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DESIGNING
INTELLIGENT
CONTENT
A non-designer’s guide
HIER ARCHY TYPE
Understanding
COLOR
USI N G
right image
Choosing the
FIRST, AN
ASSUMPTION
Purpose
Business Goals
Audience
Voice & tone
VISUAL
HIERARCHY
01
LOOKING FOR LOVE
IN ALDERAAN PLACES
DESIGN PRINCIPLES
Contrast
Repetition
Alignment
Proximity
Breaking Bad Drinking Game
Drinking Game Rules
Sip
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
CONTRAST
is what makes the reader look
at the page in the first place.
BREAKING BAD
DRINKING GAME
Drinking Game Rules
SIP
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
REPETITION
is the process of creating a
visual pattern that helps
unify your message.
BREAKING BAD
DRINKING GAME
Drinking Game Rules
SIP
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
ALIGNMENT
connects the visual elements
together, creating an invisible
line of cohesiveness.
BREAKING BAD
DRINKING GAME
Drinking Game Rules
SIP
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
PROXIMITY
creates visual unity in
elements that are related
to each other.
BREAKING BAD
DRINKING GAME
Drinking Game Rules
SIP
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
Breaking Bad Drinking Game
Drinking Game Rules
Sip
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
BREAKING BAD
DRINKING GAME
Drinking Game Rules
SIP
Jesse says “Yo”
Walt yells at Jesse
Marie wears something purple
Hank w...
RECR
AP
By creating bold contrast, using
repetition, and organizing your
content through alignment
and proximity, you crea...
TYPE
MATCH-MAKING
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?
A casual case
A screaming scale
SIMPLICITY
How easy it is to focus on and
interpret messaging.
How many
content types?
Headline/Title
Visual
Message
Other
Information
Subheadline
Date
VARIATION
How to combine fonts in
an appropriate typographic
expression of brand
personality.
A PERFECT MATCH?
Opposites
ATTRACT
Likes
Repell
THIS IS A LIGHT WEIGHT
PAIRED WITH A HEAVY
This is a script
paired with a slab-serif
This is a
Modern Typeface
paired with a sans-serif
Tools of the trade
typegenius.com
READABILITY
How easy it is to read words,
phrases, and blocks of copy.
want to hear about it, the first thing you’ll probably
is where I was born, an what my lousy childhood
how my parents were...
Line length LeadingAKA LINE SPACING
If you really want to hear about it, the first thing you’ll probably
want to know is w...
RECAP
Well-designed type considers the
overall communication goals,
takes into consideration the brand
personality and tho...
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.
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!
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 suc...
PHOTOGRAPHIC
STORYTELLING
04
A picture is worth a thousand words
It is so nice when you can sit with
someone and not have to talk.
- Harry Burns
01
02
03
EVERY IMAGE
SHOULD…
Visually support written content
Encompass the broader message
Contain a primary focus, while...
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
c...
PUTTING IT ALL
TOGETHER
The design principles of visual hierarchy
along with the understanding of color,
type, and image m...
RESOURCES
BOOKS
1. The Non-Designer’s Design Book / Robin Williams
2. Thinking with Type / Ellen Lupton
3. Color Design Wo...
Thank you
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
PHX Startup Week - Designing Intelligent Content for Entrepreneurs
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PHX Startup Week - Designing Intelligent Content for Entrepreneurs

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Ideas and business plans are so much more than text. But for most of us, visual design isn’t our first language. In this presentation, you’ll learn how to support your content with great visual design when you don’t have the time or ability to work in tandem with a design strategist.

As presented at Phoenix Startup Week: http://phoenix.startupweek.co/

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PHX Startup Week - Designing Intelligent Content for Entrepreneurs

  1. DESIGNING INTELLIGENT CONTENT A non-designer’s guide
  2. HIER ARCHY TYPE Understanding COLOR USI N G right image Choosing the
  3. FIRST, AN ASSUMPTION Purpose Business Goals Audience Voice & tone
  4. VISUAL HIERARCHY 01
  5. LOOKING FOR LOVE IN ALDERAAN PLACES
  6. DESIGN PRINCIPLES Contrast Repetition Alignment Proximity
  7. Breaking Bad Drinking Game Drinking Game Rules Sip Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt Shot Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  8. CONTRAST is what makes the reader look at the page in the first place.
  9. BREAKING BAD DRINKING GAME Drinking Game Rules SIP Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt SHOT Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  10. REPETITION is the process of creating a visual pattern that helps unify your message.
  11. BREAKING BAD DRINKING GAME Drinking Game Rules SIP Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt SHOT Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  12. ALIGNMENT connects the visual elements together, creating an invisible line of cohesiveness.
  13. BREAKING BAD DRINKING GAME Drinking Game Rules SIP Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt SHOT Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  14. PROXIMITY creates visual unity in elements that are related to each other.
  15. BREAKING BAD DRINKING GAME Drinking Game Rules SIP Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt SHOT Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  16. Breaking Bad Drinking Game Drinking Game Rules Sip Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt Shot Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  17. BREAKING BAD DRINKING GAME Drinking Game Rules SIP Jesse says “Yo” Walt yells at Jesse Marie wears something purple Hank wears a Panama Jack shirt SHOT Walt lies Skyler cries Someone says “Heisenberg” Saul Goodman asks for money
  18. RECR AP By creating bold contrast, using repetition, and organizing your content through alignment and proximity, you create a visual hierarchy that guides the reader through their experience.
  19. TYPE MATCH-MAKING 02
  20. WHAT’S YOUR TYPE? In order to determine your perfect typographic match, you must first consider your communication goals.
  21. Who’s your audience?
  22. What’s the brand personality?
  23. What’s your message?
  24. A casual case
  25. A screaming scale
  26. SIMPLICITY How easy it is to focus on and interpret messaging.
  27. How many content types?
  28. Headline/Title Visual Message Other Information Subheadline Date
  29. VARIATION How to combine fonts in an appropriate typographic expression of brand personality.
  30. A PERFECT MATCH?
  31. Opposites ATTRACT Likes Repell
  32. THIS IS A LIGHT WEIGHT PAIRED WITH A HEAVY
  33. This is a script paired with a slab-serif
  34. This is a Modern Typeface paired with a sans-serif
  35. Tools of the trade typegenius.com
  36. READABILITY How easy it is to read words, phrases, and blocks of copy.
  37. want to hear about it, the first thing you’ll probably is where I was born, an what my lousy childhood how my parents were occupied and all before they l that David Copperfield kind of crap, but I don’t into it, if you want to know the truth. In the first f bores me, and in the second place, my parents out two hemorrhages apiece if I told anything pretty them. They’re quite touchy about anything like that, father. They’re nice and all--I’m not saying that--but uchy as hell. Besides, I’m not going to tell you my m autobiography or anything. I’ll just tell you about tuff that happened to me around last Christmas just etty run-down and had to come out here and take that’s all I told D.B. about, and he’s my brother n Hollywood. That isn’t too far from this crumby comes over and visits me practically every week end. drive me home when I go home next month may- a Jaguar. One of those little English jobs that can hundred miles an hour. It cost him damn near four s. He’s got a lot of dough, now. He didn’t use to. He a regular writer, when he was home. He wrote this f short stories, The Secret Goldfish, in case you nev- m. The best one in it was “The Secret Goldfish.” It little kid that wouldn’t let anybody look at his gold- e’d bought it with his own money. It killed me. Now llywood, D.B., being a prostitute. If there’s one thing If you really want to hear about it, the first thing you want to know is where I was born, an what my lousy was like, and how my parents were occupied and all had me, and all that David Copperfield kind of crap, feel like going into it, if you want to know the truth. place, that stuff bores me, and in the second place, m would have about two hemorrhages apiece if I told pretty personal about them. They’re quite touchy ab like that, especially my father. They’re nice and all--I’ that--but they’re also touchy as hell. Besides, I’m not you my whole goddam autobiography or anything. you about this madman stuff that happened to me Christmas just before I got pretty run-down and had here and take it easy. I mean that’s all I told D.B. abo my brother and all. He’s in Hollywood. That isn’t too crumby place, and he comes over and visits me prac week end. He’s going to drive me home when I go h month maybe. He just got a Jaguar. One of those litt jobs that can do around two hundred miles an hour damn near four thousand bucks. He’s got a lot of do He didn’t use to. He used to be just a regular writer, was home. He wrote this terrific book of short storie Goldfish, in case you never heard of him. The best o “The Secret Goldfish.”It was about this little kid that let anybody look at his goldfish because he’d b VS Serif Sans-serif
  38. 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 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 god- dam autobiography or anything. I’ll just tell you about this mad- man stuff that happened to me around last Christmas just be- fore 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- 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 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 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 &
  39. RECAP Well-designed type considers the overall communication goals, takes into consideration the brand personality and thoughtfully utilizes appropriate typographic treatments to convey meaning.
  40. USING COLOR The amazing color wheel 03
  41. Primary colors
  42. Secondary colors
  43. Tertiary colors
  44. Complementary
  45. Complementary These pretzels are making me thirsty.
  46. Triads
  47. Triads
  48. Triads
  49. Triads These pretzels are making me thirsty.
  50. Analogous
  51. Analogous These pretzels are making me thirsty.
  52. Tints
  53. Shades
  54. Tones
  55. Monochromatic These pretzels are making me thirsty.
  56. BEHOLD, THE COLOR SPECTRUM Better than a double rainbow.
  57. With 16.8 million choices where do you even start?
  58. CHOOSING YOUR COLORS Color groups and meanings Using the color picker Color palette tools
  59. Warm tones
  60. Cool tones
  61. Neutrals
  62. COLOR MEANINGS Optimism Energy Action Trust Growth Wisdom in Western culture
  63. SERENITY NOW!
  64. The perfect retreat for your fall vacation. VISIT NEW ENGLAND
  65. on a scenic Alaskan cruise. SAIL AWAY
  66. Tools of the trade kuler.adobe.com
  67. Tools of the trade kuler.adobe.com
  68. Tools of the trade colourlovers.com
  69. 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.
  70. PHOTOGRAPHIC STORYTELLING 04 A picture is worth a thousand words
  71. It is so nice when you can sit with someone and not have to talk. - Harry Burns
  72. 01 02 03 EVERY IMAGE SHOULD… Visually support written content Encompass the broader message Contain a primary focus, while providing useful context
  73. Our milk is “farm to store fresh.” For example:
  74. OR
  75. Who says burgers can’t be fancy? For example:
  76. OR
  77. This summer, protect your family by using sunscreen. For example:
  78. OR
  79. 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.
  80. PUTTING IT ALL TOGETHER The design principles of visual hierarchy 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.
  81. RESOURCES BOOKS 1. The Non-Designer’s Design Book / Robin Williams 2. Thinking with Type / Ellen Lupton 3. Color Design Workbook: A Real World Guide to Using Color in Graphic Design / Terry Lee Stone TOOLS 1. kuler.adobe.com 2. colourlovers.com 3. typegenius.com
  82. Thank you

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