of Design
How to Leverage the Power of
Design and Turn Consumers
Into Customers
Josh Levine
Co-founder, CXO Alexander Interactive (Ai)
IRCE Web Design & Mobile Conference, Orlando Feb 2014
Hi, Im Josh
Co-founder, CXO
So,
What is Design?
Great design
establishes:
Clear communication
Emotional connection
Ease of use
To
design
is
to
communicate clearly
by whatever means
To
design
is to communicate
you
can control
clearly
by
whatever
means
or master.
you can control or master.
Great design
enables you
to control:
World Domination
world domination?
perhaps?
ho
lingscars.com
It is not a question
of whether youre
getting on the
design bus or not
you are already on it
Take control
and make
design work
for you
And now
The 8 essential
principles you
need to learn
and follow
01
Typography
Convey meaning
Increase legibility
Establish tone
Embody personality
hey
you!
boom!
yo!
honk
bang!
woot!
omg
over
here!
shh
02
Color
Elicit emotion
Indicate meaning
Attract attention
Invite exploration
as background/wash.
invites scroll. delights
Which wins?
Add to Cart
Add to Cart
03
Contrast
Set priorities
Control energy
Maintain engagement
Strengthen accessibility
04
Composition
Control rhythm
Provide structure
Create order & flow
Reduce cognitive load
!
Law of Proximity
Law of Similarity
s
w
free willy!
1a
2a
sony.com
Create a connection
between all elements
by implementing and
adhering to a grid
05
Whitespace
made.com
olukai.com
2012
This
week
gilt.com
apple storeolukai.com
- ipad app
Before
target.com
After?
holy crap
batman
06
Consistency
Enhance learnability
Breed familiarity
Reinforce brand
Instill calmness
Create a consistent
system to establish
familiarity and remove
the need to relearn things
07
Imagery
nixon.com
sugoi.com
08
Movement
Encourage action
Enhance mood
Convey fluidity
Provide feedback
!
jcrew.com
Key takeaways
n
Typography
Color
Take control
and make
design work
for you
Contrast
Composition
Whitespace
Consistency
Imagery
Movement
Thank you
Josh Levine
jl@alexanderinteractive.com
www.alexanderinteractive.com
slideshare.net/joshpacelevine