Musing on Reactive Art

What your consumer remembers, talks about, and ultimately acts upon is defined by the experience they’ve had with your brand. barrymcgee.jpgKnowing this, the industry is always angling for something new to catch the eye of the potential fan, and if all goes well, leaving a lasting impression that also drives them to take an action (sharing, buying, etc.). However, with the level of mass media and technology at our fingertips coupled with the explosive growth of information today, our consumers are experiencing sensory overload. Knowing this phenomenon is not going away anytime soon, how do you and I overcome it?

There is no silver bullet other than always be cognizant of what your message is and how it’s delivered. And that is, obviously, what we are paid to help a brand figure out. But one approach that streamlines the process is generative design and creative coding.

Generative art refers to any art PRACTICE where the artist creates a process with is then set in motion with a degree of autonomy resulting in a completed work of art. Imagine, for instance, entering a hotel lobby and seeing a large piece of art being projected on a wall. You notice, as people pass by, the colors and shapes shift places. Upon closer inspection, you notice that the artwork is made up of tiny historical images of the hotel that create their own piece of artwork from further away. Only a foot from the artwork you notice its aesthetic responding to your motion. You wave your hands and the colors pulsate. You brush your hands across the projected artwork and it breaks apart only to come back together creating a new piece of artwork that responds to information about you stored in the hotel’s database. You tap one of the images and all the images break apart again, reforming to create information tailored to your visit.

That is generative design. Using creative coding, defining a set of rules and providing input devices, you’ve managed to produce a marketing ecosystem that is entertaining, responsive, and adaptable. More importantly, you’ve created something people want to view, touch and interact with.

Published by gavinjohnston67

Take an ex-chef who’s now a full-fledge anthropologist and set him free to conduct qualitative research, ethnography, brand positioning, strategy and sociolinguistics studies and you have Gavin. He is committed to understand design and business problems by looking at them through an anthropological lens. He believes deeply in turning research findings into actionable results that provide solid business strategies and design ideas. It's not an insight until you do something with it. With over 18 years of experience in strategy, research, and communications, he has done research worldwide for a diverse set of clients within retail, legal, banking, automotive, telecommunications, health care and consumer products industries.

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