills & the abilities of external networks to extend your innovation further.

8. Mobilise

The final step is to ensure the whole organisation is mobilised for continuous innovation. As Thomas Edison said: “innovation is 1% inspiration and 99% perspiration”. Committed leadership is the most predictable indicator of a successful innovation culture.

Read more:

• The 8 Essentials of Innovation
• New Product Development Process
• 8 Step Process Perfects New Product Development

The post Issue 12: Q2 2015 appeared first on Tangible.

It’s relatively easy to generate ideas that have the potential to innovate areas of your business, you could:

1. Ask your staff
2. Engage a consultant
3. Copy others

But how do you translate good ideas into behaviour and habits that improve your business? Here are 5 design thinking tips that could help transform your change objectives into meaningful habits.

1. Focus on one big idea & manageable actions

Create a ‘big idea’ or the goal you wish to someday accomplish, because most people will get behind a cause that’s bigger than themselves. Then get team leaders to create manageable actions: these are the activities required every single day to make the big idea a reality. Manageable actions make each day approachable, and the big idea is the unifying, emotional objective that gives people belief.

2. Create a very specific and vivid objective

Goal theory suggests that for goals to be effective, they need to be concrete and measurable, so set some. Then help people visualise the issue by painting a picture of the problem or the objective. When celebrity chef Jamie Oliver wanted to change the eating habits of kids at a U.S. school, he got their attention with a single, disgusting image: A truckload of pure animal fat.

3. Mobilise everyone & listen to everyone

The whole organisation needs to know your objective. If they don‘t know, how can they help? Create a line of communication that gives everyone access to the boss and specifically request their help.

Great ideas can come from anywhere and often even the most negative voices are simply highlighting your blind spots. Think of change as a marketing campaign that needs to engage all personality types: early adoptors, influencers and even nay-sayers to take your organisation’s behaviour beyond a tipping point.

4. Link new behaviours with existing behaviours

Creating sticky habits is far easier when you utilise current routines, so don’t try to fight existing habits but tack new habits to existing ones. The concept of ‘if-then planning’ is built around environmental “triggers” to let people know that it’s time to act. So pick a regular part of a schedule & build another “link in the chain” by adding a new habit.

5. Hire & fire based on behaviour

Remember the ultimate carrot is to get people who embody the desired behaviours and getting rid of those that clearly don’t, becomes the ultimate stick. HR also needs to tie incentives to both performance and behaviour characteristics.

Read more:

• 5 Scientific Ways to Build Habits That Stick
• Ten Ways to Get People to Change
• 7 Ways to Make Big Change Quick and Permanent

The post Issue 11: Q1 2015 appeared first on Tangible.

We always say this, but if you define your brand clearly, then your retail experience is not simply a place that sells stuff, it’s a place where you express your purpose & get your customers to see, touch & feel it.

2. Get your core team involved in the design of their retail outlet.

Hoteliers always say the opening team provides the best service & tend to be the most loyal. It’s the same for anything, the more emotionally invested you are, the more you care. When Tangible involved LBC’s staff in physically building their retail outlets they not only enjoyed a fun day in an aircraft hanger, they invested themselves into the success of the business.

3. Embrace technology & think how it integrates with your brand.

Whether it’s staff armed with iPads or talking mirrors, retail & technology is a big topic, so here are two links if you’d like to read more:

11 great ways to use digital technology in retail stores

Tech trends to watch

4. Know your target audience, you’re not designing for yourself

We know this sounds obvious but sometimes you walk into a space & wonder ‘why’ & other times you can see how the space has been designed for a particular target audience (think Abercrombie & Fitch).

5. Create defined experiences within your retail design.

Apple came up with the Genius Bar because they wanted a large scale store but when they conceived the store, they only had 2 desktops, 2 laptops & some software products. The vision was to; ‘create an experience that was distinctly Apple & different from the kind of experience most people would have had with technology’. Today, Apple Stores, averaging roughly $6,000 in sales per square foot per year, or more than twice that of any major retailer.

The post Issue 06: Q4 2013 appeared first on Tangible.