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CreativeFeaturedOpinion

The subtle art of human insight

Horizon FCB Dubai's Lyle Martin makes the case for investment in intuition, flow and design that feels so natural that people don’t clock it as branding.

The Subtle Art of Human InsightDisclaimer: All trademarks and logos are the property of their respective owners. Screenshot of Spotify UI used under editorial fair use for illustrative purposes.

The other day, I screenshot a song on Spotify to send to a friend.

Instantly, Spotify served up a clean, ready-to-post visual. Perfectly sized for Instagram Stories, beautifully branded, and begging to be shared.

Not loud. Not try-hard. Just … smart.

This isn’t new. But that doesn’t make it any less impressive. Spotify didn’t drop this feature to go viral. They dropped it because people were already screenshotting songs. Already sharing them. Already behaving a certain way.

And instead of slapping on a “Share” button and hoping for the best, they hijacked the habit. Wrapped it in design. Made it smoother, sleeker, more intentional.

That’s not UX. That’s street-smart


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.