酷测试:广告人如何助力我们设计深受人们喜爱的场所?

商业财经2019-12-04 17:44:16 80
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主播:Andrew Low,Hassell董事

嘉宾:Adam Ferrier,Thinkerbell 创始人

“可能建筑设计界需要量化打造良好感受的价值。”

— Adam Ferrier

设计师和开发商开始运用广告推广来影响终端用户。

他们知道如何让受众感受、思考,有时甚至是投票。

将这种影响终端客户的技能应用到规划、设计和成果交付的思维中是非常关键的,因为我们要打造的无语伦比的公共场所既要满足功能需求又要创造难忘回忆并改变文化。

这也适用于投资办公场所设计的公司。

如果你的企业不断地受到挑战,如人才竞争和各自为政的大量劳动力,如何让你的员工和公司的目标实现情感联系?

当很多企业认识到有情感互动和联系的员工团队将有更高的工作效率和更能吸引顶尖人才,他们开始寻求设计策略师的帮助。

Freestate的体验设计师了解如何与空间建立情感联系。

这意味着不应该从数据和分析了解受众,而是应该亲自去深入探索影响受众的因素。也就是说应该通过项目、空间和人的自由走动助力员工和工作空间创造出公司渴求的能量。

董事Andy Low与Thinkerbell—创意顾问机构的品牌策略师Adam Ferrier展开对话。话题分别是设计师和开发商可以从广告推广和品牌思维中所得到的经验和“酷”的重要性。

Adam是一位荣获过戛纳金狮奖和艾菲奖金奖的行为经济学专家。

*播客语言为英语。


Host: Andrew Low, Hassell Principal

Guest: Adam Ferrier, Thinkerbell 

"Maybe the world of architecture needs to quantify the value of makingpeople feel good."

Adam Ferrier

The 'cool'test: What can advertisers teach us about designing places people love?

Advertising has the jump on designers and developers looking to engagetheir end users. 

They know how to make audiences feel, think and sometimes, even vote.

This skill is invaluable when applied to the thinking of planning,designing and delivering of exceptional public places that not only serve afunction but also create memories and change culture.

This goes for companies investing in workplace design, too.

If you’re an organisation increasingly challenged by a fragmented and largeworkforce competing for talent, how do you get your workers to emotionallyconnect with your goals? 

Recognising that an emotionally engaged, connected workforce is moreproductive and more attractive to top talent, many organisations are turning todesign strategists.

Experience designers like Freestate (link) to understand how to createemotional connections in space. 

It’s about looking at audiences not through the lens of data or analytics –but through a deep and personal insight into what makes them tick. The ideathat energy – what most organisations desire in their employees and workplace -is born of the free flow of people, program and space.

Principal Andy Low spoke to brand strategist Adam Ferrier, founder ofcreative consultancy agency Thinkerbell, about what designers and developerscan learn from advertising, brand thinking, and why cool matters.

Adam’s an authority on behavioural economics, with a Cannes Gold Lion andGold Effie to prove it.

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