aesthetics of joy

I got rid of TV awhile ago (best decision ever, though only partly voluntary) so pretty much the only time I see commercials anymore is when they get sent around via social media. Usually that means they’re pretty good, or at least interesting, halfway between advertising and entertainment. Advertainment, let’s call it, which seems to be the holy grail of marketers these days.

This Dove ad is advertainment, and while I don’t love this blog being a vehicle for furthering marketer’s messages, there is a point I want to make here. If you don’t have time to watch the video, here’s the short version (spoiler alert!): Dove recruits a bunch of women for an experiment. They arrive at a location and are asked to get to know a stranger. Then they’re led into a room with a curtain, on the other side of which is a forensic artist. The artist asks them to describe themselves and uses this as fodder to create a sketch of each woman. Then the stranger who met that woman is led in, and the artist creates a second sketch of each woman using this description. Hung side-by-side gallery-style, the women view the paired portraits and are asked to take stock of the differences.

It is remarkable how much more attractive the second sketches are, universally. And though this a made-for-TV moment (with the music to match), it struck me as a uniquely tangible example of the power of perception. Anaïs Nin famously said, “We don’t see things as they are. We see them as we are.” If we are warm-hearted, open, and generous, we feel embraced by the world. If we are jealous, bitter, or narrow-minded, we interpret others’ actions harshly, and may be threatened by them. Convinced of our own objectivity, we believe this is how the world really is, while in reality we are attuning our senses to the information that affirms our view of the world. Psychologists call this confirmation bias, where we unconsciously look for evidence that affirms our beliefs about the world. But all of this happens in an amorphous way, so it’s hard to notice when we’ve slipped into some kind of negative way of viewing the world, or ourselves.

I love this experiment because it makes manifest the difference between negativity and positivity in aesthetic terms. Cold eyes, a flat gaze, a tight-lipped frown, odd facial proportions: these distortions are self-perception through a lens of negativity. Interestingly, these are also the facial expressions that correlate to negative emotions like sadness and anger. In his landmark study of facial expressions, Charles Darwin wrote about the faces of people in a state of sadness:

…the face [becomes] pale; the muscles flaccid; the eyelids droop… the lips, cheeks, and lower jaw all sink downwards from their own weight. Hence all the features are lengthened; and the face of a person who hears bad news is said to fall.

In other words, when we view ourselves through a critical lens, we are imagining our faces as though they were in pain. By contrast, a joyful face is inviting, with a bright gaze, good color, and contractions of muscles around the mouth and the eyes that make the whole face seem to smile. The same face under the two conditions is totally different.

We are inherently interested in faces, so much so that we have areas of the brain specifically devoted to processing them — scanning the faces of both strangers and intimates for signals that communicate their familiarity, their health, their disposition, and all the implications these things have for us. We invest a lot of energy in the aesthetics of our own faces. We rouge and pluck and paint and do countless other things to enhance the impressions our faces give to others. But I think so often we forget how much of beauty is in the expression, the temperament that emanates from within. This is a nice illustration of the beauty of not focusing on beauty. When asked to be open to getting to know a stranger, to be friendly, to simply engage with another — that’s when these women were at their most beautiful. Yes, there is a message here about being less hard on ourselves, and this is a point well-taken, but it’s not just about the removal of a negative. It’s about finding ways to lose yourself in things or people that kindle this kind of happiness. Beauty is just an outward signal of some kind of inner joy.

ps: For a critical take on the campaign, with some good points as well, read here.

Yesterday the team was searching for some video inspiration and we were reminded of this. One member of the team hadn’t seen it so we all had to stop and watch it together. Then I realized I hadn’t shared it with you all, and I couldn’t believe it. This ad for Sony Bravia, in which 170,000 bouncy balls are released down a hill in San Francisco, remains one of the most joyful pieces of advertising ever created. Pure color and exuberant energy. I smile every time I watch it.

Watch the “making of” video too. There’s a playful spirit that comes out from the director and the crew. It seems there was a real intention to make something joyful and beautiful, not just flog product. It’s a good reminder that you don’t always need to put the product front and center in the ad. If you believe in the value of what you’re offering, then a more emotional approach is not just more compelling, but also more lasting.

PS: Watch for the frog. It’s my favorite part!

I love this new ad from Canon Pixma, which is the result of an unexpected combination of paint, sound, and a macro lens. It almost feels like peering into a magical world: The slow speed and tight focus allow us to see transient sculptures that would just be a mess of splatters to the unaided eye. It’s also an intriguingly experimental approach. I feel like there is a rising trend lately towards experimentation in ads, events, and art pieces; people set up systems of conditions and allow unpredictable variation to determine the results. Mother’s ad for IKEA is a recent example, where cats, with all their mercurial whims, were released into the store to see what interactions might occur. As in this case, the “making of” video is as significant as the final result — the process is as joyful as the outcome. The work of design shifts from creating a beautiful thing to orchestrating a beautiful system, from controlling variability to modulating it.

The ad first caught my eye as a possible example of joywashing. I did an interview the other day during which I was asked to talk a bit about the concept, so it’s been top of mind. I said that joywashing itself isn’t harmful — more aesthetics of joy in the world is hardly a bad thing — but that it bothers me to see advertising that puts a chipper veneer on an ordinary product and claims it will make you happy. I’d rather see the design of the product reflect the emotional claim. If the product fails to deliver on the joyful promise, then it’s joywashing. But seeing this ad makes me want to refine that statement a bit.

I have no idea if the Pixma printer is a good one or not, whether it produces dazzling color or only so-so color, whether a print it makes is any more likely to cause delight than a print from any other printer. So on those grounds this ad would be suspect in my book. But I think this marketing effort transcends joywashing because the ad itself is truly joyful. In contrast to most ads, which say their brand is joyful (usually they shout it at you), this ad instead offers a brief experience of joy. Through an artful experiment full of delightful aesthetics, it creates a minute-long immersion into a surreal, uplifting world. I found myself spellbound by the ethereal forms and celebratory movements — it’s a great illustration of just how emotionally evocative abstraction can be.

I hope the product delivers on the tagline: Bring color to life. But even if it doesn’t, the ad doesn’t feel like joywashing because it can be appreciated and enjoyed all on its own. If the product doesn’t live up to the promise, I’ll buy something else, but at least I can appreciate the fact that the company has invested in creativity, and has chosen to put something inspiring out there, instead of insincerity, hoodwinking, and self-congratulation. I’d love to see the creativity and joyful spirit of the ad spark user’s creativity in similarly delightful ways. Even better would be if Canon had an events program up its sleeve, like Levi’s Workshops, for example, that will teach people ways to “bring color to life.” In this case, the ad, events, and products would all be parts of the Pixma experience, and the brand’s delivery against the promise of delight.

I often take brands to task for “joywashing”: advertising their products or services with a veneer of positive emotion that is either unsupported by the product itself or completely inappropriate to the product. So I was happy to see this ad from IKEA in the UK that uses aesthetics of joy and comfort in a very fitting way. Say what you will about IKEA, its products enable the transitory and the low-income to create a home, in the context of an extremely expensive category. The aesthetics of IKEA products themselves tend to be bright and cheerful, and yet the simple designs have become a mainstay of the DIY community as a substrate for creativity. We giggle at the Swedish names, smile at the clever design touches, and feel at ease about the prices. So the positioning line “happy inside” doesn’t feel like a reach to me.

There are many lovely things about this ad, (you should watch the “making of” too), and several nice uses of aesthetics of joy. I love the jumping shots, especially slowed down and sped up, and the shots among the lighting. There’s a deliberate sense of lightness throughout, both lightweight and illuminated. And it feels spontaneous because these are real cats, untrained, and you can sense their genuine curiosity as they poke through the textiles and drawers and lampshades. I have to say, it’s not unlike how I feel when I first get to IKEA (before the maze has beaten me down) — energized and curious about what I might find. It’s nice that they kept in one of the little fights, because that’s part of a happy home life too — it’s not all dancing and cuddles and naps on the sofa. Good for IKEA and Mother for not overly staging it and conducting this in an experimental way. Altogether, from how its made to how it appears in the end, it does make me feel “happy inside.”

Though assembling the furniture when you get home — that’s another story.

{via Apartment Therapy}

Several things have conspired to get me thinking about the joy of spinning these last few weeks. First there were Kate Spade’s joyful pinwheels, free for the taking and adorning the outsides of their New York shop windows. If any brand out there has embraced the aesthetics of joy and run with it, it has to be Kate Spade. Recent campaigns and store visuals have included cheery colors, hula hoops, polka dots, and artist Rebecca Ward’s colorful striped tape installations — whether by intent or intuition, they have a feel for visual elements of whimsy and delight.

The pinwheel idea seemed particularly clever to me because of its interactive component. Because they were offered up free to passers by, they tended to pop up in all kinds of places. I have one on my desk from the Soho store, which is a few blocks from my office. I have another at home (below), brought to my birthday party by a coworker (photo adorned by late night graffitoists).

In fact, Kate Spade had a contest encouraging people to send in pinwheel sightings, which were then tweeted, resulting in sweetly surprising images like this:

And this:

And then, in the subway recently, among a bag ladies prized possessions, I spied:

There’s a nice visual for me in the idea that the pinwheels are like seeds blown off a dandelion, scattered to the wind. And in fact, they do resemble the seeds with their long stems and wind-philic tops. The wind is of course the critical element in the pinwheel, a form of negative space (or force) that completes the design. A still pinwheel is an elegant thing, maybe even delightful, but it’s the almost-magical spinning movement that brings out the joy.

As I was pondering this, I received an email from a reader about a piece I’d missed in the NYT arts section, entitled, “Junkyard Poet of Whirligigs and Windmills.” A delicious headline if ever one existed, and the piece did not disappoint. The “junkyard poet” in question is Vollis Simpson, an accidental artist who at 91 is still making extraordinary sculptures from fan blades, propellers, and other scrap metal.

Originally a farm equipment repairman, Simpson began making things from scrap as a hobby, but has lived to see his work become highly regarded in the art world. This quote, in particular, struck me because it notes the universality of the emotion triggered by the spinning movement:

…he went to work, eventually coming up with a 55-foot high, 45-foot wide, three-ton whirligig of whirligigs that now towers outside the museum. Built atop a sign pole salvaged from a gas station, topped by a bicycle rider, cats and angels, and incorporating oil filters, milkshake canisters and waffle-iron parts, it prompts incredulous grins from passing tourists and draws locals to watch its wild spinning during thunderstorms…

…In Ms. [Rebecca Alban] Hoffberger, who has become a major figure in the national movement to champion the art of the self-trained, he found a “rabid fan” (her words) who once brought two busloads of his relatives up from North Carolina to admire his masterpiece. She calls Mr. Simpson one of the “true visionaries,” whose wit and genius for color and balance never fails to move people.

“You put one of his freshly painted pieces, moving as he designed it, anywhere in the world, and people will stop what they’re doing and stare and smile and say, ‘Oh, my God,’ ” Ms. Hoffberger said.

I have to give the NYT a little bit of a tough time here for not including a video slide show with this. Fortunately, we have YouTube to let us get a sense of these things the way they were meant to be experienced (minus the wind in your hair feel and the grassy aroma).

Lots of joyful things spin — Ferris wheels, Merry-go-rounds, tops, dogs chasing their tails. When it’s experienced physically, there’s something about the movement, the way it disrupts our balance and creates a transient loss of control, that triggers an unconscious sense of freedom. When it’s experienced visually, it becomes a display of unseen forces (centripetal, mostly), that is enchanting — I’m thinking here of tops and gyroscopes, spinning children and the undulating skirts of dervishes. I wonder, too, if there isn’t something happening with our mirror neurons that makes this a vicarious pleasure, that as we watch there is a part of our brains that feels it is spinning too, which leads to that visceral soaring feeling and Duchenne smile.

The wind adds another layer, another unseen force to the mix that makes pinwheels and whirligigs feel delightful. As humans we are used to power being emitted by things we can see — a hand or a motor — but the mercurial fluctuations of an invisible wind make things seem to be moving by themselves. Depending on the  other elements of the design (color, form, texture) and its context, this can be spooky (Hitchcock-esque) or, as in these examples, it can feel magical and joyful.

Images: policeman image and girls with pinwheels, via @katespadeny. Vollis Simpson images, Jeremy Lange for NYT.

NYT: Junkyard Poet of Whirligigs and Windmills

It’s not really lemonade season at the moment, but Seth Godin has a nice little parable on his blog about business and joy as told through the classic child’s first business. One is a garden variety lemonade stand, with the usual reconstituted beverage served for just a dollar in a Dixie cup. The other is run by a little girl making lemonade from scratch for the love of it, offering it for free but leaving a jar for tips. As he describes this second stand,

The whole time that’s she’s squeezing, she’s also talking to you, sharing her insights (and yes, her joy) about the power of lemonade to change your day. It’s a beautiful day and she’s in no real hurry. Lemonade doesn’t hurry, she says. It gets made the right way or not at all. Then she urges you to take a bit less sugar, because it tastes better that way.

….

Finally, once she’s done, you put $5 in the jar, because your free lemonade was worth at least twice that. Well, maybe the lemonade itself was worth $3, but you’d happily pay again for the transaction. It touched you. In fact, it changed you.

I’ve been thinking a lot lately about the transformative power of joy — the way a single moment of delight can shift the course of your mood and your day. A joyful moment can have ripple effects, in the way you treat other people, the things you notice in your environment, the paths you choose to take, the interactions you have with objects and people. Joy can transform space — making it feel more open or more intimate — and it can transform time, shrinking so that your delight spills over its boundaries.

The idea that lemonade could change you sounds silly at first. But in this case lemonade is a conduit for the sharing of joy. It is a craftsperson’s joy distilled into an aesthetic experience for a consumer — to experience, and to pass on.

{via @swissmiss}

When I read about Blu Dot’s Real Good Experiment on the Dwell blog, I was intrigued but skeptical. The premise sounded novel — leave 8 25 chairs on the streets of New York City and track them to see what happens — but the whole thing could get seriously gimmicky. With all the unconventional marketing strategies that have popped up in the last few years, there’s a shadow vocabulary emerging to describe the many thinly described efforts at self-promotion. Documentary film is usually code for “long-form ad.” Blog is often a chatty version of a press release. And experiment is typically some kind of product placement via sponsored flash mob. Call me jaded if you will. But a lot of these things are long on self-congratulation and short on sincerity.

So of course I groaned when the video opened with the question “What is good? What is goodness?” in a precisely articulated upper-class British voiceover. I don’t know, but I’m sure, you, lady, are going to tell me, and I bet I can buy it for just $129. So I was pleasantly surprised by the cut to the chair on the back of a motorbike, and by the direction the film took from there. Overall, there’s a high ratio of entertainment value to sales pitch in Blu Dot’s Real Good Experiment video. There is so much whimsy here in the placing and tracking of the chairs, and especially in the delicious subversion of market research language (PUNCOs and INCOs). The categories themselves are actually quite joyful, terminology aside, because they are inclusive. For the purposes of the experiment, Blu Dot segments the world into Potential Unidentified New Chair Owners (PUNCOs) and Identified New Chair Owners (INCOs) and there’s a wonderful universality in this view. No one is ruled out as a potential customer, as the post-hoc interviews make clear. There is no microtargeting, no psychographic profiling, no questionably ethical manipulative strategy. Just chairs and bottoms that go in chairs, all the same and yet all completely individual.

Of course, there’s also joy in the surprise, and with this Blu Dot cleverly tapped into a native ritual in the New York rhythm of life: streetside scavenging. New Yorkers are used to seeing all kinds of things on the streets, but a new designer chair is still a delightful rarity, an implausibility.

I also find joyful all the talk of value in the video — how one man never likes to see a usable thing thrown out, or how another is already talking about giving the chair to his son when he no longer needs it. Joy is recurring, and this streetside recycling we engage in is a way to renew joy, taking one person’s used up experience and turning it into a starting point for another.

Finally… don’t you think it’s refreshing to see good design in real people’s homes? It’s a pet peeve of mine that design is always photographed in such overstyled environments. Of course your chair looks good in a white room with a Saarinen table and three perfect peonies next to it. What wouldn’t look good there? It was an act of courage on the part of Blu Dot, and great faith in the design, to release it into the mismatched, messy, well-loved homes of strangers. It doesn’t happen to be my particular favorite chair, but you can’t deny that the chair comes out looking good — crisp, vibrant, and versatile — in the wide range of homes in the video.

Correction: I’m sorry, I believe it’s actually 25 chairs. I wonder if they all found an INCO..?

If you manage to let your fast forward finger slip from the DVR remote for one second this holiday season, you’re practically guaranteed some joy. I haven’t had much time for TV lately so I’m sure I’m missing about 90% of the joy-filled ads out there, but even the few I’m getting show “joy” penetrating just about every industry.

Hyundai is offering more comfort and joy with their holiday sales. Walgreens is exhorting you to “find your joy” in one of their drugstore aisles. And Kibbles ‘n Bits is weighing in on the question of whether animals have emotions, offering to give your dog “more joy.” These are the ones I’ve managed to catch — have you seen any others?

In some cases, these are just holiday ads, one-offs that use the word joy as a proxy for keeping in tune with the season. In other cases, marketers are using the holiday timing to launch a joy-based positioning for the brand that will endure after the holiday season. It will be interesting to see which ones linger and which ones fade. My hunch is that on balance the joy-space will be a lot more cluttered come January/February than it was in September before the holiday madness started.

I don’t know what to make of this strategy, really. Branding is in large measure about differentiation. Why launch a new positioning at a time when everyone else is going to be saying exactly the same thing? I guess I’ll have to hold this critique until the new year, when we see who is holding fast to their joy taglines. In the meantime, unless you’re a scrooge, you may as well enjoy it. Joy seems to have dollar value this season, with lots of pre-Christmas sales. It doesn’t hurt to be in a good mood as you wander the aisles with the last-minute throngs!

Happy joy-finding!

Nice mention of AoJ in this post on Brandchannel about Toyota’s creation of two new flower species that absorb nitrogen oxides and take heat out of the atmosphere. The two flowers, variants of the cherry sage and the gardenia, are planted at Toyota’s headquarters in Japan. Designed to highlight green improvements to Toyota’s manufacturing facilities, the flowers are an interesting marketing move and a great example of a joyful gesture. It may be “joywashing meets greenwashing,” but it’s hard to be skeptical when it just makes you want to smile.

{image: crossmage}

On Friday I had a post up on Brandchannel about a new initiative by Coca-Cola as part of their Open Happiness campaign. Coke is sending a trio of bloggers around the world for a year to “uncover insights about what makes people happy.” This latest installment in the soft-drink joywashing trend is notable for its intensity and scope — it’s not just an ad campaign, but a constant, year-long push spread over a range of social media platforms.

I think it’s an interesting idea, but it does grate on me to see Coke portray a brand-ambassadorship as a joy-finding mission. These kids are going to be spending barely a day in each country (206 countries in 365 days), barely enough time to exhale, much less derive meaningful understanding (or “insight”) into what makes people happy. But of course this isn’t an ethnographic exploration, it’s an exercise in generating brand stories — warm fuzzy narratives where Coca-Cola is a star character, if not the hero.

More interesting than the supposed happiness insights Coke’s floggers will uncover are the spontaneous interactions outside of Coke’s intentions that will undoubtedly occur along the way — the things that cannot be planned for or factored out when traveling in such unpredictable parts of the world. I don’t think this experience will deliver earth-shaking new insights into emotion, but I think it will illuminate moments of generosity, hope, selflessness, good humor, and compassion that will surprise us. For that reason (and perhaps a little vicarious living), I’ll be watching.

Brandchannel: Coke sends bloggers on an “Open Happiness” world tour