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Designing Intelligent Content: A Writer's Guide
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Transcript of Designing Intelligent Content: A Writer's Guide
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DESIGNINGINTELLIGENT
CONTENT
A writer’s guide
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PATRICIA TOMPKINSSenior Art Director, SitewirePrograms Director, AIGA Arizona
NIKI BLAKERDesign Strategist, Forty
President, AIGA Arizona
A little bit about us
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HIER ARCHYVISUAL Understanding
TYPE
COLORUSING Choosing the
right image
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FIRST, AN ASSUMPTIONPurposeGoalsAudienceVoice & tone
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VISUAL HIERARCHYThe basic principles are crap
01
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LOOKING FOR LOVE
IN ALDERAAN PLACES
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DESIGN PRINCIPLESContrastRepetitionAlignmentProximity
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Game of ThronesDrinking Game Rules
SipJoffrey acts like a scumbag
Jon Snow is called a bastardTyrion makes a quip
Someone makes a toastShot
Someone claims X to be the true KingKhaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentionedGratuitious sex or nudity
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CONTRASTis what makes the reader look at the page in the first place.
The bold and the beautiful.
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GAME OF THRONESDrinking Game Rules
SIPJoffrey acts like a scumbag
Jon Snow is called a bastardTyrion makes a quip
Someone makes a toast
SHOTSomeone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”The Iron Throne is mentioned
Gratuitious sex or nudity
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REPETITIONis the process of creating a visual pattern that helps unify your message.
Marcia, Marcia, Marcia!
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GAME OF THRONESDrinking Game Rules
SIP Joffrey acts like a scumbag
Jon Snow is call ed a bastardTyrion makes a quip
Someone makes a toast
SHOT Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”The Iron Throne is mentioned
Gratuitious sex or nudity
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ALIGNMENTconnects the visual elements together, creating an invisible line of cohesiveness.
From lawful good to chaotic evil.
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GAME OF THRONESDrinking Game RulesSIP Joffrey acts like a scumbagJon Snow is call ed a bastardTyrion makes a quipSomeone makes a toast
SHOT Someone claims X to be the true KingKhaleesi is referred to the “Mother of Dragons”The Iron Throne is mentionedGratuitious sex or nuditySomeone gets killed
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PROXIMITYcreates visual unity in elements that are related to each other.
He’s nice, bit of a close talker.
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GAME OF THRONESDrinking Game Rules
SIP Joffrey acts like a scumbagJon Snow is call ed a bastardTyrion makes a quipSomeone makes a toast
SHOT Someone claims X to be the true KingKhaleesi is referred to the “Mother of Dragons”The Iron Throne is mentionedGratuitious sex or nudity
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Game of ThronesDrinking Game Rules
SipJoffrey acts like a scumbag
Jon Snow is called a bastardTyrion makes a quip
Someone makes a toastShot
Someone claims X to be the true KingKhaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentionedGratuitious sex or nudity
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GAME OF THRONESDrinking Game Rules
SIP Joffrey acts like a scumbagJon Snow is call ed a bastardTyrion makes a quipSomeone makes a toast
SHOT Someone claims X to be the true KingKhaleesi is referred to the “Mother of Dragons”The Iron Throne is mentionedGratuitious sex or nudity
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RECRAPBy creating bold contrast, using repetition, and organizing your content through alignment and proximity, you create a visual heiarchy that guides the reader through their experience.
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TYPE MATCH-MAKING
Designing long-lasting relationships
02
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WHAT’S YOUR TYPE?In order to determine your perfect typographic match, you must first consider your communication goals.
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Who’s youraudience?
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What’s the brandpersonality?
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What’s yourmessage?
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How manycontent types?
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Headline/Title
Visual Message
OtherInformation
Subheadline
Date
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READABILITYHow easy it is to read words, phrases, and blocks of copy
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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 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 Christ-mas 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-er 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 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 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 prac-tically 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
VS
Serif
Sans-serif
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LetterspacingL e t t e r s p a c i n g
Word spacingWord spacing
&
Kerning
Tracking
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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 that, especially my father. They’re nice and all--I’m not saying
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 go-
ing 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.
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-
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 that, especially my father. They’re nice and all--I’m not saying
&
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SIMPLICITYHow easy it is to focus on and interpret messaging
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VARIATIONHow to combine fonts in an appropriate typographic expression of brand personality
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OppositesATTRACT
LikesRepell
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A casual case
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A screaming scale
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A worthy weight
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RECAPWell-designed type considers the overall communication goals, takes into consideration the brand personality and thoughtfully utilizes appropriate typographic treatments to convey meaning.
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USING COLORThe amazing color wheel
03
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Primary colors
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Secondary colors
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Tertiary colors
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Complementary
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Complementary
These pretzels are making me thirsty.
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Triads
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Triads
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Triads
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Triads
These pretzels are making me thirsty.
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Analogous
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Analogous
These pretzels are making me thirsty.
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Tints
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Shades
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Tones
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Monochromatic
These pretzels are making me thirsty.
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Complementary
These pretzels are making me thirsty.
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Complementary
These pretzels are making me thirsty.
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BEHOLD,THE COLOR SPECTRUM
Better than a double rainbow.
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With 16.8 million choicesWhere do you even start?
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CHOOSING YOURCOLORSColor groups and meanings
Using the color picker
Color palette tools
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Warm tones
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Cool tones
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Neutrals
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COLOR MEANINGS
Optimism Energy Action
Trust Growth Wisdom
in Western culture
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SERENITY NOW!
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I am looser than creamed corn.
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The perfect retreat for your fall vacation.
VISITNEWENGLAND
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on a scenic Alaskan cruise.SAIL AWAY
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Tools of the tradekuler.adobe.com
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Tools of the tradekuler.adobe.com
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Tools of the tradecolourlovers.com
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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.
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PHOTOGRAPHIC STORYTELLING
A picture is worth a thousand words
04
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It is so nice when you can sit with someone and not have to talk.
- Harry Burns
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EVERY IMAGE SHOULD...
Visually support written content
Encompass the broader message
Contain a primary focus, while providing useful context
01
02
03
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Our milk is “farm to store fresh.”For example:
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OR
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Who says burgers can’t be fancy?For example:
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OR
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This summer, protect your family by using sunscreen.
For example:
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OR
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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.
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A SIDE NOTE ON STOCK
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When choosing stock images, try to avoid generic, overused or overly-simplified subjects and compositions. There is nothing more damaging to user engagement than publishing interesting copy paired with boring visuals.
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PUTTING IT ALL TOGETHERThe design principles of visual heirarchy 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.
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Thank you