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How to Make Messages Stick Through Writing and Design

How to Make Messages Stick Through Writing and Design. We encounter new things every day— things we see, things we hear. . . But we obviously don’t remember everything. Some things Stick. . And others do not. As for multimedia messages,

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How to Make Messages Stick Through Writing and Design

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  1. How to Make Messages Stick Through Writing and Design

  2. We encounter new things every day— things we see, things we hear. . . But we obviously don’t remember everything.

  3. Some things Stick. And others do not.

  4. As for multimedia messages, certain logos, posters, videos, commercials, public service announcements, etc. have a way of making a strong impact on a lot of people.

  5. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Ever wonder why ?

  6. It has to do with “stickiness.” Stickiness, according to Lidwell, Holden, and Butler, is “a method for dramatically increasing the recognition, recall, and unsolicited sharing of an idea or expression.”

  7. There are 6 KEY ELEMENTS OF STICKINESS according to Heath and Heath • Ideas, stories, writing, and designs that are sticky incorporate one or more of these elements: • 1) Simplicity • 2) Unexpectedness • 3) Concreteness • 4) Credibility • 5) Emotion • 6) Story And yes, striving to achieve these things will lead to SUCCESsfullysticky results! 

  8. Simplicity  Make designs and messages easy to identify and understand. Case in Point: Company Logos Logos have to be easy for people to pick out, and their meaning has to be easily recognizable. For instance, the MacDonald’s “M” logo consists of a familiar shape (a letter of the alphabet) and only 3 colors (yellow, red, and white). As a result, it’s easy to pick out a MacDonald’s drive-thru sign from the street. The Olympic rings use 5 colors, but the design remains simple because the colors help differentiate the rings.; each ring gets one color. The repetition of the rings makes the design look cohesive rather than scattered and hard to make out.

  9. Another case in Point: University Sports Team Logos On his website The Visual Communication Guy, Curtis Newbold points out that some college football logos are more sticky than others. Here are 2 that he talks about: What school does this logo represent? What about this one? My guess is most of you easily identified the first logo as belonging to USC and that less of you were able to identify the second one as belonging to the Naval Academy. Both represent prestigious schools, but the first is simpler and thus easier to identify and remember. Imagine these logos on a hat, T-shirt, or sports uniform. USC’s logo would be easier to make out from a distance whereas the Naval Academy’s logo would be harder to discern even up close because of all the lines.

  10. Unexpectedness (aka Surprise)  Grab people ’s attention. Case in Point: Go Daddy’s 2013 Super Bowl Ad The ad featured a long kiss between supermodel Bar Refaeli and an average-looking. Non A-list actor, Jesse Heiman, to grab people’s attention and illustrate that “sexy meets smart” at Go Daddy. Watch it here: https://www.youtube.com/watch?v=t-1oixpSShs

  11. Concreteness Don’t make people think too hard. • You probably don’t want to rattle off SAT vocab. words or try to sound like Emily Dickinson if you want people to understand your message without having to reread or use a Dictionary . . . because no one is going to take the time for that. • Case in Point: Nike’s “Just Do It” Slogan • This slogan gets straight to the point and uses every day language people are used to hearing.

  12. Credibility  Make messages believable. Case in Point: Subway’s Jared Campaign Subway included testimonials and before and after shots of Jared Fogle in advertisements explaining that he had lost weight on a Subway sandwich diet.

  13. Another Example: • Including a smiling photo of yourself on your website or blog ’s About Me page shows readers you are a real, approachable person who they can relate to.

  14. Emotion  Make people feel your message. Case in Point: Anti-smoking ads You can tell people smoking is bad for them; you can even give them smoking-related lung cancer statistics to prove it. But those facts aren’t personal, and they might not mean much to people. Anyone looking at the image at right, however, would be hard-pressed not to get a lump in their throat. The fear someone feels after seeing the tube in her neck is hard to forget.

  15. Story Make people relate to your message. Case in Point: What would you rather eat? . . . A reduced sized KitKat bar with only 165 calories, or what the girls in the ad at right are eating? Both candy bars are the same, but, look! You can eat the one at right while talking with friends the night of a red carpet event and still fit into your dress.That story has a better chance of convincing people it’s worth a try.

  16. A Final Thought: Stickiness as a Double-Edged Sword This logo has elements of stickiness. It’s simple. To many people, it was unexpected. But many people hated it. In case you don’t know, this was unveiled last year as a new University of California monogram to be used for marketing purposes. But the plan was nixed due to an outlash of public opposition.

  17. The Golden Rule: It has to stick for the right reasons. Many people were shocked by the design, feeling that it shamefully did not convey the University’s heritage and prestige like the traditional seal. People thought the new design looked like a toilet bowl being flushed. They felt it was inappropriate as a representation of a university. Although many people wrongly thought the new design was meant to completely replace the traditional seal (the seal in fact would still have been used on more formal documents), their strong response was because this logo “stuck” out to them in a negative way. It shocked them; it lacked prestige, it disregarded tradition, it didn’t make the university seem credible, and it made people feel less proud of the UC. The bottom line? In order for stickiness to be effective, ideas and designs have to stick for the right reasons.

  18. Works Cited Clevver News. “Go Daddy Bar Refaeli Kiss Super Bowl Commercial 2013 – FULL.” Online video clip. YouTube. YouTube, 1 Feb. 2013. Web. 8 March 2014. Heath, Chip, and Dan Heath. Why Some Ideas Survive and Others Die. New York: Random House, 2008. Print. Lidwell, William, Kritina Holden, and Jill Butler. Universal Principles of Design. Beverly, Massachussetts: Rockport Publishing, 2003. Print. 228-229. Newbold, Curtis. R. “How to Make Good Ideas ‘Stick’: : Six Ways to Make Your Writing and Designs More Memorable.”The Visual Communication Guy. Curtis Newbold, 2014. 5 March 2014. Web. Newbold, Curtis. R. “Ranking College Football Logos: The Best and Worst of 2013.” The Visual Communication Guy. Curtis Newbold, 2014. 5 March 2014. Web. Simmons, Christopher. “The UC Logo Controversy: How 54, 000 People, the Mainstream Press and Virtually Every Designer Got it Wrong.” AIGA.com. Aiga, 13 Dec. 2012. 8 March 2014. Web. Smith, Leanne W. “6 Ways to Make Your Messages ‘Sticky.’ Leannewsmith.com. Leanne w. Smith, 2014. 5 March 2014. Web.

  19. Images from: • http://openclipart.org/image/300px/svg_to_png/10942/richardtallent_Sticky_Note_Pad.png • http://oeilsj.files.wordpress.com/2011/02/nike_swoosh.gif • http://blogs-images.forbes.com/avidan/files/2014/02/Olympic-Rings-1.jpg • http://smallshopstudio.com/wp-content/uploads/2010/10/chanel-logo.jpg • http://mysonginthenight.com/wp-content/uploads/mcdonalds.jpg • http://www.synergy-sponsorship.com/blog/wp-content/uploads/314993-jared-fogle-the-039-subway-guy-039-.jpg • http://www.mikaelarae.blogspot.com/p/about.html • http://3.bp.blogspot.com/-K5aS6ltADYQ/URaknCCZVJI/AAAAAAAAHwA/l1uBjhtily8/s640/Bar-Refaeli-Go- Daddy.jpg • http://claudynewton.files.wordpress.com/2011/11/kitkatsenses.jpg • http://www.quintonreport.com/wp-content/uploads/2013/05/usna-goat-logo.gif • http://fitsnews.com/wp-content/uploads/2010/01/southern-cal.jpg • http://blogs.kqed.org/newsfix/files/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg • http://www.wupr.org/wp-content/uploads/2013/05/UC-Seal.png • http://thinkprogress.org/wp-content/uploads/2013/03/cdc-anti-smoking-4-300x300.jpg • http://3.bp.blogspot.com/-M2BStrGddOs/UOKhlijjllI/AAAAAAAAACQ/celjMOFYUM4/s1600/Nike-Just-Do-It- Wallpaper.jpg • http://3.bp.blogspot.com/-shQic7cJ_zo/UljqnfneulI/AAAAAAAAOx4/xWfXlUIkj7Q/s1600/McDonalds-logo- wallpaper-HD.png • http://blog.lib.umn.edu/meyer769/psy_1001/Untitled.png

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