in order for the industry to fully embrace digital, it needs to let go of preconceived notions of ‘web design’ tactics, says Cypha’s Alex Christian.
We all know that ‘digital’ is no longer purely for screens. From wearables, physical technology to interactive activations, the landscape of digital is changing and the necessity for designers to think beyond the screen is ever increasing.
We don’t just consume digital while we’re in front of a desktop computer, or even while we gaze into our phones. It’s 24/7 feasts of social media, utility and entertainment experiences. And unlike the ‘web design’ approach, (which aims to guide the user through one activity, one screen at a time) the user is now in complete control and isn’t pledged to a single screen or device.
Those who are beginning to embrace this space need to let go of preconceived concepts of the screen, that have been established during the ‘web design’ era. Fundamentals aside, interactive design needs to reflect the behaviour of the user, and like the hardware, these behaviours are changing.
It can be frightening to remove these constraints, since it’s what digital has been built on, but as digital experiences become less screen driven and more integrated into our ‘day to day’ lives, we require a more intrinsic set of guidelines when defining the shape of an experience.
Rather than ‘point and click’ navigation, user activity, environment and location could all be factors that determine the journey throughout the experience.
I’m excited to be part of this transitional phase of the industry, because it’s not just what the future of digital is going to look like that intrigues me, it’s what technology (as a whole) will be capable of. It could become the norm to share smells, vibrations, physical touch and create stronger kinaesthetic relationships between people.
But, I’m not going to lay out my hypothesis on the future of the industry and technology. Like everything, we’re at the mercy of global events and industrial cross-pollination to produce new human needs and desires. And this is the same with design, but I believe designers will become more conscious of the physical environment and human behaviour rather than just screen-orientated aesthetic.
Defining the shape and face of a new type of digital experience is exciting but at the same time challenging. There is the possibility that we will rest on our Loral’s and try to force ‘the web’ into a square hole, rather than allow innovation and human behaviour to determine the future experience. Either way, the advertising industry is at the dawn of a new age of communication, and, as exciting as that is, we need to leave behind the baggage and embrace the unknown.
Alex Christian is creative partner at digital agency Cypha,
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.