The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers

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From the Internet Retailer Conference (IR FOCUS) in Orlando. The session's focus was to educate retailers on how to apply the 8 principles of design in order to maximize engagement with their customers and increase conversion across all platforms in their digital shopping experience.

Description from IRCE Conference Guide:

The Building Blocks of Design: Taking the Basics to a New Level
IRWD Design Workshop - Feb. 10, 2014
Speaker: Josh Levine - Chief Experience Officer, Co-Founder - Ai

Color, typography, placement, organization — even white space — are the visuals that can help attract shoppers’ attention, keep them engaged with the site and intrigued with the brand, and turn them into buyers — or they can turn off or confuse site visitors, detracting from the shopping experience and the brand. In this session, hear from two experienced web experts about how to master your handling of these powerful elements in site design and turn them to your advantage.

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The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers

  1. The 8 Principles 
 of Design
 How to Leverage the Power of Design and Turn Consumers Into Customers Josh Levine Co-founder, CXO – Alexander Interactive (Ai) IRCE Web Design & Mobile Conference, Orlando – Feb 2014
  2. Hi, I’m Josh Co-founder, CXO Digital Design, Strategy
 & Development Agency Founded 2002, Independent Transactional Expertise Manhattan based IMA Top 10 Agency of Year www.alexanderinteractive.com (My Bob Ross phase)
  3. So, 
 What is Design?
  4. But what is it really?
  5. Design is a plan for 
 arranging elements in such 
 a way as best to accomplish 
 a particular purpose. Charles Eames
  6. Great design establishes: Clear communication Emotional connection Ease of use
  7. To design is to 
 “ communicate clearly
 by whatever means
 To design control 
 you can is to communicate clearly by whatever means
 or master. you can control or master. Milton Glaser Milton Glaser
  8. How they see Great design 
 enables you 
 to control: How they listen How they feel How they think How they act
  9. World Domination world domination? perhaps?
  10. Leverage the power of design
 to meet human needs and turn consumers into customers ho
  11. Design is always having an effect on your customers— whether you are in control 
 of it or not
  12. lingscars.com
  13. It is not a question
 of whether you’re getting on the design bus or not… you are already on it
  14. Take control
 and make design work for you
  15. With great power comes 
 great responsibility Uncle Ben
  16. And now… The 8 essential principles you need to learn 
 and follow
  17. 01 Typography
  18. Leverage the power to Convey meaning Increase legibility Establish tone Embody personality
  19. Choose a typeface that is aligned with the way you want to be understood and perceived
  20. Typography shifts the focus from what we write to how we write it—
 and how others read it
  21. Create visual hierarchy
 and increase readability 
 by using simple variations within one type family
  22. hey
 you! boom! yo! honk bang! woot! omg over
 here! shh
  23. 02 Color
  24. Leverage the power to Elicit emotion Indicate meaning Attract attention Invite exploration
  25. Choose a color scheme that fits the desired mood, and your brand
  26. as background/wash. invites scroll. delights
  27. While color is important,
 it’s how it interacts with surrounding elements that has a bigger impact
  28. Which wins? Add to Cart Add to Cart
  29. 03 Contrast
  30. Leverage the power to Set priorities Control energy Maintain engagement Strengthen accessibility
  31. Draw attention and
 interest to specific areas
  32. 04 Composition
  33. Leverage the power to ! Control rhythm Provide structure Create order & flow Reduce cognitive load !
  34. Position elements within page to make it easy for customers to organize and categorize them
  35. Law of Proximity Law of Similarity C s w
  36. free willy!
  37. Improve hierarchy and readability by providing ability to direct (and pause) people’s attention within 
 the flow of a page
  38. 1 1a 2 2a sony.com
  39. Create a connection between all elements 
 by implementing and
 adhering to a grid
  40. 05 Whitespace
  41. Leverage the power to ! Control the eye Imply Importance Apply stability Control chaos !
  42. Use negative space 
 to showcase and elevate your product or content
  43. made.com
  44. olukai.com
  45. Manipulate empty space to give your interface more clarity and organization
  46. 2012 This week gilt.com
  47. apple storeolukai.com - ipad app
  48. Before target.com
  49. After? holy crap batman
  50. 06 Consistency
  51. Leverage the power to ! Enhance learnability Breed familiarity Reinforce brand Instill calmness
  52. Create a consistent 
 system to establish 
 familiarity and remove 
 the need to relearn things
  53. Create a holistic design language in order to
 retain consistency and design integrity
  54. 07 Imagery
  55. Leverage the power to ! Set the story Humanize the experience Makes product tangible Captivate an audience
  56. Harness the power of a well cropped photograph
  57. nixon.com
  58. sugoi.com
  59. 08 Movement
  60. Leverage the power to ! Encourage action Enhance mood Convey fluidity Provide feedback !
  61. Include subtle motion 
 to enhance the story 
 and introduce an 
 element of surprise
  62. jcrew.com
  63. Key takeaways
  64. n Typography Color Take control and make design work for you Contrast Composition Whitespace Consistency Imagery Movement
  65. Thank you Josh Levine jl@alexanderinteractive.com www.alexanderinteractive.com slideshare.net/joshpacelevine

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