Media Design in CULTURE… our perceived value.

Being a Media Producer for the last 9 years, I’ve seen how creativity triggers discomfort. I firmly believe that integrating the design thinking process into an organization will improve its competitive position.

Any business today is strong because of its branding. Any organization needs to know that there is a need for “design thinkers” as an integrator and facilitator for innovation, a means to strategize for the future, identify new markets and develop new products. My future endeavor is to learn about media management and be a design manager or a creative director, and to learn to communicate and make a difference in the society we live in.

Core values and perception in a brand is creating better chemistry with consumers through good PR with the help of integrating the design thinking process.

Road to VALUE

A design or media manager must create direction and vision; not just in production and implementation. The media leader intelligently explains what is possible and makes it happen. This creates value for customers. I noticed the main reason clients hire a creative leader is because they want to be a market leader themselves.

Studying product & industrial design has taught me the importance of the design process – design thinking is one that includes trial and error, observes the world, identifies the patterns of behavior, generates ideas, gets feed-back, repeats the process and keeps on refining it.

Therefore, to develop a “design” in culture, an organization must hire talented people, those who can collaborate on a constant stream of always improving products, communication, services, systems, and experiences for customers who didn’t know they needed it, but will spend a premium when they see the need. This is the reason why I want to improve my skills and understanding of how media advertising works.

I do observe the enduring power of brands. It is not of tricks and gimmicks, but because they tap into a human truth – and that truth is about human interactivity.

Eg.1 Apple grew out of being just a computer company; trying to come out with the most powerful computers every 15-18 months… they designed the iPOD and iTUNES which have become an integral part of millions of users worldwide. Everyone who owns an iPOD knows and experiences the “improved” lifestyle one has after owning an iPOD. iTUNES encourages us to buy and download songs that have sentimental value to us legally; without worrying about piracy issues.

Eg.2 Kodak – a century old brand almost became obsolete at the start of the age of digitalization. “Kodak moments” were and are part of our culture. Ironically, Kodak actually invented much of the technology of digital photography. But sad to say, Kodak never received the credit due them and instead seemed to have become obsolete.

Style, music, or people change but the passion and power of a love letter stays the same whether in email or paper.

Kodak realized they needed to be more direct in adopting a digital vocabulary and point of view [perception]. Even though the media is ever-changing; attitudes towards pictures stay the same. Kodak changed their strategy to be a gallery on the web where pictures that have been taken can be stored… Shots of moments that count – they reinvented themselves with

Kodak transformed themselves into a digital company, and by doing that have reaffirmed with a digital voice that it is a company about pictures. The fact isn’t that Apple is about grey or beige square computers; it is about a lifestyle where design meets function.

To me, pictures have always been something to be captured, cherished, shared and protected. Design is a key factor in the value chain. For Kodak or Apple, the message needs a medium to make an impact. How does one measure value?

We will always be working towards greater complexity, in order to create greater simplicity. The most important aspect of design is the ethical, which has to do with creating quality of life. The power of design is sustainability. Designers change perceptions of reality and view – this I call perceived value.

A good friend once shared this with me:
Coke in supermarket/wholesaler – Sells for $0.60
Coke in provision shop – Sells for $0.80
Coke in hawker centre – Sells for $1.20
Coke in café – Sells for $1.50
Coke in restaurant – Sells for $2.00
Coke in Hotel – Sells for $5.00

So what is the difference? It is in the perceived value… even though the contents are the same.

Design is problem solving. Designers who work with just one medium or two are limiting themselves. What makes a great project is consistency – one that has all elements of aesthetics, clear organization of information and interactivity. They have a choice so that you have control over how you experience it. In an MTV generation, what controls the minds of the people is the media.

One key area we see in today’s mass media is the demand for motion graphics and type in motion.

The amount of passion that is put into research and content will win the market. Take a look at how graphic-based online gaming with realistic fantasy contents are affecting the kids of our generation.

In conclusion, I feel that media in the form of video and the web is going to be a very important component of every brand building organization in the future, and for this reason, I believe that the media culture needs to progress even further in our local context.


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