Sister Hsieh (HSIEH, Chun-wei), Director of Animation Strategy Development “This is a book about learning life lesson. Only when you learn about death, you learn about how to live. We don’t always have to introspect after we hear about the tragic news. Replace negativity and pessimism with positivity and optimism. This book will make you cherish each moment and live everyday to the fullest.”    Movie Trailer for Tuesday with Morrie    Introduction  The author Mitch Albom visited his late teacher every Tuesday during the teacher’s final months. Despite the looming shadow of death, the old professor kept his passion

Introduction   Game companies have always focused considerable effort on interpreting players' feelings and thoughts regarding their games. Current solutions mostly consist of quantifiable market research methods such as surveys, in-depth interviews, or focus groups. While these methods may extract information about player opinion and satisfaction after playing the game, there are hardly any instinctive tools which allow immediate measurement of player responses during game play. Perhaps psychophysiology, which has been applied in other industries for some years, will provide a suitable method to aid us in correctly interpreting player responses so that we may improve the user experience.

（Photo source：http://thecubiclesurvivalguide.blogspot.com/） I don't know if you know anybody like this, who will sometimes say, "I've just thought of a fantastic commercial script. If I could shoot a commercial for this brand, I would shoot it this way..." And then he will ask you in a very serious manner if you think his script is incredible too. These commercial ideas that your friends love so much are often humorous and very "creative". However, "there should be a standard for how good an idea is, and not just an subjective opinion". I personally feel that the key to a good

I don't remember who was it that told me it was best to sell water, if I had to sell anything at all. Why is this? A simple arithmetic equation will show that once you subtract the cost from the price at which bottled water is sold, you end up with a stunning amount of profit. However, everyone wants in on a good deal, which is why there is always a variety of mineral water brands on the shelves of any supermarket or convenience store. But when it comes to which bottle you purchase in the end, the deciding

Director of the GAMANIA Creative Center, Mr. Kuo: "The most important thing about this exhibitions is that not only is each piece aesthetically pleasing when on display, the concept of the art of life has been integrated into each piece to give them functional value. This is why a great deal of thought has been placed in the creation of each item on display. Unlike regular exhibitions where the pieces are displayed in an emotionless manner, you will feel as if you're at home when you enter this venue. You can view, use, and savor each piece as if

When one is explaining a thought or an idea, sometimes you can encounter a bottleneck where it seems very difficult to explain the core concept behind the idea. Why does its execution have to be carried out this way? Why will it succeed? Why? Why...? This is why I look up to creative directors who know how to present proposals. They have to be as funny and entertaining as Stephen Chow, look as sincere as Tony Leung, and have the ability to convince them of anything. The most important thing is to be able to explain one's thoughts clearly

G!VOICE Recommend:  “We often face different predicaments in life. Sometimes when we are knocked down by the setback, we come up with negative ideas and thoughts. This is a vicious circle where in the end, we would be shrouded by negativity. Nick was born different. In the past he had experienced despair towards life but now he’s learned to embrace it. In this book, he teaches people to appreciate those who are nice to you as well as those who aren’t. Learn to see things with some humor. You only get to live once so whenever you set up

Speaking of “Commerce”, it inevitably comes to the paradigm that “it scurries towards the crowd.” These past decade saw the global economic downturn. Consumers’ wallets have gone shallower, people feel uncertain about the economic status quo so they no longer squander money on high end brands. The show must go on, even though high end brand was taken a hard blow. Crossover was introduced to the scene and coined another trendy term, Hi Street, a hybrid between high fashion and street fashion.  Known for its practicality, street(sport) brand is much adored by younger generation which gives it an edge

Whether you are doing an external promotion campaign or an internal illustration, videos are great tools for briefing. The videos may have different names such as teaser, trailer, PV, MV, Gameplay, Walk Through, depending on their nature or usage. However whatever their names may be, as long as the end receiver is B2B or B2C, the videos entails the task of exhibition and illustration.   We have previously talked about “How to brief/introduce a game to players.” This time, I’d like to share with everyone how to use videos to illustrate an end result. Several years ago, Cannes Lions

Introducing the new optimized tool for human factors design – UX LAB! Human Factors Design Center’s UX LAB is officially launched to assist all research units in conducting user experience studies and help integrate user-centered UI design concepts into the entire research team’s output.  UX LAB’s services, features and laboratory facilities are discussed in the article. UX LAB Research Scope ser Experience Laboratory) is created based on user experience which consists of “Expert Review”, “Focus Group Discussion” and “Usability test”. In terms of game development, experts evaluate the completeness and scope of the game’s UI design flow during the

When it comes to the word “trendy”, we have to mention iPhone, the game changer in mobile phones. Besides the smooth hardware and first-rate man-machine interface that make iPhone distinctive, the featured applications are what make iPhone great. It has been more than 3 years since the iPhone App Store came into the market. It featured the function of “touch + sense” that has never been seen before and introduced many innovative Apps at the very start. What’s more, the originality of the developers makes one gasp in admiration. They always have a masterpiece coming out that makes them

While the term, “User Experience Design” (UX design) prevails in the world nowadays, we discovered that consumption behaviors are also changing. Such consumption has changed from physical demand to mental satisfaction. Product development and design no longer emphasize on “function and appearance” but user experience and combine such experience with the company’s DNA.      Product Development and Design=Corporate Demand+ User Demand   A good product must combine both the corporate and user demands. Let’s take a scientific look at our brains. A human brain can be divided into two parts: the left (red area) represents logic while the

When you are viewing web pages or playing games on a site, you may come across the situation where the page you click on cannot be found (a.k.a 404 page) 404Lab did a statistics research asking people about their experience, “what would you respond when you see the 404 page?” of which 39.88% people just lost it and started wailing, 36.92% people would go back to the previous page and forget about the 404 page. This piece of data is quite interesting and it reflects the “bad feeling or experience” that 404 page causes.  The purpose of 404 page

We know that many men fell under the spell of video games but you probably aren’t aware that video games actually helped Gillette razors boost its sales!   Gillette Razor+American Football+EANFL 10 Many years ago, the godfather of Taiwan Advertisement, David Sun helped a razor brand create a very masculine slogan, “Men’s knive”, shaping the image of a “true manhood”. At the time when electric razor just emerged from the market, the ad made owning a less technologically-advanced razor trendy. For the longest time, the razor & shaving industry makes its profit not from the razor itself, but the

In recent years, “MIT” has suddenly become every brand’s effective marketing slogan. In the past, Taiwanese preferred to buy imported goods, including Italian, German, French and Japanese products. However, the trend seems to have changed in recent years. As if finally waking up to reality, the government started to encourage enterprises to promote local brands and the media suddenly shifted a positive attitude towards “Proud of Taiwan” and is now advocating it energetically. Even consumers have started to become more patriotic by acknowledging “MIT” products. We never realized that Taiwan finally has what is called a “national brand” until

G! VOICE recommends:  “This is a creative exhibition that will make students in grades five and six revive an old dream. It will exhibit over 160 pieces of manuscripts autographed by Osamu Tezuka, the god of cartoon. The animated films and his workroom will be featured. There are 8 exhibition areas altogether. Once you enter the exhibition area, you will feel as if you are traveling in time, not only in ancient times but also hundreds of years into the future, with the cartoon characters of Osamu Tezuka. Grown-ups can revive an old dream and children can have a

In a total marketing strategy, every moment and every marketing tool aim for different objectives. In order to draw the customers’ attention, make them remember, entice them to purchase and make a favorable impression on them, one needs various marketing information and tools. What makes games quite different from ordinary products in the use of marketing tools is the Gameplay screen, i.e. game content, which is shown in the advertising process, like a teaser wherein the players see the finished product without pay. However, is there really anyone who shows the entire Gameplay to players? Of course, there isn’t

Before I get into the subject, I’d like to begin with a slogan from Nokia’s commercial, “Hunan Technology”. Through the design of emotion, a life-less product is given a friendly feeling, no longer a cold product or webpage. In fact, in the process of design, it does not always come from a brand new concept, on the contrary, we seek for something that is already rooted in people’s subconsciousness. I believe no one has ever taken a serious look at the footer on the webpage. Footer design is the most easily ignored or underestimated part of the webpage design.