Many Web producers adopt the attitude of, “If I build it, they will come,” when developing a site, as if by their simply building a great new mousetrap, the world will beat a path to their door (or URL, as the case may be). But it takes much more than an innovative idea to make a successful Web site. This session explores one of the most easily overlooked factors—visual credibility: Does your site look trustworthy to your audience? In this session, Jason will lead you through exercises to determine the most effective designs you can use to inspire confidence in your visitors.
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Designing For Credibility
1. <The Trusted Filter>
D e s i g n i n g for C r e d i b i l i t y
Jason Cranford Teague
Bright Eye Media
jasonspeaking
Voices That Matter | 28 April 2009
San Francisco, California
114. <The Trusted Filter>
D e s i g n i n g for C r e d i b i l i t y
Questions
jasonspeaking
www.brighteyemedia.com
Notes de l'éditeur
And you feel like Linus in the pumpkin patch, waiting for an audien
whether you are trying to attract the great pumpkin or an audience to your Web site, they both require the same thing
believe what you are communicating
believe what you are communicating
believe what you are communicating
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Message - Start with defining Clearly
Many factors can blur, complicate, obscure
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Make the logo bigger
Limits
That's what design is about
Design is about overcoming the limits of the medium.
talk about overcoming blur, complicate, obscure
Limits
That's what design is about
Design is about overcoming the limits of the medium.
talk about overcoming blur, complicate, obscure
Limits
That's what design is about
Design is about overcoming the limits of the medium.
talk about overcoming blur, complicate, obscure
by making the design
three principles of creating credible designs
by making the design
three principles of creating credible designs
by making the design
three principles of creating credible designs
Color and images
Typography
Layout
Process and controls
Color and images
Typography
Layout
Process and controls
remember
Search engines circa 1998
Search engines circa 1998
Search engines circa 1998
Search engines circa 1998
Yahoo trying to put ads as close to the action as possible.
Yahoo trying to put ads as close to the action as possible.
Yahoo trying to put ads as close to the action as possible.
Google (Beta) simple and clear
The message- What do you want to find?
Still works for them today
Early Firefox page.
A lot going on
Show it, don&#x2019;t say it
Adapted by IE
and Safari
Sincerity implies credibility and trust. you have to believe in what you are saying
Too much information in the universe for one mind
We live in a multi-facted world with many perspectives of the same thing.
Need outside &#x201C;filter&#x201D; to help bring us that info
A credible site is one that serves as a trusted filter
When i was a kid, this man was the trusted filter
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
many filters erupted in the 1980&#x2018;s through 90&#x2019;s
Today?
Why? Sincerity
News Web sites have to be trusted and credible
need to show that in their design
But just saying it does not make it so.
Get Satisfaction
Politicians need to be trusted
Barack Obama
Rahaf Harfoush
Activists
Casusecast - builds communities around progressive issues
Religions
Andrew Keen - The Cult of the Amateur
But how do they gain your audiences trust?
But how do they gain your audiences trust?
So, how do we design for credibility?
We think the question is...
Most people form a lasting opinion of someone with in the first 15 seconds of meeting them.
The elevator speech
How do you project a feeling of being trustworthy and credible.
The important question is...
Why do the keep clicking
If you are an ad supported site
Mediametrics
comscore
Google Analytics
More page views means more ads and more ad revenues
More clicks does not lead to more page views
More clicks does not lead to more page views
What does?
The three principals of Design credibilty
applied to visual and interface
Make it
Make it
Make it
Pixcetera 2.0
average of 75 Million uniques
Clear - Make it obvious
Size matters - Scroll lines less so
Above the fold
Important sections undifferentiated
Following functionality buried and not diverse
Visual flat with not clear eye path
Important sections undifferentiated
Following functionality buried and not diverse
Visual flat with not clear eye path
Placed important features front and center
Pulled following functionality into one spot
Used gradients and patters to create visual differentiation
Placed important features front and center
Pulled following functionality into one spot
Used gradients and patters to create visual differentiation
Placed important features front and center
Pulled following functionality into one spot
Used gradients and patters to create visual differentiation
Placed important features front and center
Pulled following functionality into one spot
Used gradients and patters to create visual differentiation
Simple - Make it Easy
Steve Krug and _Don&#x2019;t Make Think_
Sort control UI using both drop downs and toggle
Sorting types (popular and new) mixed
Two kinds of popular Most Viewed and Highest rated
Visual thumbnails tiny, and made to mimic real world photo stack.
Sort control UI using both drop downs and toggle
Sorting types (popular and new) mixed
Two kinds of popular Most Viewed and Highest rated
Visual thumbnails tiny, and made to mimic real world photo stack.
Sort control UI using both drop downs and toggle
Sorting types (popular and new) mixed
Two kinds of popular Most Viewed and Highest rated
Visual thumbnails tiny, and made to mimic real world photo stack.
New and popular already mad more clear
Controls simplified so that popular just means most viewed
Thumbnails now large and compelling to attract the eye
info appears on rollover
New and popular already mad more clear
Controls simplified so that popular just means most viewed
Thumbnails now large and compelling to attract the eye
info appears on rollover
New and popular already mad more clear
Controls simplified so that popular just means most viewed
Thumbnails now large and compelling to attract the eye
info appears on rollover
New and popular already mad more clear
Controls simplified so that popular just means most viewed
Thumbnails now large and compelling to attract the eye
info appears on rollover
Transparent - Make it so
Captain Picard was in control - User in control and feel secure
functionality does not need a page load
Report this functionality
Sent email or takes user to new page with report form
Pop-up over offending comment.
Can still see through to originating page
Transparency = Security
Pop-up over offending comment.
Can still see through to originating page
Transparency = Security