This document outlines a designer's duty to first inform, then persuade, and finally delight through their work. It emphasizes using good typography, layouts, storytelling and visual branding to clearly communicate information before attempting to persuade. It also stresses adding interactions and surprises to delight users at the end. The overall message is that designers should prioritize informing users over flashy distractions or dehumanizing usability.

1. The
Designer’s
Duty
JON DASCOLA
JonDascola.com
@dascola

2. We www.

6. What is our duty?

7. “
Web designers, your job isn't
to hide information people
want behind bells & whistles
and other flashy crap.
That's a politician's job.
@AngryPaulRand

8. “
The purpose of art is to
inform and delight. You can’t
get much better than that.
– Milton Glaser

9. – Frank Chimero

10. – Frank Chimero & Jon Dascola

11. Our work must first
inform, then persuade
and finally delight.

12. Inform

13. Form follows function

14. Good typography
Good layouts

15. Good typography

16. “
Typography has one plain
duty before it and that is to
convey information in writing.
–Emil Ruder, Founded the Basel School of Design

20. Good layouts

21. “
The grid system is an aid,
not a guarantee.
– Josef Muller-Brockmann

28. Persuade

29. Now that we are
communicating clearly,
lets make sure we have
something to say

30. Storytelling
Visual Branding

31. Storytelling

32. “
‘Thou shalt not’ is soon
forgotten, but ‘Once upon
a time’ lasts forever.
—Philip Pullman

40. Visual branding

41. “
This space intentionally left blank

49. Delight

50. Add the finishing touches
to make your work stand
out. Make people happy.

51. Interactions
Surprises

52. Interactions

53. “
It’s not a usability issue.
It’s an engagement issue.
— Me?

56. farukat.es

57. farukat.es

60. Surprise

61. “
Has too much usability talk
dehumanized the web?

62. A long time left. Grab a Snickers.

72. Remember, our work must
first inform, then persuade
and finally delight.

73. www. Us

74. The
Designer’s
Duty
JON DASCOLA
JonDascola.com
@dascola