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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 wears a Panama Jack shirt
Shot
Walt lies
Skyler cries
Someone says “Heisenberg”
Saul Goodman asks for money
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 wears a Panama Jack shirt
SHOT
Walt lies
Skyler cries
Someone says “Heisenberg”
Saul Goodman asks for money
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 wears a Panama Jack shirt
SHOT
Walt lies
Skyler cries
Someone says “Heisenberg”
Saul Goodman asks for money
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 wears a Panama Jack shirt
SHOT
Walt lies
Skyler cries
Someone says “Heisenberg”
Saul Goodman asks for money
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 wears a Panama Jack shirt
SHOT
Walt lies
Skyler cries
Someone says “Heisenberg”
Saul Goodman asks for money
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
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
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.
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 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
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
&
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.
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 such as
your audience, mood, branding
and imagery to create your ideal
color palette.
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
providing useful context
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.
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.
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
Thank you

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PHX Startup Week - Designing Intelligent Content for Entrepreneurs

  • 2. HIER ARCHY TYPE Understanding COLOR USI N G right image Choosing the
  • 5. LOOKING FOR LOVE IN ALDERAAN PLACES
  • 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.
  • 20. WHAT’S YOUR TYPE? In order to determine your perfect typographic match, you must first consider your communication goals.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 33. SIMPLICITY How easy it is to focus on and interpret messaging.
  • 36. VARIATION How to combine fonts in an appropriate typographic expression of brand personality.
  • 39. THIS IS A LIGHT WEIGHT PAIRED WITH A HEAVY
  • 40. This is a script paired with a slab-serif
  • 41. This is a Modern Typeface paired with a sans-serif
  • 42. Tools of the trade typegenius.com
  • 43.
  • 44. READABILITY How easy it is to read words, phrases, and blocks of copy.
  • 45. 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
  • 46. 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 &
  • 47. RECAP Well-designed type considers the overall communication goals, takes into consideration the brand personality and thoughtfully utilizes appropriate typographic treatments to convey meaning.
  • 48. USING COLOR The amazing color wheel 03
  • 60. Tints
  • 62. Tones
  • 65. With 16.8 million choices where do you even start?
  • 66. CHOOSING YOUR COLORS Color groups and meanings Using the color picker Color palette tools
  • 70. COLOR MEANINGS Optimism Energy Action Trust Growth Wisdom in Western culture
  • 72. The perfect retreat for your fall vacation. VISIT NEW ENGLAND
  • 73. on a scenic Alaskan cruise. SAIL AWAY
  • 74. Tools of the trade kuler.adobe.com
  • 75. Tools of the trade kuler.adobe.com
  • 76. Tools of the trade colourlovers.com
  • 77. 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.
  • 79. It is so nice when you can sit with someone and not have to talk. - Harry Burns
  • 80. 01 02 03 EVERY IMAGE SHOULD… Visually support written content Encompass the broader message Contain a primary focus, while providing useful context
  • 81. Our milk is “farm to store fresh.” For example:
  • 82. OR
  • 83. Who says burgers can’t be fancy? For example:
  • 84. OR
  • 85. This summer, protect your family by using sunscreen. For example:
  • 86. OR
  • 87. 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.
  • 88. 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.
  • 89. 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