LSC 332: Lecture 3Strategic Communication Design

A Quick Review

Why? It’s All About the Brain

What is Design Then?

Design is the planned arrangement of elements to form a visual pattern that communicates a specific message to a specific audience/s.

What does it do?

It attractions attention, it clarifies, it communicates, and it accelerates learning

What are the Attributes of Effective Design?

Effective Design is:Purposeful – EVERYTHING in design should reinforce the messageFunctional – legible Elegant – creative, innovative, appropriate (Don Norman, Ph.D.)Clear – communicates quickly with the RIGHT audience

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Strategy for Being Effective

USE THE 3D1. Discovery/Definition2. Design and Dictate3. Delivery

LET’S REVIEW PGN AGAIN

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LET’S LOOK AT YOUR SAMPLES

Let’s reverse engineerLook for patterns

TIP: Know what you want to say and say it clearlyTIP: View your design from a user perspective

Carefully consider your impressions about Plain Good Nutritionafter viewing their promotional flyer. Now, how will you improve it?

WHAT IS THE MAIN MESSAGE BEING COMMUNICATED?

WHAT ARE YOU REALLY SAYING?

EYE DIRCTION, FOCUS

Red = most attentionYellow = next mostGreen = leastNo color = no attention

EYE DIRCTION, FOCUS

Red = most attentionYellow = next mostGreen = leastNo color = no attention

EYE DIRCTION, FOCUS

Red = most attentionYellow = next mostGreen = leastNo color = no attention

EYE DIRCTION, FOCUS

Red = most attentionYellow = next mostGreen = leastNo color = no attention

EYE DIRCTION, FOCUS

EYE DIRCTION, FOCUS

DESIGN TOOL 1: CONTRAST

CONTRAST = CLARITY

What is it? It’s a tool to help …•  clarify the main message•  clarify who the message is for (audience)•  convey main offer or problem it solves

•  Without good contrast, you will not get 1st attention

CONTRAST PITFALLS

Common Pitfalls: •  Lack of white space, •  too many typefaces, •  unnecessary images and borders.

Types of Contrast >>

6 PRO CONTRAST TECHNIQUES

Common Pitfalls: •  Lack of white space, •  too many typefaces, •  unnecessary images and borders.

Types of Contrast >>

Tool 1: Contrast Before & After

Tool 1: Contrast Styles

Before & After: Which is clearer? Why specifically?

Contrast with Color. What’s most important?

Contrast with Color. What’s most important?

The Before: What are the problems? LSC 530

A Quick Demo …

DON STANLEY | @3rhinomedia | Fall 2013

HomeworkASSIGNMENT 1: Work on Plain Good Nutrition Flyer

PROJECT REQUIREMENTSYou must use all content in the flyer with the following exceptions:1.  You can change the headline text2.  You do NOT have to use the logo (of the sunflower)3.  You CANNOT add any new text other than a new

headline but you can reorder the text4.  You CAN use any image/s you would like to, but you

don’t have to use images5.  NO CENTER ALIGNING!