Surpassing Apple: Step Three - Set a Tone

This blog posting is the third in a series. The full series as it currently stands is:
Surpassing Apple: Step One - Animate Everything
Surpassing Apple: Step Two - Get an Audience
Surpassing Apple: Step Three - Set a Tone
Surpassing Apple: Step Four - Vision and Desirability
Surpassing Apple: Step Five - Think Cinematic
Surpassing Apple: Step Six - Cultivate a Culture

So let's assume we have some of the fundamental elements of immersion in place architecturally. Let's assume we hunker down and decide on a clearly stated and desirable audience. What's next?

Step Three: Set a Tone

In grand holistic terms - what is the overarching tone Ubuntu should aspire to set? This is most certainly tied implicitly to Step Two, as without a point of perspective, all tones become as paradoxical as the stories in Kurosawa's Rashomon.

When we talk about tones in terms of other disciplines, the manifestations are generally quite easy to spot; Disco. Punk. Classical. Romantic. Action adventure. Science fiction. When we speak in terms of design tone, we ask ourselves what tone should Ubuntu set and adhere to? Is it quirky fun? Is it brooding sleek? Is it naturally organic? Is it funky?

Obviously if we forget about our audience, we are no better off. When we have considered who our audience is going to be we should place all viable options on the table with regard to tone. What tone provides the best fit between our audience and the core of Ubuntu? What is Ubuntu tonally in an idealistic presentation? What keys might we cite as being cornerstones of a deeper tone?

As an interesting side experiment, think of some common campaigns currently on the market. The revamped Mini Cooper campaign? Ketle One's blackscript campaign? The latest Nike spots (note the Canadian twist on the Canadian site)? McDonalds? Who are the audiences for the spots you have observed? What is the tone? Is the tone working in conjunction with the audience they have set out?

Thank you kindly for reading. Apologies about the posting lag - the past week has been a whirlwind.