Putting aside the polarizing views from what Apple announced today at WWDC 2013, flat vs. skeuomorphic…Who cares? That’s another discussion, for another day, on another blog.
Apple made me feel a few things today. At first, a sense of huge disillusionment over the future of the aesthetic design world around me with their new approach to the iOS look and feel. This maybe an over reaction, and it was short lived when I saw this video.
From this video was my second reaction, a sense of pride in who I work for and the industry I am in. I think this is the best ad I’ve seen from Apple. Aside from its sheer beauty in simplicity, it shows that Apple truly cares about the emotional side of communication and branding as a bigger project.
It shows how strong an emotional tie can be in helping communicate products, philosophies, and the personality of companies. This video won me back, and made me thankful that I have the ability to make others feel these types of connections and emotions through my work at Emotive Brand. Put the question of bright colors aside and ask the bigger question of, how are you making people feel and how would you like them to feel?
Thomas, how would you compare this (in terms of clarification of Apple’s design-oriented brand) to the “Crazy Ones” and the subsequent “think different” campaign? It seems like that’s the target emotional evocation here, yeah?
I think it’s different due to the fact that this no longer seems to be about going against the grain for Apple. What they have produced borrows ideas, aesthetic, and UX from others around them. Something they might not be used to doing. Its not that they admit to doing this, but more the fact they see another opportunity in showing their process and being proud of it. I guess it might go back to the “challenge the world around you’ perspective when they feel that they are really doing that with an innovation. At least they are honest.