HOW Design Live Conference Recap

Last week, I had the privilege of attending HOW Design Live conference in Boston for the first time. It was time well spent as I heard a variety of speakers discuss topics such as brand identity process, packaging, logo trends, emotional design philosophies and much more. The cherry on the top was experiencing my first baseball game in Fenway Park — I’m not a huge baseball fan but the experience far exceeded my expectations (queue Sweet Caroline).

Below is a list of some of my favorite quotes and phrases from all the sessions. A few of these thoughts probably deserve their own article, but this is a start.

 

 

In any given day, you touch at least 50 different types of packaging.

 

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Consumers interact with digital content an average of 7.8 hours per day.

 

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Perceptions determine expectations.

 

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Our job as designers is to uphold our clients’ brand dignity.

 

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When you change a brand you can change a company and the lives of the people behind it.

 

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“There’s a tremendous amount of craftsmanship between a great idea and final execution.” -Steve Jobs

 

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Project feedback should be a dialogue, not a statement. Invite me into a conversation.

 

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Collision creates unexpected results.

 

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Feedback/Critique framework: 
1. What are the objectives of the design?
2. Is it working?
3. Why or why not?

 

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The only thing a design firm has is the talent of its people.

 

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Every idea needs a message and a behavior. Start with the behavior and tailor the narrative to the story your audience already wants to tell.

 

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How to design for emotion:
1. Ask: what emotion do we want to elicit?
2. What triggers those emotions in my audience’s real life?
3. How does our brand fit into this?

 

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We cannot alter behavior, but we can understand it and adapt to it.

 

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48% more people respond to innovative packaging with high-quality paper.

 

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Be craftsmen of humanity.

 

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3 levels of visual response:
1. Visceral: immediate, gut reaction
2. Behavioral: have we motivated?
3. Reflective: how have feelings changed over time?

 

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Manage your energy, not your time.

 

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Lastly, my personal favorite:

GREAT IDEAS DON’T TAKE TIME, THEY TAKE SPACE.

 

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I like that last one because ideas aren’t bound by time. It’s not a mechanical process in which more time = more or better ideas. It simply (or not so simply) takes the right mind-space.

What do you think? Any of these pique your interest? Agree or disagree? Drop me your thoughts or feedback at seth@wonderwild.co.

Seth Rexilius