Let's Meet Tatum Bell

Tatum Bell, 35, lives in a loft in Minneapolis' historic Loop Warehouse District, with his wife of four years, Stephanie. Their neighborhood is a funky bohemian mix of artists and energetic young couples like the Bells who always flock to catch the newest Richard Linklater film at the Uptown Theater or share a microbrew at a Lake Street bar.

Tatum is action-oriented and his thirst for activity is only strengthened by his personal, albeit cliched mantra: "I work to live, not live to work."

He spars in his Tae Kwon Do dojang three times a week and plays defense for the local ice hockey team at the community center. Tatum does place high importance on quality work as the associate director of research testing for St. Jude Medical---a position he has held for four years. His pager and cell phone are on 24 hours a day. He works on weekends without hesitation as he feels, in part, to justify his $125,000 salary.

But he is proud of his balance between work and recreation.

Recreation Balance

In fact, the Bells, who have no children, will embark on their first trip of the new year in April to visit New Zealand to experience the country that produced their favorite film, "The Lord of the Rings: The Two Towers." Their fall trip will be to see a Toronto Blue Jays baseball game at Toronto’s Rogers Centre, the last of the couple's 30-stadium tour.

Tatum Bell has placed a particular importance on education since his parents came from a strong learning background (his mother is an elementary school principle in Duluth and his father, now retired, was a microbiology professor at the University of Minnesota—Twin Cities).

Tatum received his undergraduate and master degrees from the Univ. of Minnesota and earned his doctorate in biology from the rival University of Wisconsin, where he met Stephanie seven years ago.

Tatum still supports the maroon and gold of his alma mater through yearly dues to the alumni association and by helping students secure internships and jobs at St. Jude Medical.

As a moderate Republican, Tatum Bell is excited by the prospect of his city hosting the 2008 Republican Convention at the Xcel Energy Center. He attends Roman Catholic church services twice a month and he is active in the local soup kitchen serving meals and discussing with patrons about the Minnesota Twins chances to resign pitcher Johan Santana to a long-term contract.

Media Consumption

Tatum does find time to use various media products, such as reading Sports Illustrated, Minnesota City Pages and U.S. News and World Report. He has high-speed Internet access, but he limits his time online to about one hour a day to download music for his iPod, sharing photos with some Phi Gamma Delta fraternity brothers living North Carolina.

He also keeps track of his fantasy baseball team (currently mired in last place in the ESPN league). Any more time spent on the computer would impact Tatum's plans to fully experience life.

Tatum has a strong loyalty to activities he finds pleasing. He has cheered for the Minnesota Twins for 27 years and he is about three years away from securing season tickets for football's Minnesota Vikings. And he earned his third-degree black belt late 2006 marking a milestone in his 18-year martial arts career.

Desired Demographic

The Twin City News wants to attract new readers like Tatum Bell because he is an advertisers dream. Why? He is flushed with loads of disposable income. He is affluent. He is highly-educated. He is active.

Please Welcome Gina Park

If Gina Park, 19, had a personal mantra, then this anonymous quote would be it:

"If I ever die of a heart attack, I hope it will be from playing my stereo too loud."

Ever since discovering a copy of Soul Asylum's 1986 album, Made to be Broken from her 27-year-old brother Daniel, Gina feeds her passion for music at every opportunity.

Gina's love of all things musical started back in elementary school and was strengthened through her years in middle school in the St. Paul school system and culminated with a drum major position at her alma mater, Rosemount High School. Music education is part of the curriculum at Minnesota public schools. A few rock concerts later (R.E.M., Husker Du and Wilco) with Daniel and Gina was hooked.

Gina spends most of her disposable income on music publications (NME from England and Paste Magazine in the United States) and on record albums and pricey compact discs from independent stores such as Treehouse Records and the Electric Fetus.

Parental Control

Gina's music spending on music does worry her parents a bit. Jung and Marie Park are two Seoul, South Korea immigrants who moved to Minneapolis 20 years ago and preach the tenants of saving money over spending indulgences. Gina does work 30 hours a week as server at the Dunn Bros Coffee near her school, St. Paul Community College to help pay for studies and save money. The college is a 20-minute drive from her parent's two-story suburban home in the St.Paul area (zip code 55129) in a neighborhood full of school teachers, office employees and the like.

Gina sports a nifty 3.75 GPA and she is completing her general studies at the community college in order to pursue a recording technology degree at McNally Smith College of Music. Gina has no interest in playing music; she wants to guide it as a record producer/engineer. She plans on living in the dorms once she transfers to the college.

Free Time

If Gina has any free time to herself, she usually spends it listening to indie rock shows at the famed First Avenue and the 7th Street Entry and occasionally sees larger bands like Green Day at the 20,000-seat Xcel Energy Center.

Gina searches for new bands and communicates her friends over the social networking site Myspace.com and Ruckus, a college-only multimedia service. She will spend no more than $15 a week downloading music onto her 30GB iPod. Technologically savvy, Gina posts daily to her Web blog daily and designs Web sites for local bands.

She communicates via instant messenger with friends she met at a Boston hostel while on vacation with friends last year. She grows impatient with slow connections and error messages.

Gina is Roman Catholic and attends mass occasionally, but she identifies herself as spiritual rather than religious. Religion plays a larger role with Daniel, a youth pastor and marketing executive with the St. Paul Saints minor league baseball team.

Gina is affable and her clothing reflects her mood. She shops at second-hand stores looking for bargains and she is often happy wearing Dr. Martens shoes, jeans, skirts and T-shirts. She will wear dresses and long-sleeve sweaters for more formal occasions and also to hide the chain tattoo design on her left arm from her parents.

Newspaper Habits

Gina will occasionally glance through a newspaper as she cleans tables in the coffeehouse shop. She will stop long enough to scan the major headlines before tossing the contents into the recycling bin. She also follows the news through a scrolling headline box on AOL Instant Messenger and watches a few minutes of CNN nightly with her parents.

Gina's favorite Web sites stored on her Mozilla Firefox browser include links to popular music sites where she can listen to free MP3 files on sites including Pitchfork.com and Stylus Magazine.

Gina Park is important to the Twin City News because she offers brand loyalty with regards to the Web sites and products that offer the content she covets.

If the newspaper expands its online entertainment offerings to include more arts and entertainment online-specific content such as an MP3 music listening station, exclusive interviews and videos, then she would be more interested in exploring and perhaps building a lengthy relationship with the paper’s Web site. Newspapers are losing young readers and attracting readers like Gina would be a good first step.

Mowser---From the Screen to Your Cellphone

As a web editor, I am constantly trying to learn new scripting languages to present information in a cleaner and more interesting fashion on all browsers and viewing platforms. And that includes creating content for mobile phones of all varieties from tiny monochrome screens to the current high-resolution models.

And that means thinking about how the pages will look on a tiny screen.

Anyway, I read about a web-based application that reconfigures Web pages for a mobile phone. Mowser is a program that translates pages for mobile phones through complex algorithms and alters images, text formatting and page functionality (at times).

From my experience and those of my co-workers, for a tiny, monochrome screen, I think Mowser is great tool. It offers the important items on the first page in a cohesive order and all the menus floated to the bottom. People using a mobile phone to surf the Web cannot really expect much more, can they?

Olive is Not Drab. No Really.

My organization’s graphic designer loaned me his copy of a wonderful reference book from Neenah Paper based on the Dewey Color System, dubbed the "world's first color validated color test."

Olive is Not Drab allows readers to pick the right color combinations to communicate "specific brand attributes" through ready-made color palettes that explain what those colors truly communicate about the brand and the company.

So, let's say your company wants to convey a message of high-energy (which the book said evokes an "attention-getting immediacy") then a color palette of indigo, red, gold and black would be in order. Wait, so you want to show the world that your brand/company offers a reserved point of view (known as composed)? Blue and red-orange would be your best bet.

I also love the authors’ quick color breakdown. Here is a sampling of the commentary:

• Purple communicates out-of-the-box thinking. It appeals to the "impulsive, reactive and emotional consumers."


• Red-orange is establishes a homelike, familiar feeling while signifying the "expression of composed and objective opinions."


• Green indicates social and cultural diversity. Paired with yellow, green can help create "worry-free market acceptance of products and services."

So where does gut instinct and personal aesthetic fit in?

Week 10: Activity-Centered Design

I will be traveling to Toronto in April for four days so I want to find a hip jazz club in the city with a $10 cover charge. I decided to visit a local paper, The Toronto Star, and search for some of the larger, more established clubs.

Initial Battle Plan

• Visit the newspaper’s home page at www.thestar.com.Click on the entertainment link.
• Look for club listings on the calendar.
• Pick one and evaluate the cover/ticket charge.
• Log-off and start packing.

Reality Check:

1. Searched for Toronto Star on the clusty.com search engine
2. Clicked on the "Arts and Entertainment" tab on the navigation bar.
3. Found two choices: Music or "Buzz"
4. On the “Buzz” homepage, I scrolled through the stories that ranged from the "Naughty Sounds of Ms. Sorbara" and "Pop Goes the Week" to find any side navigation to music club listings.
5. Score! Found the article, "All This Jazz" with the sub headline: "In four days, Toronto's jazz fortunes are set to rise with the debut of a swank downtown club, a partnership between a jazz impresario and one of the city's entertainment magnates."
6. Skimmed through the article. The reporter rates the sound system and kitchen as outstanding and the $58,000 piano earns high marks from musicians. A paragraph mentions the usual weekday cover charge is $10.
7. And proving that serendipity is on my side, I spot a sidebar to the left of the article showcasing five jazz clubs in the city. The reporter only analyzed the price of one club, the expensive Opal Jazz Lounge (between $10 and $19 for an appetizer.) The Rex Hotel Jazz & Blues Bar and Lula Lounge sound promising.
8. I log off.

Conclusion

The navigation bar was relatively easy to find and the labels were mostly clear, but I relied on serendipity to find my jazz listings.

I returned to the “Buzz” page to search for jazz listings in the city. I did stumble upon an event listing sponsored by Toronto.com housed in a small blue box. The club listings on the calendar were difficult to track since I had to search through the live music chart, the music venue index and the trendy bar list.

A simple header of "Jazz Clubs" would have sufficed. Which leads me to this point: the Toronto Star Web editors could make the navigation text a bit easier to comprehend. What on earth is "Buzz"?---would something simple as "hot events" work to help the visitor find the information in an efficient manner?

The newspaper's Web calendar is buried several layers into the site and jazz clubs are simply not a featured category. It would make more sense for a connoisseur to search for jazz clubs through a search engine like either Google or Clusty.com.

Before Sunset Color Palette

I have to say “Before Sunset,” Richard Linklater's 90-minute talkfest is my favorite film. And the one-sheet movie poster is arguably my favorite image since it is simple in design and color balance. The poster designer employs dark hues only to be broken by a setting sun illuminating actors Ethan Hawke and Julie Delpy.

I chose to focus on the lighter hues found in the poster by exploring the different visual elements using Macromedia Fireworks. The trees in the background. The sun’s reflection off the water. Delpy’s hand bag. Hawke's suit jacket.

As always this blog is in progress.

Confessions and a Banner

A confession of sorts. Before this assignment, I solely used Photoshop to post Web photos. So as a design newbie, I wanted to create a simple and clean banner with a photo of Ipod ear phones to signify my love of music.

The title refers to how music can invoke feelings through various colors on the spectrum. Does that make any sense?

Anyway, “The Color and the Spectrum” is also a nod to one of my favorite Walt Disney characters, Ludwig Von Drake who sang his signature song, The Spectrum Song, about such colors as green and yellow (which appear in my color palette).

My challenge was to find a photo and a banner color scheme that would work well with the dominating light-yellow. Ontop of that, I needed a color that would also mesh well with my blog’s orange-colored outer layer. So hence the black background.

Once I found the elements I wanted, I added the Photoshop layers together and used a new font that the Biotechnology Center's graphic designer loves to use: Frutiger. I liked the contrast it provided with the font on my blog.

And that is it. And now, I need to figure out how to center my entire blog and to remove the header text below my banner. Sigh.

A confession of sorts. Before this assignment, I solely used Photoshop to post Web photos. So as a design newbie, I wanted to create a simple and clean banner with a photo of Ipod ear phones to signify my love of music.

The title refers to how music can invoke feelings through various colors on the spectrum. Does that make any sense?

Anyway, “The Color and the Spectrum” is also a nod to one of my favorite Walt Disney characters, Ludwig Von Drake who sang his signature song, The Spectrum Song, about such colors as green and yellow (which appear in my color palette).

My challenge was to find a photo and a banner color scheme that would work well with the dominating light-yellow. On top of that, I needed a color that would also mesh well with my blog’s orange-colored outer layer. So hence the black background.

Once I found the elements I wanted, I added the Photoshop layers together and used a new font that my organization's graphic designer loves to use: Frutiger. I liked the contrast it provided with the font on my blog.

And that is it. And now, I need to figure out how to center my entire blog and to remove the header text below my banner. Sigh.

Word Project