Читать книгу Non-Obvious 2018 Edition - Рохит Бхаргава - Страница 44

 Start with the Obvious. One of the most popular trends from my 2015 Non-Obvious Trend Report was something I called “Selfie Confidence.” The name was a play on “self-confidence” and was written to force people to see something they were already familiar with in a new way. Selfies are often criticized as demonstrations of narcissism, but the trend also suggested the idea that selfies might contribute to helping people to grow their self-esteem.

 Keep It Short. One thing you’ll notice if you look back on any of the previous years’ trends (including this year) is that the title for most trends are no longer than two words. Elegance often goes hand in hand with simplicity, and this usually means using as few words as possible.

 Use Poetic Principles. Poets use metaphors and imagery instead of obvious language. In Chapter 3 you’ll get an inside look at how I use techniques borrowed from poetry as part of the naming process I use every year for trends. A quick scan of past trends will also illustrate how I’ve used these principles to describe trends like “Preserved Past” or “Lovable Unperfection.”