The document outlines the 8 essential principles of design presented by Josh Levine, emphasizing how effective design transforms consumers into customers. It covers key concepts such as typography, color, contrast, composition, whitespace, consistency, imagery, and movement, detailing their roles in enhancing user experience and engagement. Ultimately, it advocates for taking control of design to communicate effectively and meet human needs.

1. The 8 Principles
of Design
How to Leverage the Power of
Design and Turn Consumers
Into Customers
Josh Levine
Co-founder, CXO – Alexander Interactive (Ai)
IRCE Web Design & Mobile Conference, Orlando – Feb 2014

2. Hi, I’m Josh
Co-founder, CXO
Digital Design, Strategy
& Development Agency
Founded 2002, Independent
Transactional Expertise
Manhattan based
IMA Top 10 Agency of Year
www.alexanderinteractive.com
(My Bob Ross phase)

3. So,
What is Design?

5. But what is it really?

6. Design is a plan for
arranging elements in such
a way as best to accomplish
a particular purpose.
Charles Eames

7. Great design
establishes:
Clear communication
Emotional connection
Ease of use

8. To design is to
“ communicate clearly
by whatever means
To design control
you can is to communicate
clearly by whatever means
or master.
you can control or master.
Milton Glaser Milton Glaser

9. How they see
Great design
enables you
to control:
How they listen
How they feel
How they think
How they act

10. World Domination
world domination?
perhaps?

11. Leverage the power of design
to meet human needs and turn
consumers into customers
ho

12. Design is always having an
effect on your customers—
whether you are in control
of it or not

13. lingscars.com

14. It is not a question
of whether you’re
getting on the
design bus or not…
you are already on it

15. Take control
and make
design work
for you

16. With great power comes
great responsibility
Uncle Ben

17. And now…
The 8 essential
principles you
need to learn
and follow

18. 01
Typography

19. Leverage the power to
Convey meaning
Increase legibility
Establish tone
Embody personality

20. Choose a typeface that is
aligned with the way you
want to be understood
and perceived

24. Typography shifts the
focus from what we write
to how we write it—
and how others read it

25. Create visual hierarchy
and increase readability
by using simple variations
within one type family

28. hey
you!
boom!
yo!
honk
bang!
woot!
omg
over
here!
shh

29. 02
Color

30. Leverage the power to
Elicit emotion
Indicate meaning
Attract attention
Invite exploration

31. Choose a color scheme
that fits the desired mood,
and your brand

34. as background/wash.
invites scroll. delights

39. While color is important,
it’s how it interacts with
surrounding elements
that has a bigger impact

40. Which wins?
Add to Cart
Add to Cart

42. 03
Contrast

43. Leverage the power to
Set priorities
Control energy
Maintain engagement
Strengthen accessibility

44. Draw attention and
interest to specific areas

49. 04
Composition

50. Leverage the power to
!
Control rhythm
Provide structure
Create order & flow
Reduce cognitive load
!

51. Position elements within
page to make it easy for
customers to organize and
categorize them

52. Law of Proximity
Law of Similarity
C
s
w

54. free willy!

55. Improve hierarchy and
readability by providing
ability to direct (and pause)
people’s attention within
the flow of a page

57. 1
1a
2
2a
sony.com

59. Create a connection
between all elements
by implementing and
adhering to a grid

63. 05
Whitespace

64. Leverage the power to
!
Control the eye
Imply Importance
Apply stability
Control chaos
!

65. Use negative space
to showcase and elevate
your product or content

66. made.com

67. olukai.com

68. Manipulate empty space to
give your interface more
clarity and organization

70. 2012
This
week
gilt.com

73. apple storeolukai.com
- ipad app

74. Before
target.com

75. After?
holy crap
batman

76. 06
Consistency

77. Leverage the power to
!
Enhance learnability
Breed familiarity
Reinforce brand
Instill calmness

78. Create a consistent
system to establish
familiarity and remove
the need to relearn things

81. Create a holistic design
language in order to
retain consistency and
design integrity

84. 07
Imagery

85. Leverage the power to
!
Set the story
Humanize the experience
Makes product tangible
Captivate an audience

86. Harness the power of a
well cropped photograph

87. nixon.com

89. sugoi.com

91. 08
Movement

92. Leverage the power to
!
Encourage action
Enhance mood
Convey fluidity
Provide feedback
!

93. Include subtle motion
to enhance the story
and introduce an
element of surprise

94. jcrew.com

97. Key takeaways

98. n
Typography
Color
Take control
and make
design work
for you
Contrast
Composition
Whitespace
Consistency
Imagery
Movement

99. Thank you
Josh Levine
jl@alexanderinteractive.com
www.alexanderinteractive.com
slideshare.net/joshpacelevine