Design for Success - Fundamentals that Build Brand

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Designing for Success Fundamentals that build brand Digital Summit 2012 - Atlanta, GA

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@jc #dsum12 Hi. I’m J. jcornelius.com

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Designing for Success

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What is Design?

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object, agent, goals, environment, components, requirements, constraints, site you user desire web tools & code client time & money

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Form follows Function

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Form vs. Function

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Beauty vs. Usability Form vs. Function

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Great design creates usability. Design without usability is just art.” “

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Good

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Great

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Reducing Friction Image Credit: http://ﬂaglerlive.com/26173/ﬂorida-education-post-mortem/

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What is a Brand?

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Mesopotamian Bottle Cap ~3000 B.C. Image Credit: http://www.freerepublic.com/focus/f-news/2007447/posts

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Image Credit: http://adsoftheworld.com/media/print/faber_castell_permanent_marker_cattle?size=_original

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Image Credit: http://yourchilltime.blogspot.com/2010/12/good-old-times-road-runner.html

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A brand sits at the intersection of what a company does, and how the consumer feels about it.

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ACME

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YOU ACME

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YOU ACME

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YOU FRIEND FRIEND

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YOU ACME FRIEND FRIEND

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Understanding what people want and designing things that inspire them is the most powerful way to achieve business goals.

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Beyond the Brand

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Emotion

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Emotion

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Emotion

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100 milliseconds Image Credit: http://www.gfsboothblog.com/2011_01_01_archive.html

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No amount of design can fix a lousy experience.

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Design all the Things

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“Art communicates feelings. Design solves a problem.”

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Image Credit: http://old.post-gazette.com/xtras/pghimages/default.asp?page=2

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Image Credit: http://everlite.deviantart.com/art/Girl-in-mirror-2-of-2-99542012 Appearance

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Image Credit: http://www.torontoseogroup.com/a-different-kind-of-internet-marketing-company Distinctiveness

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Image Credit: http://www.epicgames.ru/2010/07/07/depth-indi-igry-v-3d/doftest/ Depth

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energy Energy Image Credit: http://www.alysoncamille.com/posts/motion/

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Image Credit: http://jameswoodward.wordpress.com/2012/01/24/hands/ Humanity

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“33”

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appearance distinctiveness depth energy humanity “33”

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appearance distinctiveness depth energy humanity “33” }emotional framework

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Mechanics of good Design

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Fitt’s Law SEARCH Hard to click SEARCH Easy to click

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Which 5 points on a screen are the easiest to click?

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TOP LEFT TOP RIGHT BOTTOM RIGHT BOTTOM LEFT WHEREVER THE CURSOR IS

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Hick’s Law GOOSE DUCK DUCK DUCK DUCK DUCK DUCK DUCK DUCK DUCK DUCK GOOSE DUCK DUCK DUCK DUCK DUCK DUCK

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Consistency ⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇ ⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚉⚇⚇ ⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇ ⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇⚇

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“It’s not enough for our websites to be usable. They need to be human.” ~ Aarron Walter

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Design on the Web

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Good design must be defined by appropriateness to audience and goals, and by its effectiveness, not by its adherence to Swiss design or the number of awards it wins.” ~ Drew Davies “

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Business owners need to realize that their design is a reflection of their business even if it is not intentional. If you don’t care about your design then your design is telling people that you don’t care about your business.” ~ Marco Suarez “

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Thanks! Download: @jc #dsum12