9    DESIGN IS TRUST     ^     10 PRINCIPLES FOR INTERACTIVE CREDIBILITY                    jason cranford teague@jasonspe...
DESIGN IS TRUST10 Principles for Interactive Credibility
helvetica neue condensed bold DESIGN IS TRUST10 Principles for Interactive Credibility
helvetica neue ultra lightDESIGN IS TRUST10 Principles for Interactive Credibility
DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITYhelvetica neue condensed boldletter spacing: 10%
DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY50% black
harringtonDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
cooper stdDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
stencilDESIGN IS TRUST     10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
architects daughterDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
comic sansDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
helvetica neue ultra light   helvetica neue condensed boldDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITYhelvetic...
museo sans 100      museo sans 900DESIGN IS TRUST10 PRINCIPLES FOR INTERA CTIVE CREDIBILITY
DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY Museo Slab letter spacing: 1%
9    DESIGN IS TRUST     ^     10 PRINCIPLES FOR INTERACTIVE CREDIBILITY                    jason cranford teague@jasonspe...
Widows peak indicate possible                                                        vampirismHang loose or devil sign?   ...
MS in Tech. Comm. from                                         Rensselaer Polytechnic Institute15 Books & 100s of articles...
SHOW
THE CLIENT
“People think its this veneer —that the designers are handedthis box and told, Make it lookgood! Thats not what we thinkde...
INTERACTIVE  DESIGN
DESIGN = TRUST
“One Third of 12–15 year olds believethat if a search engine listsinformation then it must be truthful…— Truth, Lies and t...
“…15 per cent don’t consider theveracity of results but just visit thesites they ‘like the look of’.— Truth, Lies and the ...
9 PRINCIPLES…1. Be Sincere2. Know Your Voice3. Preserve Context4. Transition Changes5. Guide, Don’t Dictate6. Show, Then T...
AUDIENCE
“Contempt for the intelligence of theaudience engenders graphics thatlie… graphic excellence begins withtelling the truth....
WHERE DO WE  START?
SINCERITY
FIRST PRINCIPLEBE SINCERE
preserve realitysublimevideo.net
contrasttexture                 depth          faciodesign.co.uk
SECOND PRINCIPLEKNOW YOUR  VOICE
“Words mean more than what is setdown on paper. It takes the humanvoice to infuse them with shades ofdeeper meaning.— Maya...
classical
contemporary
grunge
CONSISTENT VOICE
Constant Voicegrafik.com
THIRD PRINCIPLEPRESERVECONTEXT
“Always design a thing by consideringit in its next larger context — a chairin a room, a room in a house, ahouse in an env...
OUT OF CONTEXT
utah.gov
Preserve FixedPoints                 Provide a backdrop
FOURTH PRINCIPLETRANSITION CHANGES
“The real art of conducting consists intransitions.— Gustav Mahler
CHANGE BLINDNESS
pubaid.org
“
“
“    show the    in-between
click for details                    twitter.com
slides out
FOURTH PRINCIPLE   GUIDE,DON’T DICTATE
“No man has the right to dictate whatother men should perceive, create orproduce, but all should be encouragedto reveal th...
DON’T THINK OF AN   ELEPHANT!
zomertoer.railscluster.nl
help the userfind their path
FIFTH PRINCIPLESHOW, THEN TELL
“Dont tell me the moon is shining;show me the glint of light on brokenglass.— Anton Chekhov
WE SEE PATTERNS     FIRST
thenounproject.org
miessociety.org
SEVENTH PRINCIPLEKEEP PROMISES
“The promise given was a necessity ofthe past: the word broken is anecessity of the present.— Niccolo Machiavelli
verizon.com
INCONSISTENTINTERFACES ARE ABROKEN PROMISE
EIGHTH PRINCIPLEMAKE IT SIMPLE,NOT SIMPLISTIC
“Truth is something which cant betold in a few words. Those whosimplify the universe only reduce theexpansion of its meani...
Lings Cars
DON’T MAKE ME   THINK!
enoughproject.org
NINTH PRINCIPLE LEAVE THEMWANTING MORE
“When youre finished changing,youre finished.— Benjamin Franklin
more movies are       always availablenetflix.com
countyhealthrankings.org
countysinrankings.org
9 PRINCIPLES…1. Be Sincere2. Know Your Voice3. Preserve Context4. Transition Changes5. Guide, Don’t Dictate6. Show, Then T...
“To be persuasive we must bebelievable; to be believable we mustbe credible; to be credible we mustbe truthful.It is as si...
forumone.com
eduiconf.edu
9    DESIGN IS TRUST     ^     10 PRINCIPLES FOR INTERACTIVE CREDIBILITY                    jason cranford teague@jasonspe...
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
Design is Trust— 9 Principles For Interactive Credibility
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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.

Published in: Business, Technology

Design is Trust— 9 Principles For Interactive Credibility

  1. 1. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com
  2. 2. DESIGN IS TRUST10 Principles for Interactive Credibility
  3. 3. helvetica neue condensed bold DESIGN IS TRUST10 Principles for Interactive Credibility
  4. 4. helvetica neue ultra lightDESIGN IS TRUST10 Principles for Interactive Credibility
  5. 5. DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITYhelvetica neue condensed boldletter spacing: 10%
  6. 6. DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY50% black
  7. 7. harringtonDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  8. 8. cooper stdDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  9. 9. stencilDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  10. 10. architects daughterDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  11. 11. comic sansDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  12. 12. helvetica neue ultra light helvetica neue condensed boldDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITYhelvetica neue condensed boldletter spacing: 6%50% black
  13. 13. museo sans 100 museo sans 900DESIGN IS TRUST10 PRINCIPLES FOR INTERA CTIVE CREDIBILITY
  14. 14. DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY Museo Slab letter spacing: 1%
  15. 15. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com
  16. 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. 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. 18. SHOW
  19. 19. THE CLIENT
  20. 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. 21. INTERACTIVE DESIGN
  22. 22. DESIGN = TRUST
  23. 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. 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. 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. 26. AUDIENCE
  27. 27. “Contempt for the intelligence of theaudience engenders graphics thatlie… graphic excellence begins withtelling the truth.—Edward Tufte
  28. 28. WHERE DO WE START?
  29. 29. SINCERITY
  30. 30. FIRST PRINCIPLEBE SINCERE
  31. 31. preserve realitysublimevideo.net
  32. 32. contrasttexture depth faciodesign.co.uk
  33. 33. SECOND PRINCIPLEKNOW YOUR VOICE
  34. 34. “Words mean more than what is setdown on paper. It takes the humanvoice to infuse them with shades ofdeeper meaning.— Maya Angelou
  35. 35. classical
  36. 36. contemporary
  37. 37. grunge
  38. 38. CONSISTENT VOICE
  39. 39. Constant Voicegrafik.com
  40. 40. THIRD PRINCIPLEPRESERVECONTEXT
  41. 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. 42. OUT OF CONTEXT
  43. 43. utah.gov
  44. 44. Preserve FixedPoints Provide a backdrop
  45. 45. FOURTH PRINCIPLETRANSITION CHANGES
  46. 46. “The real art of conducting consists intransitions.— Gustav Mahler
  47. 47. CHANGE BLINDNESS
  48. 48. pubaid.org
  49. 49.
  50. 50.
  51. 51. “ show the in-between
  52. 52. click for details twitter.com
  53. 53. slides out
  54. 54. FOURTH PRINCIPLE GUIDE,DON’T DICTATE
  55. 55. “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
  56. 56. DON’T THINK OF AN ELEPHANT!
  57. 57. zomertoer.railscluster.nl
  58. 58. help the userfind their path
  59. 59. FIFTH PRINCIPLESHOW, THEN TELL
  60. 60. “Dont tell me the moon is shining;show me the glint of light on brokenglass.— Anton Chekhov
  61. 61. WE SEE PATTERNS FIRST
  62. 62. thenounproject.org
  63. 63. miessociety.org
  64. 64. SEVENTH PRINCIPLEKEEP PROMISES
  65. 65. “The promise given was a necessity ofthe past: the word broken is anecessity of the present.— Niccolo Machiavelli
  66. 66. verizon.com
  67. 67. INCONSISTENTINTERFACES ARE ABROKEN PROMISE
  68. 68. EIGHTH PRINCIPLEMAKE IT SIMPLE,NOT SIMPLISTIC
  69. 69. “Truth is something which cant betold in a few words. Those whosimplify the universe only reduce theexpansion of its meaning.— Anaïs Nin
  70. 70. Lings Cars
  71. 71. DON’T MAKE ME THINK!
  72. 72. enoughproject.org
  73. 73. NINTH PRINCIPLE LEAVE THEMWANTING MORE
  74. 74. “When youre finished changing,youre finished.— Benjamin Franklin
  75. 75. more movies are always availablenetflix.com
  76. 76. countyhealthrankings.org
  77. 77. countysinrankings.org
  78. 78. 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
  79. 79. “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
  80. 80. forumone.com
  81. 81. eduiconf.edu
  82. 82. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com
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