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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
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
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
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
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
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 …

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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  • 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
  • 3. helvetica neue condensed bold DESIGN IS TRUST10 Principles for Interactive Credibility
  • 4. helvetica neue ultra lightDESIGN IS TRUST10 Principles for Interactive Credibility
  • 5. DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITYhelvetica neue condensed boldletter spacing: 10%
  • 6. DESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY50% black
  • 7. harringtonDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  • 8. cooper stdDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  • 9. stencilDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  • 10. architects daughterDESIGN IS TRUST 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  • 11. comic sansDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
  • 12. helvetica neue ultra light helvetica neue condensed boldDESIGN IS TRUST10 PRINCIPLES FOR INTERACTIVE CREDIBILITYhelvetica neue condensed boldletter spacing: 6%50% black
  • 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. “
  • 50. “
  • 51. “ show the in-between
  • 52. click for details twitter.com
  • 53. slides out
  • 54. FOURTH PRINCIPLE GUIDE,DON’T DICTATE
  • 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. DON’T THINK OF AN ELEPHANT!
  • 57. zomertoer.railscluster.nl
  • 58. help the userfind their path
  • 59. FIFTH PRINCIPLESHOW, THEN TELL
  • 60. “Dont tell me the moon is shining;show me the glint of light on brokenglass.— Anton Chekhov
  • 61. WE SEE PATTERNS FIRST
  • 62. thenounproject.org
  • 63. miessociety.org
  • 64. SEVENTH PRINCIPLEKEEP PROMISES
  • 65. “The promise given was a necessity ofthe past: the word broken is anecessity of the present.— Niccolo Machiavelli
  • 66. verizon.com
  • 67. INCONSISTENTINTERFACES ARE ABROKEN PROMISE
  • 68. EIGHTH PRINCIPLEMAKE IT SIMPLE,NOT SIMPLISTIC
  • 69. “Truth is something which cant betold in a few words. Those whosimplify the universe only reduce theexpansion of its meaning.— Anaïs Nin
  • 70. Lings Cars
  • 71. DON’T MAKE ME THINK!
  • 72. enoughproject.org
  • 73. NINTH PRINCIPLE LEAVE THEMWANTING MORE
  • 74. “When youre finished changing,youre finished.— Benjamin Franklin
  • 75. more movies are always availablenetflix.com
  • 76. countyhealthrankings.org
  • 77. countysinrankings.org
  • 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. “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. forumone.com
  • 81. eduiconf.edu
  • 82. 9 DESIGN IS TRUST ^ 10 PRINCIPLES FOR INTERACTIVE CREDIBILITY jason cranford teague@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com

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