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Filed under: Business •Motion Graphics •

HOW Design Conference 2009

Why would someone brave mid-100 degree temperatures and high humidity to visit Austin Texas in the summer? To get a dose of creative inspiration, of course. But rather than being devoted solely to graphic design eye candy, we were surprised to find that the 2009 HOW Conference was also heavily slanted toward the topics of product design and marketing - as well as numerous talks on how to keep your own creativity fresh while dealing with both clients and management.

The highly respected HOW Magazine - the parent of the HOW Design Conference - is primarily devoted to graphic design and business concerns in the print industry, with some crossover to web and motion. We were invited to give an introductory talk on After Effects for those looking to expand beyond print. Trish made the move from print to video years ago, but after attending this conference, we can tell you that print is certainly not dead yet. Out of 50+ sessions, we were the only one on video or motion graphics; there was only one pre-conference session on Flash, and just a handful of others that gave a peripheral nod to new media beyond websites (i.e. podcasts, video games, iPhone apps, etc.). Plus most of the parties and special events were sponsored by custom paper manufacturers and stock photography houses.

Despite the old-school focus, there was still a lot of thought-provoking information conveyed. Here is a summary of the talks that particularly stuck with us:

Progress vs. Novelty: What Will You Think of Next?

Wednesday evening’s keynote was given by Rob Walker, the author of the Consumed column for the New York Times Magazine as well as his own Murketing blog. He looks at design both from functional and communication points of view, studying issues as both a marketer and an anthropologist. He sees design, image, and marketing as not just being about building a better mousetrap (and letting people know about it), but having a “dialog” with the consumer.

It’s one thing to have a blog or forum on your website; it’s another to actually respond to what your customer is saying - not just answering their questions, but understanding what it is they really want. Sometimes they want something comfortable and familiar. Sometimes they want something that is “venturesome.”

A great example he gave concerned the topic of “counterfunctionality” - creating products that didn’t actually do their job better, but instead were a quirky way for the owner to express their individual identity. Take, for example, watches that look cool, but which are actually hard to read (of which Chris owns several) - no focus group is going to tell you to make such a product, but hanging out with your users just might. Same goes for pants that hang well below the waist.

Our takeaway as designers? Go beyond the obvious solution, and instead look for the essence of what your target audience is actually interested in. It may not be all about the logo or a list of features; it may be about the lifestyle, or the way the user wants to feel.

Leading a Creatively Curious Life

This talk by Von Glitschka was one of several given by designers on how to seek out creative inspiration in your daily life. For some, this may seem like an obvious pursuit. But for many others caught up in the daily grind of meeting deadlines, keeping clients happy, and maintaining a personal life, it’s all too easy to find you’ve been walking around with your head down, nose to the grindstone. The basic message here is: Lift your head up and look around! And if you see something interesting when you do, don’t just go “that was interesting…” - use it. Indeed, Von’s manifesto for being creatively curious is:

• Act On It
• Share It
• Enjoy It

For example, Von had a printer that was horribly malfunctioning: All that came out were a series of streaks. Rather than boot the printer across the room (which we’re sure came later), he kept the printouts and scanned them, so that he would have a grunge texture for future reference. Not only that, he’s made those scans available for others to download. This general idea of seeing cool textures in his work and travels and capturing them for use in his own projects - plus making them available to others - has expanded into a line of books and downloads Von now sells.

(Takeaway: Always carry a camera with you. And use it.)

Or, if someone sings “all by myself” and you instead hear “Obama’s elf” - and if you also happen to be an illustrator - well, what are you waiting for? Don’t just chuckle to yourself; act on it, share it, and enjoy it, as Felix Sputnik has below:

In another example, Von belongs to a group that regularly gets together and sketches based on a theme. One of these sketches evolved into an entire new line of work designing tattoos (including an education in intellectual property law, as his design was appropriated by a Chinese company who sold it as part of a rub-on set of tattoos distributed in the US…Von won, and was paid royalties).

Perhaps the best idea to come out of Von’s talk was to “replace fear with curiosity.” How many times have you been fearful to take on a new job, learn a new piece of software, or even try a new food because you’re afraid it will turn out badly? Instead of recoiling, leap at these situations as opportunities to expand your horizons.

(And if you don’t find yourself encountering enough opportunities to expand your creativity on your own, Von recommends the book Caffeine for the Creative Mind: 250 Exercises to Wake Up Your Brain.)

next page: Good vs. Great Design; 10 Things You Didn’t Know Fonts Could Do

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