DESIGNING INTELLIGENT CONTENT A writer’s
guide

PATRICIA TOMPKINS Senior Art Director,
Sitewire Programs Director, AIGA Arizona NIKI BLAKER Design Strategist, Forty President, AIGA Arizona A little bit about us

HIER ARCHY VISUAL Understanding TYPE
COLOR USING Choosing the right image

FIRST, AN ASSUMPTION Purpose Goals
Audience Voice & tone

VISUAL HIERARCHY The basic principles
are crap 01

LOOKING FOR LOVE IN ALDERAAN
PLACES

DESIGN PRINCIPLES Contrast Repetition Alignment
Proximity

Game of Thrones Drinking Game
Rules Sip Joffrey acts like a scumbag Jon Snow is called a bastard Tyrion makes a quip Someone makes a toast Shot Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity

CONTRAST is what makes the
reader look at the page in the first place. The bold and the beautiful.

GAME OF THRONES Drinking Game
Rules SIP Joffrey acts like a scumbag Jon Snow is called a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity

REPETITION is the process of
creating a visual pattern that helps unify your message. Marcia, Marcia, Marcia!

GAME OF THRONES Drinking Game
Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity

ALIGNMENT connects the visual elements
together, creating an invisible line of cohesiveness. From lawful good to chaotic evil.

GAME OF THRONES Drinking Game
Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity Someone gets killed

PROXIMITY creates visual unity in
elements that are related to each other. He’s nice, bit of a close talker.

GAME OF THRONES Drinking Game
Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity

Game of Thrones Drinking Game
Rules Sip Joffrey acts like a scumbag Jon Snow is called a bastard Tyrion makes a quip Someone makes a toast Shot Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity

GAME OF THRONES Drinking Game
Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity

RECR AP By creating bold
contrast, using repetition, and organizing your content through alignment and proximity, you create a visual heiarchy that guides the reader through their experience.

TYPE MATCH-MAKING Designing long-lasting relationships
02

WHAT’S YOUR TYPE? In order
to determine your perfect typographic match, you must first consider your communication goals.

Who’s your
audience?

What’s the brand
personality?

What’s your
message?

How many
content types?

Headline/Title Visual Message Other Information
Subheadline Date

READABILITY How easy it is
to read words, phrases, and blocks of copy

If you really want to
hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- ty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying that--but they’re also touchy as hell. Besides, I’m not going to tell you my whole goddam autobiography or anything. I’ll just tell you about this madman stuff that happened to me around last Christ- mas just before I got pretty run-down and had to come out here and take it easy. I mean that’s all I told D.B. about, and he’s my broth- er and all. He’s in Hollywood. That isn’t too far from this crumby place, and he comes over and visits me practically every week end. He’s going to drive me home when I go home next month may- be. He just got a Jaguar. One of those little English jobs that can do around two hundred miles an hour. It cost him damn near four thousand bucks. He’s got a lot of dough, now. He didn’t use to. He used to be just a regular writer, when he was home. He wrote this terrific book of short stories, The Secret Goldfish, in case you nev- er heard of him. The best one in it was “The Secret Goldfish.” It was about this little kid that wouldn’t let anybody look at his gold- fish because he’d bought it with his own money. It killed me. Now he’s out in Hollywood, D.B., being a prostitute. If there’s one thing If you really want to hear about it, the first thing you’ll prob- ably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the sec- ond place, my parents would have about two hemorrhages apiece if I told anything pretty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying that--but they’re also touchy as hell. Besides, I’m not going to tell you my whole goddam autobiography or anything. I’ll just tell you about this madman stuff that happened to me around last Christmas just before I got pretty run-down and had to come out here and take it easy. I mean that’s all I told D.B. about, and he’s my brother and all. He’s in Hollywood. That isn’t too far from this crumby place, and he comes over and visits me prac- tically every week end. He’s going to drive me home when I go home next month maybe. He just got a Jaguar. One of those little English jobs that can do around two hundred miles an hour. It cost him damn near four thousand bucks. He’s got a lot of dough, now. He didn’t use to. He used to be just a regular writer, when he was home. He wrote this terrific book of short stories, The Secret Goldfish, in case you never heard of him. The best one in it was “The Secret Goldfish.” It was about this little kid that wouldn’t let anybody look at his VS Serif Sans-serif

Letterspacing L e t t
e r s p a c i n g Word spacing Word spacing & Kerning Tracking

Line length LeadingAKA LINE SPACING
If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- ty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying If you really want to hear about it, the first thing you’ll prob- ably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like go- ing into it, if you want to know the truth. In the first place, that stuff bores me, and in the sec- ond place, my parents would have about two hemorrhages apiece if I told anything pretty personal about them. They’re quite touchy about anything like that, especially my father. If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- ty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying &

SIMPLICITY How easy it is
to focus on and interpret messaging

VARIATION How to combine fonts
in an appropriate typographic expression of brand personality

Opposites
ATTRACT
Likes
Repell

A casual case

A screaming scale

A worthy weight

RECAP Well-designed type considers the
overall communication goals, takes into consideration the brand personality and thoughtfully utilizes appropriate typographic treatments to convey meaning.

USING COLOR The amazing color
wheel 03

Primary colors

Secondary colors

Tertiary colors

Complementary

Complementary These pretzels are making
me thirsty.

Triads

Triads

Triads

Triads These pretzels are making
me thirsty.

Analogous

Analogous These pretzels are making
me thirsty.

Tints

Shades

Tones

Monochromatic These pretzels are making
me thirsty.

Complementary These pretzels are making
me thirsty.

Complementary These pretzels are making
me thirsty.

BEHOLD, THE COLOR SPECTRUM Better
than a double rainbow.

With 16.8 million choices Where
do you even start?

CHOOSING YOUR COLORS Color groups
and meanings Using the color picker Color palette tools

Warm tones

Cool tones

Neutrals

COLOR MEANINGS Optimism Energy Action
Trust Growth Wisdom in Western culture

SERENITY
NOW!

I am looser than creamed
corn.

The perfect retreat for your
fall vacation. VISIT NEW ENGLAND

on a scenic Alaskan cruise.
SAIL AWAY

Tools of the trade
kuler.adobe.com

Tools of the trade
kuler.adobe.com

Tools of the trade
colourlovers.com

RECAP By understanding the basics
of color theory and how colors work together, you can then incorporate other factors such as your audience, mood, branding and imagery to create your ideal color palette.

PHOTOGRAPHIC STORYTELLING A picture is
worth a thousand words 04

It is so nice when
you can sit with someone and not have to talk. - Harry Burns

EVERY IMAGE SHOULD... Visually support
written content Encompass the broader message Contain a primary focus, while providing useful context 01 02 03

Our milk is “farm to
store fresh.” For example:

OR

Who says burgers can’t be
fancy? For example:

OR

This summer, protect your family
by using sunscreen. For example:

OR

THEY FINISH EACH OTHER’S SENTENCES
When choosing images to compliment copy, look for visual stories that support written content, encompass the broader message, and contain a primary focus, while providing useful context.

A SIDE NOTE
ON STOCK

When choosing stock images, try
to avoid generic, overused or overly-simplified subjects and compositions. There is nothing more damaging to user engagement than publishing interesting copy paired with boring visuals.

PUTTING IT ALL TOGETHER The
design principles of visual heirarchy along with the understanding of color, type, and image match-making, will help support the voice and tone of your message, connect with your audience, and achieve your clients’ goals to create one complete, holistic experience.

Thank you