{"id":9544,"date":"2024-12-06T13:10:23","date_gmt":"2024-12-06T17:10:23","guid":{"rendered":"https:\/\/parmaks.com\/Resources\/the-problem-with-shock-design\/"},"modified":"2024-12-06T13:10:23","modified_gmt":"2024-12-06T17:10:23","slug":"the-problem-with-shock-design","status":"publish","type":"post","link":"https:\/\/parmaks.com\/Resources\/the-problem-with-shock-design\/","title":{"rendered":"The problem with shock design"},"content":{"rendered":"

\"Profit<\/a>
\n<\/p>\n

\n

If attention is what you seek and attention is what you measure, it\u2019s likely you\u2019ll create drama. And drama is inherently short-lived.<\/p>\n

The managing director of Jaguar said, \u201cWe\u2019ve certainly gathered an awful lot of attention over the last few weeks.\u201d<\/p>\n

Choosing the word \u201cawful\u201d was appropriate.<\/p>\n

Here\u2019s the design that made Jaguar iconic:<\/p>\n

\"\"<\/a><\/figure>\n

Sixty years later, it still turns heads and fuels dreams.<\/p>\n

And the logo that went with the car did its job as well.<\/p>\n

It\u2019s easy for attention-confused marketers to get distracted. They think a rebrand and a re-logo are the same thing, they\u2019re not. A rebrand happens when you change the promise that you make, and the expectations we have for you. A re-logo is cosmetic. Rebrand at your peril, especially when the old brand is trusted, iconic, historic and connected to a basic human need. It\u2019s a mistake to focus on clicks, not magic.<\/p>\n

The director of Jaguar finished his statement with a sentence that is almost certainly not going to stand the test of time: \u201cWe need to make sure that Jaguar is relevant, is desirable, is future proof for the next 90 years of its history.\u201d<\/p>\n

\"\"<\/a><\/figure>\n

There are potholes to avoid here, even if you\u2019re not a car designer or marketer:<\/p>\n

    \n
  1. Clicks are not purchase intent. <\/li>\n
  2. Awareness is not desire.<\/li>\n
  3. Gimmicks are not marketing.<\/li>\n
  4. Social media followers aren\u2019t following you.<\/li>\n
  5. Noise is not information.<\/li>\n
  6. Burning down your house draws a crowd, but it\u2019s a lousy way to renovate.<\/li>\n<\/ol>\n

    [Whether or not I like the new design is irrelevant. This is actually about the promise a brand makes and the way it measures success. What\u2019s the promise of the new brand? How does the design make this promise?]<\/p>\n

    Design is story telling with utility. But if the story is only noise and outrage and the utility is missing, the design, by definition, is incompetent.<\/p>\n

    The thing is, we\u2019re not running out of noise, but we can always use more beauty.<\/p>\n

    \n\t\t\t\tDecember 6, 2024<\/span>\n\t\t\t<\/p>\n<\/p><\/div>\n