Design in the Montreal metro

I bet New Yorkers can't believe their eyes (or ears) when they first encounter the Montreal Metro...


AESTHETICS
Every station is designed by a different architect, and each one is home to giant works of art, from walls of stained glass to exquisite modern tile patterns. (View a quick photo line-up of the many different interiors.) But that's just the beginning. The next thing you notice is the general cleanliness and lack of graffiti. There are no signs of neglect (no broken railings, no torn seating, no leaking roofs, or vermin). The temperature in the stations and on the trains is air-conditioned in summer, heated in winter. The cars look new, but in fact are 40 years old; they were refurbished in 1999. Not only are there clean trash cans, there are recycle bins at every turn. A single one-way ticket is $2.50, but the public certainly gets its money's worth, and there are substantial discounts for commuter passes.

SAFETY
The absence of aggression is palpable. I've traveled several times via metro at 1am on a Saturday by myself and never felt concerned for my safety, either in the station or on the platform. I haven't figured that part out yet. Maybe it's the clear sight lines and good lighting. Maybe it's just a general satisfaction with the high quality of life in Quebec.

EFFICIENCY
On the platforms, giant electronic LCD screens display useful information: time, weather, news updates and... the estimated time of arrival of the next train. Transportation and city maps are where you need them and... they're current! Trains generally run on time (every 3 - 5 minutes at peak times, every 12 minutes off peak). Each train is monitored electronically to optimize performance.

THOUGHTFUL DESIGN


Overhead walkways allow you to see arriving and departing trains, when you're still close enough to sprint to catch one or slow down if you see you've just missed a train. Platforms are intelligently designed. Lighting is focused where you need it at the edge of the platform, and dimmed in the seating area so you can relax more easily while waiting.

Seating is set in to the walls. When no-one is seated, the platform is completely clear of obstruction. If the seats are occupied, only ones knees protrude, so others can see you (for safety's sake) yet you're not blocking the flow of traffic. Brilliant.

Even the typography makes sense: letters are wide-kerned (spaced out) so that the station name can more easily be read from the window of a moving car.

And of course, the crowning glory is the French-inspired color-coded metro system, with each line logically named after its 2 end stations (none of this vague "A train" or "# 2 line", which is utterly useless for visitors). If the sign above the platform station is orange and says "Cote-Vertu", then you are on the orange line, headed in the direction of Cote-Vertu. So simple to use. So well-conceived.

Wordpress versus Blogger

In my search for the best blog software, I am testing two of the most popular platforms: Google's Blogger and Wordpress. I have set up the same blog on both servers, to discover the pros and cons of each. (You're reading the blogger one. The other is here.)

Here's what I've learned. Both platforms allow you to redirect a blog to a domain name (and thereby remove any "wordpress" or "blogspot" from the URL (web address). Both also allow you to include photos and videos in your posts. Here are the main differences:

WORDPRESS: the darling of programmers, and Serious Blog Writers.
Cons: Wordpress is something of a nightmare for the novice, as the CMS (Content Management System = the behind-the-scenes interface you use to add posts, images, etc) is written by programmers for advanced users. Tweaks to the template are limited and require an extra fee. No custom javascript allowed, so for instance, I cannot add a weather alert or a "subscribe via email" or something I've made myself to my Wordpress-hosted blog. And if I'm on the road I cannot post to my blog by email. Pros: the look of the finished blog is more refined, in that photo thumbnails are smaller, and they automatically enlarge when you mouse over them. Nice. There is support for podcasts and a built-in groovy Flash animation for all audio files; detailed blog stats to see how many visitors you're getting and when; reasonable tech support, and even better if you pay for the pro-level service, respect from the cognoscenti: Wordpress is for advanced players.

BLOGGER (aka blogspot.com), incredibly popular and recently improved in a big way.
Cons: No support for podcasts (user-generated audio files) yet, though you can add a sidebar widget from sonific.com that links to your favorite commercially available tunes. Tech support limited to an online forum. Not an issue if you have a techie friend. Pros: VERY user-friendly back-end. How simple is it? Here's my Dad's blog. Free blog stats available through feedburner.com or GoogleAnalytics.com; custom javascript allowed (see above); customization of template allowed with no fee; you can upload a post simply by sending an email (including photo attachments).


So which is better? Depends on your comfort level with programming. But ultimately, it doesn't make much difference to your blog readers.

Signage in Montreal

Montreal has some of the most artsy storefront signs in the world. Not content with the usual 2 dimensional retail signs, they add on these massive 3-D sculptures that extend out into the street, looming over you like modern gargoyles, only much friendlier.

In the winter, they gather snow and icicles; in the summer, pigeons.

I decided to photograph them now, before they are hidden beneath holiday decorations, as is often the case. (Click the images for full-size photos).

Want more? See my Flickr collection of Montreal signs.

Professional blogging

So if you’re going to put the effort into writing a blog, you want people to read it, right? And come back for more.

So, what works?
New ideas. Humor. News. Controversy. Personality. Opinions.

What doesn’t work?
Conventional ideas. Cut-and-paste’s from a brochure or ad or anything that reads as if it’s been approved by the legal department of a corporation.

If you’re not comfortable writing informally, you’ll probably suck at blogging. (See? I got your attention by using the word “suck” instead of “fail.”) Think of blogging as if it were a long email to a friend you haven’t seen in awhile.

Pick a general topic related to your work/business, one that interests you a great deal. Throw in your personal viewpoint – you’re not writing for the BBC. Start taking photos (or videos) and let them do some of the telling for you.

About personal details: include as much as you can without going too far off topic. Why? Why would you want to disclose personal information online?? I’m not talking about your address or bank account. I’m talking about small details like a trip that inspired you, or a favorite local store, or an impressive lecture you heard on your topic that can be found on audible.com, etc. Here’s a great example: Chef Contos’ blog gives you a window on her life as a chef. It is interesting and entertaining and at the same time establishes a sense of intimacy with the writer.

But is it memorable, darling?

So I went to the Montreal Fine Arts Museum yesterday to see the “American Streamlined Design: The World of Tomorrow” exhibit. The focus was the 1930’s and how the “streamlined” aesthetic still influences products today (e.g. nike shoes, motorcycles). It was mostly industrial design and furniture. Lots of bullet-shaped objects, especially car accessories (tail-lights and fins). Everything was called the Something-o-matic: vacuums, juicers, drills, motors, you name it. All state of the art at the time.

I was struck by how much thought was put into the aesthetics of technology back then: radios made of rounded polished walnut; none of this hard black plastic crap with sharp unfriendly edges. When did we settle for ugly objects?


And then I saw something that stopped me in my tracks. There beneath a dim light, enshrined in glass to protect it from grubby mitts, was the Auto-desk Address Book that my father bought to simplify our busy household. A system of rolladex-like cards encased in an avocado-green bakelite container. To access the addresses, we would slide a button to the alphabet letter we wanted, press another button and – ping! – it would open to reveal a card with all those addresses on it. We were mightily impressed. We played with it incessantly. And here it was… in a museum.

It’s one thing to know intellectually that technology is always on the move, and that the hot tech toy of today is tomorrow’s doorstop. It’s quite another to see a familiar object from your childhood entombed for posterity.

So now I wonder, of all the gadgetry we prize today for its promise of efficiency and speed, how much of it will be admired or remembered with fondness? Which objects will find their way into museums? Not the average modern PC, I can tell you. There’s no beauty in its form. It’s all hard unforgiving angles and clunky heavy lines. Best not to draw too much attention to it, wouldn’t you agree?

Ah, but what about the iMac? Or the Apple laptops, with their smooth white/silver rounded cases, ambient-light sensing keyboards that light up in dim settings, and softly pulsing white logo to indicate sleep mode? This is the result when beauty (form) is as much a priority to engineers as function. And you just know the iPod will be a star attraction one day. It’s already in the Museum of Modern Art.

Need I go on? Oh, why the hell not. Compare todays’ servers and printers to the original Olivetti typewriter. Imagine the joy and energy a writer felt when approaching this little beauty. It’s red, for God’s sake! You have to love it. Thank God for the Italians and their love of fun and style. No dreary beige for them, thank you.

So here’s my pitch. There’s no reason why our offices (and homes) should be stuffed with ugly machines. If you’re willing to buy a sleek mountain bike or designer kitchen appliance based on its visual appeal, why not invest in beautiful objects for your office as well? Why separate the two worlds when you have to spend time in both? Find a really beautiful in/out tray, or make your own. Get a lamp with some character (craigslist or eBay). Forget family photos, find some art. Or arrange a collection of something you love (screws, champagne corks, shells) just because it makes you happy.

And when it’s time to spend money on a work tool, whether it’s a laptop or a logo, vote for something that will stand the test of time, something that will make you smile with pride each time you see it. You will never regret it.

Adding your own audio samples

Let’s say you’ve produced your own audio file. Assuming you own the copyright to the music or podcast* in question, and that it is in digital format (preferably condensed to 44 khz which is ample for online listening) you can add it to a blog post, but ONLY if the mp3 file has been uploaded to another server. (Blogger is considering adding podcasting to its blog options, but as of today, you have to link elsewhere.)

So. If you know how to upload files via ftp. you simply upload them to another server (i.e where your domain is hosted) and reference them with a link. To see a (fancy) example, click the “play” arrow in the sample below:

If all you want to do is reference a popular song by a favorite artist, try linking to sonific.com (you’ll have to set up a free account first and gather your tunes) See my sidebar on the left for an example of a fun song by Zoe Lewis, “Snow White” (guaranteed to make you smile).

If you really want to get crazy with audio, you can have a regular radio show on the internet. Essentially, all this requires is a blog/podcast and a $32 microphone from an electronics store. A good place to start (with free hosting) is podbean.com. Very user-friendly.

*(A podcast = an audio clip that can include music, but is usually an interview/speech/book reading/spoken word of some sort)

One of Nature's perfect designs

Here he is, by popular demand. Oscar the Cairn terror/terrier. I caught him sunbathing and guarding the lake. Technically I was working, as I’m demonstrating the ins and outs of adding stuff to a blog. It takes longer than you’d think, (how many passwords and user names does one girl need??) and the instructions are not written for the tech illiterate. But once it’s set up, and you’ve had a walk through, adding a post with interesting photos/videos, etc is a snap, and it’s fun.

Talk about "all-inclusive"...

Now this Toronto-based bed-and-breakfast really puts the “b” in breakfast. (Click the image for a full view.) Imagine this fella greeting you first thing on a Sunday morning. He’ll wake you up faster than coffee, at any rate. (Click photo for full- size version.)

Worst ad ever

I saw this ad on the New York subway and – after my eyeballs had stopped bleeding – I took a photo for purposes of criminal analysis. (Click the thumbnail image and you’ll see the whole ghastly thing.) Can you count the number of grievous visual assaults? Let’s begin:

1) The photo of the wife? Taken where?? The Kentucky Derby??

2) Generic sky-scape of NYC in the background. Why??

3) A rainbow?? Over a night-sky??

4) A broadway show sign…? What, now his act is “in lights”?

5) The tacky “message of courage.”

5) No less than 4 different fonts in 4 different weights and colors.

6) Drop shadows on the lettering.

7) A nickname (”Dr.Z”). I wonder if he’s a rapper on the side?

Send me any others you spot.

Maverick Marketing: Part 1 of 3

I know, it’s been awhile, but I’ve been busy, people. Don’t believe me? I had my cable TV turned off last month because I don’t have time to watch TV. That’s busy.

So what the hell have I been doing? Besides walking Oscar the Terror, I mean, terrier? Reading. A lot of books about marketing. Not the MBA-approved ones. The ones written by mavericks like Seth Godin, and Malcolm Gladwell. Plus a pile of anti-marketing books like No Logo, Your Call is Important To Us: the Truth about B*llshit, and Adbusters magazine.

Why the heavy summer reading list, and why the odd mix?

I’m fascinated by the sea change in advertising that we’re living through. All the out-with-the-old, in-with-the… well actually, no-one’s really sure what’s next. Everyone’s in a bit of a lather over that, particularly anyone over 30, which includes most of my clients. All of them are smart young entrepreneurs who know their businesses and industry better than any outside marketing consultant. I’ve given them gorgeous branding (modesty is overrated) in the form of logos, brochures, websites, etc , all targeted to their desired audience. But most of them are stuck treading water because they lack the conviction to move forward with marketing. And who can blame them?

Frankly, the average marketing consultant simply isn’t interested in businesses with an annual marketing budget of less than 20K. Even if they were, they wouldn’t know what to do with them because most MBA programs focus exclusively on teaching strategies based on Fortune 500 companies or “scalable” start-ups (read: software).

Unfortunately, the vast majority of small businesses, and I might add, 90+% of US businesses, do not remotely resemble these business models. They are not manufacturing millions of identical widgets. They are service-oriented businesses focused on delivering quality. Generally, they are not looking to build a global corporate empire. Rather, they want a manageable, self-sustaining business that allows time for a healthy, balanced home life. Suggest that to the average marketer and they will tell you that this is what’s known (condescendingly) in the financial world as a “lifestyle business” : a venture unlikely to generate economic returns robust enough to interest outside investors, and therefore no potential for real wealth. But that rather depends on your definition of wealth, now doesn’t it?

Let’s assume that you don’t need to be a multi-millionaire to be happy, but that you do need marketing.

Marketing has always been a gamble, but in a crowded global marketplace, the odds of your message being heard are getting worse every day. Not just because big brands can afford to saturate the marketplace, but because people are tuning out. You do it yourself. You switch radio stations to avoid an ad, fast-forward through TV ads, delete spam and toss out anything slick that arrives in the mail. Right? We all do. So what do people pay attention to?

Stay tuned …

Maverick Marketing: Part 2 of 3

Okay, so if we’re all getting very good at tuning out traditional advertising, what’s getting through?

1) Authenticity.
Anything with the ring of truth. Why? It stands out from all the hype. It sounds like reality. It sounds like a source you can trust, like a friend. Also anything that sounds unscripted, imperfect, and a little rough around the edges. Basically, anything that wouldn’t make it past the average corporate legal and PR department.

And that’s really good news if you’re a small business, because you have the freedom to be a little wild and unpredictable. You can say things that big companies can’t. You can be irreverent and funny and even self-deprecating where they have to be serious and respectable all the time, for fear of offending their stockholders. You can be specific and local in your references, and use real, recognizable, local faces in your printed sales materials: they are limited to general vague messages that appeal to no-one and sanitized air-brushed models that all end up looking like corporate clip-art. (Hint: if your materials look like they could be mistaken for those of the local bank or phone service, you’re not taking advantage of your underdog appeal.)

Simple conversations and understatement work really well in a world of hype. Believe it or not, those awful home-made local TV ads are just as effective as the slicker traditional variety. Why? People can’t turn away. And not just because they’re truly awful to watch, but because they have a local feel, which is something that is rare in these days of media conglomerates.

2) Entertainment
Make someone smile, or better yet, laugh, and you make a sale. Maybe not immediately, but when they’re ready to buy, you’re a shoo-in. Why? Humor bypasses the cynical adult within and engages the inner kid on an emotional level. That pleasant emotion is then associated with the product/service, and that’s what we remember. You can do it with words or visuals, or both. Just do it.

Maverick Marketing: Part 3 of 3

Now that we’ve examined what’s getting through, let’s look at how it’s getting through.

Community involvement. No, I don’t mean sponsoring Little League (though that might prove strategic). That’s a community based on location. I’m talking about being actively involved in a community of shared interest that is not necessarily bound by geography.

For example, you run a flight school and your target audience is primarily male, 21 - 75. That’s a huge age range. So you participate in events (both online and off) that attract your target market. e.g. you volunteer to answer Q & A for a popular online forum on flying, you write a regular column for a Flight magazine, you set up a reciprocal membership privileges with other flight schools in other states, you give introductory workshops at colleges with 2-for-1 coupons for friends and father-son coupons around graduation time. You know that your target demographic also overwhelmingly favors dogs over cats, so you get involved with dog -related organizations and businesses and you accommodate their needs (offer free on-site dog-sitting during flight-lessons). This is what’s known in marketing circles as “grassroots tactics.” Assemble enough of them and work at them consistently and you will build untouchable brand-loyalty.

Essentially, you find out what your target audience is interested in and you get involved. This is not difficult for the average small business owner because they usually share the same interests as their customers. (That’s how they got started in the business in the first place.) But it is much more difficult for corporations to do the same thing. Sure they can send representatives, but there’s no continuity over time, so there’s no sense of an authentic (there’s that word again) relationship, and no compelling reason for people to invest in that rep. And we can all spot a paid-to-smile rep a mile away, can’t we? They remind us of flight attendants – big smile but a vacant my-mind’s-elsewhere look in the eye.

Targeted local marketing efforts are known in marketing circles as “grassroots tactics.” Marketing Consultants don’t like them because they require more time and effort than cash. A grassroots approach requires thinking outside the box, collaborating with the client, a customized solution… none of which spells easy money. It’s far easier to simply take out a series of ads in a magazine.

But why spend money doing what everyone else is doing, when you could hire someone to help you execute a series of innovative, fun, memorable stunts instead?

My New Love

Diddlee-dee diddlee-dee,
I’ve got a MacBookPro
and I’m giddy with glee.

Now all I have to do is figure out how to re-format my external harddrive so that it plays nicely with the new dual-core baby.

That’s where Steve comes in. Steve, aka the Mac Doc, is my Mac Fix-It Genius. He’s been fixing Macs since 1990. He’s brilliant at what he does. The man can scroll faster than God. Seriously. He can scan your harddrive (i.e. with his eyes) and root out any lurking nasties faster than you can say “What’s that… oh never mind.”

He’s an Apple certified Pro, so he can help with advice on that all-important decision of which new machine to buy. If you’re smart you’ll buy any new electronic device through your tech support person, which costs no extra and simply involves going to the online store VIA the dealer’s site, so that he gets the credit from the mother-ship (in this case, Apple) and is pre-disposed to treat you well. Sound like an unnecessary step? Think of the last time you bought a new pair of glasses and then needed them adjusted later when you accidentally sat on them…. more than likely, you returned to the store where you bought them, and they adjusted them then and there for free or a minimal charge. Same concept. It used to be known as a relationship. But that was before the demise of customer service in America.

When my new baby arrived, he migrated my old data from my old laptop, Tinkerbell, and set up the new baby, Isadora, so that all my drivers and apps work beautifully.

What?? You don’t name your machines? Why ever not? After all they do for you… you should be ashamed.