design is trust— 9 principles for interactive credibility
DESCRIPTION
Design serves one purpose and one purpose only: to gain the trust of its intended audience. Whether the need is for clarity or to obscure information, design is a tool we use not to convey information, but to present that information in a way that the viewer will perceive as confident and competent. Once that basic line of trust is established, it is only then that design can clearly work to help turn data into knowledge and knowledge into understanding. In this session, Jason will present the 9 principles of trust for design, and look at how they can be practically applied to improve any design.TRANSCRIPT
910 PRINCIPLES FOR INTERACTIVE CREDIBILITY^DESIGN IS TRUST
jason cranford teague
@jasonspeaking | www.jasonspeaking.com | [email protected]
DESIGN IS TRUST10 Principles for Interactive Credibi l i ty
DESIGN IS TRUST10 Principles for Interactive Credibi l i ty
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DESIGN IS TRUST10 Principles for Interactive Credibi l i ty
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910 PRINCIPLES FOR INTERACTIVE CREDIBILITY^DESIGN IS TRUST
jason cranford teague
@jasonspeaking | www.jasonspeaking.com | [email protected]
Goatee Indicates he is from evil alternate universe
Smile that frightens small children
Hang loose or devil sign?
Widows peak indicate possible vampirism
Embroidered shirt commonly worn by pirates
Why would you trust this man?
17 years of Web design experience
Dozens of conference presentations for SXSW, HOW,
WebVisions…
15 Books & 100s of articles on digital media design
MS in Tech. Comm. from Rensselaer Polytechnic Institute
Clients have included Marriott, AOL, Bank of America, Virgin, Coca-Cola, WebMD, Aspen Ideas Festival…
Why you should trust this man!
SHOW
THE CLIENT
“People think it's this veneer — that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works.
— Steve Jobs
INTERACTIVE DESIGN
DESIGN = TRUST
“One Third of 12–15 year olds believe that if a search engine lists information then it must be truthful…
— Truth, Lies and the Internet Demos.co.uk ⅓
“…15 per cent don’t consider the veracity of results but just visit the sites they ‘like the look of’.
— Truth, Lies and the Internet Demos.co.uk
15%
9 PRINCIPLES…1. Be Sincere
2. Know Your Voice
3. Preserve Context
4. Transition Changes
5. Guide, Don’t Dictate
6. Show, Then Tell
7. Keep Promises
8. Make it Simple, Not Simplistic
9. Leave Them Wanting More
AUDIENCE
“Contempt for the intelligence of the audience engenders graphics that lie… graphic excellence begins with telling the truth.
—Edward Tufte
WHERE DO WE START?
SINCERITY
BE SINCEREFIRST PRINCIPLE
sublimevideo.net
preserve reality
faciodesign.co.uk
texture
depth
contrast
KNOW YOUR VOICE
SECOND PRINCIPLE
“Words mean more than what is set down on paper. It takes the human voice to infuse them with shades of deeper meaning.
— Maya Angelou
classical
contemporary
grunge
CONSISTENT VOICE
grafik.com
Constant Voice
PRESERVE CONTEXT
THIRD PRINCIPLE
“Always design a thing by considering it in its next larger context — a chair in a room, a room in a house, a house in an environment, an environment in a city plan.
— Eliel Saarinen
OUT OF CONTEXT
utah.gov
Provide a backdrop
Preserve Fixed Points
TRANSITION CHANGES
FOURTH PRINCIPLE
“The real art of conducting consists in transitions.
— Gustav Mahler
CHANGE BLINDNESS
pubaid.org
“
“
“show the in-between
twitter.com
click for details
slides out
GUIDE, DON’T DICTATE
FOURTH PRINCIPLE
“No man has the right to dictate what other men should perceive, create or produce, but all should be encouraged to reveal themselves, their perceptions and emotions, and to build confidence in the creative spirit.
— Ansel Adams
DON’T THINK OF AN ELEPHANT!
zomertoer.railscluster.nl
help the user find their path
SHOW, THEN TELLFIFTH PRINCIPLE
“Don't tell me the moon is shining; show me the glint of light on broken glass.
— Anton Chekhov
WE SEE PATTERNS FIRST
thenounproject.org
miessociety.org
KEEP PROMISESSEVENTH PRINCIPLE
“The promise given was a necessity of the past: the word broken is a necessity of the present.
— Niccolo Machiavelli
verizon.com
INCONSISTENT INTERFACES ARE A BROKEN PROMISE
MAKE IT SIMPLE, NOT SIMPLISTIC
EIGHTH PRINCIPLE
“Truth is something which can't be told in a few words. Those who simplify the universe only reduce the expansion of its meaning.
— Anaïs Nin
Lings Cars
DON’T MAKE ME THINK!
enoughproject.org
LEAVE THEM WANTING MORE
NINTH PRINCIPLE
“When you're finished changing, you're finished.
— Benjamin Franklin
netflix.com
more movies are always available
countyhealthrankings.org
countysinrankings.org
9 PRINCIPLES…1. Be Sincere
2. Know Your Voice
3. Preserve Context
4. Transition Changes
5. Guide, Don’t Dictate
6. Show, Then Tell
7. Keep Promises
8. Make it Simple, Not Simplistic
9. Leave Them Wanting More
“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.
It is as simple as that.
—Edward R. Murrow
910 PRINCIPLES FOR INTERACTIVE CREDIBILITY^DESIGN IS TRUST
jason cranford teague
@jasonspeaking | www.jasonspeaking.com | [email protected]