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Design Thinking

Principles For Competitive Advantage
by

Patrick Brown

on 31 July 2014

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Transcript of Design Thinking

Are You an Optimist or a Pessimist? Quiz
Catch was each person was given the passage in one of six randomly assigned typefaces. There was a hidden agenda. It was really a test of the effect of typefaces on perceptions of truth.
August 8, 2012
45,000 participants read a passage from someone trying to convince you that the world is safe from meteor strikes.
New York Times Study
Social Sculpture
Surprise.
No one is listening to you.
Social Sculpture
Curating
The Message
1
"People
don't know
what they want
until you show them."
7
Unity
Remember the RLG
branding built into
the One Pager
Focal Points
2
Squint
Test
Don't design
in a vacuum
Gutenberg Diagram
Visual Hierarchy
Consideration *2
Weak visual hierarchy or Gutenberg:











Curious thing happens here...The "shallow sweep"
So...

Does your 1-pager follow the Gutenberg Diagram?
(cc) image by nuonsolarteam on Flickr
Consideration *1
White space
Size
Color
Contrast
Repetition
Position
Good use of white space = +20% increase in comprehension
Source: Lin (2004), Chapparo et al. (2004)
Size?
Color?
Position?
Contrast?
Repetition?
White space?
Which elements did you use to establish a visual hierarchy?

What could you add or change to increase the effectiveness of your one pager?
Z Pattern
White space
Size
Color
Contrast
Repetition
Position
Using Gutenberg + Visual Hierarchy
Not Either/Or...Both/And
What about you?
If not, is all hope lost?
Alignment
3
Serif

vs
Sans Serif

?
4
*Arial's Grandpa
How subjective is this?
Serif vs Sans Serif Issues:
Readability

Personality / Emotional Feel
Bold Body Text
Typeface Concern *3

Check 6
Must consider line length when adjusting font size.

Too long/ too short tire reader

May have to adjust number of columns.
Ideal = 7-10 words / line
How many words per line are on your one pager?
Font size:

Which is best?
Typeface Concern *1
Before we go on:
Ragged right or Justified text?
*among other concerns
Color
5
p=.0068
crowded design = visual chaos
High-contrast and draws maximum attention.
Complementary Colors
Used to achieve color "harmony." Low contrast.
Analogous Colors
Provides high contrast without the strong tension of the complementary scheme.
Split Complementary Colors
Offers strong visual contrast while retaining balance, harmony, and color richness.
Triadic Color Scheme
Richest of all the schemes, hard to harmonize
Tetradic Colors
Visual hierarchy can’t be established, natural flow is disrupted.
Miller's Law
The number of objects an average person can hold in working memory is ~ seven.
William Playfair
reading gravity
Is this one pager worth my time?
(1759-1823)
(1956)
Design is emotional.
Charts
6
(1786)
(1801)
Horror Vacui:
"fear of emptiness"
Horror Vacui Perceived Value
the incessant desire to fill empty spaces with information or objects.
Luck? or someone knew what they were doing.
Edward Tufte
("God")
Mid-1800's-1975: Dark Ages for Data Visualization
“clear portrayal of complexity, not the complication of the simple.”
Subtract until it breaks
A design isn’t finished when there is nothing more to add, but when there is nothing left to take away.
Metrics can be challenging
The gift of expanded awareness!
Everything you create has a consequence
(Their decision will only take a few seconds)
*Disgusting, horrific default chart
As a client, which one would you trust?
Imitate
to get better...
The Economist
Excel

Effectively no advancement in data graphics since Playfair
Overriding goal of data visualization:
Chart Junk
Horror Show
And possibly the worst chart ever....
"chart junk"
graphical pornography
Maximize data-ink, eliminate chart junk.

In other words, start erasing anything that doesn’t add value!
Solution to
this world crisis
How do you think we compare with other firms?
The END result is an aesthetic output, that's not the primary objective.
It's about respecting how we perceive and make sense of information to maximize emotional impact.
Not about making things pretty!
Case 1
Case 2
2 (some more)
Case 3
How would you rate our charts?
(1-10)
Yoon
Design is a world hidden to most.
What is design?
complementary colors
Making up own rules
Tell me what you see.
Case 4
Impressed?
Case 5
How competitive are we?
Are we in this fight?
On your next one pager,
let's say you are following all the rules...
Are you telling the client what they need to hear?
Are your metrics challenging?
Will you feel a little anxious when you slide you one pager across the table?



Is visual flow set up according to Gutenberg or visual hierarchy rules?
Are you recklessly "breaking the grid" like a mad man?

Check again, is everything still aligned?
Did you
consider
typeface
selection?
oh yeah
Do your charts have a high data-ink ratio?
This presentation can make design seem like a "checklist" activity.


"Just do everything in a structured, linear way, throw it together, and BOOM! Magic!"
Wrong.
Theoretically correct but colors are too "soft"
Over embracing one of the design principles can be just as bad.

Which one was overused here?
Last section...
(Hypothetically, of course)
Ja!
Typeface concern *2
Yes!
Uh huh.
Chart junk...could you help yourself?
Beautiful colors?
Didn't even think about it
Pretty much
Let's see what you created...
OK

Throw paper on floor/put on desk, step back and look, walk around it and look. Get different perspectives.

There should be no tension or dissonance.

Should look seamless. What I call "flat."

Should look like one entity created the document from start to finish.

Final Test For Unity
Together we can do this.
Do you understand that you can't opt out of design?

Do you realize that EVERYTHING you create has a consequence?

Are you committed to being a "social sculptor" who uses these principles to maximize behavioral change.
Sounds deep but I am motivated to get better!
Client:
Size?
Color?
Position?
Contrast?
Repetition?
White space?
Size?
Color?
Position?
Contrast?
Repetition?
White space?
Size?
Color?
Position?
Contrast?
Repetition?
White space?
Imposing structure on chaos
Complexity = Scientific
How much non-data ink do you have?
Use these principles to accentuate the most important elements
CPAI charts
No turning back...
Full transcript