EPIC: Edu & INFO DESIGN Guide
How can media move people beyond reaction to action?
At KCAD, we attempt to answer this question through the ongoing EPIC Project. We have collaborated with experts in universal design, neurodiversity, education, entertainment media, and minorities in media to explore, develop and test digital and physical products that will move audiences and users of educational and informational media to action. That action can include things like maximizing information retention, increasing empathy towards disenfranchised populations, taking steps to seek to improve one's mental health and improving attentiveness through joyful learning. We share the knowledge we gain and tools we create in places like the KCAD Digital Learning Center and the Adobe Education Exchange. We make our media available for free at places like the iTunes Store, Google Play store, Chrome Web Store, YouTube and our website: EPICSITE.org
EPIC projects are research and innovation driven.
- We will create collaborative teams of experts and end-users and engage in "understanding" interviews and exercises at the beginning of the project.
- We will periodically obtain reviews from the team throughout the design process.
- We will user test and record feedback from the end user
- We will create reports that share the knowledge gained.
The KCAD Digital Art & Design program is committed to creating media that is accessible to persons with disabilities and applying Universal Design best practices. All public-facing projects will adhere to these EPIC Accessible Design guidelines.
Our targeted audiences and users will range in age, gender, race, ethnicity, and neurodiversity. We will obtain ongoing advice and feedback from representative members of these groups during the design process. It is important for us to avoid negative stereotypes and implicit bias (test yourself). Examples of implicit bias can include unconscious stereotyping based on gender, race, fashion choices, body types, etc. The key difference between implicit bias and racism, sexism, etc. is that it is not a conscious choice. Rather it is subtly and constantly shaped by one's upbringing and socio-cultural environment.
Socio-emotional Driven Content Framework
Content that speaks to three of the primary driver of the human experience. These may be addressed at different points within the media and may shift in emphasis and intensity as the audience/user experience progresses.
- Our Tribal Brain: is processed by the brain's Limbic System, which has no capacity for language and is strictly focused on how we feel. The sense of belonging to a group is among the strongest drivers of human action and addresses the "why" we might believe or do many things. In your media, ask, then answer, the question: do we share a common belief about the way the world is or the way it should be.
- Our Primal Brain: The hindbrain and medulla is sometimes referred to as our "lizard" or "fight or flight" brains. It is our emotional selves. Targeting one or more of the 6 basic primal emotions we all share: joy, fear, disgust, surprise, sadness, anger, will anchor an effective design strategy. Here is a more extensive and nuanced list of emotions.
- Our Logical Brain: Evaluation occurs in our neocortex, which evolved as we became homo sapiens. This is the appeal to logic. It's where rational and analytical thought occurs and language is processed. Facts, figures and diagrams are created and processed here. The value we assign to them, however, is profoundly influenced by our primal and tribal natures.
- Our Knowledgable Brain: This is the fundamental cognitive orientation of an individual encompassing the whole of their knowledge and point of view. It is built on lessons learned and remembered. The hippocampus is where long term memories are organized , but the actual memory bits are located at various places in the cortex where they are associated with sensory experiences and other tangential, previously stored memories that connect with and provide context for the new ones. Experiences that affect a person's world view, must be memorable and include an explicit or implicit call to action.
Our targeted audiences and users will range in age, gender, race, ethnicity, and neurodiversity. It is important for us to avoid negative stereotypes and implicit bias. Examples of implicit bias can include unconscious stereotyping based on gender, race, fashion choices, body types, etc. The key difference between implicit bias and racism, sexism, etc. is that it is not a conscious choice. Rather it is subtly and constantly shaped by one's upbringing and socio-cultural environment.
Integrating and showing gender, ethnic, racial, age, neuro and physical ability diversity is critical to connecting with all people. And, it is up to media creators to beat the drum of inclusion in everything we do.
Entertainment-Based Delivery Strategy
There are no greater masters of engagement than the entertainment industry. Applying these common strategies will ensure attentiveness and retention.
- Use production methods and genres, such as animation, live-action video and games, that can compete with entertainment media in popular culture.
- Include a brief, early introduction to the material that sets the overall emotional tone and builds expectations. This will create a dynamic 'expected experience' that will blend with our 'actual experience' to create a more engaging 'perceived experience'
- Maintain an anticipatory state in the user/audience by creating new and novel experiences through variety in production styles, narrative surprises and novel interactivity.
- Create content narratives written from or to the point of view of the target audience.
- should integrate the informational/educational content into the gameplay and avoid simply using the gameplay as a reward system.
Linear time-based works
Such as animation, books and video, should consider a four part story that includes:
- Life in Balance: the world in it's normal state
- Set up: the problem is presented, usually in the form of conflict. The conflict can be with the environment, external natural forces, the self or other persons.
- Body: the problem for the protagonist is exacerbated by internal or external forces (can have one, several or many parts).
- Resolution: the problem solved, balance restored ... or not.
- Optionally, the resolution can require one of the main protagonists or antagonists to make a moral decision in order to move the plot to it's end point. Many of the most successful stories in history contain this "moment of grace" component.
Do not use licensed characters or environments
Do not use images or audio from the internet unless you purchase them or receive expressed written consent or they are provided free for use through a creative commons license.
Do not use images, audio recordings or video of people with out their knowledge and consent. Here is our model release form.
Use the appropriate process for the media you are creating:
Socio-Emotional Video Examples
Honda Promo Video - 2018
(long but maintains interest through all of the unique and varied micro-stories.
0s- 15s - Primal (emotional images & music)
19s - 60s - Knowledge (history, nostalgia & brand)
60s - 90s - Logical (value proposition)(tech for people, convenience, useful, for work, for daily life, accessibility, enjoyment, international)
90s - 120s - Tribal (Part of our daily lives)(built & sold by a group of caring people)
120s - 150s - Logical (solving wicked problems)
150s - 180s - Primal (emotional images & music)
180s - 225s - Logical (designing the future)
225s - 238s - Tribal (products that make the whole world smile)
238s - 242s - Call to Action (Implicit) (Honda will make your dreams com true)(Honda Logo)
To The Western World
0s - 15s - Tribal (we are friendly and non-threatening.. like you)
15s - 105s - Primal (violent images)
105s - 115s - Tribal (we are friendly and non-threatening)
115s - 128s - Logical (we will bring value to society through our professional lives)
1128s - 135s - Call to action (explicit)(build a future not a stereotype, Guarantee education, stop the pity, unlock the potential,
135s - 160s - Knowledgeable (creating a lasting impression of African men as 'good people')(Mama Hope Brand Logo)
Guide created by KCAD professor Bill Fischer