08.08.2016 communicating change - civitas · mag planning company / amsterdam cycle chic /...

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Communicating Change How design and communication can stimulate behavior and perception change

Meredith Glaser!Copenhagenize Design Co. !

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@dutch_ish !@amsterdamcyclechic !

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We already know so much.

Healthy Cheap Space efficient Quiet Environmentally-friendly Community-building Equitable …

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Meredith Glaser!MAG Planning Company / Amsterdam Cycle Chic / Copenhagenize Design Co. !

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Photo:JonathanMaus/BikePortland

We know what it takes. Best practice infrastructure Traffic calming Complete networks Logical links to destinations Density Maintenance Consitent policies


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Seduced by design.

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Photo:CaraDesain


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Photo:AmsterdamCycleChic

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We’re on to a good thing.

Cities have little space per person. Cars are big. Big things don’t fit in little spaces. (Jarrett Walker)


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Photos:hAp://www.urb-i.com

Lima Lisbon Madrid Copenhagen!

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Why are we here?

We still have to communicate.


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Simply irresistible.

Photo:JonathanMaus/BikePortland

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1.  Know your users.


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Micro-infrastructure


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Photos:MikaelColville-Andersen

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1.  Know your users. 2.  Think mainstream.


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Photos:AmsterdamCycleChicandJonathanMaus/BikePortland

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(mis)perception.

An entire generation has developed a perception of cycling that is different than the three or four generations before them.


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No gear. No gimmics. Just good ol’ fashioned practice.


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PhotoscompiledbyMikaelColville-Andersen

We used to be good at it.


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Liberating – Modern – Elegant – Social – Conventient – Effortless

Keywords:

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What do you think?


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1.  Know your users. 2.  Appeal to the mainstream. 3.  Use positive emotions.


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We are wired to smile.


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Photo:WhattoExpect


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Not just with babies.

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Wheel of emotions.


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Portraying risk doens’t work.

Emotions are powerful.


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1.  Know your users. 2.  Appeal to the mainstream. 3.  Use positive emotions. 4.  Leverage your change agents.


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It’s not about the bike.


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Design a slogan for your city/neighborhood.

1.  Know your users. 2.  Appeal to the mainstream. 3.  Use positive emotions. 4.  Leverage your change agents.

1.  Target group 2.  People 3.  Images 4.  Change agents?

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Meredith Glaser @dutch_ish / @amsterdamcyclechic [email protected]

Special thanks to: Mikael Colville-Andersen @copenhagenize

LET’S DISCUSS!

08.08.2016 communicating change - civitas · mag planning company / amsterdam cycle chic /...

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