Talkability

Build Talkability Into Your Design

Build Talkability Into Your Design

Garth Beyer

MillerCoors Rooftop View

Pumpkin patches and apple orchards do a wonderful job of adding talkability factors into their design. They have the picture of a farming couple that you can put your head into and take a photo or the turkey that’s begging you to stand behind and show your face where its face should be. They add simply interactive designs that a majority use to share and talk about their experience.

I went on a three and a half hour private tour of the MillerCoors facility in Milwaukee today with a friend. I was too busy listening to the guide and chatting about how to brew beer to take dozens of photos, but there was a moment that was irresistible. As seen above, we’re on the roof of a 12+ story building and it’s clear they’ve designed this rooftop experience as a talking point. You have the shipping carriers, miller park, the brewing facility and the giant Miller sign all in one photo. MillerCoors figured out a way they could add talkability into their design.

I’ve been guilty of trying to make an entire experience worth talking about instead of focusing on a few little points that tell the larger story, that are easily talked about, and that people can’t help but share.

Consider how you can design talkability points into the experience you’re providing people.

 

Stay Positive & Better To Guide The Points Than Have Others Decide What’s Worth Sharing

because in most instances, they’ll choose not to share.

It Only Makes Sense

Garth Beyer

When I write long form fiction or create a business plan or branding strategy, I have a check-list by each page.

  • see
  • smell
  • taste
  • hear
  • touch

When you walk into a store, do you notice the pleasant smell? Scent marketers are paid to make the store smell pleasant so you stay longer, enjoy yourself more and generally feel relaxed while shopping. Not all stores do this, in fact, not many do.

Hostess, with their Twinkies, really sells the sound of opening the Twinkie package.

Apple does a fine job with design when it comes to their pads, you can see it. More importantly, you can touch it. You can swipe your finger, hold it in the corner with one hand, graze your palm across it.

Appealing to the five senses even comes in play when selling a home. A couple of homes at the Madison parade of homes did a fine job of checking off the list of senses.

My significant other and I could see the entire house, we could smell lemons in one and a pleasant sort of Febreez smell in another. We could taste the wine and beer just by looking at the bars downstairs. (One house did have water and sprite in the fridge for guests, but unfortunately did not advertise it.) Just outside the homes, there was a food cart. Another house had a very hotel feel to it, specifically in the bathroom. Not three steps into the bathroom my significant other was dancing. They had music playing, fit to the hotel, a Frank Sanatra-feel. And yes, we could touch the railings, the carpet, the backsplash, the cabinet knobs. Check. Check. Check. Check. Check.

When writing, when designing, when strategizing, let’s not forget the other senses. I can’t guarantee a sale, but I can guarantee appealing to all senses lowers the number of complaints and raises the talkability-factor of the product or service.

 

Stay Positive & Mmm Mmmm Good