Visual Design Strategies for Instructional Designers, Instructors and Presenters

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This presentation was given at a meeting for ASTD's Golden Gate Chapter South Bay GIG on April 24, 2013. Effective visual design is not just about aesthetics. It’s about solving problems. The challenge for many of us is accessing and using our artistic skills to create effective designs. This presentation talks about design principles and shows and discusses the relationships between learning theories and design principles.

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Visual Design Strategies for Instructional Designers, Instructors and Presenters

  1. 1. © 2012 Angela C. DowdVisual Design Strategies forInstructional DesignersInstructors & Presenterswww.acdowd-designs.com • acdowd@acdowd-designs.com
  2. 2. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdYou don’t have to be an artist...Painter on His Way to Work, by Vincent Van GoghThis is a file from the Wikimedia Commons
  3. 3. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdVisual design is about makingpresentations that are more effectiveVisual design is about solving problems.
  4. 4. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdWe all have an inner artist…
  5. 5. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdWe all have an inner artist…What types of visual design decisions doyou make at work?
  6. 6. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdWhat types of visual design decisions doyou make at work?In your personal life?We all have an inner artist…
  7. 7. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdPhoto search on iStockphoto.comWe all have an inner artist…What types of visual design decisions doyou make at work?In your personal life?Do you brainstorm visually?
  8. 8. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdVisual cues make a difference“”Clark, Ruth Colvin, 2008. Building Expertise: Cognitive Methods for Training andPerformance Improvement. Pfeiffer (imprint of Wiley)(Clark, 2008)According to dual encoding, adding arelevant visual to text improves learningby providing two memory traces. The wordsoffer one view of the content and the visualoffers a second complimentary view.
  9. 9. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdInnovationVisual cues make a difference
  10. 10. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdInnovationParticipant Guide cover designed for Paul Anjeski Consulting and Alamo Learning Systems
  11. 11. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProfits Gap Social ValuesProfits and Social Values:Closing The Gap
  12. 12. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. Dowd©2012, Darwin Gillett, Co-Founder, Ascendza CEO Center • All rights reservedProfits And Social Values: Closing The GapGAPProfits SocialValuesProfits and Social Values: Closing the Gap, Darwin Gillett
  13. 13. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdPresentation plan...• Define specific visual design principles• Reflect on the role learning theories play• View effective examples and also non-effective examples• Discuss online presentations and eLearning using visual design terms
  14. 14. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdThere are many design principlesProximityFigure/GroundConsistencyContrastSymmetryRepetitionUnityFocal PointMovementFlowRhythmProportionClosureAlignmentRedundancyVisibilityRule of ThirdsAffordanceWayfinding...SimilarityShapingForgivenessHierarchyLegibility
  15. 15. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdThis presentation focuses on three...ProximityFigure/GroundConsistency
  16. 16. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdGestalt TheoryFrom 1910 —­1914 Max Wertheimer workedwith Wolfgang Köhler and Kurt Koffka. Togetherthey developed the fundamental concepts ofGestalt theory.The word “gestalt” simply means shape in theGerman language.Max Wertheimer
  17. 17. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProximity PrincipleDesign principles often support learning theories
  18. 18. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProximity PrincipleDesign principles often support learning theories
  19. 19. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProximity PrincipleThe principle of Proximity suggests that whenassorted elements are grouped closely together,they are perceived as wholes.Image is in the public domain from Wikimedia Commons
  20. 20. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProximity PrincipleAre you the concept person at work? Do you like to lookat the big picture? Is it part of your job to oversee thevisual design production process? Are you fascinated bydetails? Have you been online trying to find clip art thatis a good fit? Do you spend hours looking through stockphoto websites to find the right image? Are you aphotographer? Do you create your own images? Doyou love working with color? If you visit Veer athttp://www.veer.com/products/images/, you will findwonderful photos and also fonts. At www.Vectorious.netyou will find a large library of incredibly creative vectorillustrations and even several free vectors that are quitelovely. If color is your passion you can design your owntemplate themes using an interactive Adobe tool namedkuler, which can be found athttps://kuler.adobe.com/#themes/rating?time=30.Proximity not applied
  21. 21. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdAre you the concept person at work? Do you like to lookat the big picture? Is it part of your job to oversee thevisual design production process? Are you fascinated bydetails? Have you been online trying to find clip art thatis a good fit? Do you spend hours looking through stockphoto websites to find the right image? Are you aphotographer? Do you create your own images? Doyou love working with color? If you visit Veer athttp://www.veer.com/products/images/, you will findwonderful photos and also fonts. At www.Vectorious.netyou will find a large library of incredibly creative vectorillustrations and even several free vectors that are quitelovely. If color is your passion you can design your owntemplate themes using an interactive Adobe tool namedkuler, which can be found athttps://kuler.adobe.com/#themes/rating?time=30.Are you...• the concept person at work?• someone who likes to look at the big picture?• fascinated by details?• a photographer?• an artist/designer creating your own visuals?Do you...• oversee the visual design production process?• search online for clip art that is a good fit?• spend hours looking through stock photo websites?• feel passionate about color?Here are some resources for you!Color: https://kuler.adobe.com/Vectors: www.Vectorious.netPhotos: www.veer.comProximity not applied Proximity appliedProximity Principle
  22. 22. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProximity PrincipleCustomized WorkshopsDevelopment Process Steps:1. Is it a training need?2.3. Does everyone getthe same message?1. Conduct a freefront-end analysis2. Design & developthe workshop3. Deliver workshoponsiteStepCommunity Outreach Program • © ASTD GOLDEN GATE CHAPTER11Current design and proposed redesign of a presentation page for Golden Gate Chapter ASTDs Community Outreach Program (COP)
  23. 23. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdProximity Principle StrategyWhen applying proximity to your instructionalmaterials, emphasize differences between groups andminimize differences between items within a group.
  24. 24. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdFigure/Ground PrincipleFigure/Ground suggests that the eye tendsto separate whole figures from their back-grounds based on one or more variableslike contrast, color, size, etc...
  25. 25. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdFigure/Ground PrincipleReversalAmbiguousStable
  26. 26. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdReversalReversal Figure/Ground
  27. 27. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdReversal Figure/GroundIn this type of reversal the viewer some-times perceives the background as theforeground and the foreground as thebackground. This causes confusionwhen used in a learning environment.When type is justified it sometimes ishard to read because of the rivers ofwhite between the words. The learner isnot sure what to focus on.
  28. 28. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdAmbiguous Figure/Ground
  29. 29. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdAmbiguous Figure/GroundIn an ambiguous figure/ground re-lationship the figure becomes en-meshed with the ground and theviewer has to work at finding whatto pay attention to.This often occurs when busy back-grounds are used or when thebackground color and text colorare a different hue but the samevalue (brightness).This is OK for party invitations butnot for training.
  30. 30. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdStable Figure/Ground
  31. 31. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdStable Figure/GroundTo create a Stable Figure/Groundrelationship, remember to build inenough contrast between yourbackground and your foreground.80% Contrast is recommendedYou can increase the probability ofrecall by making the importantlearning items “figures” in thecomposition.
  32. 32. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdFigure/Ground Principle StrategiesReversal Stable AmbiguousChoose a Stable Figure/Ground relationship and remem-ber to build in enough contrast between your backgroundand your foreground. 80% contrast is recommended.
  33. 33. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdCognitive Consistency TheoriesCognitive Consistency Theories startedin the 1930s....systems are more usable and learn-able when similar parts are expressedin similar ways.(Lidwell, Holden, Butler, 2003)“”Lidwell, Holden, Butler 2003. Universal Principles of Design. Rockport
  34. 34. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdFour Types of ConsistencyAesthetic ConsistencyFunctional ConsistencyInternal ConsistencyExternal Consistency
  35. 35. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdAesthetic ConsistencyNot consistent Grid used for consistency
  36. 36. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdAesthetic ConsistencyGrid system availablefor free: www.960.gs12 columnsJoshua Johnsons 960 Grid System
  37. 37. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdFunctional ConsistencyInterface for the iphone to guide museum goersEdward Tufte’s user interface design
  38. 38. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdConsistency PrincipleA presentation on using Creative Commons in the classroom, delivered to the Centro de Formacion de la Cooperacion Espanola inGuatemala in October 2008. This slideshow draws on the excellent “Creative Commons in our Schools” presentation by Mark Woolley.
  39. 39. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdExpanding to Russia With Love by faberNovel on Apr 12, 2012Consistency Principle
  40. 40. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdConsistency Principle StrategiesForm follows functionUse a gridApply consistent graphical treatmentsLocate branding elements in the same placesKeep control functions (buttons, links) consistentApply consistency strategies across trainings
  41. 41. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdThink on paper...
  42. 42. Visual Design Strategies for Instructional Designers, Instructors, and Presenters • © 2013 Angela C. DowdTo design is much more than simply toassemble, to order, or even to edit; it isto add value and meaning, to illuminate,to simplify, to clarify, to modify, to dignify,to dramatize, to persuade, and perhapseven to amuse.Thank you!Paul Rand, graphic designer“”From Design, Form, and Chaos, Yale University Press, New Haven, 1993

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