Invisible Communication
• Offline in non-verbal communication
• Convey messages, moods and values using
more than just words and images
• A lot of this information is passed
subconsciously
• Colour, tone of voice, typefaces, branding,
icons and symbols
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• How we communicate influences how people perceive us
• We can engage others, or risk offending them
• Good communication is the foundation of successful
relationships
The power of invisible communication
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Craft
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Communicate
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Connect
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Effective & Efficient
• Tell stories quickly
• Icons communicate efficiently
• Pictures paint a thousand words
• Use conventions
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Invisible communication and storytelling are perfect
partners, and their child is a great user experience.
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A human being, during his or her childhood,
acquires the meanings of the signs used for
communication in its culture as well as a
whole series of conventions. Graphic
structures rely upon these conventions for
their various meanings.
Carl G. Liungman
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Wayfinding
• Using signs to create a wayfinding system
• Airports, tube map, road signs
• Colour, symbols, shapes, text, typefaces
• Easy to navigate environment
• Relevant naming
• Legibility
• Three act story
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92.6%
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92.6% 5.6%
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92.6% 5.6%
0.9% 0.9%
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Uses of colour
• Improve memory
• Influence buying decisions
• Tell stories
• Communicate cultural and political messages
• Evoke emotions & influence moods
• Bring content to life
• Attract attention
• Group content
• Contribute to a wayfinding system
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Another property of flat colours is their tendency
to emphasise the shape of objects, both
animate and inanimate. These colours objectify
their subjects. We become more aware of the
physical form of objects than in black and white.
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Scott McCloud
Understanding Comics: The Invisible Art
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Denotation: The literal meaning – the most
specific or direct meaning of a word.
Connotation: The implied or suggested
meaning.
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Connotes:
love, passion, desire, danger, war, blood,
strength, power
The simpler you keep the colour, the more you
can say to everybody. I believe colour has
helped me create a site for Carsonified that
people will remember in just a few seconds of
seeing it.
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Mike Kus
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A company who builds things might say …
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The diversity in our department enables us to be
innovative and creative, resulting in revolutionary,
ground breaking and immersive experiences for
our target consumers.
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Or they might say …
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We build awesome products our customers love.
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Great storytelling doesn’t come from dialogue
alone.
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Storytelling Process
• Know the conventions
• Plan the story
• Understand your audience
• Design the story
• Evaluate the story
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Designing the Invisible
• Use content to craft stories for the target audience
• Consider cultural/political/religious/social parameters
• Make informed decisions after research
• Learn from world around us and other media
• Use content within context
• Tap into conventions and knowledge
• Make sure it is authentic and consistent and works together
• Every detail tells a story
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Thank you for listening
@RobertMills
robertmills.me
fivesimplesteps.com