如何去設計只屬於你自己的One Page

作者:David Osorio

首先,我想要解釋的是“One Page”指的是簡短,有效且具有吸引力地描述我們項目主要功能的文件。

這一文件通常都會發送或遞交給需要了解我們項目特殊賣點(USP)的發行商或投資者。所以我們總是希望能夠簡單且清楚地描述我們的遊戲並添加一些必要的信息:

概念:簡短解釋遊戲/產品的句子。

產品信息:遊戲類型,平臺,目標用戶等內容。

總結:關於遊戲情節和目標的更深入的信息。

概述:更詳細地解釋遊戲的概念和一些動態內容。

USP:我們的遊戲與其它競爭者的主要區別。

你必須確保其中的內容至少需要包含概念,產品信息和賣點,並且One Page能夠滿足你想要傳達某些信息的需求。當然這裏並不存在唯一的標準。你可以按照自己的想法進行創造,只要你認爲自己所創造的內容能夠更有效地吸引瀏覽這一內容的讀者的注意便可。

這主要是關於內容。但是基於怎樣的形式呢?形式是非常重要的。我們的用戶,也就是投資者和發行商沒有大量時間去瀏覽郵件中的所有One Page或各種宣傳內容。所以我們必須真正有效地去傳達我們的項目:

概要–One Page需要在一頁紙範圍內提供有關遊戲的清楚且簡要的理念。這並不意味着我們需要將所有信息聚集在一張紙中。相反地我們應該:

清楚且有序。你應該讓讀者的眼睛能夠輕鬆被文件所吸引,爲此你需要有效組織內容佈局。就像我們便非常看重每一段每一行內容之間的空格。這是有效傳達我們的理念的一種基本做法。

視覺識別:最後但也同樣重要的是,這是吸引我們用戶注意並在他們心中留下印象的一種方法,而logo,頁面或其它圖像內容將能代表我們的遊戲,它的價值,風格以及我們想要傳達的信息。這一切也能讓讀者想起我們的項目。

我將在此提供我自己所創造的一些One Page文件。這包含了我在上文中所提到的一些要點,但因爲是基於不同條件所創造的不同One Page,所以它們所包含的內容也是不同的。

one-page-of-souls-seekers-no-rights(from gamasutra)

one-page-of-souls-seekers-no-rights(from gamasutra)

OnePage(from gamasutra)
OnePage(from gamasutra)
OnePage(from gamasutra)

OnePage(from gamasutra)

例如,第一份One Page是要發送給發行商的,對方將在辦公室或家裏輕鬆地閱讀該內容,所以我可以寫下更多信息。而第二份和第三份One Page是要在宣傳期間遞交出去的,即我將通過交談的形式去傳遞One Page的內容,所以要比第一份更簡潔一些。

這裏的要點便在於,我們必須適應不同的用戶和環境去創造不同的One Page。如果我們的用戶既包括遊戲設計師也包括一些投資者,情況也就大不相同。因爲前者需要關於遊戲的更深入信息,而後者想看到的是能讓遊戲突顯於競爭對手中的內容。

最後,我想要分享更多有關One Page的建議:

瞭解你的用戶:做些研究去了解他們。這能夠幫助你清楚他們的看法並努力去迎合他們。如此你便會清楚呈現你的主要理念的最佳方法。

清楚地呈現一個主要理念。瞭解我們的分享對象能讓我們更有效地創造推銷遊戲的信息。而圍繞着這一理念去創造One Page並創造圖像能夠更有效地支撐主題。

讓其足夠“耀眼”!One Page的主要目的便是銷售理念,所以這是一種非常純粹的市場營銷方式。你應該利用所有資源去創造更加吸引人的信息,例如使用鍍膜紙讓One Page更持久且更吸引人;並突出表示那些更重要的元素。

用戶總是想要了解更多信息。所以在這裏你還可以附加自己的名片,或者你也可以在遊戲網站或郵件中添加二維碼讓用戶能夠找到你。

註冊。如果你想要真正擁有自己的理念,請確保你已經註冊了所有內容並在文件中添加了相關信息。如果擁有一份知識共享許可協議便能夠清楚地證實這是隻屬於你的理念。

使用自己的東西。如果你能夠爲最終理念創造更多價值和內容的話便會更有說服力。但如果你做不到這點也不要去使用別人註冊過的材料或來自公共平臺的照片。

迭代。先創造第一個版本並驗證所有內容都是合理的。詢問別人的意見並再次進行完善。不斷重複這一過程直至你對最終內容感到真正滿意爲止。

本文爲遊戲邦/gamerboom.com編譯,拒絕任何不保留版權的轉發,如需轉載請聯繫:遊戲邦

How to design your One Page

by David Osorio

First of all, I would to explain that a ‘One Page’ is a document which shows the main features of our project in a brief, attractive and effective way.

On regular basis, this document is send or hanged to a publisher or investor who needs to know at-a-glance about the USP’s (Unique Selling Points) of our project. So we want to stand out and keep it simple to send a clear idea about the game, adding as content the essential information:

Concept: the sentence which explain the game/product brieftly.

Product info.: game genre, platform and target audience should appear here.

Summary: a more in-depth info about the plot and the objetives in the game.

Outline: it explains a bit more about the concept and dynamic of the game.

USP’s (Unique Selling Points): the main points which make our game different from the competition.

Content should be always composed of, at least, the concept, product info. and USP’s, but One Page responds to yours needs to communicate something. It is not always the same formula. Feel free to configurate it as you want, as long as it feels more efficient to communicate to your audicence.

This is about the content. But, what about the form? The form is nearly as much important as what we want to say. Our audience, investors and publishers, have no time for dozens of One Page that stack up in their email or several pitches that the have to heard along the day. Our objetive has no changed at all; we have to communicate our project effectively, so we should do it:

Brief: One Page needs to provide a quick and clear idea about the game in a page long. This does not mean that we should accumulate tons of info in one sheet. Better we be…

Clean and ordered. Readers’ eyes should travel easily inside the document, so consider carefully how you organize the pieces in the layout. We better respect the margins, spaces among paragraphs and lines. Here it is basic to transmit our ideas with an strong…

Visual Identity. Last but not least, this frame it is a great opportunity to stand out and leave a mark in the audience. Logo, screens and other art pieces should inform about our game, their values, its style and reinforce our message. All these will lead the reader to remember the project.

Here I provide you some examples of One Page documents made by myself. These cover the points we talked about some lines above, but they do not have the same content since they are different One Pages for different situations.

For example, the first one was due to be send to a publisher, which means that I can write down more info. since someone will read it (or not!) in the comfort of his office or home. Second and third were supposed to be hanged out during a pitch, so they are more brief than the first one, since I will complement the One Page information with the talk.

The take here is that we have to adapt the One Page to the audience and its circunstances. It is not the same if our audience is composed of game designers that if only came to the pitch some investors. The former will expect a in-depth info. about the game and the latter will be OK with some high level info and what makes the game stands out from competence.

Finally, I am going to share some tips more:

Know your audience: do some research and learn about them. This will help you to know how they think and put into their shoes. Here you will chose the right approach to present your main idea.

Present a main and clear idea. Knowing who we are talking to will allow us to create a message more efficient to sell our game. Build the One Page around that idea and make the art pieces so as to support the theme (as you can see, in the second and third examples that I provided, both One Pages are themed with space and industrial motives, respectively).

Make it shine! One Page is pure marketing since its very purpose is to sell an idea. Use all kind of resources to make more appealing the message. I.e.: use laminated paper so as to be more durable and eye-catching; stands out the more relevant elements with glowing, for example.

They want to know more. Here business card has more use but, what if someone interested has lost it? Or maybe you do not have one yet! Let them come back to you again by adding a QR code to game’s site or a corporative email.

Register it. If you want to own your idea, make sure that you have registered everything and add some reference to it in the document. It could work fine a Creative Commons license just to prove it is yours.

Use your own stuff. Generates more value and the approach to the final idea is more convincing. If you cannot, avoid using registered material and get public domain photos.

Iterate. Get one first version; verify everything is OK. Ask for someone’s opinion and go over it again with possible improvements. Repeat this until your are satisfied with the result and it is fully understandable for your next reader.

I encourage you to check some more examples as this one taken from ‘Level Up!: The Guide to Great Video Game Design’ (a great book for learn game design, indeed) or this talk from GDC 2010 which I came up at the same time I wrote the article.(source:gamasutra