More importantly, there’s no apparent significance to the shape or the colors used within the shape. The transition of the gradient into a thick black chunk in the middle feels quite harsh, especially for the holiday season. By itself, while it’s not necessarily bad design, it isn’t particularly aesthetic. The gradient embodies a black center separating warm colors on top from cool colors on the bottom. For example, take a look at the circle gradient below that Spotify Wrapped used as a backdrop for some of the visuals. It missed the mark both aesthetically and in terms of significance. As a feel good feature that releases once a year, Spotify Wrapped should be focused on more than “keeping it real” they should be trying to make their users - well - feel good.Īnother pain point was the visual and interaction design.
They used phrases like “The song that helped you get through it all”, “Feel free to show this to your exes”, and “Who was at your side besides your houseplants” that showed great situational awareness but ended up making users feel worse about their lives instead of better.įor example the messaging “2 years from now, you’ll remember this as the song that helped you get through 2020”, offers both situational awareness AND hope & optimism.
While Spotify used a consistent tone in this year’s Wrapped that conveyed a keen perception of the state of the world, the exact messaging felt a bit too depressing. The use of self deprecating humor simply didn’t hit. Spotify Wrapped also made use of a humorous tone to inject comedy into a stressful time and used a multimedia presentation of users’ favorite songs and artists complete with audio, flashy graphics, and bright colors. It incorporated new features that were aimed at making users feel better about the rather disappointing year they’ve endured. This year however, Spotify Wrapped fell a little short. We see companies embrace the holidays as we buy our Starbucks coffee in decorative cups, watch Christmas themed commercials as Hulu subscribers, and of course, unwrap our musical journey for the year with Spotify Wrapped. Around the start of the holiday season, several companies release their highly anticipated holiday themed products, features, and accessories.
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