The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers

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From the Internet Retailer Conference (IR FOCUS) in Orlando. The session's focus was to educate retailers on how to apply the 8 principles of design in order to maximize engagement with their customers and increase conversion across all platforms in their digital shopping experience. — Description from IRCE Conference Guide: The Building Blocks of Design: Taking the Basics to a New Level IRWD Design Workshop - Feb. 10, 2014 Speaker: Josh Levine - Chief Experience Officer, Co-Founder - Ai Color, typography, placement, organization — even white space — are the visuals that can help attract shoppers’ attention, keep them engaged with the site and intrigued with the brand, and turn them into buyers — or they can turn off or confuse site visitors, detracting from the shopping experience and the brand. In this session, hear from two experienced web experts about how to master your handling of these powerful elements in site design and turn them to your advantage.

Transcript of The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers

  • 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
  • Hi, Im Josh Co-founder, CXO Digital Design, Strategy & Development Agency Founded 2002, Independent Transactional Expertise Manhattan based IMA Top 10 Agency of Year (My Bob Ross phase)
  • So, What is Design?
  • But what is it really?
  • Design is a plan for arranging elements in such a way as best to accomplish a particular purpose. Charles Eames
  • Great design establishes: Clear communication Emotional connection Ease of use
  • 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
  • How they see Great design enables you to control: How they listen How they feel How they think How they act
  • World Domination world domination? perhaps?
  • Leverage the power of design to meet human needs and turn consumers into customers ho
  • Design is always having an effect on your customers whether you are in control of it or not
  • It is not a question of whether youre getting on the design bus or not you are already on it
  • Take control and make design work for you
  • With great power comes great responsibility Uncle Ben
  • And now The 8 essential principles you need to learn and follow
  • 01 Typography
  • Leverage the power to Convey meaning Increase legibility Establish tone Embody personality
  • Choose a typeface that is aligned with the way you want to be understood and perceived
  • Typography shifts the focus from what we write to how we write it and how others read it
  • Create visual hierarchy and increase readability by using simple variations within one type family
  • hey you! boom! yo! honk bang! woot! omg over here! shh
  • 02 Color
  • Leverage the power to Elicit emotion Indicate meaning Attract attention Invite exploration
  • Choose a color scheme that ts the desired mood, and your brand
  • as background/wash. invites scroll. delights
  • While color is important, its how it interacts with surrounding elements that has a bigger impact
  • Which wins? Add to Cart Add to Cart
  • 03 Contrast
  • Leverage the power to Set priorities Control energy Maintain engagement Strengthen accessibility
  • Draw attention and interest to specic areas
  • 04 Composition
  • Leverage the power to ! Control rhythm Provide structure Create order & ow Reduce cognitive load !
  • Position elements within page to make it easy for customers to organize and categorize them
  • Law of Proximity Law of Similarity C s w
  • free willy!
  • Improve hierarchy and readability by providing ability to direct (and pause) peoples attention within the ow of a page
  • 1 1a 2 2a
  • Create a connection between all elements by implementing and adhering to a grid
  • 05 Whitespace
  • Leverage the power to ! Control the eye Imply Importance Apply stability Control chaos !
  • Use negative space to showcase and elevate your product or content
  • Manipulate empty space to give your interface more clarity and organization
  • 2012 This week
  • apple - ipad app
  • Before
  • After? holy crap batman
  • 06 Consistency
  • Leverage the power to ! Enhance learnability Breed familiarity Reinforce brand Instill calmness
  • Create a consistent system to establish familiarity and remove the need to relearn things
  • Create a holistic design language in order to retain consistency and design integrity
  • 07 Imagery
  • Leverage the power to ! Set the story Humanize the experience Makes product tangible Captivate an audience
  • Harness the power of a well cropped photograph
  • 08 Movement
  • Leverage the power to ! Encourage action Enhance mood Convey uidity Provide feedback !
  • Include subtle motion to enhance the story and introduce an element of surprise
  • Key takeaways
  • n Typography Color Take control and make design work for you Contrast Composition Whitespace Consistency Imagery Movement
  • Thank you Josh Levine