HOW TO BE MORE ENGAGING
In part four of our D&AD New Blood series, Tom Manning shares how best to transform your digital ideas into captivating solutions
In part four of our D&AD New Blood series, Tom Manning shares how best to realise your digital ideas
Back in the ’60s, a young American engineer, Doug Engelbart, invented the computer mouse. Before that, you had to memorise lines of code, then type it into a command line. Next, programmers set about creating menus, which meant ordinary people could explore a program’s capabilities simply by clicking on things. This democratisation of tech snowballed. Now, half a century later, even my granny has worked out the sequence of clicks needed to share Daily Express articles on my Facebook wall. What a time to be alive.
This appetite for technological innovation has design and advertising agencies completely smitten. And they’re looking to us, the digital natives (gag), to create the future. But the ability to pin, share, retweet, and like has cost us dearly. The more mediated our interactions with technology become, the less we understand what’s going on under the hood. How many times has Photoshop crashed on you? And how many times have you tried to figure out why, rather than swearing violently at the screen and reopening the program?
Similarly, how many times have your digital ideas ended up as scribbles on bits of paper? In my first ever crit with Andy Sandoz, now my boss at Havas, I told him I wanted to make digital ideas. He flicked through my book in under a minute and then said