This is for Don Stanley's Course at the UW Madison. This class is about answering "What is Design?" and "Why Study Design?" We also explore the strategic process for starting any communication project. What questions should you ask to get your project started? I include the questions I believe you need to ask to get started.

1. LSC 332: Lecture 2LSC 332: Lecture 2
What is Design? Why Study it?
DON STANLEY | @3rhinomedia | Fall 2013

2. It’s All About the BrainIt’s All About the Brain

3. What is Design Then?What is Design Then?

4. What is Design Then?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?What does it do?
It clarifies, communicates, accelerates learning and attracts attention

6. What are attributes of EFFECTIVE design?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 DesignMajor Components of Design
ContentContent
is the subject matter, story, or information that the design seeks tois the subject matter, story, or information that the design seeks to
communicate to the viewercommunicate to the viewer
FormForm
Is the purely visual aspect, the manipulation of the various physical or graphicIs the purely visual aspect, the manipulation of the various physical or graphic
elements, and the application of design principles.elements, and the application of design principles.

8. Content Alone isn’t CompellingContent Alone isn’t Compelling
Instructions: Dads please read carefully before raising.Instructions: Dads please read carefully before raising.
This is a baby. It needs you. It needs your love, your touch, and your time. SpendThis 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.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 andPlay. 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 differencehealthy. It grows very quickly. Pay attention. Never underestimate the difference
you make.you make.
It takes a man to be a dad.It takes a man to be a dad.
1-800-790-DADS1-800-790-DADS

10. What are most common problems?What are most common problems?
1.1. Resources not properly investedResources not properly invested
2.2. Unfocused messageUnfocused message
3.3. Organization-centered, not user-centeredOrganization-centered, not user-centered
4.4. Generic, hard-to-scan messageGeneric, hard-to-scan message
5.5. Ineffective delivery channelsIneffective delivery channels
How to be effective >>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
Define/Discover
Design/WriteDeliver
ROI

14. Getting Started with the first D: DiscoveryGetting Started with the first D: Discovery
““20% of your efforts will produce 80% of your results20% of your efforts will produce 80% of your results””
-- Pareto’s Principle-- Pareto’s Principle
After starting with the idea, ask some simple questions to determineAfter starting with the idea, ask some simple questions to determine
how to use your energy/resources.how to use your energy/resources.

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

17. Discovery: AskDiscovery: Ask ““The Critical 20%The Critical 20%””
To define your message and your mission start here:To define your message and your mission start here:
1.1. FOCUS Business GoalFOCUS Business Goal: What is your target? Why are you creating: What is your target? Why are you creating
this piece? What is the outcome?this piece? What is the outcome?
2.2. FOCUS Key AudienceFOCUS Key Audience: Who, more than any other group, do you: Who, more than any other group, do you
need to communicate with? Why do they need this information?need to communicate with? Why do they need this information?
3.3. TARGET ACTIONTARGET ACTION: What action do you want each audience to: What action do you want each audience to
take? (donating funds, volunteering, purchasing a product,take? (donating funds, volunteering, purchasing a product,
attending an event). Prioritize!attending an event). Prioritize!
4.4. KEY OFFER/STORYKEY OFFER/STORY: What benefits does your audience receive by: What benefits does your audience receive by
taking action? How do you motivate them (recognition, access totaking action? How do you motivate them (recognition, access to
resources, etc.)? Prioritize these based on benefits for eachresources, etc.)? Prioritize these based on benefits for each
audience.audience.
5.5. LEARN FROM OTHERSLEARN FROM OTHERS: What have the pros done to connect with: What have the pros done to connect with
similar audiences? What language do they use? Images?similar audiences? What language do they use? Images?
Distribution channels? But don’t copy! Do it betterDistribution channels? But don’t copy! Do it better
6.6. SHARINGSHARING: What is the best way to share this with your key: What is the best way to share this with your key
audience?audience?

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

19. D3: Delivery/DistributionD3: Delivery/Distribution
DistributeDistribute your promotional piece/s through strategic channelsyour promotional piece/s through strategic channels
ANDAND MeasureMeasure the return – did they have the intended impact?the return – did they have the intended impact?

20. ReviewReview
• Pick a target (what do you want to have happen?)Pick a target (what do you want to have happen?)
• Offer value, benefits sell (whatOffer value, benefits sell (what’’s in it for your audience?)s in it for your audience?)
• Follow a specific plan (use the 3 DFollow a specific plan (use the 3 D’’s)s)
• Tell a compelling story (focus on connecting withTell a compelling story (focus on connecting with
audience)audience)
• Communicate your message with clarity andCommunicate your message with clarity and
professionalismprofessionalism
Do these and youDo these and you’’ll dramatically increase your likelihood ofll dramatically increase your likelihood of
success.success.

21. HomeworkHomework
ASSIGNMENT 1ASSIGNMENT 1: Critique the Plain Good Nutrition Flyer. What are: Critique the Plain Good Nutrition Flyer. What are
the problems? You will be redesigning this flyer for your firstthe problems? You will be redesigning this flyer for your first
assignment.assignment.
PROJECT REQUIREMENTSPROJECT REQUIREMENTS
You must use all content in the flyer with the followingYou must use all content in the flyer with the following
exceptions:exceptions:
1.1.You can change the headline textYou can change the headline text
2.2.You do NOT have to use the logo (of the sunflower)You do NOT have to use the logo (of the sunflower)
3.3.You CANNOT add any new text other than a new headlineYou CANNOT add any new text other than a new headline
but you can reorder the textbut you can reorder the text
4.4.You CAN use any image/s you would like to, but you don’tYou CAN use any image/s you would like to, but you don’t
have to use imageshave to use images
ASSIGNMENT 2:ASSIGNMENT 2: Find another good/great design and bring it toFind another good/great design and bring it to
class for Tuesday.class for Tuesday.