3Rhino Media Effective Media Design for Dietitians

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Slidedeck from Don Stanley's presentation to the Wisconsin Dietetics Association on November 2, 2012

www.3rhinomedia.com
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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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 3Rhino Media Effective Media Design for Dietitians

    1. 1. Effective Media DesignGetting Started with STRATEGIC Design Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 11/02/12
    2. 2. Quick Exercise to Get Going DON STANLEY | @3rhinomedia | 11/02/2012
    3. 3. Plain Good What?“Clutter and confusion are failures of design, not attributes of information” -- Ed Tufte 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 | 11/02/2012
    4. 4. 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. 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?3. TARGET ACTION: What action do you want each audience to take? (donating funds, volunteering, purchasing a product, attending an event). Prioritize!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 | 11/02/2012
    5. 5. 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 | 11/02/2012
    6. 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 DON STANLEY | @3rhinomedia | 11/02/2012
    7. 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 DON STANLEY | @3rhinomedia | 11/02/2012
    8. 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 DON STANLEY | @3rhinomedia | 11/02/2012
    9. 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 DON STANLEY | @3rhinomedia | 11/02/2012
    10. 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 DON STANLEY | @3rhinomedia | 11/02/2012
    11. 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 DON STANLEY | @3rhinomedia | 11/02/2012
    12. 12. 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 | 11/02/2012
    13. 13. Design Demystified: The Secret 7 Contrast Proximity Repetition Alignment DON STANLEY | @3rhinomedia | 11/02/2012
    14. 14. Contrast is about Clarity!What is it? It’s a tool to help clarify main messages. Gives focus, helps convey meaning. It helps users make sense of a message. DON STANLEY | @3rhinomedia | 11/02/2012
    15. 15. Contrast is about Clarity!What is it? It’s a tool to help clarify main messages. Gives focus, helps convey meaning. 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 | 11/02/2012
    16. 16. Contrast Techniques
    17. 17. Tool 1: Contrast Before & After
    18. 18. Tool 1: Contrast Styles
    19. 19. Before & After: Which is clearer? Why specifically?
    20. 20. Contrast with Color. What’s most important?
    21. 21. What about Web Concepts?It’s the same … the very same principles apply. So when you learn to leverage design CRAP for one form of communicating, the skills you learn and develop transfer to other areas. So designing for the web is similar to designing for print media. DON STANLEY | @3rhinomedia | 11/02/2012
    22. 22. DON STANLEY | @3rhinomedia | 11/02/2012
    23. 23. DON STANLEY | @3rhinomedia | 11/02/2012
    24. 24. DON STANLEY | @3rhinomedia | 11/02/2012
    25. 25. Question Time Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com

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