Our art director, Alex Frost, shares his top principles in experiential design…
Experiential is changing the way people experience products and interact with brands and great design can be at the core of this.
The user should be at the forefront of experiential design and emphasis has to be placed on forging an emotional connection between the consumer and the product or brand. When we look at a brief there are two considerations – we must ensure we’re addressing the client’s objectives, but we must also ensure we put ourselves into the mindset of the consumer, who are they, what do they want and what will make them talk about their experience? At Circle Agency, we specialise in the latter, creating memorable events that people want to share, so here are my top five principles to consider to get the best results.
Don’t get constrained by budget
Creatives shouldn’t get too hung up on the budget in the concept ideas stage. Try not to focus too heavily on the cash and let your ideas evolve and be malleable. These big ideas can be scaled down and tailored to the budget later – so don’t be constrained at this important stage.
Know your audience
This sounds obvious but it’s amazing how many times this is overlooked. Ensure you sit down with your whole team and get everyone’s ideas down – multiple brains are better than one. Think of yourself as the core customer, whether that’s a 16 year old boy, parent or student, you need to look past what you know and put yourself in their shoes, rather than examining everything from your own perspective. If this means chatting with young relatives or getting a focus group together, the research will be worth it in creating relevance.
Two-stage conceptual process
Have a two-stage creative process; the first time round be as wild and creative as possible, allowing you in the second round take a more strategic approach. Connect where ideas link and identify how to amplify and tailor them back to the budget and other aspects of the brief. Work to the principle that it takes a minimum of two rounds to whittle your ideas down to something that really works.
Keep it simple
Life is much more complicated than it used to be so you need to keep your demands on the consumer to an appropriate level. Consumers are bombarded with huge amounts of information, so cut through the noise and don’t add to their woes. Limit the things that people need to wade through to engage with you, and ensure they leave with a simple key message.
Analysis is key
Always be looking, learning and analysing what worked and what can be improved on for future campaigns. Debriefing each client job helps you enhance your skills and improve on each event, and will ensure you’re connecting with your desired audience.