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solana crawford
founde r, chief d e s ig n o ff i c e r

d esigners?

d esigners?
developers?

d esigners?
developers?
bi z decision makers?

d esi gn = communication

almost every website is
sell ing something

click-moment

the va riabl e st ates of
u ser action

know

know
goals

know
goals
audi ence

know
goals
audi ence
pro duct / service

know
goals
audi ence
pro duct / service
know t hem

pre click-moment

user s get t here

user s get t here
by chance

user s get t here
by chance
by choice

p owerful tools

la yo ut position hierarchies

la yo ut position hierarchies
font s

la yo ut position hierarchies
font s
size

la yo ut position hierarchies
font s
size
shapes

la yo ut position hierarchies
font s
size
shapes
imagery

la yo ut position hierarchies
font s
size
shapes
imagery
movement / lines

la yo ut position hierarchies
font s
size
shapes
imagery
movement / lines
content

contrast

read th is read this read
this r ead this read this
read th is read this read
this r ead this read this
read th is read this read
this r ead this read this

read th is read this read
this r ead this read this
re ad this read t his read
this r ead this read this
read th is read this read
this r ead this read this

read th is read this read
this r ead this read this
read th is read this read
this r ead this read this
read th is read this read
this r ead this read this

read th is read this read
this r ead this read this
re ad this read this read
this r ead this read this
read th is read this read
this r ead this read this

colour

colour
COLOUR

co l our associations

elegance, wisdom, balance, neutrality, formality,
dullness, pollution, urban sprawl

light, air, innocence, purity, cleanliness, peace,
simplicity, winter, surrender, hope
death (eastern cultures)

modernity, power, sophistication, elegance, style,
wealth, mystery, fear, sadness
death (western cultures)

passion, energy, love, sex, speed, heat, fire,
leadership, power, aggression, danger, stop
wealth (china), devil (western cultures)

peace, unity, friendliness, loyalty, wisdom, strength,
calmness, cleanliness, sadness, coldness, skies,
water, technology

life, nature, environment, fertility, growth, health,
youth, inexperience, hope, balance, harmony, go,
good luck, generosity, envy, coldness

sunlight, summer, joy, earth, optimism, intelligence,
wealth (gold), hope, sociability, friendship, hazards,
dishonesty, deceit
mourning (egypt), courage (japan)

envy, sensuality, bisexuality, wealth, royalty, pride,
mystery, spirituality, creativity, wisdom, arrogance,
exaggeration, confusion

happiness, energy, balance, heat, fire, enthusiasm,
playfulness, aggression, arrogance, overemotion,
warning, danger, autumn, desire

spring, gratitude, appreciation, admiration, joy,
sympathy, femininity, health, love, sex, marriage

during click moment

keep users engaged

the cl i ck-moment
th e user shift

do n’ t d isappoint the user

consist ency
throug h the variable states
of user action

post click moment

what ma kes the user
ta ke act ion?

what ma kes the user
ta ke act ion?
choice

what ma kes the user
ta ke act ion?
choice
t rust

risk vs. accomplishment

love your audience

love your audience
lo ve what you are selling/
promoting

love your audience
lo ve what you are selling/
promoting
design for that

stand out!

the cl i ck-moment

the cl i ck-moment
user act ion

the cl i ck-moment
user act ion
busi ness

the cl i ck-moment
user act ion
busi ness
design

w eb 2.0 works
thank you

¿?

s olana c ra w f o rd
s ol a na @ D E S I G N a b o u tTO W N . c o m
lin k edin | f a c e b o o k (+ )
des ignabout t o w n .c o m /b l o g
18 bartol st., san francisco, ca