For example, both campaigns featured adjustable type settings but how different they were.
Designer reviews of rightfont generator#
It obviously left a lot on the table with their text generator tool.Ĭompare that to 2018, where data and algorithms were used to dictate everything from color schemes, to animations, customized layouts, tailored grid systems, within a carefully-crafted set of design restraints. Both the interactive card game and audio aura concepts were hit-and-miss with the audience, and the text treatments ranged from unremarkable to disastrous. Wrapped 2021 leaned heavily on a handful of ostensibly fun data-driven features that gave mixed results. Both campaigns used data to personalize graphics but the 2018 tempered algorithmic decisions with time-tested design considerations. In my opinion, Spotify Wrapped 2018 is one of the most elevated examples of design in the 21st Century, setting a standard which Spotify has yet to live up to in subsequent years (see the video below). Given that Wrapped is such a unique application of design and data, I want to compare what went wrong with 2021 compared to the 2018 campaign. Image Credit: Spotify Wrapped 2018 on Behance Perhaps Wrapped 2021 was a design flop, but it was definitely a marketing win. It’s about the level of skill, proper organization, and investment in creative ideas. It shows that the difference between a team that can launch huge campaigns and one that can’t isn’t man-power. Despite design criticism, Spotify Wrapped 2021 was definitely successful. Success is about working in advance rather than being in-the-moment or focussed on what’s trending. Creative and marketing leads should consider that Spotify Wrapped is a project that begins in June. It also showcases the value of planning ahead.
With my team at PragerU, we often assume our competitors have huge teams that enable such robust projects, but Spotify cuts through that narrative. I was blown away while reading an interview on Spotifiy’s blog with their Global Head of Brand Design, Rasmus Wangelin, to learn that their team is between 15 and 20 people. Wrapped also demonstrates what a small design team can accomplish if they keep their eyes on the prize and their skills fresh.
Designer reviews of rightfont professional#
You never know which passion project might boost your professional career. It’s where you grow and learn new skills. Wrapped 2021 is a testament to the value of designing for yourself. The generator was originally a personal project that Kiel made to practice generative design, but Spotify picked up on it and approached him to make an iteration for their campaign. My favorites are actually the default cylinder effect and then the outlandish Space option (I went down the rabbit hole on that one). Although many of the generator’s presets are set to the worst kind of woke defaults (a Black Lives Matter flag, and a Save The Country Vote preset), some are very stylish. I also used it to make the cover for this blog. It was really cool to learn how Spotify adapted this text-generation tool by Kiel Mutschelknaus to a custom algorithm for their use. For example, there is nothing wrong about experimenting with algorithmic design. Although much of Wrapped 2021 design didn’t quite land, we can still gather a bit of design inspiration from what Spotify’s team created in the campaign.
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