If it takes more than a second or two for something to happen, the perception is that the technology is very obsolete and not really good. The promptness of the answer is important.

AVIXA

If you have witnessed how the latest generation of young children of "innate digital nature" try to turn the pages of a printed magazine or continuously click on unresponsive video presentations, then you will know why the interaction will soon become a requirement for virtually everything the design of experiences.

- Advertising -

Then consider that youthful curiosity when considering what that interaction should manifest and in what form it should do so. Forget about menus and lists of options, including photographs. Let's turn the interaction into a surprise party for your senses.

"Interaction is becoming more accessible in new ways," observed David Title, director of Recruitment at Bravo Media. "We are beyond 'experience-based marketing'. As we observe the evolution of more and more experiences of ephemeral stores, of brand activations and, in general, of marketing outside the home, people look for a show that transcends the visual. Now there is a real desire for authentic interaction and the ability to generate additional content from that experience. "

It is possible to live that experience simply by going through the Bravo Media studio in New York City. The elevator door opens and a full range of projected image representations, interactive videos, 3D without glasses and many other highly confidential visual development projects come into play before your eyes.

However, do not get discouraged those who do not have that innate digital nature: in fact, Bravo Media was founded as a traditional print shop and correspondence in 1997 by its current president, Tim Donovan. The type represents one of the best examples of those who "have changed the essence of your company" in the business, because now the place produces immersive images for major television networks, major brands and the digital projection system used every Night at The Late Show with Stephen Colbert.

Therefore, after observing the cycle from static to interactive in all its permutations, what do you recommend Tim Donovan and David Title to consider when designing for this new level of media? Here are three points to remember:

Simplicity attracts: "It's more about remembering the fun of the 'big red button'. If a person is given a place where they can carry out a physical interaction and that generates an interesting response, that transcends the impact of a simple visualization. It should not be a complicated process. "

Slow down and control your latency: "When you touch something, the answer should be immediate," Donovan said. "If it happens more than a second or two for something to happen, the perception is that the technology is very obsolete and not really good. The promptness of the response is important. "

Make it worthwhile: "Many times there is something like a deceptive bait," observed Title. "It's like saying 'Come and live this really incredible experience!' However, the result is commercial product brand messages. The business was not fair. I came and played, and my prize was a disappointment. But if you can really help someone create something great and facilitate the exchange of that experience, and this includes a trademark element, that will not be a problem. "

Richard Santa, RAVT
Author: Richard Santa, RAVT
Editor
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.

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