PLANNING A DESIGN STRATEGY:

This area of development defines the exact purpose and form of the application, deciding on content, target audiences and methods of distribution. Presentation of multimedia content is a new science and few people understand the real issues, but whatever the subject matter any audience responds best when things are easily understood.

The software for designing applications, like Dreamweaver, Flash, Director, Lightwave, PhotoShop, etc; are constantly being improved and upgraded, offering dynamic contributions to future storytelling and product exposure; e.g. the potential of immersive 3D animation, where real-time cyberscapes simulate movement through virtual spaces.

To create stories within these worlds, the writer should try to engage all of the user’s mental faculties. Here’s a quote from the lectures of Dr. Howard Gardner and Dr. Tom Armstrong, by Scott Fisher, from the Writer's Connection newsletter Feb 1996;

"Human beings possess seven kinds of intelligence:

1: LINGUISTIC (Reading, understanding speech).
2: LOGICAL (Deals with sequences, like mathematics and grammar).
3: SPATIAL ('Artistically' decides estimates and divisions, like pie charts or any picture showing relationships).
4: KINESTHETIC (Learning from your body's motions & positions).
5: MUSICAL (Dadada Dumm, dadada dumm! - yes folks, it's Beethoven).
6: INTRAPERSONAL (Memories of a beautiful day, how you felt at some time).
7: INTERPERSONAL (Asking a friendly question and how that exchange of ideas helps later interactions with other people).

How do these intelligences relate to multimedia? To create the most powerful interactivity (or any other form of writing or artistic expression), we must learn to cross-pollinate between these different parts of ourselves.

As a writer you connect your LINGUISTIC and INTRAPERSONAL intelligence, using your previous experience and converting memories into language for others to share. LOGIC and INTERPERSONAL skills are applied in research, planning and development. SPATIAL intelligence is used when you construct a jigsaw puzzle or arrange cutlery, and it comes in handy when developing FLOW CHARTS and STORYBOARDS.

Kinetic means motion. An example of KINESTHETIC; a children's spelling game, clicking on blinking icons in a sequence, with a big letter or number appearing on the screen, moving the mouse to trace the letter/number activates the child's muscle memory. The child's muscles begin learning the patterns and shapes of the alphabet. Adults might learn system administration, or sample a new product on the web-in the same way.

What about the MUSIC? The sonic elements of multimedia can require a lot of effort. Sounds can convey the history of a tribe, the spirit of a nation during a certain era, or sell used cars. Music and sound effects can be powerfully suggestive, providing a lot of impact when used with subtlety and care. The audience tends to take sound for granted, so it’s a very useful tool.

The benefits to entertainment and multimedia are obvious; if you engage all of the mind, it's a more rewarding experience than if you engage only part of it. The more intelligences you address, the better retention of ideas your audience will experience – this is important whether you’re writing software for kids or on-line advertisements."

When developing the DESIGN STRATEGY, always keep the target audience and the method of delivery in mind, designing layouts of screens and navigational tools so things are connected and in balance. Interactive devices and tools should be consistent, unless you’re trying to achieve some special, 'puzzling' effect; e.g. in gaming programs. They should be attention getting, while offering a comfortable and consistent method of navigation.

Overall, there should be a unity in style, form, mood and timing. All the multimedia assets must compliment one another in the final presentation. Keep the theme and mood obvious and well established. Smooth operation, appropriate to the theme and mood of the application, should always reinforce the goals of the user.

When designing for a mix of media, it’s important the entire application has all the assets and elements compatible, so they work easily together. This kind of consistency provides smooth operation and helps support the security of the user.

Some points to establish when planning a DESIGN STRATEGY:

• Define the task at hand – study thE brief and outline the problems to be solved.

• Define the best 'Real & Unusual' solution to the problem.

• Define other story or subject triggers – invent associated content issues.

• Define audience appeal – is your content attractive to the target audience?

• Define the potential pitfalls of your ideas – try a comparison with similar software.