Monday, June 22, 2015

[seminar: my note] 2015 크리에이티브 디렉터 세미나 (translation:Creative Director Seminar 2015)


Subject
2015 크리에이티브 디렉터 세미나 (translation:Creative Director Seminar 2015)
Place
Seoul Women’s Plaza, Seoul
Time
June 10-11, 2015 10:00~18:00
Speaker
Host
KIPFA (Korea Internet Professionals Association)
Focus
branding, user research, font, pixel, portfolio
  1. Lesson
    1. 한국인이 바라본 중국 인터넷 기업 알리바바의 디자인본부 이모저모 (translation: A Korean Person’s Experience with Design Center of Alibaba, a Chinese Internet Company) [Min Ah Shin@Alibaba’s Taobao, Design Expert]
      1. Chinese users: people in China are very skeptical about new things
      2. user research at Taobao: e.g. visit a town and spend a whole month with users to conduct research

    1. 경험을 이끌어 내는 디자인 (translation: Experience Generating Design [Uzin Hwang@Interbrand, Executive Creative Director]
      1. Brand is about building relationship (e.g. Brompton)
      2. A design change can bring behavior change (e.g. Philip’s MRI for kids: c.f. super formula for chemotherapy drugs)
      3. Reinventing brand can transform old image to be new (e.g. Yellow Pages)
      4. Any organization’s Identity can be re-branded for a whole new image change (e.g. Hansol Museum)
      5. Interbrand experience framework has three parts: 1. insights & needs 2. idea and true 3. better, real, and shared
      6. new term: wordmark, hero typeface, motif, element

    1. 디자이너 해외진출. 무조건 + (translation: Should Designers Work Aboard? Absolutely!) [Younghee Jo@NINEFIVE, CEO]
      1. Design firms in America have feedback-friendly culture and so should you!
      2. Consider implementing golden ratio in design
      3. portfolio: have a good layout
      4. resume: make your resume fit within 1 page; consider putting communication, job relevance, teamwork, creativity, and proactiveness as strengths

    1. 픽셀 시대의 종말 (translation: The End of Pixel Era) [Byungsam Hwang@D.FY, CEO]
      1. monitor
        1. history: green -> orange -> white (e.g. Apple) -> color -> RGB -> anti-alias (9.6 pixel- Helvetica, 8.5 pixel) -> ClearType (drawing curve pretty well) -> retina 326 pixel? (according to Steve Jobs, human eyes can’t tell the difference above 300 pixel)
        2. c.f. resolution 1920 x 1080 @216 dpi ; 5 x 5 (8 bit) ---(x4)---> 20 x 20 (32 bit, retina)
        3. for accurate color representation, consider using dual monitor (one for retina and another for dot color)
      2. website/app design
        1. layout: 12 columns
        2. trend: flexible/fluid/liquid/elastic (e.g. a menu can be added as browser width gets wider)-> responsive (e.g. designers prepared four sets of images for an Innocean website)
        3. should designers prepare many sets of images to suit various screensize width?
          1. e.g. for Apple devices, 768 (on iPad’s portrait mode)-> 1024 (on iPad’s landscape mode) -> 1440 (on MacBook Air) -> 1920 (on iMac and MacBook Pro) -> 2560 (on iMac and MacBook Pro) -> 5120 (on iMac with Retina 5K display)
          2. c.f. 320 (iPhone 5), 414 (iPhone 6 Plus), 360 (Galaxy Nexus)
        4. design metaphor change: skeuomorphism -> flat (c.f. realtime blur, translucent)
        5. typography: Apple SD Neo Sans -> 윤고딕 700 (or 본고딕 Light) -> Neo 고딕 (DM) system font?
        6. copywriting: consider using meaningful/effective adverbs (e.g. Apple’s Korean site uses adverbs quite effectively to explain insight for products)

    1. Digital Re-branding / EXR, Lexus [Juhwan Yi@ Designfever, director]
      1. new term: 시간 masking, manifesto, mood board
  1. personal takeaway
    1. read this to understand difference between DPI, Resolution and Print vs. Web Images