Chapter 06 — Summary of research results

RESULTS
& AMD

Unified AM definition, advantages and disadvantages, design-recipient relationship, Ambient Media Design definition and 11 optimal creation steps.

6.1

UNIFIED
AM DEFINITION

Ambient media are such media that are not primarily intended for communication, but are used for it, or are primarily communicative media but are used in a non-standard way — all subject to the condition that the application of the message is not performed in a standard manner, bears signs of exceptional quality and creative execution, and is in most cases unknown to the target audience.
A: Primarily communicative → used non-standardly or B: Not primarily communicative → used for communication + C: Signs of exceptional and creative execution
6.2

ADVANTAGES &
DISADVANTAGES

ADVANTAGES
  • Uniqueness and singularity
  • Innovative communication tool
  • Interaction with the recipient
  • Interest on the part of recipients
  • Interest on the part of media
  • Viral potential in some AM
  • Generation of content for digital environments and social networks
  • Secondary message distribution (recipient encounters AM indirectly via digital channels)
  • High affinity with younger target groups
  • Tool for creating positive brand image and increasing brand value
  • Possible local and global use
  • Increasingly accessible technologies
  • Effectiveness directly dependent on the strength of the idea
  • Attractiveness for recipients due to the small volume of installations
  • Originality through media uniqueness and associated distinctiveness
DISADVANTAGES
  • Often high implementation cost
  • Strong emphasis on visually clear messages and attractive graphic execution
  • Demanding production from a technological perspective
  • Complicated creation process
  • Legislative constraints
  • Problematic effectiveness measurement (not in all cases)
  • Unsuitable for some target groups
  • Repeating AM does not have the same communication effect as first publication
  • Non-standard solutions require a different approach from the client, agency and media house
  • In the case of some AM, limited response at the installation site
6.3

DESIGN–RECIPIENT
RELATIONSHIP

🎨
GRAPHIC DESIGN
AM will require a more flexible application of visual styles and greater dynamics of graphic elements. Synergistic relationship with industrial design. The dominant function of outputs will be information in relation to interaction — the basic aesthetic function will always be required.
🏭
INDUSTRIAL DESIGN
An increasingly dominant role in AM creation — especially with the implementation of digital technologies. Task: building aesthetic–functional–interactive elements through which communication is conveyed. The mechanics of some AM became demanding without the availability of digital technologies.
👆
INTERACTION DESIGN
Industrial design used in AM creation has a key influence on interaction design. These are new outputs — not just aesthetic and functional design concepts, but also interactive concepts with elements of contextual continuity when applied to the final product.
6.3.3 — Target audience and AM reception
X
1960–1980
Strongly influenced by political-social events. Encountered the digital era at a later age — adaptation is more difficult. Weaker positive perception of creativity and non-standard AM execution.
Y
1980–1995 (transitional generation)
Dominant AM recipients according to research data. Transitional generation — on the boundary of the analogue and digital age. The most open relationship and most positive attitude toward AM. This dominance weakens with increasing age.
Z
After 1995 (fully digital)
Fully digital generation — does not perceive a difference between the digital and non-digital age. Direct correlation: the younger the recipient, the stronger and more positive the perception of AM visual creativity.
6.4 — Ambient Media Design

AMBIENT
MEDIA
DESIGN

Ambient media design can be considered an interdisciplinary creation process for a new, non-standard or unconventional communication medium that meets at least the basic parameters of the AM definition and combines three components.

Graphic design Industrial design Interaction design
GRAPHIC
DESIGN
INDUSTRIAL
DESIGN
INTERACTION
DESIGN
AMD
6.4.1

BASIC
AMD CHARACTERISTICS

AMD uses knowledge from various disciplines — primarily graphic, industrial and interaction design; secondarily digital technologies, sociology, psychology and cultural studies.
The output of AMD is always a product that has an aesthetic and communicative impact.
An AMD product must be unconditionally realizable in the proposed design with the required target properties and effects.
AMD does not produce media that can be immediately expanded worldwide — each output is unique.
AMD outputs can be universal across languages and continents, or can be purely local in character.
The volume of the target group indicator in AMD is not defined — the medium can be designed for a single recipient.
A virtual work — AV work, 2D/3D animation, photomontage or any purely digital product — cannot be considered an AMD product. It must always exist in connection with physical environment and objects.
AMD can be used to fulfil commercial, non-commercial or social goals.
Each AMD output should be more or less unique — a complete copy of an AM cannot be considered a product of AMD creation.
6.4.2

11 STEPS OF AMBIENT
MEDIA CREATION

Optimal AM creation processes within Ambient Media Design — from task definition to installation placement.

Step 01
Definition of communication brief and goal setting
The creation of AM must always begin with a brief in the form of a definable communication goal. The brief should be conceptually embedded in the context of other communication and it must be explained how communication should work and what position AM will have.
Step 02
Mandatory requirements and idea concept
Mandatory requirements from the client — content and formal. The basic formal prerequisite should be a description of the use of visual style. Content: formulation of the message based on the defined communication goal and the continuity of AM.
Step 03
Time disposition
Definition of the AM effect over time in three dimensions: short-term (medium action during day/night/all day), medium-term and long-term (seasonal variation in outdoor, space availability in indoor). Time disposition directly influences the parameters that must be met for effective functioning.
Step 04
Spatial disposition
One of the most significant elements influencing AM installations. Outdoor: climate conditions, material durability, safety (direct and indirect hazards), impact on surrounding flora and fauna, UV radiation. Indoor: higher health protection requirements, fire safety measures, non-toxic and non-flammable materials.
Step 05
Financial limits
The fundamental problem: if AM uses non-standardized solutions, it is difficult to determine costs in advance. Recommended: qualified estimate + comparison with expected communication effect. The financial aspect can be set aside if the client considers AM creation strategically necessary.
Step 06
Prototyping
Standardized method — saves financial, time and human costs. Recommended phasing: Lo-Fi (low fidelity, basic concept functions) → Hi-Fi (high fidelity, close to the final installation). In the case of AM, the Hi-Fi prototype itself may serve as the final installation.
Step 07
Pre-testing
Analogy to the pre-test of a TV spot. Pre-test on a sample of the target group — visualizations (static and dynamic), virtual or real models. Output: basis for the production decision. Final phase: evaluation based on pre-defined indicators.
Step 08
Production
Cannot be strictly defined. With advancing technology, AM production will become increasingly accessible. Key trends: 3D printing (plastics, metals, other materials), platforms like Arduino (modular hardware solutions: sensors, measurement components, moving parts, data storage).
Step 09
Safety
Two basic areas: physical safety (protection of health and property) and virtual safety (technological security of mobile devices, virtual payments, personal data transmission, recipient privacy). Physical safety derives from spatial dispositions.
Step 10
Legislative and ethical dimension
AM installations must unconditionally comply with applicable legislation — state (advertising regulation law) and local (municipal ordinances). In addition to legal obligations, there are self-regulatory commitments of an ethical nature — although unenforceable, they are binding from the perspective of industry standards.
Step 11
Placement / installation on-site
The realization of the installation is based on AM parameters and placement requirements. It is governed by legislative constraints, safety measures, spatial conditions and conditions arising from the goal of the AM installation.
AMBIENT MEDIA DESIGN — THE INTERDISCIPLINARY FUTURE OF COMMUNICATION

AMD unites graphic, industrial and interaction design into a new creative process whose output is unique, physical, aesthetically and communicatively impactful media.

Conclusion

SUMMARY

// Graphic design in the AM context
AM will require a more flexible application of visual styles and greater dynamics of graphic elements so that they can be easily applied to previously undefined formats. A significant task of graphic design will be to fulfil synergy with industrial design and help comprehensively fulfil the goals of these media.
// Industrial design in the AM context
Industrial design is beginning to play a dominant role in AM creation. Its use in fulfilling the goals of these media is becoming a necessity. If we consider the primary function of industrial design to be the effective connection of the technical and aesthetic aspects, we can say that the involvement of industrial design will have a growing tendency.
// AMD definition — final

Ambient media design can be considered an interdisciplinary creation process for a new, non-standard or unconventional communication medium that meets at least the basic parameters of the AM definition and combines three components: graphic design, industrial design and interaction design. The AMD output was deliberately created with the aim of functioning as a communication tool and the result of its functioning must be the fulfillment of at least one or more communication goals.

Interdisciplinary Physical output Communication goal Graphic design Industrial design Interaction design
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