Our ‘Little Book of Whitespacisms’ is an amusing collection of quotations, stories and anecdotes, lovingly illustrated with the intention of invoking joy, pain, comfort or just good old fashioned fun. However, they all have one thing in common – they are all real or have been inspired by real situations.
The world of design, branding and digital brand communications is steeped in mystery, jargon, rules, processes and forumlae, some of which are open to interpretation or rather misinterpretation. In over 16 years of business we’ve had the privilege of being on the receiving end of requests and demands ranging from the hilarious to the utterly bizarre.
As creatives and designers who collect anything and everything we were never going to let these pearls of wisdom pass and even coined a name for them, ‘Whitespacisms’. Then someone suggested we publish the best in all their glory so that everyone could enjoy them.
So we did. The names have been omitted to protect the innocent but you know who you are.
To request your free copy contact karen.woodhead@white-space.co.uk
The Little Book of Whitespacisms – ROSES DESIGN AWARDS NOMINEE 2011
Nick Birch, Creative Director, Whitespace
Following our recent post giving you the low down on QR codes we notice a plethora of code designers making full use of the 30% margin of tolerance in the readability of the black and white boxes to give them more attractive designs. This not only makes them standout more but adds a human element to the otherwise cold and techie-like appearance. We’re all for that.
Karen Woodhead, Marketing Director, Whitespace
We’re celebrating this week at Whitespace having reached the final two for the Best Online Ad in the infamous Chip Shop Awards. Our ‘Beatles On Vinyl’ ad for ITunes knocked out hundreds of entries but was beaten at the final hurdle. Well done to the team regardless and congratulations to the winners.
Karen Woodhead, Marketing Director, Whitespace
A crash course on QR codes
Filed Under: Digital, Get inspired, Marketing strategy, Uncategorized, Website lead generation
Leave a comment
QR codes are becoming an increasingly popular tool for driving traffic to a web location from printed material. Here’s a crash course on tools, tactics, and best practice to help you implement a 2D barcode marketing campaign.
What’s a QR code?
QR code (also known as a 2D barcode) is an encoded barcode image resembling a square-like maze. Unlike a 1-dimensional UPC code, a 2-dimensional barcode stores data in both directions and can be scanned vertically or horizontally to be decoded. See the image above.
What’s the difference between 1D and 2D barcodes?
A traditional 1D barcode (UPC/EAN) stores up to 30 numbers, while a 2D barcode (QR) can store up to 7,089 numbers. The additional storage capacity accommodates a variety of data beyond numbers, for example:
* Text
* Hyperlink
* Telephone numbers
* SMS/MMS message
* Email (Send message)
* Contact entry (vCard or meCard)
* Calendar entry (vCalendar)
Storing a hyperlink presents lots of possibilities beyond just loading a web page. For example, play a video, download a mobile app, check-in on Foursquare, update a Twitter status, “Like” a Facebook page, display map directions, and more. You can read/decode a 2D barcode by scanning it with a smartphone and a reader app.
What surfaces can I print the QR code onto?
Once the barcode image is created, it can be printed on nearly any surface and location. For example, stationery, brochures, exhibition stands, newspapers, TV ads, billboards, temporary tattoos, product packaging, clothing labels, cake icing, and more. 2D barcodes excel at helping you drive content to your digital media from just about anywhere.
Use caution placing barcodes online
They should always enhance the user experience. If a user could click a hyperlink, don’t make them scan a code to complete the same task.
Bear in mind the location must be easily scannable. Plastic frames and packaging can reflect light. Lighting can cast shadows, and hillsides and subways can kill Wi-Fi access. Consider all contextual factors that could impact the scanning experience.
QR isn’t the only type of 2D Barcode
The most popular 2D barcode formats are QR code, DataMatrix, ScanLife EZcode, and Microsoft Tag.
There are several key differences in these code formats. ScanLife EZcode and Microsoft Tag are proprietary formats only decodable by their tools, while QR and DataMatrix formats are open standard.
A Google Trends analysis of these 2D barcodes shows “QR code” dominates by far from a search popularity perspective. QR has become a common term used to reference a 2D barcode (2D code, mobile tag, mobile barcode, etc.) even when codes are technically a different format. Even @MicrosoftTag uses the #QRcode hashtag on Twitter.
Tools to Generate and Read 2D Barcodes are Free
Tools are available for all major mobile phone handsets. To run a 2D barcode campaign you’ll need to following:
1. 2D barcode generator (Website service)
2. 2D barcode reader (Mobile app)
3. [Optional” 2D barcode management/tracking tool (Website service)
Management Tools are Available to Track Scanning Analytics
URL-shortener and web analytics for 2D barcodes storing URL hyperlinks are a great start. For comprehensive scan tracking, you’ll need to use a barcode generator tool that includes tracking analytics. (These tools are not independent.) Some management tools will merely track the number of scans while others provide detailed metrics like demographics, repeat scans, geolocation, and more. Collected analytics depends on the reader app used for scanning, so data results may vary.
Management tools are relatively inexpensive and sometimes free. Paid plans typically have a free trial with fees based on the number of scans.
2D barcode management & tracking tools include:
* Microsoft Tag (Tag)
* ScanLife (EZcode, QR, DataMatrix, UPC)
* Tappinn (QR, UPC)
* Paperlinks (QR)
* QReateBUZZ (QR)
* BeQRious (QR)
* SPARQCode (QR)
* QReate and Track (QR)
2D barcode content should provide special value for the customer
It’s work to scan a barcode, so users have higher expectations as to what content they will find. Reward the user with discounts, exclusive content, or useful tips relevant to the code’s context. Consider scenarios that leverage smartphone features (email, SMS, phone call, video, map, apps, etc.) to save the user time.
For example, including a QR code on a business card that links to a meCard would be a lot easier than the user manually entering the contact record. In contrast, a QR code that links to a website homepage adds limited value.
Note: If you link to a web page, make sure that it’s mobile-friendly.
Don’t forget to test scannability
Before you mass print or distribute barcodes be sure to test for scannability. Testing factors:
* Smartphone cameras (resolution/auto-focus)
* Reader apps
* Scan context (i.e. lighting, shadows, surfaces)
* Scan distance
* Scan timing
Hope this is helpful. Drop us a line if you have any questions.
Karen Woodhead, Marketing Director, Whitespace
We were bowled over by the latest project by American designer Candy Chang. Candy has turned the side of an abandoned house in her neighborhood into a giant blackboard where residents can write their reflections on what’s important to them. Chang says: “Before I Die transforms neglected spaces into constructive ones where we can learn the hopes and aspirations of the people around us.” We think this is creative communication at its best. Simple and timeless.
More pics available on Chang’s website here.
Karen Woodhead, Marketing Director, Whitespace
Whitespace wins 3 Heist award nominations
Filed Under: Creative ideas, Digital, Get inspired, Literature, Website content
Leave a comment
Whitespace’s work has secured three national Heist Award nominations for the University of Huddersfield. The Undergraduate Prospectus, Mini Guide and Online Prospectus Creator are each up for a prestigious award. The Heist Awards recognise innovation and excellence in education marketing. Well done everybody x
More information / visuals here:-
http://www.white-space.co.uk/portfolios/39-uoh
http://www.white-space.co.uk/portfolios/46-university-of-huddersfield
Karen Woodhead, Marketing Director, Whitespace
Stage 1. Rigor mortis
“All posts via Marketing please.” “Please stick to the formula.” “Make sure Legal have approved everything.” “Keep it coming, thank you.”
Stage 2. Cold light of day
“What, nothing’s been uploaded for 4 weeks?” “What are Sales doing?” “Why isn’t anyone contributing/approving/responding?” “What do you mean no time, MAKE time!”
Stage 3. Resetting expectations
“Once a week is probably more realistic.” “We don’t really need legal’s approval do we?” “Not every post has to be an epic.” “Do we really want the Board getting involved?”
Stage 4. Routine and relaxatiion
“Got a comment today.” “Getting the hang of this.” “I know what our followers like.” “Our blog is fab.”
Love your blog x
Adele Hadfield, Marketing Executive, Whitespace
Ambient advertising refers to ads in unexpected public places. With the cost of traditional media advertising increasing and the competition for consumer’s attention fierce we’re constantly on the look out for new advertising vehicles. Ambient ads appear in the bottom of golf holes, on hanging straps on the Tube and on the seats in public toilets, as per this little example we did recently for the Chip Shop Awards.
Karen Woodhead, Marketing Director, Whitespace
We have always loved the Helvetica-sporting posters designed for the film Trainspotting. This campaign is 15 years old this month and becomes more iconic with every passing year.
Simple and timeless takes great skill. The campaign focuses on the main characters with a poster introducing each one. The film focuses on multiple points of view and the poster campaign stresses the individuality of those personalities
Respect to the designers Mark Blamire and Rob O’Connor.
Karen Woodhead, Marketing Director, Whitespace
Starbucks has announced the launch of its new identity. It is a slimmed down version of the original with no words. The idea being to ease the brand’s transition into new markets.
Key question is will Starbucks lose its way?
Contraction is one of the oldest rules of brand management. The tighter and more clearly defined the brand, the easier it is to remember. Consider EasyJet. Its hotels and van hire businesses never achieved the same success as the iconic airline operation. Why? Because the concept of cheap flights is the value of the EasyJet brand and not easily transferrable into other areas. Virgin on the other hand continue to develop successful sub brands in unrelated markets and do so because the value of being a ‘people’s champion’ – the corner stone of what Virgin stands for – can be applied to any industry dominated by poor service and sub standard products.
The multi-million dollar question – quite literally – is what are the transferable values of Starbucks?
If we are talking brand extension such as muffins and coffee into supermarkets, much like Pizza Express have done with their distinctive pizza and salad dressing, then great. That stands a much stronger chance of success as consumers replicate their favourite Starbucks experience at home. But if other markets are in the pipeline like wine or music, where is the link in the mind of the consumer?
Another concern is whether removing the words ‘Starbucks’ and ‘Coffee’ from the brand leaving nothing but the figure will render it unrecognizable. Is the identity strong and established enough to stand-alone? Or is it too much too soon? Take away the words and, one can argue, you have nothing left of any intrinsic value. That the Starbuck identity graphic alone is simply not iconic enough. Or is it just that we’re simply uncomfortable with change? it’s not a complete redesign after all, like the Gap logo, we blogged about recently. It’s simply an evolution of an existing logo. And logos should evolve as a brand evolves.
We keep coming back to the point that Starbucks may be about to lose the single most recognizable element of its identity whilst entering non-related markets. That may well be a transition into choppy and very expensive water.
We’ll be watching with interest.
Nick Birch, Creative Director, Whitespace
Filed Under: Creative ideas, Get inspired, Literature, Playtime
Leave a comment