The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
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Transcript of The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
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The 8 Principles of Design
Josh Levine Co-founder, CXO Alexander Interactive (Ai) IRCE Web Design & Mobile Conference, Orlando Feb 2014
How to Leverage the Power of Design and Turn Consumers Into Customers
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Hi, Im JoshCo-founder, CXO
Digital Design, Strategy & Development Agency
Founded 2002, Independent
Transactional Expertise
Manhattan based
IMA Top 10 Agency of Year
(My Bob Ross phase)
www.alexanderinteractive.com
http://www.alexanderinteractive.com
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So, What is Design?
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But what is it really?
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Design is a plan for arranging elements in such a way as best to accomplish
a particular purpose.Charles Eames
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Clear communication
Emotional connection
Ease of use
Which impacts
Great design establishes:
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To design is to communicate clearlyby whatever meansyou can control or master.
Milton Glaser
To design is to communicate clearly by whatever meansyou can control or master.
Milton Glaser
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How they see
How they listen
How they feel
How they think
How they act
Great design enables you
to control:
Which impacts
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world domination?
perhaps?World Domination
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howwe write
Leverage the power of designto meet human needs and turn
consumers into customers
Influence Connect Inform Assist Delight
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Design is always having an effect on your customers whether you are in control
of it or not
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lingscars.com
http://www.lingscars.com/
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It is not a questionof whether youre getting on the design bus or not you are already on it
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Take controland make design work for you
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With great power comes great responsibility
Uncle Ben
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The 8 essential principles you need to learn and follow
And now
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Typography01
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Leverage the power to
Convey meaning Increase legibility Establish tone Embody personality
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Choose a typeface that is aligned with the way you want to be understood
and perceived
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Typography shifts the focus from what we write
to how we write itand how others read it
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Create visual hierarchyand increase readability
by using simple variations within one type family
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heyyou!
honk
woot!bang!
overhere!
omg
boom!yo!
shh
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Color02
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Leverage the power to
Elicit emotion Indicate meaning Attract attention Invite exploration
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Choose a color scheme that fits the desired mood,
and your brand
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as background/wash. invites scroll. delights
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While color is important,its how it interacts with surrounding elements
that has a bigger impact
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Add to CartAdd to Cart
Which wins?
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03
Contrast
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Leverage the power to
Set priorities Control energy Maintain engagement Strengthen accessibility
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Draw attention andinterest to specific areas
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Composition04
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Leverage the power to !
Control rhythm Provide structure Create order & flow Reduce cognitive load !
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Position elements within page to make it easy for
customers to organize and categorize them
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Closure se things as a whole when close together
Law of Similarity
Law of Proximity
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free willy!
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Improve hierarchy and readability by providing
ability to direct (and pause) peoples attention within
the flow of a page
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sony.com
1 1a
2 2a
http://store.sony.com/headphones-earbuds/cat-27-catid-Headphones-and-Earbuds?SR=nav:electronics:personal_audio:headphones:ss
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Create a connection between all elements by implementing and
adhering to a grid
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Whitespace05
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Leverage the power to !
Control the eye Imply Importance Apply stability Control chaos !
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Use negative space to showcase and elevate your product or content
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made.com
http://made.com
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olukai.com
http://olukai.com
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Manipulate empty space to give your interface more clarity and organization
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2012 This week
gilt.com
http://www.gilt.com
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apple store - ipad appolukai.com
http://olukai.com
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Before
target.com
http://www.target.com
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After?
holy crap batman
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Consistency06
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Leverage the power to !
Enhance learnability Breed familiarity Reinforce brand Instill calmness
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Create a consistent system to establish
familiarity and remove the need to relearn things
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Create a holistic design language in order to
retain consistency and design integrity
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Imagery07
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Leverage the power to !
Set the story Humanize the experience Makes product tangible Captivate an audience
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Harness the power of a well cropped photograph
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Thats some good crop
nixon.com
http://nixon.com
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sugoi.com
http://nixon.com
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Movement08
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Leverage the power to !
Encourage action Enhance mood Convey fluidity Provide feedback !
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Include subtle motion to enhance the story
and introduce an element of surprise
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jcrew.com
http://jcrew.com
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Key takeaways
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Typography
Color
Contrast
Composition
Whitespace
Consistency
Imagery
Movement
not immune tothe disruption Minimize cognitive load
Develop a design system Take control and make
design work for you
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Thank you
Josh Levine [email protected] www.alexanderinteractive.com slideshare.net/joshpacelevine
mailto:[email protected]://www.alexanderinteractive.comhttp://slideshare.net/joshpacelevine