A sampling of some of the information that would be covered during a workshop for SXSW 2017 Titled: Designing Better Icons with User Data

1. WORKSHOP:
DESIGNING GRAPHICS BASED ON
CROWDSOURCED DATA
1

2. PRE-WORK
DESIGN CONCEPTS, INC. 2
We would pose a question to the SxSW community and ask
them to draw pictures and send them to us. We would use
crowdsourcing as a means of obtaining this data. The data
would be analyzed and prepared for the workshop. The
insights gathered from this analysis will be the basis of this
workshop.
We can then take the icons developed in the workshop and
crowdsource comprehension/understanding rates and send
the results to the attendees.

3. COMMUNICATION TECHNOLOGIES
HAVE EVOLVED

4. BUT ICONIC IMAGERY REMAINS
VIRTUAL LY UNCHANGED

5. WORKSHOP OBJECTIVES
DESIGN CONCEPTS, INC. 5
1. UNDERSTANDING HOW WE SEE
2. UNDERSTANDING WHAT AN ICON IS
3. WHY USE CROWDSOURCED IMAGES
4. HOW DO I USE THE DATA
5. WHAT MAKES AN IMPACTFUL GRAPHIC

6. UNDERSTANDING HOW WE SEE
How we see and perceive images
A majority of what we see is actually
things we remember from our long-term
visual memory; in fact approximately 95%
of what we see comes from our
long-term visual memory. (Collin Ware,2008)
5%

7. Do we visually imagine in the same way as we see?
“A visual object is a momentary nexus of meaning binding a set of visual
features from the outside world together with the stuff we already know.”
(Ware, C. 2008)
UNDERSTANDING HOW WE SEE

8. 8
Studies at MIT and the analysis of Magnetic Resonance
Imaging (MRI) support this theory, showing that the same parts
of our brains are activated when we are looking at an object as
when we imagine an object. This supports the theory of
creative meta-seeing. Meta-seeing or creative imagery is virtual
imagery that never leaves our heads or physical doodles,
scribbles, charts, diagrams, etc. When users are asked to
create drawings, they are tapping into this virtual imagery. The
images created by the research subjects are the projections of
the virtual imagery they are seeing in their brains.
(Kosslyn, Thompson, & Ganis, 2006)
UNDERSTANDING HOW WE SEE

9. How we process and recall images
DESIGN CONCEPTS, INC. 9
LanguageImage
LIGHTBULB

10. Language
How we process and recall images
DESIGN CONCEPTS, INC. 10
Our brains process images differently than language
Image
Simultaneous Linear. Sequential Processing

11. DESIGN CONCEPTS, INC. 11
Precognitive Research
Precognitive
Research
Cognitive
Research
Unfiltered Data
Filtered/
Packaged Data
Attributes &
Benefits
Experience
EmotionalRational
Who I want
you to think I am
How I see and
naturally think
about things

12. Iconic imagery: Where does it come from?
DESIGN CONCEPTS, INC. 12
MEMORABLE
APPROPRIATE
UNDERSTOOD

13. Understanding How We See
When designing a sign, symbol, icon or
pictogram the designer must understand
the concepts of communication and
representation.

14. Understanding How We See
Communication requires the sender/creator/designer
of the visual to make their visuals understood by the
population within the societal context. (Kress & van Leeuwen, 1996)

15. Understanding How We See
Communicating with signs, symbols, icons and pictograms
With Representation, the sender/designer creates or
uses forms that represent what they have in mind.

16. Understanding How We See
Communicating with signs, symbols, icons and pictograms
For example, rectangles for a door, bed or table and
circles for wheels, suns or plates.

17. But those representations can have multiple levels. For
example: circles = wheels = car or circle = sun = day.
(Kress & van Leeuwen, 1996)

18. WHY DO I NEED CROWDSOURCED DATA?
If you are trying to create an icon,
symbol, pictogram that is easily
understood by your user, you must first
understand how your users see it. What
visual concepts do they use to define the
idea or concept?

19. Some concepts are universal: 20 students draw a picture of a car

20. All materials are the property of Eva Lutz and subject to Copyright
Some are not: 20 students draw a picture of lunch

21. All materials are the property of Eva Lutz and subject to Copyright
Some concepts are universal…
ONLY AFTER GROUPING THE DATA BASED ON MORE DISCRETE USER GROUPS DID THE
UNIVERSAL VISUAL CONCEPTS BEGIN TO EMERGE.
U.S. INTERNATIONAL

22. More complex concepts also have universal visual concepts
Children ages 9 to 17 were asked to draw images for hospital consent forms
Medication side effects: Taking medication can make me gain weight.

23. More complex concepts also have universal visual concepts
Children ages 9 to 17 were asked to draw images for hospital consent forms
Medication side effects: Taking medication can make me sick.

24. How can I use this information?
DESIGN CONCEPTS, INC. 24
I N S I G H T S
• A human figure should play a primary role in the image.
• Whole or ½ body depiction preferred.
• Body fluid should be incorporated (if appropriate).
• The face needs to have features.
• Use emotion appropriate to the “real” experience of the symptom or sensation of
the procedure.
• Medical props and instruments are understood and well-represented by the
target user and should be incorporated appropriately in iconic images.

25. Leverage your insights to help you design icons or pictograms

26. We asked “virgin” target users …
What does this mean?

27. 100
%
Agree to the following
statement: Getting a
shot could cause your
arm to swell.90
%
Agree to the following
statement: Taking medicine
could make you sick to your
stomach.

28. PRINCIPLES OF A GOOD LOGO
“I strive for two things in design: simplicity and clarity.
Great design is born of those two things.”
Linden Leader, designer of the FedEx logo
http://ideas.overnightprints.com/the-five-essential-elements-of-effective-logo-design/

29. Five principles of good design
DESIGN CONCEPTS, INC. 29
• Simple
• Memorable
• Timeless
• Versatile
• Appropriate
http://ideas.overnightprints.com/the-five-essential-elements-of-effective-logo-design/

30. Share crowdsourced data
Insights
1. Insight
2. Insight
3. Insight
4. Insight
5. Insight
6. Insight
7. Insight
8. Insight
Images