Lsc 332 lecture 2


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Class 2 for Don Stanley's LSC 332 class on communication design. This is especially useful for non-designers.

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Lsc 332 lecture 2

  1. 1. LSC 332: Lecture 2What is Design? Why Study it? DON STANLEY | @3rhinomedia | Fall 2012
  2. 2. It’s All About the Brain
  3. 3. What is Design Then?
  4. 4. What is Design Then?Design is the planned arrangement of elements to form a visual pattern that communicates a specific message to a specific audience/s.
  5. 5. What does it do?It clarifies, communicates, accelerates learning and attracts attention
  6. 6. What are attributes of EFFECTIVE design?Effective Design is: Purposeful – EVERYTHING in design should reinforce the message Functional – legible Elegant – creative, innovative, appropriate (Don Norman, Ph.D.) Clear – communicates quickly with the RIGHT audience
  7. 7. Major Components of Design Content is the subject matter, story, or information that the design seeks to communicate to the viewer Form Is the purely visual aspect, the manipulation of the various physical or graphic elements, and the application of design principles.
  8. 8. Content Alone isn’t Compelling Instructions: Dads please read carefully before raising. This is a baby. It needs you. It needs your love, your touch, and your time. Spend lots to time with it. Build a bird house, read a book, go for a walk, do homework. Play. The more time you spend, the better chance it has of growing up happy and healthy. It grows very quickly. Pay attention. Never underestimate the difference you make. It takes a man to be a dad. 1-800-790-DADS
  9. 9. What are most common problems? 1. Resources not properly invested 2. Unfocused message 3. Organization centered, not user centered 4. Generic, hard-to-scan message 5. Ineffective delivery channels How to be effective >>
  10. 10. So what should you do? Use 3Ds”
  11. 11. So what should you do? Use 3Ds3 D Plan” 1. Discovery/Definition 2. Design and Dictate 3. Delivery
  12. 12. Idea/Need ROI Define/DiscoverDeliver Design/Write
  13. 13. Getting Started with the first D: Discovery “20% of your efforts will produce 80% of your results” -- Pareto’s Principle After starting with the idea, ask some simple questions to determine how to use your energy/resources.
  14. 14. Discovery: What most organization do … What are questions should you ask during Discovery? >>
  15. 15. Discovery: Ask “The Critical 6”To define your message and your mission start here:1. TARGET: What is your target? Why are you creating this piece?2. TARGET ACTION: What action do you want each audience to take? (donating funds, volunteering, purchasing a product, attending an event). Prioritize!3. KEY AUDIENCE: Who, more than any other group, do you need to communicate with? Why do they need this information? Who do you need to take action?4. KEY OFFER/STORY: What benefits does your audience receive by taking action? How do you motivate them (recognition, access to resources, etc.)? Prioritize these based on benefits for each audience.5. NO REINVENTING: What have the pros done to connect with similar audiences? What language do they use? Images? Distribution channels?6. SHARING: What is the best way to share this with your key audience?
  16. 16. D2: Design (with the Secret 7)“The primary task of visual design is to create a strong, consistent visual hierarchy in which important elements are emphasized and content is organized in a logically and predictably.” -- Lynch and Horton. Yale University.
  17. 17. D3: Delivery/Distribution Distribute your promotional piece/s through strategic channels AND Measure the return – did they have the intended impact?
  18. 18. Review • Pick a target (what do you want to have happen?) • Offer value, benefits sell (what ’s in it for your audience?) • Follow a specific plan (use the 3 D’s) • Tell a compelling story (focus on connecting with audience) • Communicate your message with clarity and professionalism Do these and you’ll dramatically increase your likelihood of success. Homework: Begin working on the Plain Good Nutrition Redesign