Design Story
Published in

Design Story

Wikicommons

Uncanny brands

Make your campaign either obviously fake or actually authentic to earn customer trust.

“In my opinion it’s always been a fallacy, the notion that human characters have to look photo-realistic in CG. You can do so much more with stylized human characters. Audiences innately know how humans move and gravity works, so if a human character doesn’t feel right, they’ll feel something’s wrong. But if the weight works for stylized characters, the audience doesn’t question it - like the Dwarfs in SNOW WHITE AND THE SEVEN DWARFS, which were so cartoony and stylized. In THE INCREDIBLES, the characters are cartoony heroes but they can be hurt and they have this family dynamic that makes them believable.” Ralph Eggleston, Artistic Director for THE INCREDIBLES

Special case: distrust on purpose

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Complements to the human condition.

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James Buckhouse

Design Partner at Sequoia, Founder of Sequoia Design Lab. Past: Twitter, Dreamworks. Guest lecturer at Stanford GSB/d.school & Harvard GSD jamesbuckhouse.com