Design Briefs: Chick-fil-A

Wow, I can’t believe it is my senior year! Looking back over my three years in iDiploma, I realize just how much I have accomplished. I have worked with Porsche and Chick-fil-A, I have facilitated design thinking training sessions, I have built a website, conducted interviews, worked on a student-led education magazine, and so much more.

Now, about five months after the end of the Chick-fil-A design brief, and as I begin to reflect more on my time in iDiploma, I realize I need to take a moment to reflect on my other major design brief.

Though I was working with another major company like Porsche, this brief had a completely different feel to it. Maybe it was because I had experience working with a client on a design brief, or perhaps because the project had a feel more similar to one of our own internal design briefs, or simply because we had more people on our team, but I feel like I enjoyed it a lot more.

We started off this design brief by looking at the Memorandum of Understanding, which detailed what CFA expected us to do and our contacts at CFA. This helped us create an outline for our project and set goals to meet along the way.

Our very first step was understanding their process; the more we understood of it, the more of it we would be able to keep. We learned how to use their tools by individually summarizing what we thought was the main idea of that step in design thinking language. That process and summary can be found here. It was important that the end product be primarily their language and methods because it would make it easier for them to transition to and to feel more like something they would design. Once we understood their language and took a look at their current tools – a selection of paint chips and a field guide – we then began brainstorming ideas for new tools.

After coming up with some ideas, we knew that we needed to understand how people felt about the current process, so we began to interview current employees at the Hatch as well as some of our own internal people who had experience teaching design thinking, to get a feel for how people viewed the current tools and their design thinking process. Here is a list of our contacts at MVPS as well as the questions we wanted to ask them, a list of questions we drafted and refined to guide our interviews, the emails we wrote and edited to send to the employees and design thinking coaches to ask for an interview (we scheduled these interviews via Sign Up Genius, but the form has unfortunately expired), and the notes we took during the interviews.

Having gathered all this data, we then began to distill the information we gathered. The big themes? Employees barely knew about the existence of the tools, and those who did wished they were more usable on a daily basis (and more portable). From here, we had a direction. First, we did some research into other design thinking tool kits as well as how these kits are crafted. We wanted to figure out the best design to use for CFA. We began to design more simplistic tools that were more usable outside of the design thinking classroom and were geared towards the workplace. My team and I used Lucidpress to design the tools after we had prototyped some tools and activities based off of their current tools and our own tools. For the prototyping, we took some already-existing tools as well as their own process, and merged them and renamed them to be cool CFA-related names. You can see that document here. This was definitely the hardest part not just because of the graphic design aspect, but also because we had to write the descriptions and instructions, which required adherance to their own process mixed in with new language that we thought needed to be added based off of our data and feedback. And, we also had to adhere to their brand requirements, in order to meet their standards and be able to be published. This meant the font, font size, color scheme, logos, use of the CFA name, and other technical details had to be exactly right, which required a lot of checking and rechecking of the manuel. We also personally designed the graphics, to have a simplistic design and to not have to deal with photo copyright issues, which meant we had even more work ahead of us to come up with cute icons and designs that were both engaging and professional. Pre-meeting, this was our descriptions of the tools as well as how we viewed them. You can see our version 1 here:

CFA Tools v1

Then, as any good designer would, we got feedback from the people who were actually going to be using the tools: the employees and design thinking coaches themselves. We scheduled a meeting at CFA headquarters where we presented our prototype with the help of a fun flash lab exercise. Here is the outline of that meeting. In this meeting, we presented our prototype to the coaches, explaining what we had created and then letting them ask questions, share their initial thoughts, and provide us with their wants, needs, hopefuls, and feedback in general so we could improve our tools for them. You can see our complete document of all the feedback we received as well as our next action steps from that meeting here.

From that meeting, we felt invigorated: while we had some things to change, we also knew that the coaches and our CFA contacts from the Hatch had loved our work and the direction in which we were going.

Our next steps really boiled down to more closely adhering to the brand standards and lingo, graphics, and clearer content. We decided to better define what all of the tools meant as well as what the purpose of that tool was in order to better communicate that to our users. From that feedback document, we then revisted our tool descriptions and improved them based off that feedback. That new tool description document can be found here.

Graphically, we decided to switch to full scale photos, which involved a lot of royalty-free photo site searching, as we knew we had to have the perfect photo for each tool.

We then decided to combine the photos, decriptions, and activites in one large document, instead of separating them out, so we could visually see what it would all be like. This document, called Copy Final, served as the launching point to our final prototype. This was the primary document that we made writing edits on so we had everything in one place. Lucidpress served as the final final place, that was reserved for mostly non-editable material only, as Google Docs is easier to mass edit on.

Finally, many weeks and hours later, we had perfected the tools. While we had decided to print the tools in a bound booklet for the first meeting, we decided to keep it digital for the final meeting – as we would be sending the tools to them digitally anyway, to let them print them how they wanted – and instead use a slightly outdated printed version simply to visually show how the tools would be displayed after printing.

As usual with final meetings, it required a lot of prep. We had to create talking notes, review those talking notes, assign speaking roles, and create a slide deck that was visually appealing and related to what we wanted to talk about. You can find our talking points and final slide deck below.

Final Chick-fil-A[Final]

CFA Talking Notes copy

And here is our final copy of our tools: Tools

Over all, aside from all the graphic design experience under my belt, I feel like I really learned a lot about how design thinking works in the real world. I got to see that the things I am learning about, doing, and implementing are things that companies value and encourage in their corporations (at least at CFA). I also loved designing these tools because it really stretched my knowledge of our own design thinking process and the tools we use in Innovation Diploma as well. I really felt like this design brief challenged me in all the right ways but also appealed to my strengths in writing, communicating, leading, and eye for visual appeal. I can’t wait to see what challenges I will take on next in my final year of iD!

Immigration: Is it truly all bad?

*Note:* This ENTIRE essay is complete satire. I do not condone slavery.

One of the major problems of this country – and one of the most highly contested – is illegal immigration, specifically from Mexico. It is a truly melancholy object to walk through the rundown shambles that these illegal immigrants live in, the groups of Mexicans gathered in groups, tiny communities within the country they illegally reside in. The place of crossing, the Mexican border, is even worse. Thousands gather, attempting to make it over the fences erected and guards patrolling in order to hopefully start a new life. I think it is agreed by all parties that this prodigious number of people is a problem for everyone. Whoever might find a viable solution – one that eliminated the number of illegal immigrants in our country and did not leave families separated – would deserve the veneration of the general public.  

I myself have dwelled on this situation for an extended period of time, attempting to find a solution that would satisfy the general needs of the public. Fortunately, I have landed upon a scheme that, I believe, would meet those needs as well as provide several other advantages.

My solution would not only eliminate illegal immigration, it would also remove all of the disadvantages associated with immigrants. No longer could people cavail about them not paying taxes, or sending their children to our schools without paying, or stealing American jobs. No longer could they remonstrate about immigrants vandalizing, destroying, or stealing from border homes. After all, with the migrants taken care of, they would not be there to steal jobs, school spots, not pay taxes, or destroy property.

The number of Souls in this Country who have entered unjustly, being usually reckoned eleven Million and three, and of these I calculate a little under half hail from Mexico. From Mexico, there are surmised to be approximately one hundred and twenty-five Million and five Souls. And in the great and mighty military of the United States of America, there are thought to be roughly two Million and eighty-three thousand and one hundred people. And, as verified multiple times throughout history – such as the Battle of the Alamo in the eighteen hundreds and thirty-fives where a small group of two hundred to three hundred men withstood over one thousand Mexican men for over a week. As should be evident to the reader, the armies of the United States of America are vast in number and a formidable, indomitable foe.

I shall now therefore humbly propose my own thoughts, which I hope will not be lyable to the least Objection.

Given the controversy of the migrants and the urging of our own great President to erect a wall between our countries, I would like to opt for a moste beneficial compromise that would avail both countries. America’s armies outnumber those of the Mexican’s, given our over two Million active-duty, highly-trained personnel as opposed to their two hundred eighty thousand personnel. Therefore, the solution is obvious. We are a country built on the principle of freedom and equality. Mexico is clearly suffering, judging by how many of their people flee to our country. So, in order to preserve our mission, we need to liberate Mexico and add it to the United States as a territory. Given our faithful, tremendous armies, we would most easily be able to free Mexico from oppression. Then, in order to get rid of the illegal immigrants, we then create an army of conquered Mexicans and send them into America to find their families, reuniting them, and bring them back to Mexico, thereby removing all illegal immigrants from the country. We would then divide up our new army and keep half at the Mexican border and send the other half to the Canadian border, whereupon we would then instruct them to construct walls between the two countries as protection is a major issue of the people with these immigrants.

Some people of a vast number are concerned about the issue of payment. The solution is a simple one.

Firstly, the deported immigrants would create an entirely new market. They would open jobs for the American people, and they themselves could be sold to American people as a free workforce.

Secondly, the money for their purchase – as well as the money they would generate through their work – would help to pay for the wall.

Thirdly, taxes would no longer have to cover the illegal immigrants, meaning the difference can go towards protection for our country, in order to keep out any undesirable or uncooperative persons.

While some may complain about those pesky human rights, I assure you the American people would lose none of their promised Constitutional rights. The enslaved would be purely Mexican and, given that they would have work and housing, they would be fulfilling their dream when they snuck into our country. And as the enslaved would not be American, they would not be applicable to Constitutional rights, so the Constitution would remain unbroken. Our country would also have strong border protection due to the increased army and the walls that had been built, helping to secure our country’s future.

I would like to observe that I formulate this remedy solely for the country of the United States of America, and for no other there ever was. Therefore, let no man talk to me of legalizing more immigrants so they would pay taxes and not have to separate families. Of implementing a better job program so they might find work that doesn’t detract from hard-working Americans. Of strengthening border security so we might reduce the flow of immigrants and protect the American people living on the border. Let no one mention improving the work visa program so they might work and improve the economy but also legally make money for their families. I do not wish to hear of how immigration creates more jobs and opportunities, generates more economic revenue, makes the country more productive, the economy more flexible, and offers a multitude of cultural benefits. Therefore I repeat, let no Man talk to me of these and the like Expedients, till he hath at least a Glimpse of Hope, that there will ever be some hearty and sincere attempt to put them into Practice.

I am fortunate in myself that I hath fell upon this proposal, which is so new, radical, and visionary that will pose no danger to our own dear country. After all, I am not so violently bent upon my own Opinion, as to reject any Offer, proposed by wise Men, which shall be found equally as Effectual. I now must profess – and conclude – that I have not the least selfish interest in this plan. I gain nothing from it, being neither a business owner neither struggling immigrant, but rather propose this from no other motive than the general good of my own country.


Our Work

Wow iDiploma is busy! We are doing so many different projects and design briefs right now it’s almost hard to keep up! We started off with a lot of internal design briefs designed to boost the iDiploma image. We had briefs focused on revamping the brand, enlarging our network, serving our community, figuring out how to tell our story, and transition iDiploma from a “start-up” to a design firm. I have been in the branding group, and we so far have come up with tee-shirt designs, business card prototypes, and remodeled – and rebuilt – our website (new website coming soon!). The networking group has created and expanded our social media presence – from Twitter, Instagram, email, and more, iDiploma has become more of a presence. Other groups have begun to blend together as their purposes become aligned. The branding and networking groups, for example, are working closely together. The other groups are exploring ways to inform the Mount Vernon community of the work we do as well as discover ways we can share what we do and inform our peers and the community we reside in of our program. Now, we also have more opportunities. We previously held flashlabs where we did an hour flashlab for the new cohort, Musk, and then another one for the whole 9th grade in the school. This Friday, a group is going down to participate in a design experiment at Georgia Tech, and we also have groups who are beginning to work with Georgia Farmers market and their challenge. All in all we have a lot going on – and thanks to a lot of design briefs, we have a lot more ways to inform the world around us of our wonderful, busy life!

A Sideways Reflection

Reflection. The word conjures up many things to many people. To some, it may mean quiet meditation and inward-focused thoughts, fixating on understanding yourself. To others, reflection is a way of perceiving yourself, whether literally, or in a more abstract way, trying to understand not only who you are, but also understanding past events. The key part of reflection, however it is perceived, is that it is usually a person reflecting on themselves, their own past, or something they did. Reflection isn’t normally used to reflect on someone else’s work. But today, that is exactly what I am doing. Like many posts before this one, this post centers on an iDiploma design brief. Unlike all other posts, this is a reflection

Like many posts before this one, this post centers on an iDiploma design brief. Unlike all other posts, this is a reflection on a design brief that I played no part in; in fact, my knowledge of this design brief comes solely from the description given to us all at the beginning of the year, tidbits of information from surveys and questions they have asked, and more snippets of information from projects and any presentations that group gave that I sat in on to provide feedback on. So I have quite a task ahead of me.

The group I am choosing, the City of Sandy Springs group, was actually my second choice when choosing design briefs. Not only was the group hired by the mayor and liaisons, they would be consulting with the City of Sandy Springs Council as well as other groups, such as the Georgia Commute Options group, to help reduce traffic in Sandy Springs. This was a project that affected everyone in the Sandy Springs area, myself included. Typically, the more an issue affects me, the more invested I am in the project and the better I am able to do, which is one of the reasons why it was my second choice (a selfish desire to decrease traffic being one of them). But, my design brief, however challenging, was an amazing experience and one I really wouldn’t trade.

As stated above, their mission is to reduce traffic in Sandy Springs. Right off the bat, I could see how they had the capability to truly make an impact in our community – it would be something subtle but greatly appreciated and noticed by many. As one of many drivers on the road, I can attest to the fact that sitting in traffic is Not Fun. And unfortunately, traffic is extremely prolific in the Sandy Springs area, especially near the entrances to 285. Which consequently backs up traffic everywhere. However, the group realized almost straight off the bat that improving traffic is not just about improving people’s temperaments – traffic also wastes time, energy, and money. Think about it. If someone gets in their car to go to the store and ends up in traffic, they are wasting time they could have been spending in the store (improving the economy), money they spent on gas because they are burning fuel, and energy because sitting in a car in stop-and-go traffic is tiring. All of which condenses into drivers who are angry at the waste of time or mad that they are late to something, and drivers who are tired at the end of a day and even more tired because of traffic, all of which means that the road is now filled with reckless, angry, exhausted drivers. Does anyone hear “accident waiting to happen?”

So yes, improving traffic is in everyone’s best interests. But how to do it is the question.

The group decided that, in order to come up with a viable solution, they needed a testing ground. The grounds: Mount Vernon Presbyterian School. By using their solution to reduce traffic in the school community by 10%, they can gauge how effective it would be on a larger scale; after all, if their idea failed at Mount Vernon, it would have no hope in the Sandy Springs community.

Like any good group, they started off by collecting data and soon were able to develop visuals of the data they collected, such as goal maps showing the current amount of cars and their goal of how many cars should be on the road after their solution is implemented, or a map of MVPS family locations to show how far families had to travel. Through this data, they then created focus groups in order to reach out to the MVPS community and try and understand Mount Vernon carpool – an integral part of surrounding traffic (believe me, Mount Vernon carpool lines can stretch outside the campus – definitely not productive to reducing traffic). The results of these focus groups? Mount Vernon carpool traffic – and subsequent traffic in the area – is terrible, and finding someone to carpool is equally as difficult as navigating the long lines. Think Disney during the summer with one lane and everyone in cars. Because of the revelation that traffic is a huge thing to take on, the group realized that trying to tackle it head on wasn’t going to work. This is when they partnered with Georgia Commute Options, realizing that every little bit helps, and began to come up with ways to reduce traffic bit by bit. Soon they had options.

They decided to give presentations to parent and student drivers and get them to download GCO’s app, that gives members incentives and help to find carpool partners to take cleaner routes to school. The group also decided to explore ways to promote alternative travel options like carpooling and social media promotion. The Sandy Springs group already has a presence on social media, with the hashtag #reMoVe10 and blog posts on the Innovation Diploma website. They decided to continue to work with the organization to see how – or if – traffic is affected by these changes and raised awarenesses in the MVPS community, based off the Mount Vernon sign-ups on the app.

I touched on it above, but I need to state the importance of this project once again. Reducing traffic in the Sandy Springs area is critical – without an effort to do so, wasted time, energy, and money will continue to increase, drivers’ tempers will continue to be tested, and driving will remain an unpleasant experience for many people – especially during Mount Vernon carpool, as we can back up the street some days. So essentially, they are impacting all drivers in the Sandy Spring area, but in different ways. Teen drivers get to drive in a safer, less crowded environment, which is better for young drivers. And by encouraging carpool, teens have even more incentive to drive with their friends, making the ride more pleasant which improves their mood which positively reflects in their driving. Mount Vernon parents are affected as well because with more people carpooling, the less stressful carpool has to be, meaning they are in a better mood, not having to wait in as much traffic, and putting their kids in a better mood as well. And all drivers aren’t having to waste time, energy, and gas money by sitting in long lines of traffic anymore. Not to mention, less idling cars means less pollution.

Since joining iDiploma my freshman year, I have gone through two crazy, amazing years with iDiploma, and while sometimes I’m unsure what I’m doing, by the end of the year a sort of “ah hah” moment happens where it all clicks. I suppose this is the “personal” reflection piece of my sideways reflection. This was the year that I was able to take a step back and go “oh. That’s what we are working towards in iDiploma.” Maybe it was because I was able to participate in my first design brief, but I think I understand a lot more of what Innovation Diploma is working towards. When we say we are a start-up, it is because we do so much more than a class. When we say we work on – and want future students to work on – real world problems, it’s because not only do we do them, we get so much out of them. My first design brief was really, really hard, and a lot of that was due to the fact that it was my first, but it was also because I had never had an “actual” client before, I had never had to come up with something that didn’t have a rubric and detailed instructions that said “check off these boxes to complete the assignment” and I had certainly never truly gotten into the mindset of “this is a real world problem” before that moment. There had been brief moments, but never one like that. And I think that is why these types of problems are so important. They teach students like me skills like proper communication between us and the client or us and each other (that was one of the major things my team had to learn, actually) or things like testing out solutions, data collecting, formal presentation skills, and thinking outside the box. But really, it enforces this idea of the real world doesn’t have boxes to check; you are given an assignment and expected to complete it on your own, not with a rubric. It introduces this idea of individuality instead of doing for the sake of a grade. With design briefs, we can’t just Google “How to reduce traffic” or “How to increase brand love in teens.” Why? Because the answers aren’t out there. Believe me, I looked hard too. I, in the beginning, wanted an easy answer – and 3, 4, 5, 6 months in it was still hard to believe there wasn’t one.

So, how does this project uphold iDiploma values? Well, how doesn’t it? It gave the group skills in communication, formal presentations, data collection, creative thinking, solution testing, and many other skills, but it also gave them an experience. It gave them a client and a hard to solve, no easy answer problem. It presented them with a challenge that they had to solve not for a grade or a checkmark but to make an impact on the world and to prove to themselves they could. It taught them the importance of never giving up and how to get through those times when they had no idea what to do next. And with each success these design briefs have – like the Sandy Springs group – the more people become more aware of what teens can do. The more they realize that we aren’t just a group of kids fooling around in school, but a cohort of young adults who want to be challenged simply because we want to prove that we can be, that we want to show what we can do outside of standardized tests. We want these problems because we want that feeling of satisfaction, that moment when we stand around after the presentation and think “Wow, look at what I’ve created. Look at the problem I just solved, and the work I just did.” And that is not only why I participate in iDiploma, but why I continue to. Because of work like this and the impact it had. Not only because I can, but because I should.



Reflecting on the Passage of Time

This semester has been, in my opinion, the one in which I have grown the most as an innovator. The main thing I have learned is how to work on a long-term project with no set end goal and few set restrictions. As I am normally someone who likes to adhere to guidelines and know the direction, this project has felt very ambiguous to me at times. I have also had trouble comprehending what we have done and understate the work. In fact, up until our midpoint check-in presentation on December 1st, I was under the impression we had not actually accomplished that much. What changed my mind, however, was seeing the work we have done over the last three months laid out in the timeline below.


Honestly, that was the moment that I realized not only are we doing some very incredible work, but we have also actually accomplished a lot. That presentation, aside from changing my mindset about our work, was actually a point of pride for me. While I have done major presentations before, this one simply felt much more important. Our whole group was worried about how we would do, but in the end, we did fantastically. I am very proud of the fact that I was able to present the information well, improving my public speaking skills, my knowledge of the project, and my ability to communicate in a group setting.

In terms of the design brief as a whole, I have grown in many areas, but I need to work on some as well. I have grown to be a better ideator, my presentation skills have improved, and I have a better grasp of time limits and what they entail. One major thing that I believe is both something I have grown in and something I can work on is communication. Actually, it applies to the whole team. While I have definitely gotten better at communicating my ideas and thoughts, as well as communicating plans to absent team members or upcoming events – this applies to the whole team – we as a team need to work on keeping it up and making sure to communicate any conversations, ideas, research, or interviews that took place without other team members, plan accordingly, and follow through on those plans. Concerning following through on plans, I believe I have gotten better about not only staying after iDiploma time has ended to finish projects to meet certain deadlines, but also doing quality work outside of iD time. I now understand that sacrificing my time to complete this project will be necessary at times, and I have come to terms with that.

Another area I feel I have grown in is conflict resolution. Our team is mostly comprised of type-A personalities, meaning tension is very common. I have taken on the role of keeping the peace, per se, and making sure everyone gets along and is able to do their job without too much conflict ensuing.

Regarding areas I need to work on, I believe the main one is energy. While it has been a long year, I need to focus on keeping myself positive for my team and for myself. I am going to make a concerted effort to keep my motivation levels high, and my complaints about lack of sleep to a minimum, which will also help me continue to stay on task longer.

As Christmas break and exams draw closer, and I find myself with a decreasing amount of free time, I have decided to focus on improving my own personal growth areas, in order to improve not only others lives, but my own as well. In the future, I am excited to continue – and eventually present – our project to our client and have the satisfaction of having completed my first design brief for a client outside of Mount Vernon.

Manipulation: Emotional Logic

Rhetoric and persuasion are common methods used throughout advertisements, speeches, and, most of all, politics. During the current campaign, Gary Johnson, Hillary Clinton, and Donald Trump are using every weapon in their considerably large arsenal to sway voters to their side and ultimately win the election. Donald Trump, in particular, uses many types of persuasion and rhetorical devices throughout his Twitter feed (@realdonaldtrump) to shift people’s perspectives, as well as change or support common perceptions about his opponents. For reference, Trump’s Twitter feed, created in March of 2009, while originally was used for him to post messages about his daily life but is now primarily used to report his status on the campaign trail.

To analyze the types of persuasion Donald Trump uses throughout his Twitter feed, each tweet starting from the beginning of October was read, analyzed, then grouped into character, emotional, or logical. This analysis revealed that out of the 518 tweets posted over the month of October, 115 were used to build character, 241 used emotion, and 104 used logic. Trump primarily tried to enrage or scare the audience, but when he did try to elicit feelings of nostalgia or bliss, it was him building up his character, to get people to associate those emotions with him. Some examples of Trump’s use of mixed persuasion tactics are in these tweets:


Basically, he took something that would inflame readers, posted about why it will continue to negatively affect everyone (with the help of some statistics), and then stated how he was the only one who could fix it.

Most of his tweets are tied to Hillary Clinton, or “Crooked” as Trump refers to her, and her previous political blunders. She is a major topic throughout Trump’s feed, making up a whopping 40% of his posts since the beginning of October alone. These posts consistently talk about the corrupt and disadvantages things Clinton did and will continue to do, should she get power. Since Trump follows these posts up with his views and policies that will supposedly save the country, antithesis seems to be a common rhetorical device throughout his feed.

Other common themes throughout Trump’s feed include his belief that the government is corrupt and that the election is rigged; again, more emotional persuasion, which is shown in this tweet for example:

Another common theme is telling people to vote, and discussing voter registration, as well as upcoming Trump rallies, such as in the tweet below:

At first glance, Trump appears to be targeting a very broad and diverse audience; however, upon closer examination, there are a few common factors. One factor is anyone who dislikes Hillary Clinton or the Obama Administration. This is evidenced by the numerous tweets pointing out Clinton’s fails in her career. Another factor is anyone currently following the campaign trail, or a hard-core Republican, as many of Trump’s rally tweets or “Vote Trump!” tweets appear to be directed at the people who are already committed. A very specific target audience is middle to lower class families who are worried about the increasing costs of Obamacare or taxes. Trump consistently emphasizes the rising costs of healthcare and taxes, as well as asserting that, should he be elected, the costs will decrease. His primary method for this is using startling statistics to make his point, as well as fear to drive home the imminent disaster should he not be elected. His use of fear tactics preys on a wide variety of people, from anyone who worries for the safety of their family, to someone who is simply worried about their survival, creating a false dilemma that Trump is the only hope for these people. Fear and anger appear to make up the majority of Trump’s persuasion methods, as he purposely makes inflammatory or controversial points.

Trump employs a wide variety of strategies to gain votes, one main tactic of which is fear. According to the article Decoding Political Ads: The Four Emotions Used to Drive Voter Decision, written by Eleftheria Parpis, “Fear, it turns out, is a pretty good motivator,” (Parpis).  No kidding. After all, fear creates an irrational response, which means anything that claims to prevent that fear looks pretty good in human eyes. This is because, according to the American Psychology Association’s article The Science of Political Advertising, fear ads “heighten attentiveness and weaken people’s reliance on partisan habits, while enthusiasm ads reassure you, and reaffirm the choice you’ve already made,” (Sadie Dingfelder). So this means, with a mixture of negative and positive ads, Trump can effectively sway unsure voters through fear and keep loyal voters through positive ads. After all, like Eleftheria Parpis wrote, “who votes based on reason?” Bringing up fear ads, however, then leads to the realm of positive versus negative ads. While it seems like negative ads would be ineffective, they actually “create more thoughtful voters than positive ones,” (Dingfelder) and “not only contain more information than positive ads, they also are more memorable and useful,” according to Why Are Negative Ads Positive For Voters?, an article by Gregg R. Murray. All this combined means Trump is using negative ads to elicit a negative emotion toward an individual candidate, while at the same time creating a voter that feels positively toward Trump, but is also more thoughtful regarding certain issues. Trump then reinforces the beliefs of his current supporters through positive ads that are also designed to show Trump in a more constructive light. After all, voters swayed by emotion are more likely to vote for that candidate because “We feel before we think, which means it’s actually not even possible to have a pure rational thought. People vote more on emotions than they do on the issues…Facts don’t necessarily change minds,” (Parpis). However, the facts presented in the ads should be taken with a grain of salt. Political ads, because they are considered freedom of speech and thereby protected by the First Amendment, are not always wholly truthful. According to Rebecca Tushnet, quoted in the article Truthiness in Advertising: Why Trump Gets to Lie But You Don’t, “‘In other words, whatever the truth, we proceed as if citizens are highly discerning about what they believe, politically,’” (I-Hsien Sherwood). In essence, though the ads themselves fuel people’s’ emotional response as well as influence our voting, what is portrayed as fact is more often than not untrue, and only believed as accurate due to the emotional response produced. After all, ads themselves are made to manipulate viewers; but, should viewers be wise enough to read between the lines, they will understand that the “facts” are not always true, regardless of the emotional response produced.

What does all of this have to say about Trump’s advertisement methods on Twitter? Well, here it is in a nutshell: Voting is based almost entirely on emotion, which, more specifically, means that Trump is using fear and other negative emotions to create an ad that is more memorable, while also leaving voters feeling more informed and reassured in their choices. Voters should also be aware of Trump’s primary focus of these ads, which is to promote a general dislike of opponent Hillary Clinton, publicize his events and beliefs, further develop his image, and finally, simply get people to vote for him. Essentially, voters should always try to be aware of the emotional influence ads use and merely use their best judgment, remembering that, when all is said, and all is done, political advertising is one big plea for votes.


(For a summery of information found in Trump’s Twitter feed and this post, check out this post. For a comparison to Hillary Clinton, check out this post.)