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		<title>Pat Hellberg on the art and science of digital signage content</title>
		<description>Discuss Pat Hellberg on the art and science of digital signage content</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content</link>
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			<title>tory burch outlet online says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-601</link>
			<description><![CDATA[You clearly know so much about the subject, youve covered so many bases.]]></description>
			<dc:creator>tory burch outlet online</dc:creator>
			<pubDate>Tue, 06 Dec 2011 01:56:38 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-601</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-600</link>
			<description><![CDATA[Hi Jacob,
I agree, there's no doubt that a good designer can overwhelmingly influence the quality of an ad. Likewise, a bad one is going to have an equal (but negative) effect.
My point of contention is simply that good designers inherently "know" a lot of the rules, so on the average they are able to produce spots that perform well, even when they're not consciously paying attention to the "science," as Pat might call it.
And I also agree (but didn't touch on) the impact of environmental integration. Having a sign that sticks out isn't always a good thing, even if it might mean getting more eyeballs from passers-by.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Sat, 13 Dec 2008 13:34:56 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-600</guid>
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			<title>tawo, jacob says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-599</link>
			<description><![CDATA[i still hold the openinon that the success of a well design signage advert can be term so if the designer is convasant with the environ it social requirements, a combination of which will produce a pice that would be attractive to the onwatcher. other factors not over-rule, Good contents comes from those people who have broad knowledge of other competing products as regarding what products he intends to promote. thus Signage contents development should involve not just the grafics personal but a combination of knowledge in all the sectors of the company that requires direct or indirect infulence on the customer.]]></description>
			<dc:creator>tawo, jacob</dc:creator>
			<pubDate>Thu, 04 Dec 2008 09:47:57 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-599</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-598</link>
			<description><![CDATA[Franois and Eric: Yeah, design, passion, excitement, etc., etc. It's absolutely critical, provided that your goal is experiential. After all, if your content looks terrible, it's not going to do anything to improve the in-store experience, is it?
However -- and I have a lot of data backing me up on this -- it comes in second place to visibility, readability and straightforwardness when your goal is to transmit a specific message, and have a viewer understand and (hopefully) remember that message.
I still maintain, as I noted in my comment above, that a lot of the "gut" and "instinct" that translates into well-designed content comes from people who already know what "works" in a particular environment and are just subconsciously making lots of decisions that impact the overall quality of the content during the design process.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Mon, 30 Jun 2008 15:24:16 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-598</guid>
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			<title>Eric Dytzel says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-597</link>
			<description><![CDATA["In the formative days of Nike, research and metrics were never as important as instinct and passion."
Instinct and Passion - I think Pat hit the nail on the head. People by on emotion for the most part. Yes I agree there is a lot of research that goes into finding what trips that emotional trigger to get someone to part with their hard earned cash. Now with digital signage clients want metrics. Digital signage is new and as such there really isn't much in the way of measured response........... yet.
I think at this point we should take Nike's age old advice and "Just Do It!"
Imagine where our world would be if all our choices were made based on research and metrics. I dare say we would not be anywhere near where we are as a society without gut instinct and passion.]]></description>
			<dc:creator>Eric Dytzel</dc:creator>
			<pubDate>Wed, 18 Jun 2008 14:23:18 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-597</guid>
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			<title>Franois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-596</link>
			<description><![CDATA[Design is everything. Look at the targets first though. Then look at the design for them. Nike's ad campaigns were so well executed. Over and over again. I think Pat's phone should ring quickly and often.
I'd be curious to know how age is applied to font sizes and art design... Do ad agencies ever give consideration to that ever growing phenomena of aging population in the Western world? Look at the grey hair heads around you and their spending power...]]></description>
			<dc:creator>Franois Reeves</dc:creator>
			<pubDate>Mon, 16 Jun 2008 09:58:45 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-596</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-595</link>
			<description><![CDATA[Like I said, it's hard to argue with results like Pat's, especially since he spent so long at the helm of one of the most progressive in-store marketers out there. However, I think Pat and his team may secretly have been doing more "science" than they thought (and a quick word about that: I'm definitely \\not\\ a scientist. Heck, my bachelor's in Anthropology doesn't even qualify me as a \\social\\ scientist). If you ever read Malcom Gladwell's book \\Blink: The power of thinking without thinking\\, he suggests that we have some special cognitive ability that lets us rapidly make insightful decisions within a few seconds of encountering a problem. He uses examples like art dealers who are immediately able to spot forgeries -- even really good ones -- and longtime tennis pros who can tell if a serve will go in our out before it has been hit. Gladwell speculates that our special cognition is based on some equally special power of observation. In reality, what's really happening is that these people have all built up expertise in their fields after years, and often many decades, of practice. That tennis coach probably knows a serve will be out because he has seen the motion a million times, and is subconsciously picking up on visual cues.
This is almost certainly what the designers at Nike experienced too. Years of design work and exposure to "good" creative subconsciously taught them the "right" way to do things. Did Nike's pieces always use sans-serif, or the optimal contrast palette? No, certainly not. But then, their mandate was always "make the store look cool," not necessarily "hock our latest shoe." And besides, the best practices we talked about will certainly be used in conjunction with good aesthetic design -- very few will be willing to settle for ugly creative, even if there's the possibility that it will perform slightly better.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 13 Jun 2008 15:49:50 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/666-pat-hellberg-on-the-art-and-science-of-digital-signage-content#comment-595</guid>
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