8 Principles of Design by Josh Levine

8/18/2019 8 Principles of Design by Josh Levine

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The 8 Principlesof Design

Josh Levine

Co-founder, CXO – Alexander Interactive (Ai)

IRCE Web Design & Mobile Conference, Orlando – Feb 2014

How to Leverage the Power ofDesign and Turn ConsumersInto Customers


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Hi, I’m JoshCo-founder, CXO

Digital Design, Strategy& Development Agency

Founded 2002, Independent

Transactional Expertise

Manhattan basedIMA Top 10 Agency of Year

(My Bob Ross phase)

www.alexanderinteractive.com

http://www.alexanderinteractive.com/


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So,What is Design?


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Design is a plan for

arranging elements in sucha way as best to accomplisha particular purpose.

Charles Eames


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Clear communication

Emotional connectionEase of use

Great designestablishes:


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To design is to

communicate clearlyby whatever means

you can controlor master.

Milton Glaser

“

To design is to communicate

clearly by whatever means

you can control or master.

Milton Glaser


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world domination?

perhaps?

World Domination


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Leverage the power of design

to meet human needs and turnconsumers into customers


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Design is always having an

effect on your customers—whether you are in controlof it or not


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lingscars.com

http://www.lingscars.com/


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It is not a question

of whether you’re

getting on the

design bus or not…

you are already on it


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Take control

and makedesign work

for you


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With great power comesgreat responsibility

Uncle Ben


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The 8 essential

principles youneed to learn

and follow

And now…


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Typography01


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Leverage the power to

Convey meaning

Increase legibilityEstablish tone

Embody personality


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Choose a typeface that is

aligned with the way youwant to be understoodand perceived


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Typography shifts the

focus from what we writeto how we write it—and how others read it


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Create visual hierarchy

and increase readabilityby using simple variationswithin one type family


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heyyou!

honk

woot!

bang!

overhere!

omg

boom!yo!

shh


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Color02


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Elicit emotion

Indicate meaningAttract attention

Invite exploration


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Choose a color scheme

that fits the desired mood,and your brand


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as background/wash.

invites scroll. delights


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While color is important,

it’s how it interacts withsurrounding elementsthat has a bigger impact


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Add to CartAdd to Cart

Which wins?


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Set priorities

Control energy

Maintain engagement

Strengthen accessibility


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Draw attention and

interest to specific areas


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Composition04


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Control rhythm

Provide structure

Create order & flow

Reduce cognitive load


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Position elements within

page to make it easy forcustomers to organize andcategorize them


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Law of Similarity

Law of Proximity


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free willy!


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Improve hierarchy andreadability by providing

ability to direct (and pause)people’s attention within

the flow of a page


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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


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Create a connection

between all elementsby implementing and

adhering to a grid


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Whitespace05


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Control the eye

Imply Importance

Apply stability

Control chaos


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Use negative space

to showcase and elevateyour product or content


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made.com

http://made.com/


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olukai.com

http://olukai.com/


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Manipulate empty space to

give your interface moreclarity and organization


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2012 Thisweek

gilt.com

http://www.gilt.com/


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apple store - ipad appolukai.com

Before

http://olukai.com/


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Before

target.com

After?

http://www.target.com/


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After?

holy crapbatman


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Consistency06


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Enhance learnability

Breed familiarity

Reinforce brand

Instill calmness


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Create a consistentsystem to establish

familiarity and removethe need to relearn things


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Create a holistic designlanguage in order to

retain consistency anddesign integrity


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Imagery07


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Set the story

Humanize the experience

Makes product tangible

Captivate an audience


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Harness the power of awell cropped photograph


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nixon.com

http://nixon.com/


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sugoi.com

http://nixon.com/


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Movement08


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Encourage action

Enhance mood

Convey fluidity

Provide feedback


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Include subtle motionto enhance the story

and introduce anelement of surprise


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jcrew.com

http://jcrew.com/


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Key takeaways


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Typography

ColorContrast

Composition

Whitespace

Consistency

Imagery

Movement

Take controland make

design workfor you


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Thank you

Josh Levine

[email protected]

www.alexanderinteractive.comslideshare.net/joshpacelevine
http://slideshare.net/joshpacelevinehttp://www.alexanderinteractive.com/mailto:[email protected]

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8 Principles of Design by Josh Levine