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

The 8 Principles of Design

Josh Levine Co-founder, CXO Alexander Interactive (Ai) IRCE Web Design & Mobile Conference, Orlando Feb 2014

How to Leverage the Power of Design and Turn Consumers Into Customers

Hi, Im JoshCo-founder, CXO

Digital Design, Strategy & Development Agency

Founded 2002, Independent

Transactional Expertise

Manhattan based

IMA Top 10 Agency of Year

(My Bob Ross phase)

www.alexanderinteractive.com

http://www.alexanderinteractive.com

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

Clear communication

Emotional connection

Ease of use

Which impacts

Great design establishes:

To design is to communicate clearlyby whatever meansyou can control or master.

Milton Glaser

To design is to communicate clearly by whatever meansyou can control or master.

Milton Glaser

How they see

How they listen

How they feel

How they think

How they act

Great design enables you

to control:

Which impacts

world domination?

perhaps?World Domination

howwe write

Leverage the power of designto meet human needs and turn

consumers into customers

Influence Connect Inform Assist Delight

Design is always having an effect on your customers whether you are in control

of it or not

lingscars.com

http://www.lingscars.com/

It is not a questionof whether youre getting on the design bus or not you are already on it

Take controland make design work for you

With great power comes great responsibility

Uncle Ben

The 8 essential principles you need to learn and follow

And now

Typography01

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 itand how others read it

Create visual hierarchyand increase readability

by using simple variations within one type family

heyyou!

honk

woot!bang!

overhere!

omg

boom!yo!

shh

Color02


Elicit emotion Indicate meaning Attract attention Invite exploration

Choose a color scheme that fits 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

Add to CartAdd to Cart

Which wins?

03

Contrast


Set priorities Control energy Maintain engagement Strengthen accessibility

Draw attention andinterest to specific areas

Composition04

Leverage the power to !

Control rhythm Provide structure Create order & flow Reduce cognitive load !

Position elements within page to make it easy for

customers to organize and categorize them

Closure se things as a whole when close together

Law of Similarity

Law of Proximity

free willy!

Improve hierarchy and readability by providing

ability to direct (and pause) peoples attention within

the flow of a page

sony.com

1 1a

2 2a

http://store.sony.com/headphones-earbuds/cat-27-catid-Headphones-and-Earbuds?SR=nav:electronics:personal_audio:headphones:ss

Create a connection between all elements by implementing and

adhering to a grid

Whitespace05


Control the eye Imply Importance Apply stability Control chaos !

Use negative space to showcase and elevate your product or content

made.com

http://made.com

olukai.com

http://olukai.com

Manipulate empty space to give your interface more clarity and organization

2012 This week

gilt.com

http://www.gilt.com

apple store - ipad appolukai.com

http://olukai.com

Before

target.com

http://www.target.com

After?

holy crap batman

Consistency06


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

Imagery07


Set the story Humanize the experience Makes product tangible Captivate an audience

Harness the power of a well cropped photograph

Thats some good crop

nixon.com

http://nixon.com

sugoi.com

http://nixon.com

Movement08


Encourage action Enhance mood Convey fluidity Provide feedback !

Include subtle motion to enhance the story

and introduce an element of surprise

jcrew.com

http://jcrew.com

Key takeaways

Typography

Color

Contrast

Composition

Whitespace

Consistency

Imagery

Movement

not immune tothe disruption Minimize cognitive load

Develop a design system Take control and make

design work for you

Thank you

Josh Levine [email protected] www.alexanderinteractive.com slideshare.net/joshpacelevine

mailto:[email protected]://www.alexanderinteractive.comhttp://slideshare.net/joshpacelevine

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

Design

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