Elements of Design: A Developer's Primer

Slide 1

Slide 1 text

Elements of Design A Developer’s Primer

Slide 2

Slide 2 text

Hi, I’m Jenn Scheer Designer & Front-end Developer at Rap Genius

Slide 3

Slide 3 text

Why is design important?

Slide 4

Slide 4 text

7 Principles 1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 5

Slide 5 text

For Each Principle 1. 'HįQHLW 2. Look at some “bad” examples countered with “good” examples 3. Use these examples to give you 3–4 “rules” to use in your work

Slide 6

Slide 6 text

Great, here we go.

Slide 7

Slide 7 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 8

Slide 8 text

HIERARCHY

Slide 9

Slide 9 text

BAD HIERARCHY

Slide 10

Slide 10 text

BAD HIERARCHY

Slide 11

Slide 11 text

BAD HIERARCHY #1 #2 ...AND EVERYTHING ELSE. WE’RE LOST IN A FIELD OF BOREDOM LOGO

Slide 12

Slide 12 text

GOOD HIERARCHY

Slide 13

Slide 13 text

GOOD HIERARCHY

Slide 14

Slide 14 text

GOOD HIERARCHY #1 #2 #3 LOGO ACTIONS CONTENT

Slide 15

Slide 15 text

LARGE HEADLINE & BOLD COLOR GRAB YOUR ATTENTION GOOD HIERARCHY

Slide 16

Slide 16 text

LOGO IS STILL PROMINENT GOOD HIERARCHY

Slide 17

Slide 17 text

A FEW DISTINCT SECTIONS TELL YOU WHAT TO DO NEXT GOOD HIERARCHY

Slide 18

Slide 18 text

BAD HIERARCHY

Slide 19

Slide 19 text

BAD HIERARCHY

Slide 20

Slide 20 text

EVERYTHING IS FIGHTING FOR YOUR ATTENTION BAD HIERARCHY

Slide 21

Slide 21 text

GOOD HIERARCHY

Slide 22

Slide 22 text

GOOD HIERARCHY

Slide 23

Slide 23 text

GOOD HIERARCHY

Slide 24

Slide 24 text

GOOD HIERARCHY

Slide 25

Slide 25 text

GOOD HIERARCHY

Slide 26

Slide 26 text

GOOD HIERARCHY

Slide 27

Slide 27 text

GOOD HIERARCHY

Slide 28

Slide 28 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 29

Slide 29 text

CONTRAST USE LINE, SHAPE, COLOR, TEXTURE, PATTERN

Slide 30

Slide 30 text

A Big Sexy Headline Balanced by a chilled out sub-headline MIX TYPEFACES & VARY SIZES CONTRAST

Slide 31

Slide 31 text

BAD CONTRAST

Slide 32

Slide 32 text

BAD CONTRAST BLACK, WHITE & BLUE

Slide 33

Slide 33 text

BAD CONTRAST NICE IDEA, BUT TOO SMALL TO “SHOW IT OFF”

Slide 34

Slide 34 text

GOOD CONTRAST

Slide 35

Slide 35 text

GOOD CONTRAST GEOMETRIC ORGANIC

Slide 36

Slide 36 text

GOOD CONTRAST FLAT WHITE SHAPE COLORFUL TEXTURE

Slide 37

Slide 37 text

BAD CONTRAST

Slide 38

Slide 38 text

ALL WIDGETS HAVE SAME IMPORTANCE BAD CONTRAST

Slide 39

Slide 39 text

GOOD CONTRAST

Slide 40

Slide 40 text

EACH SECTION HAS DIFFERENT FEATURES TO MATCH ITS PURPOSE & BE DISTINCT GOOD CONTRAST

Slide 41

Slide 41 text

BAD CONTRAST

Slide 42

Slide 42 text

Oh No, the Bootstrap Trap! CONTRAST

Slide 43

Slide 43 text

Oh No, the Bootstrap Trap! Bootstrap is Cool! CONTRAST

Slide 44

Slide 44 text

Bootstrap is Cool! (Use it wisely.) Oh No, the Bootstrap Trap! CONTRAST

Slide 45

Slide 45 text

GOOD CONTRAST

Slide 46

Slide 46 text

CONTRAST IN TEXTURE, ILLUSTRATION, COLOR, AND SCALE GOOD CONTRAST

Slide 47

Slide 47 text

GOOD CONTRAST

Slide 48

Slide 48 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 49

Slide 49 text

REPETITION

Slide 50

Slide 50 text

DRY: Don’t Repeat Yourself REPETITION

Slide 51

Slide 51 text

DRY: Don’t Repeat Yourself Repeat Yourself! REPETITION

Slide 52

Slide 52 text

BAD REPETITION

Slide 53

Slide 53 text

NO REPEATING FORMATTING, & TOO MANY CONFLICTING WAYS TO INTERACT BAD REPETITION

Slide 54

Slide 54 text

GOOD REPETITION

Slide 55

Slide 55 text

CLEAR INTERACTIONS GOOD REPETITION

Slide 56

Slide 56 text

USE A GRID GOOD REPETITION

Slide 57

Slide 57 text

USE SIMILAR ELEMENTS TO CREATE CONSISTENCY GOOD REPETITION

Slide 58

Slide 58 text

BAD REPETITION

Slide 59

Slide 59 text

TOO MANY REPEATING ELEMENTS TO UNDERSTAND THE PATTERN BAD REPETITION

Slide 60

Slide 60 text

GOOD REPETITION

Slide 61

Slide 61 text

CREATE EASE WITHIN A CLEAR CONTEXT GOOD REPETITION

Slide 62

Slide 62 text

GOOD REPETITION

Slide 63

Slide 63 text

GOOD REPETITION

Slide 64

Slide 64 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 65

Slide 65 text

PROXIMITY

Slide 66

Slide 66 text

BAD PROXIMITY

Slide 67

Slide 67 text

NO WHITE SPACE! BAD PROXIMITY

Slide 68

Slide 68 text

GOOD PROXIMITY

Slide 69

Slide 69 text

CREATE ATTRACTIVE WHITE SPACE GOOD PROXIMITY

Slide 70

Slide 70 text

BAD PROXIMITY

Slide 71

Slide 71 text

BAD PROXIMITY

Slide 72

Slide 72 text

THIS IS 38 ITEMS... ALPHABETICALLY ORGANIZED FROM LEFT TO RIGHT... AGH, MY EYES. BAD PROXIMITY

Slide 73

Slide 73 text

ONLY GROUP 3–5 ELEMENTS TOGETHER GOOD PROXIMITY

Slide 74

Slide 74 text

BAD PROXIMITY

Slide 75

Slide 75 text

TOO MUCH INFORMATION HERE! BAD PROXIMITY

Slide 76

Slide 76 text

GOOD PROXIMITY

Slide 77

Slide 77 text

GOOD PROXIMITY

Slide 78

Slide 78 text

GOOD PROXIMITY INFORMATION ABOUT THE BOOKING ON AIRBNB

Slide 79

Slide 79 text

GOOD PROXIMITY INFORMATION ABOUT THE APARTMENT

Slide 80

Slide 80 text

PAY SPECIAL ATTENTION TO FORMS & INTERACTIONS! PROXIMITY

Slide 81

Slide 81 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 82

Slide 82 text

There are 2 meanings for İRZ FLOW

Slide 83

Slide 83 text

1 2 4 3 Flow Within One Page FLOW

Slide 84

Slide 84 text

SHOPPING SUCCESS Flow Between Many Pages FLOW

Slide 85

Slide 85 text

Today, let’s talk about İRZZLWKLQRQHSDJH FLOW

Slide 86

Slide 86 text

SEE PRODUCT INSPECT DETAILS ADD TO CART FLOW

Slide 87

Slide 87 text

FLOW

Slide 88

Slide 88 text

READ A STORY READ ANOTHER STORY FLOW

Slide 89

Slide 89 text

BAD FLOW

Slide 90

Slide 90 text

READ THIS BAD FLOW

Slide 91

Slide 91 text

OR... THIS BAD FLOW

Slide 92

Slide 92 text

OR... THIS BAD FLOW

Slide 93

Slide 93 text

...AND LEAVE THE PAGE EVERY TIME BAD FLOW

Slide 94

Slide 94 text

END OF STORY GOES IMMEDIATELY TO NEW STORY GOOD FLOW

Slide 95

Slide 95 text

BAD FLOW

Slide 96

Slide 96 text

CONTRADICTING WAYS TO SCAN THE INFORMATION BAD FLOW

Slide 97

Slide 97 text

GOOD FLOW

Slide 98

Slide 98 text

THE EYE ZIG-ZAGS LEFT AND RIGHT, DOWN THE PAGE GOOD FLOW

Slide 99

Slide 99 text

BAD FLOW

Slide 100

Slide 100 text

GIVING INSTRUCTIONS TWO-THIRDS THROUGH THE PROCESS BAD FLOW

Slide 101

Slide 101 text

GOOD FLOW

Slide 102

Slide 102 text

STEP USERS THROUGH PROCESS & GIVE LIVE FEEDBACK GOOD FLOW

Slide 103

Slide 103 text

STEP USERS THROUGH PROCESS & GIVE LIVE FEEDBACK GOOD FLOW

Slide 104

Slide 104 text

STEP USERS THROUGH PROCESS & GIVE LIVE FEEDBACK GOOD FLOW

Slide 105

Slide 105 text

GOOD FLOW STEP USERS THROUGH PROCESS & GIVE LIVE FEEDBACK

Slide 106

Slide 106 text

STEP USERS THROUGH PROCESS & GIVE LIVE FEEDBACK GOOD FLOW

Slide 107

Slide 107 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 108

Slide 108 text

A Big Sexy Headline A Big Silly Headline Balanced by a chilled out sub-headline Made serious in contrast to a more traditional typeface MIX TYPEFACES, VARY SIZES, & VARY STYLES TYPOGRAPHY

Slide 109

Slide 109 text

TYPOGRAPHY

Slide 110

Slide 110 text

BAD TYPOGRAPHY

Slide 111

Slide 111 text

LONG LINES OF TEXT ARE VERY DIFFICULT TO READ BAD TYPOGRAPHY

Slide 112

Slide 112 text

GOOD TYPOGRAPHY

Slide 113

Slide 113 text

MAKE LINES 35–65 CHARACTERS LONG MINIMUM FONT-SIZE:LINE-HEIGHT RATIO: >= 1:1.5 GOOD TYPOGRAPHY

Slide 114

Slide 114 text

GOOD TYPOGRAPHY

Slide 115

Slide 115 text

BOLD ITALICS CUSTOM LINK COLOR GOOD TYPOGRAPHY

Slide 116

Slide 116 text

BAD TYPOGRAPHY

Slide 117

Slide 117 text

OW!! CAN’T READ THIS BAD TYPOGRAPHY

Slide 118

Slide 118 text

HEADLINES BAD TYPOGRAPHY

Slide 119

Slide 119 text

ARE THE SAME AS CATEGORIES BAD TYPOGRAPHY

Slide 120

Slide 120 text

ARE THE SAME AS SOCIAL LINKS? BAD TYPOGRAPHY

Slide 121

Slide 121 text

GOOD TYPOGRAPHY

Slide 122

Slide 122 text

SECTION HEADLINES GOOD TYPOGRAPHY

Slide 123

Slide 123 text

Slide 124

Slide 124 text

CATEGORY OVERVIEWS GOOD TYPOGRAPHY

Slide 125

Slide 125 text

LISTINGS GOOD TYPOGRAPHY

Slide 126

Slide 126 text

GOOD TYPOGRAPHY

Slide 127

Slide 127 text

GOOD TYPOGRAPHY

Slide 128

Slide 128 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 129

Slide 129 text

HUE SATURATION VALUE COLOR

Slide 130

Slide 130 text

BAD COLOR

Slide 131

Slide 131 text

SO STERILE, SO GENERIC, SUCH BOREDOM BAD COLOR

Slide 132

Slide 132 text

GOOD COLOR

Slide 133

Slide 133 text

YELLOW IS APPROPRIATE FOR TARGET AUDIENCE, SHOWS INTERACTIVITY GOOD COLOR

Slide 134

Slide 134 text

BAD COLOR

Slide 135

Slide 135 text

ORANGE UPVOTES? PURPLE DOWNVOTES?! DEFAULT LINK COLORS BAD COLOR

Slide 136

Slide 136 text

GOOD COLOR

Slide 137

Slide 137 text

GOOD COLOR BLUE == THE USUAL, “LINKS”

Slide 138

Slide 138 text

GOOD COLOR GREEN == GO! BUY!

Slide 139

Slide 139 text

RAP GENIUS

Slide 140

Slide 140 text

No content

Slide 141

Slide 141 text

So now what?

Slide 142

Slide 142 text

1. Hierarchy 2. Contrast 3. Repetition 4. Proximity 5. Flow 6. Typography 7. Color

Slide 143

Slide 143 text

That’s It!

Slide 144

Slide 144 text

Jenn Scheer @singleportrait jenn@rapgenius.com