Comment on: Gaining While Loosing!

Screen shot 2014-03-07 at 12.40.54 PM

Bruce Glassner commented:

Much of this is both true and disturbing, particularly to communications professionals who have practiced design and marketing disciplines over 20 or more years. One statement, though, just doesn’t hold: “the intended viewer has not changed that much over the last few generations.”
People born after 1980 have spent their entire adolescent and adult lives in a society, culture and family environment which has been radically changed by technology.

They spend every waking moment playing their own soundtracks directly into their ears with first Walkman and now iPod players (totally oblivious to the people and events around them.) They communicate with each other constantly over mobile cellphones and smartphones (count the people you see in the supermarket on their cell, asking someone which can of beans to buy.) They have hundreds of TV stations and movies available via cable and satellite to constantly entertain them (without any physical or mental effort.)

They live 24/7 in a raging torrent of high-intensity, high-speed communication and stimulation. That’s how the world has been for them all their lives. They are quite comfortable with high-speed sequences of flash cuts, simplistic slogans, and stories that are all action and no plot or meaning. They don’t read. Their world is all audio and graphic.

Which definitely makes your point: A graphic better be worth 1000 words. Simple, clear and instantly absorbed. Because that’s all the time and effort they will give you.

Back about 30 years, Marshall McLuan, the Canadian media guru, wrote, “(soon) people will only be able to read two words… on and off.” Like it or not, we’re almost there.

Bruce Glassner

About Nate Marks

We live and work in a world of visual images.
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