ANALOG VS DIGITAL UND WIESO DIESE DEBATTE UNSINNIG IS

Filmkameras waren für die längste Zeit das bevorzugte Werkzeug der Blockbuster-Industrie. Der hervorragende Dynamikumfang sowie das scharfe Bild waren filmische Eigenschaften, die man nicht aufgeben wollte. Zudem waren Filmkameras perfekt gebaut für den Einsatz auf großen Sets mit langen Drehtagen. Das änderte sich, als ARRI die Filmlandschaft auf den Kopf stellte und 2009 mit der ARRI Alexa einen Durchbruch im Digitalbereich gelang. Roger Deakins (Kameramann von Filmen wie “Die Verurteilten”, “Blade Runner 2049” oder “James Bond 007: Skyfall”) sagte später in einem Interview: “This Camera has brought us to a point where digital is simply better.” 

Dass sich seither die Filmlandschaft stark gewandelt hat, steht außer Frage. Filme, die auf Celluloid-Film gedreht werden gestalten heutzutage die Ausnahme. Filmrollen sind teuer und kosten viel Geld in der Entwicklung und Lagerung, zudem ist eine Filmkamera wesentlich schwerer bedienbar. Damit am Ende ein scharfes und korrekt belichtetes Bild entsteht, verlangt es ebenfalls nach einem guten Fokuszieher sowie jemand Erfahrenem hinter der Kamera. Digitaler Film ist hingegen wesentlich einfacher in der Bedienung, denn was man sieht ist in der Regel auch das, was man filmt. Vor allem kleinere Produktionen profitieren immens von dieser Entwicklung und den geringeren Kosten, ohne dabei wirklich an Qualität einbüßen zu müssen. Wenn man nun die Vorteile mit den Nachteilen vergleicht liegt die Antwort auf der Hand – Digitalbild ist dem Analogfilm überlegen, oder?

Drehbuchautor und Regisseur Quentin Tarantino sagte in einem Interview folgendes: “I have always believed in the magic of movies and to me the magic of movies is connected to 35mm.” Obwohl die Bildqualität von Digitalkameras mittlerweile nahezu perfekt ist, von gestochen scharfer Auflösung bis hin zur akkuraten Farbwiedergabe, sind es gerade die Makel des analogen Films, die Enthusiasten als “Magie” betiteln. Zu diesen Charakteristiken gehören die Körnung, rote Lichthöfe, kleine Verschiebungen von Bild zu Bild und natürlich auch die Farben des jeweiligen Filmstocks sowie Charakteristiken die in der je nach Art der Entwicklung des Films entstehen. Schließlich beeinflusst auch die Wiedergabe des finalen Films auf einem Laufbildprojektor (statt dem digitalen Pendant) die Erfahrung des Zuschauers. Viele dieser Faktoren spielen eine große Rolle für den Look des finalen Bilds und können bei der kleinsten Abweichung bereits einen wahrnehmbaren Einfluss auf das Werk ausüben. “It certainly got a lot of advantages that film never had, consistency being a really big one”, sagte Roger Deakins über digitale Kameras und Projektoren. Wenn von der Magie des Analogfilms gesprochen wird, wird oftmals auf jene Abweichungen und Ungenauigkeiten verwiesen. Die Tatsache nicht genau zu wissen, was sich am Ende des Tages in dieser schwarzen Box versteckt, lässt viele Liebhaber romantisierend über Film sprechen. 

Steve Yedlin, Kameramann von Filmen wie “Knives Out” oder “Star Wars: The last Jedi” vertritt einen klaren Standpunkt: “As artists, to put all of our faith in the illusory simplicity of bundled systems instead of understanding the analytic components that are the undeniable building blocks of the process is to give up our control and authorship.” Dabei redet Yedlin nicht nur von Filmkameras, sondern auch von digitalen Kameras. Ihm zufolge sei die in der Filmbranche dominante Narrative, nämlich dass die Wahl einer bestimmten Kamera oder Filmstock maßgeblich für den finalen Look und somit auch für die Wahrnehmung und Erfahrung des Zuschauers zuständig sei, schlichtweg falsch. Yedlin plädiert eine Kamera nicht als ein Stilmittel zu sehen, sondern als ein System zu betrachten, das rohe Informationen über das Licht, das durch die Optik eindringt, speichert. Die Ästhetik entsteht laut Yedlin erst später in der Nachbearbeitung, wenn mit den Daten gearbeitet wird und nicht mit dem Gerät, das die Daten aufzeichnet. Als Beweis dafür führt er in seiner “Display Prep Demo” einen Vergleich zwischen 35mm Film und digitalen Bildmaterial auf. Beide sehen zum verwechseln ähnlich aus und unterstützen seine These, trotzdem verweist Yedlin darauf, dass man noch mehr testen, evaluieren und programmieren müsste, um perfekte Ergebnisse in der Gestaltung eines korrekten Filmlooks erzielen zu können. 

Ob man die Ästhetik des Celluloid Films nun mag oder nicht, sei dahingestellt, was Yedlin beschreibt ist ein grundlegendes Missverständnis in der Debatte. Dass Hersteller ihre Produkte verkaufen wollen und mit halb wahren oder irreführenden Aussagen locken, gießt hierbei leider nur Öl ins Feuer. Fakt ist jedoch, dass moderne digitale Filmkameras mit ihrer Qualität an einem Punkt angekommen sind, an dem man mit einer Daten schonenden Postproduktion-Pipeline vollste kreative Freiheit genießt, und Freiheit ist zumindest in meinen Augen das wichtigste Gut eines jeden Künstlers.

Filmkameras waren für die längste Zeit das bevorzugte Werkzeug der Blockbuster-Industrie. Der hervorragende Dynamikumfang sowie das scharfe Bild waren filmische Eigenschaften, die man nicht aufgeben wollte. Zudem waren Filmkameras perfekt gebaut für den Einsatz auf großen Sets mit langen Drehtagen. Das änderte sich, als ARRI die Filmlandschaft auf den Kopf stellte und 2009 mit der ARRI Alexa einen Durchbruch im Digitalbereich gelang. Roger Deakins (Kameramann von Filmen wie “Die Verurteilten”, “Blade Runner 2049” oder “James Bond 007: Skyfall”) sagte später in einem Interview: “This Camera has brought us to a point where digital is simply better.” 

Dass sich seither die Filmlandschaft stark gewandelt hat, steht außer Frage. Filme, die auf Celluloid-Film gedreht werden gestalten heutzutage die Ausnahme. Filmrollen sind teuer und kosten viel Geld in der Entwicklung und Lagerung, zudem ist eine Filmkamera wesentlich schwerer bedienbar. Damit am Ende ein scharfes und korrekt belichtetes Bild entsteht, verlangt es ebenfalls nach einem guten Fokuszieher sowie jemand Erfahrenem hinter der Kamera. Digitaler Film ist hingegen wesentlich einfacher in der Bedienung, denn was man sieht ist in der Regel auch das, was man filmt. Vor allem kleinere Produktionen profitieren immens von dieser Entwicklung und den geringeren Kosten, ohne dabei wirklich an Qualität einbüßen zu müssen. Wenn man nun die Vorteile mit den Nachteilen vergleicht liegt die Antwort auf der Hand – Digitalbild ist dem Analogfilm überlegen, oder?

Drehbuchautor und Regisseur Quentin Tarantino sagte in einem Interview folgendes: “I have always believed in the magic of movies and to me the magic of movies is connected to 35mm.” Obwohl die Bildqualität von Digitalkameras mittlerweile nahezu perfekt ist, von gestochen scharfer Auflösung bis hin zur akkuraten Farbwiedergabe, sind es gerade die Makel des analogen Films, die Enthusiasten als “Magie” betiteln. Zu diesen Charakteristiken gehören die Körnung, rote Lichthöfe, kleine Verschiebungen von Bild zu Bild und natürlich auch die Farben des jeweiligen Filmstocks sowie Charakteristiken die in der je nach Art der Entwicklung des Films entstehen. Schließlich beeinflusst auch die Wiedergabe des finalen Films auf einem Laufbildprojektor (statt dem digitalen Pendant) die Erfahrung des Zuschauers. Viele dieser Faktoren spielen eine große Rolle für den Look des finalen Bilds und können bei der kleinsten Abweichung bereits einen wahrnehmbaren Einfluss auf das Werk ausüben. “It certainly got a lot of advantages that film never had, consistency being a really big one”, sagte Roger Deakins über digitale Kameras und Projektoren. Wenn von der Magie des Analogfilms gesprochen wird, wird oftmals auf jene Abweichungen und Ungenauigkeiten verwiesen. Die Tatsache nicht genau zu wissen, was sich am Ende des Tages in dieser schwarzen Box versteckt, lässt viele Liebhaber romantisierend über Film sprechen. 

Steve Yedlin, Kameramann von Filmen wie “Knives Out” oder “Star Wars: The last Jedi” vertritt einen klaren Standpunkt: “As artists, to put all of our faith in the illusory simplicity of bundled systems instead of understanding the analytic components that are the undeniable building blocks of the process is to give up our control and authorship.” Dabei redet Yedlin nicht nur von Filmkameras, sondern auch von digitalen Kameras. Ihm zufolge sei die in der Filmbranche dominante Narrative, nämlich dass die Wahl einer bestimmten Kamera oder Filmstock maßgeblich für den finalen Look und somit auch für die Wahrnehmung und Erfahrung des Zuschauers zuständig sei, schlichtweg falsch. Yedlin plädiert eine Kamera nicht als ein Stilmittel zu sehen, sondern als ein System zu betrachten, das rohe Informationen über das Licht, das durch die Optik eindringt, speichert. Die Ästhetik entsteht laut Yedlin erst später in der Nachbearbeitung, wenn mit den Daten gearbeitet wird und nicht mit dem Gerät, das die Daten aufzeichnet. Als Beweis dafür führt er in seiner “Display Prep Demo” einen Vergleich zwischen 35mm Film und digitalen Bildmaterial auf. Beide sehen zum verwechseln ähnlich aus und unterstützen seine These, trotzdem verweist Yedlin darauf, dass man noch mehr testen, evaluieren und programmieren müsste, um perfekte Ergebnisse in der Gestaltung eines korrekten Filmlooks erzielen zu können. 

Ob man die Ästhetik des Celluloid Films nun mag oder nicht, sei dahingestellt, was Yedlin beschreibt ist ein grundlegendes Missverständnis in der Debatte. Dass Hersteller ihre Produkte verkaufen wollen und mit halb wahren oder irreführenden Aussagen locken, gießt hierbei leider nur Öl ins Feuer. Fakt ist jedoch, dass moderne digitale Filmkameras mit ihrer Qualität an einem Punkt angekommen sind, an dem man mit einer Daten schonenden Postproduktion-Pipeline vollste kreative Freiheit genießt, und Freiheit ist zumindest in meinen Augen das wichtigste Gut eines jeden Künstlers.

Links:
https://www.arri.com/en/company/about-arri/history/history
https://youtu.be/BON9Ksn1PqI
https://youtu.be/p2Z4UvAdE7E
https://www.yedlin.net/DisplayPrepDemo/index.html

Joyful Design

Brand Story Framework by Arek Dvornechcuck

One major message from Arek Dvornechcuck is that the hero is always the customer and never the brand. That message needs to be internalised as it is the main aspect for a successful brand (story).

The utmost goal should always be to be transparent and to let customers know where you want to take them.

Step 1—Hero

Every story starts with a hero who wants something.
So in the first steps we will have to define the Wants and Needs.

What does the customer (Hero) want as it relates to our brand?

Wants
Simple, tangible things.

Needs
Refer to Maslows Hierarchy of Needs

1. Conserving financial resources
2. Conserving time
3. Building social networks
4. Gaining status
5. Accumulating resources
6. Desire to be generous
7. Desire for meaning


Step 2—Problem

The problems open up a story gap—means, they tell us what to talk about.

The more we talk about that problem, the more interest they will have in our brand.

There are three main levels of problems we can identify in every story

External
What’s the physical problem that the hero has to deal with?
Example: The external problem a delivery service fixes is hunger.

Internal
How does this external problem make the character feel?
Example: Hungry, or if delivery service takes too long even hangry 😉

Philosophical
Why is it wrong to experience that problem on a higher level?
Example: A delivery service should not take too long

Villain
Who wreaks havoc on the hero? (personified problem)

The reasons why we should talk about those different kinds of problems is, because they help us to build better connections with our customers.

Step 3—Guide

The brand should always act as the guide, never as the hero. Remember: The customer is always the hero. The brand is the guide who helps the hero win.

How can we demonstrate that your brand is able to help the hero win?

The guide must communicate Empathy and Authority.

Empathy
To express empathy you will have to look at the problems, and simply let them know that you understand the pain points.

Define empathy statements such as:
We understand how it feels to…
“Nobody should have to experience [this]” 
“Like you, we’re frustrated by [that]”.

Authority
Authority means demonstrating competence. Means, communicating that you are an expert and trustworthy.

Four ways to demonstrate authority are:
Testimonials
Statistics
Logos
Awards

Step 4—Plan

We need to show the customers what steps to take and what exactly is going to happen. The plan should get them clarity and assurance. It will will also remove the sense of risk.

How can we easily illustrate the steps customers need to take to win?

Process plan
Lists the steps the customer needs to take.

Example:
1. Find your perfect car
2. Explore best options
3. Drive off happy.

Agreement plan
Lists things your customers might be concerned about and then encounters them with an agreement that will alleviate their fears.

Example:
“Quality Guaranteed”
“100% Customers Satisfaction”
“30-day money back guarantee”

Step 5—Action

Customers need to be engaged to take decisions—nobody takes decisions until someone gets forced to do so.

How can we propel the hero (customer) to take an action?

Calls to action have to be bold and clear

Direct CTA
“Buy now”
“Book an appointment”
“Call today”

Transitional CTA
Transitionals CTAs enable us to engage with customers who are not ready yet to engage. Therefore free educational content can be used to lead to an action.

Examples:
PDFs
Podcasts
Webinars
Videos

But remember, a hero will never take a decision if there is nothing to gain or to loose.

Step 6—Outcome

How can we show our customers what success and failure could look like?

What’s in it for the customers if they DO or DO NOT choose to do business with you? There are only two motivations:
1) to escape something bad or
2) experience something good

We need to picture two scenarios. The scenario of failure and the scenario of success.

Failure

What not good, terrible, awful things might happen to the Hero?

Simply put: What will the customer loose if they don’t buy form us?

People are three times more motivated to make a change to avoid pain than to gain pleasure.

Success

What good, awesome, incredible things can happen to the Hero?

Simply put: Define the happy ending. Do that in a specific and clear way and refer to problems and needs to define success.

Step 7—Transformation

The transformation serves basically as the Storytelling Script. It helps in creating a guiding focus for the brand and communication.

Important: People always desire transformation.

“Who does our customer want to become as it relates to our products and services?”

Example: Our brand can transform them from being confused and weak to someone who is strong and competent now.

In the end the story framework is the perfect guide to create compelling, coherent stories, which not only engage customers but also support in creating pleasurable experiences.

Source: Arek Dvornechcuck. How To Tell Your Brand Story. URL: https://www.ebaqdesign.com/blog/brand-story

Joyful Design

Storytelling

  • Stories are the greatest weapon we have to combat noise.
  • Stories organize information in a way that people are compelled to listen.
  • Stories are the most powerful tool to compel a human brain.

What makes successful storytelling?

1) Successful stories clarify their message

2) Don’t tell stories of your product—tell stories of your customers

3) Define a Brand Story

When it comes to defining a brand story the brand story framework by Arek Dvornechuck is a perfect tool. The framework serves in defining a base for telling a coherent and compelling brand story that connects with the audience.

Brand Story Framework [2]

To define such a framework for a client there a three different ways to do that, whereas the whiteboard session promises the most productive outcome:

  1. Run a whiteboard session
  2. Fill out the worksheets with pen
  3. Fill out the worksheets on computer (remotely)

Story is a filter that allows us to simplify our message so that people can see us, hear us and understand. —Arek Dvornechcuck

How Brand Story Works
  1. There’s a Hero who wants something (which is your customer).
  2. Next, the hero encounters a problem before they get what they want.
  3. Then a Guide steps in (which is your brand) to help them win.
  4. Next, the guide gives them a plan to overcome that problem.
  5. The guide calls Hero to action (they never take action on their own).
  6. That action helps them avoid failure & ends in a success (outcome)
  7. At the end, the story results in the Hero’s transformation.

The Brand Story consists of seven essential layers. The layers will be examined in further detail in my next blogpost.

Step 1—Hero
Step 2—Problem
Step 3—Guide

Step 4—Plan
Step 5—Action
Step 6—Outcome
Step 7—Transformation

Sources:
[1] Arek Dvornechcuck. Good Examples of Brand Storytelling. URL: https://www.ebaqdesign.com/blog/brand-storytelling
[2] Arek Dvornechcuck. How To Tell Your Brand Story. URL: https://www.ebaqdesign.com/blog/brand-story

Joyful Design

Storytelling
Emotions


In my last blog post, I examined that authentic connections play an essential part in creating joyful experiences. But how is it possible to create authentic connections? One action to achieve that is using the power of storytelling. Storytelling is an essential part of humanity. Especially in Branding, it is valuable to build an emotional connection to people through stories that link humans to products on an emotional, empathic layer. Authentic stories stick in peoples minds and lead to higher engagement.

Case Study
Nike
[1]

When it comes to Nike we can say that this brand has mastered the art of storytelling. Nike understands that harnessing emotion is the strategy to aim for instead of simply promoting features and benefits of the product.

“Why do people get married—or do anything?” Phil Knight posited to the Harvard Business Review in 1992. “Because of emotional ties. That’s what builds long-term relationships with the consumer, and that’s what our campaigns are about. Our advertising tries to link consumers to the Nike brand through the emotions of sports and fitness. We show competition, determination, achievement, fun, and even the spiritual rewards of participating in those activities.”

Nike’s mission is to bring inspiration and innovation to every athlete in the world.

Nike tells a story that everyone who has a body is an athlete and you don’t have to be a star on the court or the field to earn that label.

Nike’s story is based on a hero archetype. And one force we are all competing against is our inner self—our lazy self. That is something people can universally relate to and this topic hits a strong emotional pain point for people. Nike’s Slogan “Just do it!” perfectly takes approach on that pain point. The Slogan is a perfect call to action which makes you feel like victory. And exactly that message draws through all the brands communication. [2]

Sources:
[1] Grawe, Sam. (27/01/2021). How storytelling is at the heart of the Nike brand. URL: https://www.creativereview.co.uk/storytelling-nike-brand/

[2] Arek Dvornechcuck. Good Examples of Brand Storytelling. URL: https://www.ebaqdesign.com/blog/brand-storytelling

underwater filmmaking part 2

When getting more serious into underwater filming there are a couple things to think of. First of all you will probably want to upgrade from an action camera to a camera housing for the camera you use on land. To have the right gear when being underwater is important, and with gear I do not only mean camera gear, but also your diving gear. The most important thing when filming underwater is that you as a diver are safe and are already a good diver before concentrating on anything else under the water surface.

What is a script?

Documentary scripts tend to evolve over the course of production. In the case of programs that are significantly driven by narration, the script might begin to take shape during pre-production, only to be significantly revised and rewritten during editing.  On programs in which narration augments visual storytelling, scripts are not usually written until editing or shooting is complete (or nearly complete). At that point, filmmakers will assemble a paper script. This script builds on the original treatment but takes into account changes to the story as filmed, and it incorporates interview, sync, and archival material in proposed screen order as a blueprint for the editor to follow. As editing progresses, this script is revised and rewritten, until no more changes are made. Not all films are edited this way. (Curran Bernard 2004, p.122)

What is a Treatment?

A treatment should be short, about two pages for a feature documentary. This is not a script. A treatment is a summary of how the subject will be approached, and it should generally elaborate on the concept. The treatment gives a feeling of where the story will go, beginning, middle and end. Important in the treatment are the issues that will be explored and what questions will be asked. The treatment should give the reader a sense of who, what, when, why, where and how. Written well it can help build interest in the documentary. (Martin 2018, p. 133)

A treatment that gives a strong notion of the envisioned documentary could be presented in a number of mediums including film or video trailer, photographic, portfolio, audio program or slide presentation. A well thought out concept and treatment provides a place to begin and it brings the idea to life.

What is an outline?

Quotes from research:

Outlines:

An outline is a sketch of your film, written to expose its proposed and necessary elements. In most cases, the outline is a working document for you and your team.

It would include a synopsis (one or two paragraphs) of the overall film story, and then a program outline broken down by acts (if applicable) and then a program outline broken down by acts (if applicable) and sequences, with detailed information on elements such as archival footage or specialized photography and interviews. (Curran Bernard 2004, p.115) The outline is a chance to begin imagining your film.  (Curran Bernard 2004, p.116)

Be careful to focus it as you intend (for now) to focus the final film. (Curran Bernard 2004, p.116) || What is the film about? Who’s story are you telling 

If the film is about events in the past or events you have control over (a series of demonstrations set up for the purpose of an essay for example), it’s easier to begin outlining the film and finding an appropriate structure. For films of events that will unfold as you shoot, it’s possible to draft an outline (and treatment) based on what you anticipate happening. (Curran Bernard 2004, p.116) 

What is the environment?

What we call “the environment” is both a complex natural ecosystem, and a socially constructed abstraction.

The cognitive split between humanity and nature—indeed, between the spiritual world and the material—derives from the very earliest religious texts. (Duvall 2017, p.15)

The human species seems to be unique in its ability to cognitively disassociate itself from the natural world. Writes Willoquet-Maricondi (“Shifting Paradigms,” 2010): “We have erected a social structure, a civilization based on a perceptual error regarding the place of humans in the biotic community”. (54-55) (Duvall 2017, p.16)

History has been significantly marked by the ability of humankind to control natural processes and resources to serve its energy needs—in the beginning with fire, wood, water, wind, and metals, later with fossil fuels such as coal, oil, and natural gas. The rise of mercantilism and imperial conquest established the supremacy of societies that could excel at invention in the fields of exploration and weaponry. (Duvall 2017, p.16)

Perhaps the first systematic challenge to the vision of technological progress emerged in 1864 with George Perkins Marsh’s Man and Nature; or, Physical Geography as Modified by Human Action. Marsh wrote one of the earliest explications of the ecological principle, noting the destructive effects of human activity on the natural world throughout history. (Duvall 2017, p.17)

From the visionary moral leadership of Sierra Club founder John Muir and the political support of avid outdoorsman President Theodore Roosevelt, the US Congress passed a series of laws creating a system of national parks. This “first wave” of environmental activism focused on conservation and preservation, recognizing that Americas’s natural resources were not as inexhaustible as previously believed. (Shabecoff,1993)

During the post—World War II period of conservative politics and economic expansions in the United States, environmentalism again took a back seat in the public mind. But beneath the surface, important thinking was going on. Aldo Leopold, author of Sand Country Almanac (1949), developed his concept of a “land ethic,” a scientifically based re-visioning of the relationship between humanity and nature that alerted man’s role from conqueror of the land to citizen upon it—just one living species among others in an interconnected web of life. Biologist Rachel Carson, whose 1951 book The Sea around Us was adapted into a feature length documentary film, also wrote Silent Spring in 1962, documenting the threats posed to humans and other species by pesticides, and bringing ecological issues to the attention of a broad public as well as the government. These thinkers and many others challenged the dominant paradigm of infinite growth and human hubris, increasingly regarding society in terms of systems thinking instead of ideological economic or political orthodoxy. …the decade of the 1970s, two important events helped to focus the public imagination on the environment and encourage holistic environmental thinking. (Duvall 2017, p.18)

The first was the moon landing in 1969, accompanied by photos of Planet Earth from space—Carl Sagan’s “pale blue dot.” (Duvall 2017, p.18-19)

Seeing Earth as a unified whole, dominated by blue oceans with land undivided by national borders, led the Earth’s residents look at their planetary life in a more integral way. One manifestation of this new vision was the first Earth Day in 1970, which for perhaps the first time brought together all the related issues of conservation, consumerism, energy usage, pollution, and species extinction into an interwoven context. (Duvall 2017, p.19)

these are some quotes from my research

Joyful Design

Challenges and chances for Joyful Design.

Challenges and chances for Joyful Design to make an impact in our society according to Himanshu Baradwaj. According to Baradwaj there is one main challenge which is technology and one huge chance for joyful design in building authentic connections through design.

Technology
Through increasing level of technology taking a major part in our lives issues in regards of anxiety and the fear of missing out arises. Especially the presence of social media can lead to bad conditions such as triggering anxiety, jealousy, FOMO etc. Digitization, especially social media, is likely to trap people in a filter bubble. Smartpones disconnect us from reality and disconnects our attention from the present which is a major issue in reducing our sense of wellbeing.

“Stress, anxiety, disappointment, eyestrain, sleep disorders, depression, fear, social comparison, bullying, loneliness, and addiction are some of the emotions people experience while using technology products today.” —Himanshu Baradwaj

Especially stress causes illness—physical as well as mental. Which in return affects the quality of the end product design according to Baradwaj.

In regards to technology Baradwaj states that technology should be designed to give a sense of purpose, motivation, inspiration and the connection needed to solve current problems.

Authentic Connections
According to Baradwaj there is a natural craving in humans for authentic connections and positive experiences.

This matches especially with previous research—in symbolic meaning and postmodernity—where we can see a trend in craving for authentic relationships and being part of authentic communities. This research stated that to satisfy the human desire for community, modern individuals seek products and services less for their use value than for their linking value. Linking value results when a product facilitates and supports communion by providing a site, an emblem, the support for integration or recognition, and so forth. Here, linking value refers to product properties that cause users to experience a feeling of communion. [2]

In past times designers have undergone many techniques to enhance happiness when designing products. Reviews, testimonials, and gamification have been some of those techniques. But those techniques do not create authentic happiness. Baradwaj states that happiness is little about the product or tangibles itself, but more about experiences, long, compelling and authentic stories.

[1] Source: Himanshu Baradwaj. June 24, 2021. UX Collective. Can design be more joyful? URL: https://uxdesign.cc/can-design-be-more-joyful-540f28f6e1a6

[2] Cova, B. (1997). Community and consumption, towards a definition of the “linking value” of product or services. European Journal of Marketing,31(3/4), 297-316.