Visual Thinking and Practical Design Principles By Dustin Stout

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  • #SMX #31B @DustinWStout

    With as little designer mumbo-jumbo as possible.

    VISUAL THINKING & PRACTICAL DESIGN

    PRINCIPLES

    Example Title Slide:

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  • #SMX #31B @DustinWStout

    Just look at any social network.

    FACT 1: The Internet is becoming more and more visual every day.

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    The first website ever created. Stunning, isnt it?

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    Mashable.com

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    Pinterest

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    Fogg, B., Soohoo, C., Danielson, D., Marable, L., Standord, J., & Tauber, E. (2003)

    FACT 2: Human beings have evolved to judge their environment based on visual cues.

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    Stout, Dustin W. (2015)

    VISUAL TRUST: When something looks professional, we generally assume that it is professional.

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    Balance Framing Contrast Color Typography Quality Consistency

    Visual Trust Indicators Image + Bullets Sample Slide: Click content icons to add images, charts, video, tables, etc DELETE THIS SLIDE IF YOU DO NOT USE.

    dustn.tv/visual-content-design

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    Plain and simple. Dont screw that up.

    BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.

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    Very small area in which to communicate a message.

    WHAT WERE WORKING WITH

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    Four primary components to a good display ad.

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    Our brains are programmed to see symmetry as beauty.

    BALANCE: Clearly structured with visual weight evenly distributed throughout the canvas.

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    Maybe animals do too, I dont know-- lets try to stay on topic.

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    Determine the subject and counter balance it.

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    Position your text in a way that makes sense.

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    Also known as white space or negative space.

    FRAMING: Creating even clearance around the edges of your visual piece.

  • #SMX #31B @DustinWStout

    Also known as white space or negative space.

    FRAMING: This is an example of really bad framing. Please do not subject your audience to text that goes all the way to the edge of the canvas.

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    Bad contrast on top, good contrast on bottom.

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    Bad contrast on top, good contrast on bottom.

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    See what I did there?

    When you frame your message, it directs peoples eyes better than a thousand

    tacky-looking arrows ever would.

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    Probably the hardest thing to explain, so let me show you...

    CONTRAST: Visual distinction between background and subject matter.

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    Bad contrast on top, good contrast on bottom.

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    Witty commentary here.

    COLOR: Using the right combinations can set an emotional and psychological tone.

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    Start paying attention to opening credits in movies.

    COLOR TIP 1: White text on dark (or high contrast background) works best.

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    Start paying attention to opening credits in movies.

    COLOR TIP 2: Forget all those studies about what color to make your CTA. Just make sure it passes the Squint Test.

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    Squint test 1: PASS

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    Squint test 2: FAIL

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    Squint test 3: PASS

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    Squint test 3: PASS

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    Start paying attention to opening credits in movies.

    COLOR TIP 3: Stick to 3 colors or less, with your CTA being the brightest.

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    Resist the urge to give a lecture on the difference between typefaces and fonts.

    TYPOGRAPHY: Or in other words-- choosing the right fonts for the job.

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    Visual Consistency at play.

  • #SMX #31B @DustinWStout

    Visual Consistency at play.

  • #SMX #31B @DustinWStout

    Visual Consistency at play.

  • #SMX #31B @DustinWStout

    Plain and simple. Dont screw that up.

    BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.

  • #SMX #31B @DustinWStout

    SEE YOU AT THE NEXT #SMX

    THANK YOU!