Class 2 for Don Stanley's LSC 332 class on communication design. This is especially useful for non-designers.

1. LSC 332: Lecture 2
What is Design? Why Study it?
DON STANLEY | @3rhinomedia | Fall 2012

2. It’s All About the Brain

3. What is Design Then?

4. What is Design Then?
Design is the planned arrangement of elements to form a visual pattern that
communicates a specific message to a specific audience/s.

5. What does it do?
It clarifies, communicates, accelerates learning and attracts attention

6. What are attributes of EFFECTIVE design?
Effective Design is:
Purposeful – EVERYTHING in design should reinforce the message
Functional – legible
Elegant – creative, innovative, appropriate (Don Norman, Ph.D.)
Clear – communicates quickly with the RIGHT audience

7. Major Components of Design
Content
is the subject matter, story, or information that the design seeks to
communicate to the viewer
Form
Is the purely visual aspect, the manipulation of the various physical or graphic
elements, and the application of design principles.

8. Content Alone isn’t Compelling
Instructions: Dads please read carefully before raising.
This is a baby. It needs you. It needs your love, your touch, and your time. Spend
lots to time with it. Build a bird house, read a book, go for a walk, do homework.
Play. The more time you spend, the better chance it has of growing up happy and
healthy. It grows very quickly. Pay attention. Never underestimate the difference
you make.
It takes a man to be a dad.
1-800-790-DADS

10. What are most common problems?
1. Resources not properly invested
2. Unfocused message
3. Organization centered, not user centered
4. Generic, hard-to-scan message
5. Ineffective delivery channels
How to be effective >>

11. So what should you do? Use 3Ds
”

12. So what should you do? Use 3Ds
3 D Plan
”
1. Discovery/Definition
2. Design and Dictate
3. Delivery

13. Idea/Need
ROI Define/Discover
Deliver Design/Write

14. Getting Started with the first D: Discovery
“20% of your efforts will produce 80% of your results”
-- Pareto’s Principle
After starting with the idea, ask some simple questions to determine
how to use your energy/resources.

15. Discovery: What most organization do …
What are questions should you ask during Discovery? >>

17. Discovery: Ask “The Critical 6”
To define your message and your mission start here:
1. TARGET: What is your target? Why are you creating this piece?
2. TARGET ACTION: What action do you want each audience to
take? (donating funds, volunteering, purchasing a product,
attending an event). Prioritize!
3. 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?
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?

18. D2: Design (with the Secret 7)
“The primary task of visual design is to create a
strong, consistent visual hierarchy in which
important elements are emphasized and
content is organized in a logically and
predictably.”
-- Lynch and Horton. Yale University.

19. D3: Delivery/Distribution
Distribute your promotional piece/s through strategic channels
AND Measure the return – did they have the intended impact?

20. Review
• Pick a target (what do you want to have happen?)
• Offer value, benefits sell (what ’s in it for your audience?)
• Follow a specific plan (use the 3 D’s)
• Tell a compelling story (focus on connecting with
audience)
• Communicate your message with clarity and
professionalism
Do these and you’ll dramatically increase your likelihood of
success.
Homework: Begin working on the Plain Good Nutrition
Redesign