Visual identity and branding motivation for healthcare and eyecare startups with a twist for artificial intelligence download: https://www.dropbox.com/s/x7d3et04639jx0u/healthcare_visualBranding.pdf?dl=0

1. Petteri Teikari, PhD
http://petteri-teikari.com/
version Sat 27 May 2017
VisualIdentityandBranding
For Healthcare and eyecare startups
https://uk.pinterest.com/pin/495114552754608129/

2. VisualIdentity UX vs. UI

3. VisualIdentity Introduction
1) DEFINEWHOYOUARE
2) DIFFERENTIATE
3) AVOIDTHEHELICOPTERMOM
SYNDROME
4) CRAFTAVISUAL IDENTITY
5) EXISTENTIALANXIETYISNORMAL
CRAFT A VISUAL IDENTITY Once you have sorted out the more
existential facets of the brand identity, you can start sorting out a visual
identity: logo, website, fonts, colors, businesscards,and letterhead.
The great thing about design is that if applied correctly it can make your
business instantly emit the values you want to communicate—
trust, gravitas, innovation, quirkiness, luxury, whatever your brand
identity dictates. However, do not attempt to design your own brand. It
almost never works. Hire a professional who actually knows what
he’sdoing. Itwill pay off.
Andwhenyou’re readytoput that style guidetowork,
trial it the funway,bydesigningabrandedsocial media
graphicin Canva(clickhere).

4. VisualIdentity Domain-specific branding | Typography
https://fontsinuse.com/in/1/industries/44/health-fitness https://fontsinuse.com/in/1/industries/24/fashion-apparel
’Serious’healthcarebrandingwithfashiontypeset How well would thiswork,
and howwould your targetdemographicperceive this?

5. VisualIdentity Domain-specific branding | Typography Trends
Typographyandvisualidentifyofcoursehavetrendstoo Butin positionare youbeing the trendsetter? Would
freshcontemporary typography signal your disruptive take, or would itbe taken aslacking authority?
http://dx.doi.org/10.1038/467368b
https://paperpile.com/blog/the-beauty-of-scientific-papers-design-tre
nds-of-the-past-350-years/
Nature2013Nature1975
NOTE! Color in scientific papers
quite a recent thing!
Contemporary paper design – lets add
some colors New online-only journals in
particular have pushed the state of the art. A
current PLOS paper features colored text and
organizes the page with shaded areas and boxes.
Within these sections we have tried, in the redesign
of our layouts and key elements, to ensure that a
reader easily gains a clear idea of why he or she
shouldbereading an article.We've created spacefor
more descriptive headlines and other display
elements that allow a reader to get a quick sense of
what an articlehastosayandwhoitsauthorsare.
The new design also emphasizes the use of charts
and graphics that offer a quick summary of the
key data underlying an opinion pieceor news story. It
allowsformore inventive,attractivepagesaswell.

6. VisualIdentity Healthcare Branding
The perpetual challenge for healthcare manufacturers is to
ensure that in the stressful, time-poor environments of clinical practice
the correct product will be easily identified. The method to best
achieve this is graphical demarcation. This need for utility gives rise to
what we might call the ‘clinical aesthetic,’ a visual language that
aggregates the myriad of potions and applications but also the
processes, regulations, collateral, architecture, vehicles and other
material of healthcare.
Prior to the 18th century, the common image of healthcare was
ramshackle quackery or the brutalism of the barber-surgeon. By
the time of the Enlightenment, medicine had emerged as a
venerable profession. The paradigm shift necessitated a
visualidentity tosupportthisnew authority.
https://www.creativereview.co.uk/visual-language-and-healthcare/
http://www.brandaiduae.com/
https://www.nthrive.com/
https://imedicare.com/
http://sanfrancisco.metadesign.com/

7. VisualIdentity Early startup branding mostly about the website
http://www.creativebloq.com/features/10-top-ui-trends-for-2017
http://www.awwwards.com/web-design-trends-for-2017.html
http://www.forbes.com/sites/tomaslaurinavicius/2017/01/25/
web-design-trends-2017/#4690ac894842

8. VisualIdentity Branding
https://www.fastcodesign.com/1664145/branding-is-about-creating-patterns-not-repeating-messages

9. VisualIdentity Subjective preferences vary for website design
‘Scandinavianminimalist’mood board asaseed.Add abitof color with custom illustrationsfor authenticity

10. VisualIdentity Healthcare AI Startup Study

11. VisualIdentity Moving nodes signify artificial intelligence

12. VisualIdentity Eyecare Startup Study #1

13. VisualIdentity Eyecare Startup Study #1

14. VisualIdentity What about logos?
https://doi.org/10.1093/jcr/ucv049
It is theorized and shown that circular- versus angular-logo shapes activate softness and
hardness associations, respectively, and these concepts subsequently influence
product/company attribute judgments through a resource-demanding imagery-generation
processthatutilizesthevisuospatialsketchpadcomponentofworkingmemory.
How does a company decide on the shape
it will use for its brand logo? Designers are
taught that “circles are graceful and their
curves are seen as feminine. They are warm,
comforting and give a sense of sensuality
and love”; and “squares and rectangles
represent order, mathematics, rationality,
and formality” (http://vanseodesign.com/).
These shape associations are widely used in
the teaching and practice of visual brand
design, but the guidance they provide is
very general. Our research contributes more
specific guidance, with its results
differentiating situations when effects of
logo shapes on product attribute judgments
are more or less likely to emerge.
https://www.entrepreneur.com/article/245972
https://www.entrepreneur.com/author/kim-lachance-shandrow
http://dx.doi.org/10.1080/15390942.2010.493365

15. VisualIdentity What about logo colors? #1
Green is often associated
with the coolness of
leaves. People often
associate it with nature,
health, good luck, and
jealousy.
Blue is often associated
with the coolness of the
sea and sky. It has been
shown to calm the senses
and lower blood pressure.
It may stimulate feelings of
trust, security, order, and
cleanliness.
fastcompany.com/3028378 http://dx.doi.org/10.1177/1470593106061263
Thomas J. Madden, Kelly Hewett, Martin S. Roth (2000) Managing Images in Different Cultures: A
Cross-National Study of Color Meanings and Preferences. Journal of International Marketing:
Winter 2000, Vol. 8, No. 4, pp. 90-107.doi: http://dx.doi.org/10.1509/jimk.8.4.90.19795

16. VisualIdentity What about logo colors? #2
https://www.fastcodesign.com/3054339/evidence/how-a-logos-color-shapes-consumers-opinion-of-a-brand
In fact, as co-author James Kellaris, UC’s marketing
department putsit in a press release, the study
suggests that "blue is ‘greener’ than green terms
of conveying an impression of eco-friendliness,
despite the frequent use of the word ‘green’ to convey
thatidea."

17. VisualIdentity AI Startup Logos #1

18. VisualIdentity AI Startup Logos #2
https://medium.com/project-juno/european-machine-intelligence-landscape-43a22b44e961#.l4ugv3ouk

19. VisualIdentity What about healthcare logo colors?

20. VisualIdentity Healthcare Logos

21. VisualIdentity Healthcare Startup Logos #1
Stylish‘unique’branding
http://www.3scan.com/
Usingwellthe illustration-driven
design. https://www.hioscar.com/

22. VisualIdentity Healthcare Startup Logos #2

23. VisualIdentity Healthcare Startup Logos #3

24. DataVisualization part of the visual identity
for data-driven companies

25. DataVisualizationThe ‘old school’ scientific figures
http://www3.nd.edu/~pkamat/pdf/graphs.pdf
Tufte,EdwardR.TheVisualDisplayofQuantitativeInformation
GraphicsPress:Cheshire,CT,1983; pp1 197‐
Thisisaremake ofafigurethatwasoriginally
published in the New York Times (NYT) in
2007.
This is a self-contained figure that delivers a
clear message on cancer deaths. However,
it is not precise. The chosen layout makes
it actually difficult to estimate the number of
kidney cancer deaths because of its bottom
position and the location of the labelled ticks
at the top. While this is acceptable for a
general-audience publication, it would
not be acceptable in a scientific
publication if actual numerical values were
notgivenelsewhereinthearticle.

26. DataVisualizationWho is our audience? Back to personas
Survey: EHRs Have Taken Over, Except for Hearts and Minds
Robert Lowes, August 30, 2016
Forexample, older
clinicians are less tech-
savvyonaverageas
illustratedby the
‘EHR workload’
by agegroups
onright.
EHR= ElectronicHealthRecord

27. DataVisualization Skills to process the information differ widely
http://dx.doi.org/10.1007/978-3-319-20892-3_35
http://dx.doi.org/10.1007/s10209-014-0382-z
https://doi.org/10.1109/CIMSim.2015.27
https://doi.org/10.1109/EMBC.2014.6944243
https://doi.org/10.1109/IEMBS.2006.259421
“Over half of the participants had difficulties related
to comprehending spoken information (54 per
cent). “
“User-centered design evaluations involving
older adults can help designers create products
and services that are more likely to be adopted
by older adult end users.”
http://dx.doi.org/10.4018/IJCCP.2016070102
“Usability barriers may differentially affect older
adults. The results of the current study suggest that
the design of health information websites that take
into account age-related changes in cognition can
enhance older adults’ access to such information.”
http://doi.org/10.2196/jmir.1220
http://dx.doi.org/10.1179/cih.2009.2.2.103
http://dx.doi.org/10.1016/j.apergo.2015.06.012
“Age-related differences in the importance of speed
and accuracy in task completion point to the need to
consider more strongly the factor user age in usability
research and practice.”
“Reducing the working memory demand of the task
through the use of an environmental supports (ES) can
improve decision accuracy, especially when selection
criteria is only focused on a single attribute of the
insurance plan.”
http://doi.org/10.2196/humanfactors.5106
https://doi.org/10.1093/geronb/gbw100
“we call for more senior-friendly online resources and
culturally appropriate interventions to bridge the digital
health divide for vulnerable older adults.”

28. DataVisualizationTowards interactive “data stories”
NewlibrariesallowbettervisualizationoflargerdatasetsAtthesame time,the cliniciansare not necessarilyready
toabsorbdifferentlyvisualizedinformation,andwould needtobeeducated → tradeoffs have tobe made
eds/2/#37633dac672f
http://www.informationweek.com/big-data/big-data-analytics/data-
storytelling-what-it-is-why-it-matters/a/d-id/1325544
DataanalysisneedstobeaboutengagementandparticipationandI’durgeany
businesslookingatadataanalysisprojecttobear thisinmind.Allstoriesneedtobe
unpicked,peopleneedtodebate,andtheyneedtobequestionedonreliability!
Peoplemightnotbetryingtotrickyouwiththeirnarrative,butyoucouldstillendup
lookinglikeafoolifyoublindlyassumewhatthey’retellingyouiscompletelycorrect.
http://www.information-age.com/how-technology-can-humanise-brand-123459772/

29. DataVisualizationIn Practice
http://maxmelnick.com/2016/07/04/visualizing-tensorflow-retrain.html
https://www.youtube.com/watch?v=AgkfIQ4IGaM
http://yosinski.com/deepvis
https://d3js.org/
https://github.com/d3/d3/wiki/Gallery
http://bokeh.pydata.org/en/latest/
http://textvis.lnu.se/
https://lvdmaaten.github.io/tsne/

30. DataVisualizationTell a story, even in medical diagnostics?
Seetheexcellentinteractivevisualizationofmachinelearningby R2D3.
R2D3isanexperimentinexpressingstatisticalthinkingwithinteractivedesign.
Findusat @r2d3us.
https://www.livestories.com/healthdataplus/
https://curiosity.com/videos/emotional-healt
hcare-and-data-storytelling-oreilly/
http://dx.doi.org/10.1097/ACM.0000000000000672
Cited by 5 articles

31. Retina Branding
Steer away from the “digital futurism” *
“All” the AI companies start to look the same
“In UK, people emphasize the fact
that they are using AI whereas in SF
the focus is away from this and
everyone just take granted that you
use AI.”
- said by RichardMuirhead at
“Investing in AI:Gettingthe target and the timing right- by CognitionX” when comparing
EF7 demo dayto recent Ycombinator demo day https://youtu.be/SOGbe2f-Fj8?t=58m3s
*withallthemovingnodes, picturesof brains, etc. boringgenericstartupvisualidentities