A recent study by Demos (Demos.co.uk) called Truth, Lies and the Internet found that a third of teens polled in the UK believe any information they find on line is true without qualification. Even more staggering is that a 15% of that group admit to making their decision about the truthfulness of the content of a Web page based on appearance alone.

1. TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking

2. Widows peak indicates
possible vampirism
Hang loose or devil
sign?
Smile that frightens small
children
Why would
you trust this
man?
Goatee shows he is from evil
alternate universe
Embroidered shirt
commonly worn by pirates

3. 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…
Why you
should trust
this man!
18 years of Web design
experience
Clients have included Marriott,
AOL, Bank of America, Virgin,
Coca-Cola, Aspen Ideas
Festival…

4. APPEAL TO
AUTHORITY

5. SHOW
Photo “Expose Yourself to Art” by M. Ryerson

6. GAINING TRUST
IS EASY
http://www.flickr.com/photos/adalieplain/370403491

7. 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
Demos.co.uk
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http://www.flickr.com/photos/rcpl/5104874389

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…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
Demos.co.uk
http://www.flickr.com/photos/rcpl/5104874389

9. ONLY 15%?!?
http://www.flickr.com/photos/amelia-janet-photography/4602487041

10. IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING
http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm

11. DESIGN = TRUST
http://www.flickr.com/photos/ooohoooh/1350774047

12. KEEPING TRUST
IS HARD
http://www.flickr.com/photos/josephb/5186482331

13. “
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

14. USER EXPERIENCE
http://www.flickr.com/photos/townhero/5557220801

15. EXPERIENCE = TRUST
http://www.flickr.com/photos/ooohoooh/1350774047

16. SEATTLE CENTRAL
LIBRARY

17. SHOULDN’T IT
FALL DOWN?

18. PEOPLE TRUST
THE DESIGN(ER)

19. WHO TRUSTED THE
DESIGNER FIRST?

20. THE CLIENT

21. TRUST ME,
I’M A DESIGNER

22. HOW DO WE
GAIN TRUST?
http://www.flickr.com/photos/adalieplain/370403491

23. SINCERITY
© copyright United Feature Syndicate

24. FIRST PRINCIPLE
KEEP PROMISES

25. “
The promise given was a
necessity of the past: the word
broken is a necessity of the
present.
— Niccolo Machiavelli

26. LingsCars.com
INCONSISTENT
INTERFACES ARE A
BROKEN PROMISE
FIRST PRINCIPLE
KEEP PROMISES

27. SECOND PRINCIPLE
SHOW RESULTS

28. StateNetwork.org
SECOND PRINCIPLE
SHOW RESULTS

29. SECOND PRINCIPLE
SHOW RESULTS

30. SECOND PRINCIPLE
SHOW RESULTS

31. KEEP THE USER IN
THE KNOW
SECOND PRINCIPLE
SHOW RESULTS

32. THIRD PRINCIPLE
KNOW YOUR VOICE

33. CLASSICAL
THIRD PRINCIPLE
KNOW YOUR VOICE

34. CONTEMPORARY
THIRD PRINCIPLE
KNOW YOUR VOICE

35. GRUNGE
THIRD PRINCIPLE
KNOW YOUR VOICE

36. fastcodesign.com
THIRD PRINCIPLE
KNOW YOUR VOICE

37. fastcocreate.com
THIRD PRINCIPLE
KNOW YOUR VOICE

38. fastcoexist.com
THIRD PRINCIPLE
KNOW YOUR VOICE

39. “
Words mean more than what is
set down on paper. It takes the
human voice to infuse them with
shades of deeper meaning.
— Maya Angelou

40. A CLEAR VOICE CAN
ACCOMPLISH ANYTHING
THIRD PRINCIPLE
KNOW YOUR VOICE

41. FOURTH PRINCIPLE
RESPECT CONTEXT

42. Credit: flickr - MeganMorris / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT

43. Credit: flickr - shareski / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT

44. Credit: flickr - Yourdon / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT

45. “
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

46. FreedomHouse.org
Web Page Title
http://freedomhouse.org/
FOURTH PRINCIPLE
Google
RESPECT CONTEXT

47. FOURTH PRINCIPLE
RESPECT CONTEXT

48. FOURTH PRINCIPLE
RESPECT CONTEXT

49. CONTEXT
PREVENTS
CONFUSION
FOURTH PRINCIPLE
RESPECT CONTEXT

50. FIFTH PRINCIPLE
TRANSITION CHANGE

51. FIFTH PRINCIPLE
TRANSITION CHANGE

52. FIFTH PRINCIPLE
TRANSITION CHANGE

53. FIFTH PRINCIPLE
TRANSITION CHANGE

54. CHANGE BLINDNESS
FIFTH PRINCIPLE
TRANSITION CHANGE

55. Utah.gov
FIFTH PRINCIPLE
TRANSITION CHANGE

56. FIFTH PRINCIPLE
TRANSITION CHANGE

57. FIFTH PRINCIPLE
TRANSITION CHANGE

58. “
The real art of conducting consists
in transitions.
— Gustav Mahler
FIFTH PRINCIPLE
TRANSITION CHANGE

59. SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

60. comet.co.uk
SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

61. SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

62. comet.co.uk (now)
SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

63. http://www.flickr.com/photos/stevendepolo/4027405769
DON’T FALL FOR
THE
SLIGHT OF HAND
SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

64. “
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

65. SEVENTH PRINCIPLE
SHOW, THEN TELL

66. SEVENTH PRINCIPLE
SHOW, THEN TELL

67. http://www.flickr.com/photos/dolmansaxlil/5127200444
PAREIDOLIA
SEVENTH PRINCIPLE
SHOW, THEN TELL

68. http://www.flickr.com/photos/nottsexminer/5291486618
WE SEE
PATTERNS FIRST
SEVENTH PRINCIPLE
SHOW, THEN TELL

69. http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm
IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING
SEVENTH PRINCIPLE
SHOW, THEN TELL

70. “
Don't tell me the moon is shining;
show me the glint of light on
broken glass.
— Anton Chekhov

71. thenounproject.org
SEVENTH PRINCIPLE
SHOW, THEN TELL

72. annasafroncik.it
EIGTH PRINCIPLE
SHOW, THEN TELL

73. miessociety.org
SEVENTH PRINCIPLE
SHOW, THEN TELL

74. SEVENTH PRINCIPLE
SHOW, THEN TELL

75. SEVENTH PRINCIPLE
SHOW, THEN TELL

76. SEVENTH PRINCIPLE
SHOW, THEN TELL

77. The liquid metal inside a
thermometer is magnesium.
SEVENTH PRINCIPLE
SHOW, THEN TELL

78. “TRUTHINESS”
SEVENTH PRINCIPLE
SHOW, THEN TELL

79. EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

80. AOL.com (c.2007)
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

81. http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing
eve Krug
St
DON’T MAKE ME
*
THINK!
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

82. http://www.flickr.com/photos/mutsmuts/4695658106/
DON’T LET ME
THINK!
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

83. “
Truth is something which can't be
told in a few words. Those who
simplify the universe only reduce
the expansion of its meaning.
— Anaïs Nin

84. Netflix.com
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

85. THANKS!
NINTH PRINCIPLE
ALWAYS LEAVE THEM WANTING MORE

86. “
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

87. 9 PRINCIPLES…
1. Keep Promises
2. Show Results
3. Know Your Voice
4. Respect Context
5. Transition Changes
6. Guide, Don’t Dictate
7. Show Then Tell
8. Make it Simple, Not Simplistic
9. Always Leave Them Wanting More

88. TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking