A lot of people are excited for Google Glass right now. The first Explorer units began rolling into the happy embrace of those selected for the exclusive pilot program just last week, and we've already seen a ton of feedback. Combined with decent pre-release coverage, it's clear that Glass has the potential to shake things up once more people have it in their hands. Of course press coverage and user excitement only form part of the story. Another critical piece is advertisement and marketing.
Public image and privacy concerns aside, Glass will need to win the hearts of consumers, in a way Google has striven in the past to capture hearts through advertisements for the Nexus family. (See: Nexus 7 – Curious and Nexus 10 – New Baby) It's obvious that video has proven an effective vehicle for Google's touchy-feely strategy even with Glass. But this weekend, a question hit me – how would Google handle print advertisement for one of the most interesting tech products expected to debut this year? It's challenging to tell a heartwarming story in one or two pages, but what print could do though, is succinctly emphasize what Glass does, and how it will enhance your day-to-day experiences.
As Glass-followers no doubt know, one of the wearable device's main draws is its almost paradoxical duality of presence and … un-presence. The device is there to give you important information, but it's not there when you don't want to look at it. There's no need to pull out a phone or tablet to check notifications or emails – they'll just come up when you're ready with little to no effort or distraction. Another draw is that Glass can capture photo and video from your perspective, without the need for phones, cameras, or (shudder) tablets to get a quick snapshot. When I started playing with concepts for Glass print ads, this is what I focused on. Capturing a scene through a lens or screen is – to me – less than ideal, when you want to enjoy the scene while also focusing on documenting it. With that in mind, I made a few mockups. The basic idea is the contrast between life and life through Glass. On one side, you're taking photos with various devices that disrupt your experience of the scene, while through Glass, you see the full picture.
This is just one idea in an infinite pool of concepts Google could come up with to get its nascent moonshot into the minds of the public. Whatever Google's approach to Glass promotion, I'm excited to see it. How about you?