The 8 Principles 

of Design

How to Leverage the Power of
Design and Turn Consumers
Into Customers
Josh Levine
Co-founder...
Hi, I’m Josh
Co-founder, CXO

Digital Design, Strategy

& Development Agency
Founded 2002, Independent
Transactional Exper...
So, 

What is Design?
But what is it really?
Design is a plan for 

arranging elements in such 

a way as best to accomplish 

a particular purpose.
Charles Eames
Great design
establishes:

Clear communication
Emotional connection
Ease of use
To design is to 

“ communicate clearly

by whatever means

To design control 

you can is to communicate
clearly by whate...
How they see

Great design 

enables you 

to control:

How they listen
How they feel
How they think
How they act
World Domination
world domination?

perhaps?
Leverage the power of design

to meet human needs and turn
consumers into customers

ho
Design is always having an
effect on your customers—
whether you are in control 

of it or not
lingscars.com
It is not a question

of whether you’re
getting on the
design bus or not…
you are already on it
Take control

and make
design work
for you
With great power comes 

great responsibility
Uncle Ben
And now…

The 8 essential
principles you
need to learn 

and follow
01

Typography
Leverage the power to

Convey meaning
Increase legibility
Establish tone
Embody personality
Choose a typeface that is
aligned with the way you
want to be understood
and perceived
Typography shifts the
focus from what we write
to how we write it—

and how others read it
Create visual hierarchy

and increase readability 

by using simple variations
within one type family
hey

you!

boom!

yo!

honk

bang!
woot!
omg

over

here!

shh
02

Color
Leverage the power to

Elicit emotion
Indicate meaning
Attract attention
Invite exploration
Choose a color scheme
that fits the desired mood,
and your brand
as background/wash.
invites scroll. delights
While color is important,

it’s how it interacts with
surrounding elements
that has a bigger impact
Which wins?

Add to Cart

Add to Cart
03

Contrast
Leverage the power to

Set priorities
Control energy
Maintain engagement
Strengthen accessibility
Draw attention and

interest to specific areas
04

Composition
Leverage the power to
!

Control rhythm
Provide structure
Create order & flow
Reduce cognitive load
!
Position elements within
page to make it easy for
customers to organize and
categorize them
Law of Proximity

Law of Similarity

C

s
w
free willy!
Improve hierarchy and
readability by providing
ability to direct (and pause)
people’s attention within 

the flow of a page
1

1a

2

2a

sony.com
Create a connection
between all elements 

by implementing and

adhering to a grid
05

Whitespace
Leverage the power to
!

Control the eye
Imply Importance
Apply stability
Control chaos
!
Use negative space 

to showcase and elevate
your product or content
made.com
olukai.com
Manipulate empty space to
give your interface more
clarity and organization
2012

This
week

gilt.com
apple storeolukai.com
- ipad app
Before

target.com
After?

holy crap
batman
06

Consistency
Leverage the power to
!

Enhance learnability
Breed familiarity
Reinforce brand
Instill calmness
Create a consistent 

system to establish 

familiarity and remove 

the need to relearn things
Create a holistic design
language in order to

retain consistency and
design integrity
07

Imagery
Leverage the power to
!

Set the story
Humanize the experience
Makes product tangible
Captivate an audience
Harness the power of a
well cropped photograph
nixon.com
sugoi.com
08

Movement
Leverage the power to
!

Encourage action
Enhance mood
Convey fluidity
Provide feedback
!
Include subtle motion 

to enhance the story 

and introduce an 

element of surprise
jcrew.com
Key takeaways
n
Typography
Color

Take control
and make
design work
for you

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