3Rhino Media Effective Media Design for Dietitians
1. Effective Media Design
Getting Started with STRATEGIC Design
Don Stanley
3Rhino Media | UW-Madison
www.3rhinomedia.com
don@3rhinomedia.com
608 561 7097
DON STANLEY | @3rhinomedia | 11/02/12
4. Plain Good What?
“Clutter and confusion are failures of design, not attributes of information”
-- Ed Tufte
It’s all about the brain and purposeful planning
What are the problems with Plain Good Nutrition?
1. Resources not properly invested
2. Unfocused message
3. Organization centered, not user centered
4. Generic, hard-to-scan message
5. Ineffective delivery channels
DON STANLEY | @3rhinomedia | 11/02/2012
5. Discovery: Does PGN Address these?
To define your message and your mission start here:
1. TARGET: What is your target? Why are you creating this piece?
2. KEY AUDIENCE: Who, more than any other group, do you need to
communicate with? Why do they need this information? Who do
you need to take action?
3. TARGET ACTION: What action do you want each audience to
take? (donating funds, volunteering, purchasing a product,
attending an event). Prioritize!
4. KEY OFFER/STORY: What benefits does your audience receive by
taking action? How do you motivate them (recognition, access to
resources, etc.)? Prioritize these based on benefits for each
audience.
5. NO REINVENTING: What have the pros done to connect with similar
audiences? What language do they use? Images? Distribution
channels?
6. SHARING: What is the best way to share this with your key
audience?
DON STANLEY | @3rhinomedia | 11/02/2012
6. Do you know what you are saying?
TIP: Know what you want to say and say it clearly
TIP: View your design from a user perspective
Carefully consider your impressions about Plain Good Nutrition
after viewing their promotional flyer. Now, how will you improve it?
WHAT IS THE MAIN MESSAGE BEING COMMUNICATED?
DON STANLEY | @3rhinomedia | 11/02/2012
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15. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
DON STANLEY | @3rhinomedia | 11/02/2012
16. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
Repetition – tie elements together
DON STANLEY | @3rhinomedia | 11/02/2012
17. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
Repetition – tie elements together
Alignment – place nothing arbitrarily
DON STANLEY | @3rhinomedia | 11/02/2012
18. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
Repetition – tie elements together
Alignment – place nothing arbitrarily
Proximity – group related items to provide a visual hierarchy
DON STANLEY | @3rhinomedia | 11/02/2012
19. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
Repetition – tie elements together
Alignment – place nothing arbitrarily
Proximity – group related items to provide a visual hierarchy
Type choices – use to maximize readability and set a tone
DON STANLEY | @3rhinomedia | 11/02/2012
20. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
Repetition – tie elements together
Alignment – place nothing arbitrarily
Proximity – group related items to provide a visual hierarchy
Type choices – use to maximize readability and set a tone
Color – use with care to set a mood
DON STANLEY | @3rhinomedia | 11/02/2012
21. Design Demystified: The Secret 7
MYTH: I’m not creative enough to design
REALITY: All you have to do is follow the plan
Contrast – create a focal point and visual interest
Repetition – tie elements together
Alignment – place nothing arbitrarily
Proximity – group related items to provide a visual hierarchy
Type choices – use to maximize readability and set a tone
Color – use with care to set a mood
Images – FIRST ATTENTION! they are worth a thousand words
DON STANLEY | @3rhinomedia | 11/02/2012
22. Design Demystified: The Secret 7
Contrast
Proximity Repetition
Alignment
DON STANLEY | @3rhinomedia | 11/02/2012
23. Contrast is about Clarity!
What is it? It’s a tool to help clarify main messages. Gives focus,
helps convey meaning. It helps users make sense of a
message.
DON STANLEY | @3rhinomedia | 11/02/2012
24. Contrast is about Clarity!
What is it? It’s a tool to help clarify main messages. Gives focus,
helps convey meaning. It helps users make sense of a
message.
Common Pitfalls: Lack of white space, too many typefaces,
unnecessary images and border.
Make Key Benefits Obvious!
Types of Contrast >>
DON STANLEY | @3rhinomedia | 11/02/2012
40. What about Web Concepts?
It’s the same … the very same principles apply. So when you
learn to leverage design CRAP for one form of
communicating, the skills you learn and develop transfer to
other areas. So designing for the web is similar to designing
for print media.
DON STANLEY | @3rhinomedia | 11/02/2012
45. Question Time
Don Stanley
3Rhino Media
www.3rhinomedia.com
don@3rhinomedia.com
608 561 7097
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Notes de l'éditeur
GOAL 1: Dispel Myths such as: We don ’ t have time/budget to devote to promotional materials Promo material isn ’ t that important I ’ m not talented or creative enough to design Anyone can create effective materials isn ’ t marketing is all about lying? We don ’ t want to do that! GOAL 2: Learn about the 3D ’ s of effective communication GOAL 3: Although it ’ s naughty, learn about design CRAP GOAL 4: Finally, learn how to apply what we learn to a wide variety of promotional materials
Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.
How will you distribute. What methods have you used? Give newspaper example from course book.
GOAL 1: Dispel Myths such as: We don ’ t have time/budget to devote to promotional materials Promo material isn ’ t that important I ’ m not talented or creative enough to design Anyone can create effective materials isn ’ t marketing is all about lying? We don ’ t want to do that! GOAL 2: Learn about the 3D ’ s of effective communication GOAL 3: Although it ’ s naughty, learn about design CRAP GOAL 4: Finally, learn how to apply what we learn to a wide variety of promotional materials
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
How will you distribute. What methods have you used? Give newspaper example from course book.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
We ’ ve discussed some fundamental myths, defined promotions, user- centered design and covered the 3D ’ s. After the break, we will go through why to design.
How will you distribute. What methods have you used? Give newspaper example from course book.
Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.
Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.
Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.
Who I am … Energy, steady pace and clarity Masters ’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it ’ s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is crucial to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.