1. CONTENT STRATEGIST’S
GUIDE TO DESIGN
Holistic Thinking for Better Content
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2. JOEL G GOODMAN
PRINCIPAL, BRAVERY MEDIA
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3. Bravery is a design and web strategy agency based
in Austin, TX. We craft memorable experiences
with colleges, universities, & startups.

5. @JOELGOODMAN
BRAVERYMEDIA.CO | @BRAVERYMEDIA
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6. VOCAB
Wait, what did they say?
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7. VOCAB
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GRAPHIC DESIGN
• UI (User Interface)
• Typography
• Color Palette
UX (USER EXPERIENCE)
• Layout
• Information Architecture
• Interaction

8. CONSISTENCY
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Systems are more usable and learnable
when similar parts are expressed in
similar ways.
UNIVERSAL PRINCIPLES OF DESIGN

9. CONSISTENCY
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iTunes
Sony Cassette Deck

10. VISUAL HIERARCHY
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Hierarchical representation is the simplest
method of increasing knowledge about
the structure of a system.
UNIVERSAL PRINCIPLES OF DESIGN

11. VISUAL HIERARCHY
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12. VISUAL HIERARCHY
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13. VISUAL HIERARCHY
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14. VISUAL HIERARCHY
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15. TYPOGRAPHY
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Don’t use more than 2 different fonts in
any given design.
RUL E OF THUMB

16. TYPOGRAPHY
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Don’t combine the same font-styles.
SECOND RU LE OF THUMB

17. TYPOGRAPHY
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Serif Font
Also Serif Font

18. TYPOGRAPHY
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Sans-serif Font
Also Sans-serif Font

19. #wrk7
Sans-serif Headline
Fingerstache dolor vinyl messenger bag, you probably haven't heard of them
banjo odio jean shorts proident tempor artisan. Kale chips salvia high life
brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache
polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui
forage et beard actually consectetur. Pariatur veniam trust fund, keytar
commodo whatever iphone. Pork belly ad artisan literally, whatever wes
anderson in etsy banksy non. Nulla ullamco portland duis.
Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut,
brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard.
Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag
YOLO, retro proident +1 organic neutra tempor odio american apparel vero
occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf
typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa
tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.

20. #wrk7
Serif Headline
Fingerstache dolor vinyl messenger bag, you probably haven't heard of them banjo
odio jean shorts proident tempor artisan. Kale chips salvia high life brooklyn vero
pour-over. Food truck accusamus laboris, non +1 mustache polaroid craft beer elit.
Master cleanse id lomo meggings, nihil viral mixtape qui forage et beard actually
consectetur. Pariatur veniam trust fund, keytar commodo whatever iphone. Pork
belly ad artisan literally, whatever wes anderson in etsy banksy non. Nulla ullamco
portland duis.
Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut,
brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard. Proident
pariatur terry richardson actually dolor helvetica. Anim messenger bag YOLO, retro
proident +1 organic neutra tempor odio american apparel vero occaecat. Vegan
bicycle rights seitan brooklyn, synth chillwave veniam wolf typewriter cillum. Est
occaecat semiotics, chambray do reprehenderit quinoa tonx officia pinterest
whatever. Four loko enim organic wolf tempor bushwick.

21. #wrk7
Oh hey, this works
Fingerstache dolor vinyl messenger bag, you probably haven't heard of them
banjo odio jean shorts proident tempor artisan. Kale chips salvia high life
brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache
polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui
forage et beard actually consectetur. Pariatur veniam trust fund, keytar commodo
whatever iphone. Pork belly ad artisan literally, whatever wes anderson in etsy
banksy non. Nulla ullamco portland duis.
Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut,
brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard.
Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag
YOLO, retro proident +1 organic neutra tempor odio american apparel vero
occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf
typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa
tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.

22. COLOR
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Color is used in design to attract attention,
group elements, indicate meaning, and
enhance aesthetics.
UNIVERSAL PRINCIPLES OF DESIGN

23. COLOR
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THINGS TO WATCH FO R ...
• Number of colors you use
• Color combinations
• Saturation

24. COLOR
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25. COLOR
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26. COLOR
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27. TASTE.
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28. TASTE.
1. Follow respected taste-makers
2. Read design blogs, magazines, & books
3. Do lots of design tutorials
4. rinse, repeat
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29. #wrk7
RESOURCES

30. SEMIOTICS
SYMBOLS AND SIGNS AND SIGNIFIERS AND MEANING
(I’M A BIG NERD ABOUT THIS STUFF)
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31. SEMIOTICS
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32. SEMIOTICS
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33. SEMIOTICS
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34. SEMIOTICS
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35. SEMIOTICS
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36. SEMIOTICS
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37. CONTENT FOR HUMANITY
CREATING FOR EMOTIONAL RESPONSE
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38. DESIGNING FOR EMOTION
#wrk7 abookapart.com

39. DESIGNING FOR EMOTION
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40. DESIGNING FOR EMOTION
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41. THEORYAND PRACTICE
LET’S MAKE SOMETHING GREAT
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