digital advertising in the modern visual world by dustin stout
TRANSCRIPT
#SMX #32B @DustinWStout
Visual Thinking, Design Principles, Tools
Digital Advertising in the Modern Visual World
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
FACT 1: The Internet is becoming more and more visual.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
FACT 2: Human beings have evolved to judge their environment based on visual cues.
Fogg, B., Soohoo, C., Danielson, D., Marable, L., Standord, J., & Tauber, E. (2003)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
FACT 3: The growing fragmentation of visual marketing mediums is a pain in the rear end.
Stout, Dustin W. (2015)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
VISUAL TRUST: When something looks professional, we generally assume that it is professional.
Stout, Dustin W. (2015)
#SMX #32B @DustinWStout
▪ Balance ▪ Framing ▪ Contrast ▪ Color ▪ Typography ▪ Quality ▪ Consistency
VISUAL TRUST INDICATORS
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.
Plain and simple. Don’t screw that up.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BALANCE: All visual “weight” is evenly distributed throughout the canvas.
Our brains are programmed to see symmetry as beauty.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
But Dustin, what if the image isn’t perfectly symmetrical?
I’m glad you asked. And don’t call me butt Dustin.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BALANCE: Use symmetry and asymmetry to
give your visual marketing structure and stability.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
FRAMING: Creating even clearance around the edges of your visual piece.
Or in other words… whitespace.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
FRAMING: Imagine an invisible red-zone
around the edge of your canvas to avoid clutter.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
CONTRAST: Visual distinction between background and subject matter.
Probably the hardest thing to explain… so let me just show you.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
What is the point of adding text if people can’t freaking read it?
Answer: There is none.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.
Plain and simple. Don’t screw that up.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#ProTip: Add a dark, semi-transparent layer to boost contrast.
Drop shadow works, but be conservative. Nothing kills a design faster than bad drop-shadow.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
CONTRAST: Just make sure it’s readable, and
if it’s not, fix it.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
COLOR: Using the right combinations can set an emotional and psychological tone.
Witty commentary here.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
RED: Exciting, demands attention. Studies show that the color red can actually increase heart rate.
Also, my favorite color.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
ORANGE: Fun, youth, ambition. Also an attention-getter this color works great for Calls-to-action.
Probably my second favorite color.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
YELLOW: Happiness, optimism. Studies show that this color causes the release of serotonin.
You’re welcome.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
GREEN: Growth, nature. Also associated with money, this color is the easiest for the eye to process.
It’s also very trendy right now.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BLUE: Trust, loyalty. The majority of people would say this is their favorite color. Associated with calmness & security.
Can you guess who uses this blue?
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
VIOLET: Prosperity, royalty. Studies show that this color actually stimulates problem solving.
Be careful not to over use or it can give the impression of being fake or superficial.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
GREY: Solid, timeless. Associated with stone or rock, this color communicates sturdiness and longevity.
How many of you are wondering if it’s spelled gray instead?
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BROWN: Earthy, organic. Associated with being natural or earthy. If done right it can be very soothing.
If done wrong… well let’s just say the result can be crappy.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
WHITE: Cleanliness, clarity. Also associated with purity and adds no extra visual weight.
Also the most popular color for movie credit text.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BLACK: Elegance, power. Gives an impression of strength and authority.
Maybe why it’s cooler to say you like “black” coffee.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
Keep colors few and well coordinated for maximum appeal.
Unless you’re really good at color theory.
#SMX #32B @DustinWStout
▪ coolors.co ▪ color.adobe.com ▪ colourlovers.com
COLOR RESOURCES
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
Always keep your target audience in mind.
■ What colors will speak to them more effectively?
■ What emotion are we trying to evoke?
■ Are the colors we want “on-brand”?
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
TYPOGRAPHY: Or in other words-- choosing the right “fonts”.
Resist the urge to give a lecture about the difference between typeface and fonts.
#SMX #32B @DustinWStout
▪ Fontpair.co
TYPOGRAPHIC RESOURCES
#SMX #32B @DustinWStout
▪ Typ.io
TYPOGRAPHIC RESOURCES
#SMX #32B @DustinWStout
▪ femmebot.github.io/google-type/
TYPOGRAPHIC RESOURCES
#SMX #32B @DustinWStout
▪ hellohappy.org/beautiful-web-type/
TYPOGRAPHIC RESOURCES
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
When choosing fonts: ■ No more than 2 fonts ■ See how it looks at 8px ■ Don’t let style trump legibility ■ Make sure you have a license or
it’s free to use commercially.
#SMX #32B @DustinWStout
MOST IMPORTANT TEXT Not quite as important but noteworthy
Much less important than the other text Y o u c a n p r o b a b l y d i s m i s s t h i s t e x t e n t i r e l y
HIERARCHY
ACTION!
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#ProTip: Your call-to-action should always stand out (contrast) with the other elements.
Do what I call the “Squint” test.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#ProTip: The smaller the font is, the more space you will need between characters.
It also helps to space out characters when using A L L C A P S.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
QUALITY: Building an eye for detail. Pixelation is your enemy.
Witty commentary here.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
HI-RESOLUTION Always source images that are bigger than you will need. It’s much easier to scale down.
1200 pixels wide or bust!
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
QUALITY: If your image looks like it came out of an 80’s video game, find
another image.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
CONSISTENCY: Having a consistent look & feel shows intelligence and intentionality.
Consistent branding builds trust. Consistent advertising builds recognition.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
COMPONENTS EXECUTION IMAGE / BACKGROUND A visual that connects strongly with the intended message.
TAGLINE / HOOK What they need to know in a few well selected words.
BRAND
CTA GET IT
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
CONSISTENCY: Having clearly defined messaging,
imagery, colors and typography makes for a professional-looking
advertising campaign.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
SO. MANY. CHANNELS. And way too many different shapes and sizes for your visual marketing efforts.
Witty commentary here.
#SMX #32B @DustinWStout
▪ 320x50 ▪ 468x60 ▪ 728x90 ▪ 970x90 ▪ 336x280 ▪ 300x250 ▪ 250x250
GOOGLE DISPLAY NETWORK ▪ 300x600 ▪ 200x200 ▪ 160x600 ▪ 120x600 ▪ 240x400
#SMX #32B @DustinWStout
▪ 1200x628 ▪ 1200x900 ▪ 1200x444 ▪ 1200x675 ▪ 600x600 ▪ 100x72
FACEBOOK ADS
#SMX #32B @DustinWStout
▪ 144x144 (App) ▪ 800x320 (App, Website) ▪ 800x200 (Lead card) ▪ 16:9 (Video)
TWITTER ADS
#SMX #32B @DustinWStout
▪ No size restraints but... ▪ Taller images perform better on
Pinterest. ▪ Typical size of 735x1102 makes
for maximum coverage on most devices.
PINTEREST ADS
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
TOOLS & RESOURCES: To get you started in the right direction.
Witty commentary here.
#SMX #32B @DustinWStout
▪ BlogPhoto.tv ▪ PicJumbo ▪ MoPho.to ▪ Gratisography ▪ Pexels ▪ Pixabay ▪ Death to the Stock
Photo
FREE PHOTOGRAPHY
#SMX #32B @DustinWStout
▪ iStockPhoto ▪ PhotoDune ▪ Lightstock
LOW-COST PHOTOGRAPHY
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BEST OPTION: Hire a professional to do a one-day shoot and get as many shots as you can.
It’s not cheap, but worth every penny for a good photographer.
#SMX #32B @DustinWStout
▪ Photoshop ▪ Canva ▪ Pixelmator ▪ Sketch ▪ Pixlr ▪ Gimp
GRAPHIC DESIGN APPLICATIONS
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
EXAMPLES: Let’s deconstruct some real-world examples.
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.
Plain and simple. Don’t screw that up.
#SMX #32B @DustinWStout
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016