getting creative with technical communications
TRANSCRIPT
1
GETTING CREATIVE WITH
TECHNICAL COMMUNICATIONS
#stc16
Liz Roscovius @LizRoscovius
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
WHY ARE WE EVEN TALKING ABOUT THIS? Because technical communications just aren’t always exciting.
2
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
WHY ARE WE EVEN TALKING ABOUT THIS? Because technical communications just aren’t always exciting.
Let’s fix that.
3
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
HOW CAN YOU MAKE COMMUNICATIONS BETTER?
4
• Understand your audience
• Consider a communications strategy
• Incorporate some key design principles
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
UNDERSTAND YOUR AUDIENCE
5
(hint: it’s not you) • Revisit from time to time (audiences
change!)
• Who needs/is using each communication piece?
• How are they are using it?
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
UNDERSTAND YOUR AUDIENCE
6
• Reach out to coworkers/other departments for insight & input (sales, marketing, customer service, usability)
• Look at data (demographics, support calls, customer reviews, HTML, social media)
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
UNDERSTAND YOUR AUDIENCE
7
• Consult brand guidelines
• Review competitors’ websites & communications pieces
• Leverage independent research findings (Forrester, Gartner, PEW Research Center)
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
CONSIDER A COMMUNICATIONS STRATEGY
8
• What’s the purpose or goal?
• Take holistic approach – think Taste/Snack/Meal/Dessert (break it up)
• Consider other formats (video, animated graphics, labels, clings, on-product displays)
PROVIDE WHAT CUSTOMERS WANT, WHEN THEY WANT IT & HOW THEY WANT IT
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
INCORPORATE KEY DESIGN PRINCIPLES
9
• Structure
• Voice & tone
• Visual elements
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
INCORPORATE KEY DESIGN PRINCIPLES
10
• Setup, layout, shape, margins, columns, gutters, headers, footers)
• Chapter pages, sidebars
• Form factors (printed, online)
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
INCORPORATE KEY DESIGN PRINCIPLES
11
• Keep specific goal, purpose, brand voice in mind
• Focus on making it easy to understand, engaging, supportive, helpful, even fun (if appropriate)
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
INCORPORATE KEY DESIGN PRINCIPLES
12
• Typography & text treatments (choose wisely, consider styles, character & line spacing)
• Consider accessibility (alt text, styles)
BEFORE AFTER
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
INCORPORATE KEY DESIGN PRINCIPLES
13
• Graphics (inline, standalone, animated?) • Graphic elements (lines, shapes, indirect
callouts) • Color (full or spot, tints—images or text)
#stc16 | GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS | @LizRoscovius
TIPS & TRICKS
14
• Collect ideas (corporate, department or personal)
• Google it. Really!
• Leverage professional memberships, forums, discussion groups
• Stay flexible, keep an open mind
15
GETTING CREATIVE WITH TECHNICAL COMMUNICATIONS
QUESTIONS?
CONTACT:
Liz Roscovius @LizRoscovius [email protected]
#stc16