Design is Trust— 9 Principles For Interactive Credibility

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Design serves one purpose and one purpose only: to gain the trust of its intended audience. Whether the need is for clarity or to obscure information, design is a tool we use not to convey information, but to present that information in a way that the viewer will perceive as confident and competent. Once that basic line of trust is established, it is only then that design can clearly work to help turn data into knowledge and knowledge into understanding. In this session, Jason will present the 9 principles of trust for design, and look at how they can be practically applied to improve any design.

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Design is Trust— 9 Principles For Interactive Credibility

  1. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com
  2. DESIGN IS TRUST10 Principles for Interactive Credibility
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  10. architects daughterDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  11. comic sansDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
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  13. museo sans 100 museo sans 900DESIGN IS TRUST10 PRINCIPLES FOR INTERA CTIVE CREDIBILITY
  14. DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY Museo Slab letter spacing: 1%
  15. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com
  16. Widows peak indicate possible vampirismHang loose or devil sign? Smile that frightens small children Goatee Indicates he is from evil alternate universe Why would you trust this Embroidered shirt commonly man? worn by pirates
  17. MS in Tech. Comm. from Rensselaer Polytechnic Institute15 Books & 100s of articles on digital media design Dozens of conference presentations for SXSW, HOW, WebVisions… 17 years of Web design experience Why you should trust Clients have included Marriott, AOL, this man! Bank of America, Virgin, Coca-Cola, WebMD, Aspen Ideas Festival…
  18. SHOW
  19. THE CLIENT
  20. “People think its this veneer —that the designers are handedthis box and told, Make it lookgood! Thats not what we thinkdesign is. Its not just what itlooks like and feels like. Designis how it works.— Steve Jobs
  21. INTERACTIVE DESIGN
  22. DESIGN = TRUST
  23. “One Third of 12–15 year olds believethat if a search engine listsinformation then it must be truthful…— Truth, Lies and the Internet ⅓ Demos.co.uk
  24. “…15 per cent don’t consider theveracity of results but just visit thesites they ‘like the look of’.— Truth, Lies and the Internet 15% Demos.co.uk
  25. 9 PRINCIPLES…1. Be Sincere2. Know Your Voice3. Preserve Context4. Transition Changes5. Guide, Don’t Dictate6. Show, Then Tell7. Keep Promises8. Make it Simple, Not Simplistic9. Leave Them Wanting More
  26. AUDIENCE
  27. “Contempt for the intelligence of theaudience engenders graphics thatlie… graphic excellence begins withtelling the truth.—Edward Tufte
  28. WHERE DO WE START?
  29. SINCERITY
  30. FIRST PRINCIPLEBE SINCERE
  31. preserve realitysublimevideo.net
  32. contrasttexture depth faciodesign.co.uk
  33. SECOND PRINCIPLEKNOW YOUR VOICE
  34. “Words mean more than what is setdown on paper. It takes the humanvoice to infuse them with shades ofdeeper meaning.— Maya Angelou
  35. classical
  36. contemporary
  37. grunge
  38. CONSISTENT VOICE
  39. Constant Voicegrafik.com
  40. THIRD PRINCIPLEPRESERVECONTEXT
  41. “Always design a thing by consideringit in its next larger context — a chairin a room, a room in a house, ahouse in an environment, anenvironment in a city plan.— Eliel Saarinen
  42. OUT OF CONTEXT
  43. utah.gov
  44. Preserve FixedPoints Provide a backdrop
  45. FOURTH PRINCIPLETRANSITION CHANGES
  46. “The real art of conducting consists intransitions.— Gustav Mahler
  47. CHANGE BLINDNESS
  48. pubaid.org
  49. “ show the in-between
  50. click for details twitter.com
  51. slides out
  52. FOURTH PRINCIPLE GUIDE,DON’T DICTATE
  53. “No man has the right to dictate whatother men should perceive, create orproduce, but all should be encouragedto reveal themselves, their perceptionsand emotions, and to build confidencein the creative spirit.— Ansel Adams
  54. DON’T THINK OF AN ELEPHANT!
  55. zomertoer.railscluster.nl
  56. help the userfind their path
  57. FIFTH PRINCIPLESHOW, THEN TELL
  58. “Dont tell me the moon is shining;show me the glint of light on brokenglass.— Anton Chekhov
  59. WE SEE PATTERNS FIRST
  60. thenounproject.org
  61. miessociety.org
  62. SEVENTH PRINCIPLEKEEP PROMISES
  63. “The promise given was a necessity ofthe past: the word broken is anecessity of the present.— Niccolo Machiavelli
  64. verizon.com
  65. INCONSISTENTINTERFACES ARE ABROKEN PROMISE
  66. EIGHTH PRINCIPLEMAKE IT SIMPLE,NOT SIMPLISTIC
  67. “Truth is something which cant betold in a few words. Those whosimplify the universe only reduce theexpansion of its meaning.— Anaïs Nin
  68. Lings Cars
  69. DON’T MAKE ME THINK!
  70. enoughproject.org
  71. NINTH PRINCIPLE LEAVE THEMWANTING MORE
  72. “When youre finished changing,youre finished.— Benjamin Franklin
  73. more movies are always availablenetflix.com
  74. countyhealthrankings.org
  75. countysinrankings.org
  76. 9 PRINCIPLES…1. Be Sincere2. Know Your Voice3. Preserve Context4. Transition Changes5. Guide, Don’t Dictate6. Show, Then Tell7. Keep Promises8. Make it Simple, Not Simplistic9. Leave Them Wanting More
  77. “To be persuasive we must bebelievable; to be believable we mustbe credible; to be credible we mustbe truthful.It is as simple as that.—Edward R. Murrow
  78. forumone.com
  79. eduiconf.edu
  80. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com

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