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Our 3rd class ... looking at what are the core problems and solutions to visual design.

Our 3rd class ... looking at what are the core problems and solutions to visual design.

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  • GOAL 1: Dispel Myths such as: We don ’ t have time/budget to devote to promotional materials Promo material isn ’ t that important I ’ m not talented or creative enough to design Anyone can create effective materials isn ’ t marketing is all about lying? We don ’ t want to do that! GOAL 2: Learn about the 3D ’ s of effective communication GOAL 3: Although it ’ s naughty, learn about design CRAP GOAL 4: Finally, learn how to apply what we learn to a wide variety of promotional materials
  • Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • GOAL 1: Dispel Myths such as: We don ’ t have time/budget to devote to promotional materials Promo material isn ’ t that important I ’ m not talented or creative enough to design Anyone can create effective materials isn ’ t marketing is all about lying? We don ’ t want to do that! GOAL 2: Learn about the 3D ’ s of effective communication GOAL 3: Although it ’ s naughty, learn about design CRAP GOAL 4: Finally, learn how to apply what we learn to a wide variety of promotional materials
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
  • Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.

Transcript

  • 1. LSC 332: Lecture 3Getting Started with STRATEGIC Design DON STANLEY | @3rhinomedia | Fall 2012
  • 2. Plain Good What?“Clutter and confusion are failures of design, not attributes of information” -- Ed Tufte Quick review It’s all about the brain and purposeful planning What are the problems with Plain Good Nutrition? 1. Resources not properly invested 2. Unfocused message 3. Organization centered, not user centered 4. Generic, hard-to-scan message 5. Ineffective delivery channels DON STANLEY | @3rhinomedia | Fall 2012
  • 3. Discovery: Does PGN Address these?To define your message and your mission start here:1. TARGET: What is your target? Why are you creating this piece?2. TARGET ACTION: What action do you want each audience to take? (donating funds, volunteering, purchasing a product, attending an event). Prioritize!3. KEY AUDIENCE: Who, more than any other group, do you need to communicate with? Why do they need this information? Who do you need to take action?4. KEY OFFER/STORY: What benefits does your audience receive by taking action? How do you motivate them (recognition, access to resources, etc.)? Prioritize these based on benefits for each audience.5. NO REINVENTING: What have the pros done to connect with similar audiences? What language do they use? Images? Distribution channels?6. SHARING: What is the best way to share this with your key audience? DON STANLEY | @3rhinomedia | Fall 2012
  • 4. Do you know what you are saying?TIP: Know what you want to say and say it clearlyTIP: View your design from a user perspectiveCarefully consider your impressions about Plain Good Nutritionafter viewing their promotional flyer. Now, how will you improve it?WHAT IS THE MAIN MESSAGE BEING COMMUNICATED? DON STANLEY | @3rhinomedia | Fall 2012
  • 5. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest DON STANLEY | @3rhinomedia | Fall 2012
  • 6. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together DON STANLEY | @3rhinomedia | Fall 2012
  • 7. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together Alignment – place nothing arbitrarily DON STANLEY | @3rhinomedia | Fall 2012
  • 8. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy DON STANLEY | @3rhinomedia | Fall 2012
  • 9. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy Type choices – use to maximize readability and set a tone DON STANLEY | @3rhinomedia | Fall 2012
  • 10. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy Type choices – use to maximize readability and set a tone Color – use with care to set a mood DON STANLEY | @3rhinomedia | Fall 2012
  • 11. Design Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy Type choices – use to maximize readability and set a tone Color – use with care to set a mood Images – FIRST ATTENTION! they are worth a thousand words DON STANLEY | @3rhinomedia | Fall 2012
  • 12. Design Demystified: The Secret 7 Contrast Proximity Repetition Alignment DON STANLEY | @3rhinomedia | Fall 2012
  • 13. Contrast is about Clarity!What is it? It’s a tool to help clarify main messages. Gives focus, helps convey meaing. It helps users make sense of a message. DON STANLEY | @3rhinomedia | Fall 2012
  • 14. Contrast is about Clarity!What is it? It’s a tool to help clarify main messages. Gives focus, helps convey meaing. It helps users make sense of a message.Common Pitfalls: Lack of white space, too many typefaces, unnecessary images and border.Make Key Benefits Obvious!Types of Contrast >> DON STANLEY | @3rhinomedia | Fall 2012
  • 15. Tool 1: Contrast Before & After
  • 16. Tool 1: Contrast Styles
  • 17. Tool 1: Contrast Styles
  • 18. Before & After: Which is clearer? Why specifically?
  • 19. Contrast with Color. What’s most important?
  • 20. Contrast with TypeUnderstanding and using type purposefully greatlyincreases the effectiveness of a design. When usedproperly, type will reinforce conceptual messages,help establish a visual hierarch and make yourmessage easy to understand. The following aresome general rule for using type effectively.Size, weight, structure, form, direction, color DON STANLEY | @3rhinomedia | Fall 2012
  • 21. LSC 530 The Before: What are the problems?
  • 22. Plain Good What? Let’s begin fixing this! InDesign Work DON STANLEY | @3rhinomedia | Fall 2012