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.

1. 9
DESIGN IS TRUST
^
10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
jason cranford teague
@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com

2. DESIGN IS TRUST
10 Principles for Interactive Credibility

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DESIGN IS TRUST
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DESIGN IS TRUST
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DESIGN IS TRUST
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DESIGN IS TRUST
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DESIGN IS TRUST
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DESIGN IS TRUST
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DESIGN IS TRUST
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DESIGN IS TRUST
10 PRINCIPLES FOR INTERA CTIVE CREDIBILITY

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10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
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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
vampirism
Hang 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 Institute
15 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

24. “
People think it's this veneer —
that the designers are handed
this box and told, 'Make it look
good!' That's not what we think
design is. It's not just what it
looks like and feels like. Design
is how it works.
— Steve Jobs

25. INTERACTIVE
DESIGN

26. DESIGN = TRUST

27. “
One Third of 12–15 year olds believe
that if a search engine lists
information then it must be truthful…
— Truth, Lies and the Internet
⅓
Demos.co.uk

28. “
…15 per cent don’t consider the
veracity of results but just visit the
sites they ‘like the look of’.
— Truth, Lies and the Internet
15%
Demos.co.uk

29. 9 PRINCIPLES…
1. Be Sincere
2. Know Your Voice
3. Preserve Context
4. Transition Changes
5. Guide, Don’t Dictate
6. Show, Then Tell
7. Keep Promises
8. Make it Simple, Not Simplistic
9. Leave Them Wanting More

30. AUDIENCE

31. “
Contempt for the intelligence of the
audience engenders graphics that
lie… graphic excellence begins with
telling the truth.
—Edward Tufte

32. WHERE DO WE
START?

34. SINCERITY

35. FIRST PRINCIPLE
BE SINCERE

36. preserve reality
sublimevideo.net

37. contrast
texture
depth
faciodesign.co.uk

38. SECOND PRINCIPLE
KNOW YOUR
VOICE

39. “
Words mean more than what is set
down on paper. It takes the human
voice to infuse them with shades of
deeper meaning.
— Maya Angelou

40. classical

41. contemporary

42. grunge

43. CONSISTENT VOICE

44. Constant Voice
grafik.com

47. THIRD PRINCIPLE
PRESERVE
CONTEXT

48. “
Always design a thing by considering
it in its next larger context — a chair
in a room, a room in a house, a
house in an environment, an
environment in a city plan.
— Eliel Saarinen

50. OUT OF CONTEXT

51. utah.gov

52. Preserve Fixed
Points
Provide a backdrop

54. FOURTH PRINCIPLE
TRANSITION
CHANGES

55. “
The real art of conducting consists in
transitions.
— Gustav Mahler

61. CHANGE BLINDNESS

62. pubaid.org

63. “

64. “

65. “
show the
in-between

66. click for details
twitter.com

67. slides out

68. FOURTH PRINCIPLE
GUIDE,
DON’T DICTATE

69. “
No man has the right to dictate what
other men should perceive, create or
produce, but all should be encouraged
to reveal themselves, their perceptions
and emotions, and to build confidence
in the creative spirit.
— Ansel Adams

71. DON’T THINK OF AN
ELEPHANT!

72. zomertoer.railscluster.nl

73. help the user
find their path

75. FIFTH PRINCIPLE
SHOW, THEN TELL

76. “
Don't tell me the moon is shining;
show me the glint of light on broken
glass.
— Anton Chekhov

78. WE SEE PATTERNS
FIRST

79. thenounproject.org

80. miessociety.org

84. SEVENTH PRINCIPLE
KEEP PROMISES

85. “
The promise given was a necessity of
the past: the word broken is a
necessity of the present.
— Niccolo Machiavelli

86. verizon.com

87. INCONSISTENT
INTERFACES ARE A
BROKEN PROMISE

88. EIGHTH PRINCIPLE
MAKE IT SIMPLE,
NOT SIMPLISTIC

89. “
Truth is something which can't be
told in a few words. Those who
simplify the universe only reduce the
expansion of its meaning.
— Anaïs Nin

90. Lings Cars

91. DON’T MAKE ME
THINK!

92. enoughproject.org

93. NINTH PRINCIPLE
LEAVE THEM
WANTING MORE

94. “
When you're finished changing,
you're finished.
— Benjamin Franklin

95. more movies are
always available
netflix.com

96. countyhealthrankings.org

97. countysinrankings.org

98. 9 PRINCIPLES…
1. Be Sincere
2. Know Your Voice
3. Preserve Context
4. Transition Changes
5. Guide, Don’t Dictate
6. Show, Then Tell
7. Keep Promises
8. Make it Simple, Not Simplistic
9. Leave Them Wanting More

99. “
To be persuasive we must be
believable; to be believable we must
be credible; to be credible we must
be truthful.
It is as simple as that.
—Edward R. Murrow

100. forumone.com

101. eduiconf.edu

102. 9
DESIGN IS TRUST
^
10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
jason cranford teague
@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com