advanced content strategies 4: crafting
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Advanced Content Strategies:Crafting
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superior product, poor marketing
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mediocre product, great marketing
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superior product, great marketing
“put a dent in the universe”
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1. visual designer
Simpl ic i ty & restra int
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simplicityrestraint
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Design simple (not simplistic) visuals instead of applying decoration
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Compu
ters
& M
athe
mat
ical
Engi
neer
s & T
echn
icia
ns
Life
Scie
ntist
s
Phys
ical S
cien
tists
Socia
l Scien
tists
Scie
nce
Tech
nician
s
Post
seco
ndar
y Te
ache
rs
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Graph of Left-Brained Employment by Profession
Computers & MathematicalEngineers & TechniciansLife ScientistsPhysical ScientistsSocial ScientistsScience TechniciansPostsecondary Teachers
Postsecondary Teachers
Physical Scientists
Life Scientists
Science Technicians
Social Scientists
Engineers & Technicians
Computers & Mathematical
0.22
0.25
0.26
0.27
0.52
2.32
3.45
Left-Brained Professionals
Millions Employed
Source: U.S. Bureau of Labor Statistics, 2009
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Lorem ipsum dolor sit ametNullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. Pellentesque sodales tempus eros, eu pretium nisi vehicula porttitor. Aenean sodales lectus at ipsum tristique rhoncus. Pellentesque mi loremDonec sagittis turpis non lacus pellentesque scelerisque. Nullam et iaculis nulla. Maecenas nec semper risus. Nullam erat neque, dignissim sed bibendum non, dapibus ac nisi. Donec leo diam, sodales eu malesuada eget, rhoncus id velit. Curabitur ut pulvinar mi. Ut non velit mi, sed mattis quam. In turpis tellus, dictum nec sagittis quis, elementum ullamcorper magna. Integer et augue dolor, id molestie nunc. Aenean in est eu nisl feugiat vestibulum a ut lectus.
Lorem ipsum dolor sit amet
Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. Pellentesque sodales tempus eros, eu pretium nisi vehicula porttitor. Aenean sodales lectus at ipsum tristique rhoncus.
Pellentesque mi lorem
Donec sagittis turpis non lacus pellentesque scelerisque. Nullam et iaculis nulla. Maecenas nec semper risus. Nullam erat neque, dignissim sed bibendum non, dapibus ac nisi. Donec leo diam, sodales eu malesuada eget, rhoncus id velit. Curabitur ut pulvinar mi. Ut non velit mi, sed mattis quam. In turpis tellus, dictum nec sagittis quis, elementum ullamcorper magna. Integer et augue dolor, id molestie nunc. Aenean in est eu nisl feugiat vestibulum a ut lectus.
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1. visual designer
Simpl ic i ty & restra int
Four des ign pr inc ipa ls
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CRAP
o n t r a s te p e i t i o nl i g n m e n trox i m i t y
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when using contrast, go big or go
home
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for unity
repeat design
elements
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Nullam vel augue eros, convallis bibendum augue.
Aenean venenatis varius orci, quis adipiscing arcu mattis
quis. In egestas sem et velit adipiscing pretium.
alignment
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Lorem ipsum dolor sit ametconsectetur adipiscing elit. Nullam vel augue eros
Etiam interdum fringilla lectus sed suscipitPellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa.
Mauris id nunc miOrnare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa.
Quisque accumsan tempus quamAc pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend.
Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa.
proximity
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the rule of thirds
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1. visual designer
Simpl ic i ty & restra int
Four des ign pr inc ipa ls
Use color eff ect ive ly
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hues
tints
shades
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emotional colors
CALM, FEMININE
EXCITING, DANGEROUS, PASSION
NATURAL, HEALTHY, LIFE, AFFIRMATIVE
ROYAL, MAJESTIC
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2. storyteller
Leverage confl ict
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Inciting Incident
Conflict
Climax
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• Democratization of computing power
Inciting Incident
• Desktop Publishing
• Multimedia PCs• Digital Photography
• Digital videography
Self-publication explodes • Blogging
• P2P File Sharing
• Photo/Video Sharing
File Sharing
• MySpace• LinkedIn• Facebook• Twitter
Social Networking
OpeningValue
Conflict
ClosingValue
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“The effects of the bush fires could be seen thousands of kilometers away and disrupted businesses across Victoria. At Melbourne Airport, flights schedules were disrupted and normal operation was difficult due to low visibility and choking effects of smoke.”
“The effects of the bush fires were felt far beyond affected areas.”
Photo used under Creative Commons license courtesy of Rusty Stewart (rustystewart) on Flickr
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2. storyteller
Leverage confl ict
Apply des ign pr inc ipa ls
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restraint
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Photo used under Creative Commons license courtesy of Kerry Seed (kseed) on Flickr
simplicity
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contrastcontrast
contrast
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2. storyteller
Leverage confl ict
Apply des ign pr inc ipa ls
Opt imize
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Beginning
• Boring background
Middle
• Fact #1• Fact #2• Fact #3
End
• Pay dirt!
IncitingInciden
t
• How will balance be restored?
Middle
• Conflict #1• Conflict #2• Conflict #3
Climax
• Pay dirt!
don’t bury the lead
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“instant web site”
symbols
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Water Treatment Plant Disaster Recovery and Emergency Response Procedures
To Hell and Back in Five Days:
Lessons in disaster recoveryand emergency response.
Photo used under Creative Commons license courtesy of Sascha Grant (oflittleinterest) on Flickr
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Execution
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Create Title
7 fascination triggers:lust, vice, alarm, power,
prestige, mystique or trust
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Style
Don’t bury the lead
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Style
Pictures
“The effects of the bush fires could be seen thousands of kilometers away and disrupted businesses across Victoria. At Melbourne Airport, flights schedules were disrupted and normal operation was difficult due to low visibility and choking effects of smoke.”
“The effects of the bush fires were felt far beyond affected areas.”
Photo used under Creative Commons license courtesy of Rusty Stewart (rustystewart) on Flickr
![Page 39: Advanced Content Strategies 4: Crafting](https://reader036.vdocument.in/reader036/viewer/2022062613/54422523b1af9f310a8b4584/html5/thumbnails/39.jpg)
Style
Symbols
“instant web site”
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Style
Contrast
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Style
Conversational