Design serves one purpose and one purpose only: to gain the trust of its intended audience. Whether the need is for clarity or to obscure information, design is a tool we use not to convey information, but to present that information in a way that the viewer will perceive as confident and competent. Once that basic line of trust is established, it is only then that design can clearly work to help turn data into knowledge and knowledge into understanding. In this session, Jason will present the 9 principles of trust for design, and look at how they can be practically applied to improve any design.
12. helvetica neue ultra light helvetica neue condensed bold
DESIGN IS TRUST
10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
helvetica neue condensed bold
letter spacing: 6%
50% black
13. museo sans 100 museo sans 900
DESIGN IS TRUST
10 PRINCIPLES FOR INTERA CTIVE CREDIBILITY
14. DESIGN IS TRUST
10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
Museo Slab
letter spacing: 1%
15. 9
DESIGN IS TRUST
^
10 PRINCIPLES FOR INTERACTIVE CREDIBILITY
jason cranford teague
@jasonspeaking | www.jasonspeaking.com | iam@jasonspeaking.com
16. Widows peak indicate possible
vampirism
Hang loose or devil sign?
Smile that frightens small
children
Goatee Indicates he is from evil
alternate universe
Why would
you trust this Embroidered shirt commonly
man? worn by pirates
17. MS in Tech. Comm. from
Rensselaer Polytechnic Institute
15 Books & 100s of articles
on digital media design
Dozens of conference
presentations for SXSW, HOW,
WebVisions…
17 years of Web design
experience
Why you
should trust
Clients have included Marriott, AOL,
this man! Bank of America, Virgin, Coca-Cola,
WebMD, Aspen Ideas Festival…
24. “
People think it's this veneer —
that the designers are handed
this box and told, 'Make it look
good!' That's not what we think
design is. It's not just what it
looks like and feels like. Design
is how it works.
— Steve Jobs
27. “
One Third of 12–15 year olds believe
that if a search engine lists
information then it must be truthful…
— Truth, Lies and the Internet
⅓
Demos.co.uk
28. “
…15 per cent don’t consider the
veracity of results but just visit the
sites they ‘like the look of’.
— Truth, Lies and the Internet
15%
Demos.co.uk
29. 9 PRINCIPLES…
1. Be Sincere
2. Know Your Voice
3. Preserve Context
4. Transition Changes
5. Guide, Don’t Dictate
6. Show, Then Tell
7. Keep Promises
8. Make it Simple, Not Simplistic
9. Leave Them Wanting More
48. “
Always design a thing by considering
it in its next larger context — a chair
in a room, a room in a house, a
house in an environment, an
environment in a city plan.
— Eliel Saarinen
69. “
No man has the right to dictate what
other men should perceive, create or
produce, but all should be encouraged
to reveal themselves, their perceptions
and emotions, and to build confidence
in the creative spirit.
— Ansel Adams
98. 9 PRINCIPLES…
1. Be Sincere
2. Know Your Voice
3. Preserve Context
4. Transition Changes
5. Guide, Don’t Dictate
6. Show, Then Tell
7. Keep Promises
8. Make it Simple, Not Simplistic
9. Leave Them Wanting More
99. “
To be persuasive we must be
believable; to be believable we must
be credible; to be credible we must
be truthful.
It is as simple as that.
—Edward R. Murrow