phx startup week - designing intelligent content for entrepreneurs
TRANSCRIPT
DESIGNINGINTELLIGENT
CONTENTA non-designer’s guide
HIER ARCHY TYPEUnderstanding
COLORUS I N G
right imageChoosing the
FIRST, AN ASSUMPTION
PurposeBusiness GoalsAudienceVoice & tone
VISUALHIERARCHY
01
LOOKING FOR LOVE
IN ALDERAAN PLACES
DESIGN PRINCIPLES
ContrastRepetitionAlignmentProximity
Breaking Bad Drinking GameDrinking Game Rules
SipJesse says “Yo”
Walt yells at JesseMarie wears something purple
Hank wears a Panama Jack shirtShot
Walt liesSkyler cries
Someone says “Heisenberg”Saul Goodman asks for money
CONTRASTis what makes the reader lookat the page in the first place.
BREAKING BAD DRINKING GAMEDrinking Game Rules
SIPJesse says “Yo”
Walt yells at JesseMarie wears something purple
Hank wears a Panama Jack shirtSHOT
Walt liesSkyler cries
Someone says “Heisenberg”Saul Goodman asks for money
REPETITIONis the process of creating avisual pattern that helpsunify your message.
BREAKING BAD DRINKING GAME
Drinking Game Rules
SIPJesse says “Yo”
Walt yells at JesseMarie wears something purple
Hank wears a Panama Jack shirt
SHOTWalt lies
Skyler criesSomeone says “Heisenberg”
Saul Goodman asks for money
ALIGNMENTconnects the visual elementstogether, creating an invisibleline of cohesiveness.
BREAKING BAD DRINKING GAMEDrinking Game Rules
SIPJesse says “Yo”Walt yells at JesseMarie wears something purpleHank wears a Panama Jack shirt
SHOTWalt liesSkyler criesSomeone says “Heisenberg”Saul Goodman asks for money
PROXIMITYcreates visual unity in elements that are related to each other.
BREAKING BAD DRINKING GAMEDrinking Game Rules
SIPJesse says “Yo”Walt yells at JesseMarie wears something purpleHank wears a Panama Jack shirt
SHOTWalt liesSkyler criesSomeone says “Heisenberg”Saul Goodman asks for money
Breaking Bad Drinking GameDrinking Game Rules
SipJesse says “Yo”
Walt yells at JesseMarie wears something purple
Hank wears a Panama Jack shirtShot
Walt liesSkyler cries
Someone says “Heisenberg”Saul Goodman asks for money
BREAKING BAD DRINKING GAMEDrinking Game Rules
SIPJesse says “Yo”Walt yells at JesseMarie wears something purpleHank wears a Panama Jack shirt
SHOTWalt liesSkyler criesSomeone says “Heisenberg”Saul Goodman asks for money
RECRAPBy creating bold contrast, using repetition, and organizing your content through alignmentand 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 youraudience?
What’s the brandpersonality?
What’s yourmessage?
A casual case
A screaming scale
SIMPLICITYHow easy it is to focus on and interpret messaging.
How manycontent types?
Headline/Title
Visual Message
OtherInformation
Subheadline
Date
VARIATIONHow to combine fonts in an appropriate typographic expression of brand personality.
A PERFECT MATCH?
OppositesATTRACT
LikesRepell
THIS IS A LIGHT WEIGHT PAIRED WITH A HEAVY
This is a scriptpaired with a slab-serif
This is a Modern Typeface
paired with a sans-serif
Tools of the tradetypegenius.com
READABILITYHow easy it is to read words, phrases, and blocks of copy.
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 brother and all. He’s in Hollywood. That isn’t too far from this crumby place, and he comes over and visits me practically every week end. He’s going to drive me home when I go home next month may-be. He just got a Jaguar. One of those little English jobs that can do around two hundred miles an hour. It cost him damn near four thousand bucks. He’s got a lot of dough, now. He didn’t use to. He used to be just a regular writer, when he was home. He wrote this terrific book of short stories, The Secret Goldfish, in case you nev-er heard of him. The best one in it was “The Secret Goldfish.” It was about this little kid that wouldn’t let anybody look at his gold-fish because he’d bought it with his own money. It killed me. Now he’s out in Hollywood, D.B., being a prostitute. If there’s one thing
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 brother and all. He’s in Hollywood. That isn’t too far from this crumby place, and he comes over and visits me practically every week end. He’s going to drive me home when I go home next month maybe. He just got a Jaguar. One of those little English jobs that can do around two hundred miles an hour. It cost him damn near four thousand bucks. He’s got a lot of dough, now. He didn’t use to. He used to be just a regular writer, when he was home. He wrote this terrific book of short stories, The Secret Goldfish, in case you never heard of him. The best one in it was “The Secret Goldfish.” It was about this little kid that wouldn’t
let anybody look at his goldfish because he’d bought it
VS
Serif
Sans-serif
Line length Leading AKA 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
&
RECAPWell-designed type considers the overall communication goals, takes into consideration the brand personality and thoughtfully utilizes appropriate typographic treatments to convey meaning.
USING COLORThe 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 choiceswhere do you even start?
CHOOSING YOURCOLORSColor groups and meaningsUsing the color pickerColor 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.
VISITNEWENGLAND
on a scenic Alaskan cruise.
SAIL AWAY
Tools of the tradekuler.adobe.com
Tools of the tradekuler.adobe.com
Tools of the tradecolourlovers.com
RECAPBy 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.
PHOTOGRAPHICSTORYTELLING
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 SENTENCESWhen 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 ALLTOGETHERThe 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.
RESOURCESBOOKS
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
TOOLS1. kuler.adobe.com
2. colourlovers.com
3. typegenius.com
Thank you