PHX Startup Week - Designing Intelligent Content for Entrepreneurs

PHX Startup Week - Designing Intelligent Content for Entrepreneurs
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.
ALIGNMENT connects the visual elements together, creating an invisible line of cohesiveness.
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
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 pretty personal about them. They’re quite touchy about anything like 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 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 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 pretty 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
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