LSC 332: LSC 332: Lecture 2Lecture 2

What is Design? Why Study it?

DON STANLEY | @3rhinomedia | Fall 2012

It’s All About the BrainIt’s All About the Brain

What is Design Then?What is Design Then?

What is Design Then?What is Design Then?

Design is the planned arrangement of elements to form a visual pattern that communicates a specific message to a specific audience/s.

What does it do?What does it do?

It clarifies, communicates, accelerates learning and attracts attention

What are attributes of EFFECTIVE What are attributes of EFFECTIVE design?design?

Effective Design is:Purposeful – EVERYTHING in design should reinforce the messageFunctional – legible Elegant – creative, innovative, appropriate (Don Norman, Ph.D.)Clear – communicates quickly with the RIGHT audience

Major Components of Major Components of DesignDesign

ContentContentis the subject matter, story, or information that the design seeks tois the subject matter, story, or information that the design seeks to

communicate to the viewercommunicate to the viewer

FormFormIs the purely visual aspect, the manipulation of the various physical or Is the purely visual aspect, the manipulation of the various physical or

graphicgraphic

elements, and the application of design principles.elements, and the application of design principles.

Content Alone isn’t Content Alone isn’t CompellingCompelling

Instructions: Dads please read carefully before raising.Instructions: Dads please read carefully before raising.

This is a baby. It needs you. It needs your love, your touch, and your time. This is a baby. It needs you. It needs your love, your touch, and your time. SpendSpend

lots to time with it. Build a bird house, read a book, go for a walk, do lots to time with it. Build a bird house, read a book, go for a walk, do homework.homework.

Play. The more time you spend, the better chance it has of growing up Play. The more time you spend, the better chance it has of growing up happy andhappy and

healthy. It grows very quickly. Pay attention. Never underestimate the healthy. It grows very quickly. Pay attention. Never underestimate the differencedifference

you make.you make.

It takes a man to be a dad.It takes a man to be a dad.

1-800-790-DADS1-800-790-DADS

What are most common What are most common problems?problems?

1.1. Resources not properly investedResources not properly invested

2.2. Unfocused messageUnfocused message

3.3. Organization centered, not user centeredOrganization centered, not user centered

4.4. Generic, hard-to-scan messageGeneric, hard-to-scan message

5.5. Ineffective delivery channelsIneffective delivery channels

How to be effective >>How to be effective >>

””

So what should you do? Use 3Ds

””

So what should you do? Use 3Ds

3 D Plan1. Discovery/Definition2. Design and Dictate3. Delivery

Idea/Need

Define/Discover

Design/WriteDeliver

ROI

Getting Started with the first D: Getting Started with the first D: DiscoveryDiscovery

““20% of your efforts will produce 80% of your 20% of your efforts will produce 80% of your resultsresults””

-- -- Pareto’s PrinciplePareto’s Principle

After starting with the idea, ask some simple questions After starting with the idea, ask some simple questions to determine how to use your energy/resources. to determine how to use your energy/resources.

Discovery: What most organization do …Discovery: What most organization do …

What are questions should you ask during Discovery? >>What are questions should you ask during Discovery? >>

Discovery: Ask Discovery: Ask ““The Critical 6The Critical 6””

To define your message and your mission start here:To define your message and your mission start here:

1.1. TARGET: What is your target? Why are you creating this piece? TARGET: What is your target? Why are you creating this piece?

2.2. TARGET ACTION: What action do you want each audience to TARGET ACTION: What action do you want each audience to take? (donating funds, volunteering, purchasing a product, take? (donating funds, volunteering, purchasing a product, attending an event). Prioritize!attending an event). Prioritize!

3.3. KEY AUDIENCE: Who, more than any other group, do you need KEY AUDIENCE: Who, more than any other group, do you need to communicate with? Why do they need this information? Who to communicate with? Why do they need this information? Who do you need to take action?do you need to take action?

4.4. KEY OFFER/STORY: What benefits does your audience receive by KEY OFFER/STORY: What benefits does your audience receive by taking action? How do you motivate them (recognition, access taking action? How do you motivate them (recognition, access to resources, etc.)? Prioritize these based on benefits for each to resources, etc.)? Prioritize these based on benefits for each audience.audience.

5.5. NO REINVENTING: What have the pros done to connect with NO REINVENTING: What have the pros done to connect with similar audiences? What language do they use? Images? similar audiences? What language do they use? Images? Distribution channels?Distribution channels?

6.6. SHARING: What is the best way to share this with your key SHARING: What is the best way to share this with your key audience?audience?

D2: Design (with the Secret D2: Design (with the Secret 7)7)

““The primary task of visual design is to create aThe primary task of visual design is to create astrong, consistent visual hierarchy in which strong, consistent visual hierarchy in which important elements are emphasized and important elements are emphasized and content is organized in a logically andcontent is organized in a logically and

predictably.predictably.””

\\ -- Lynch and Horton. Yale -- Lynch and Horton. Yale University.University.

D3: Delivery/DistributionD3: Delivery/Distribution

DistributeDistribute your promotional piece/s through strategic your promotional piece/s through strategic channelschannels

AND AND MeasureMeasure the return – did they have the intended the return – did they have the intended impact?impact?

ReviewReview• Pick a target (what do you want to have happen?)Pick a target (what do you want to have happen?)• Offer value, benefits sell (whatOffer value, benefits sell (what’’s in it for your s in it for your

audience?)audience?)• Follow a specific plan (use the 3 DFollow a specific plan (use the 3 D’’s)s)• Tell a compelling story (focus on connecting with Tell a compelling story (focus on connecting with

audience)audience)• Communicate your message with clarity and Communicate your message with clarity and

professionalismprofessionalism

Do these and youDo these and you’’ll dramatically increase your likelihood ll dramatically increase your likelihood of success.of success.

Homework: Begin working on the Plain Good Homework: Begin working on the Plain Good Nutrition RedesignNutrition Redesign