Welcome to…

Welcome to our Leeds September Seminar

10 Myths of Digital Design

Andy Curry – Creative Manager

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IntroductionWhere do they come from?

Are they true?

Let’s have a meeting!

The Myth:

“Carousels are bad and should never be used .”

Where does it come from?

Designers

Is it true?

Test #1

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Siemens website

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F Pattern• User don’t read top to bottom

• Bounce around

• Eye moves quickly between points of interest

• Attention moves backwards too

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Selective attention / banner blindness

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Should I use Carousels?

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No.

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COMIC SANS IS EVIL

The Myth:

“Comic Sans is an awful font and should never be used.”

Where does it come from?

Designers

“Sometimes

Times New Roman is not the best choice.”

Created in 1994 by Vincent Connaire for Microsoft

“We are summoning forth the proletariat around the globe to aid us in this revolution. We call on the common man to rise up in revolt against this evil of typographical ignorance. We believe in the gospel message “ban comic sans.” “

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Is it true?

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VAG Rounded

ANIME ACE BOLD

Action Man Bold

Century gothic

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The Myth:

“All designers are über-trendy hipsters.”

The Myth:

“If I make my buttons orange more people will click on them.”

Where does it come from?

Chinese Whispers

Is it true?

Change button colour

Sign UpSign Up

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Sign UpSign Up

35.81% rise in conversion

Change button colour

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Sign UpSign Up

Change text colour

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Sign UpSign Up

18.01% drop in conversion

Change text colour

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Sign UpSign Up

Enlarge the button

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Sign UpSign Up

10% drop in conversion

Enlarge the button

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Make it personal

Start your 30 day free trial Start my 30 day free trial

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Make it personal

Start your 30 day free trial Start my 30 day free trial

90% rise in conversion

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Convey value

Order Information Get Information

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Convey value

Order Information Get Information

38.26% rise in conversion

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Consider your users motivation

Get your membershipFind your Gym

and Membership

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Consider your users motivation

Get your membershipFind your Gym

and Membership

213.6% rise in conversion

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The Myth:

“Designers can’t exist without a constant supply of caffeine.”

Your brain on coffeeYour brain on coffee:

• Caffeine blocks Adenosine receptors - the chemical responsible for informing your brain of fatigue

• The effect begins within 5 minutes

• Effect peaks between 15 minsand 2 hours

Your brain on beerYour brain on beer:• Decreases working memory

• Care less about what’s happening around you

• This frees your brain to think more creatively

The idea The Execution

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The Myth:

“You have to place your most important content above the fold.”

Where does it come from?

Habit and History

Is it true?

The fold still exists

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Encouraging exploration• Information foraging

• Narrative structure

• Logical flow

• The promise of more –information scent

• Believe it will be worth their time

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‘Top Heavy’ Algorithm

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The Myth:

“Web designers just make things look pretty.”

Is it true?

Thank you from

andy.curry@branded3.com @andycurry1 Branded3.com @Branded_3

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