trust me, i'm a designer: 9 principles for creative credibility

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

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Page 1: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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

Page 2: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

Goatee shows he is from evil alternate universe

Smile that frightens small children

Hang loose or devil sign?

Widows peak indicates possible vampirism

Embroidered shirt commonly worn by pirates

Why would you trust this man?

Page 3: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

18 years of Web design experience

Dozens of conference presentations for SXSW,

HOW, WebVisions…

15 Books & 100s of articles on digital media

design

MS in Tech. Comm. from Rensselaer Polytechnic

Institute

Clients have included Marriott, AOL, Bank of America, Virgin, Coca-Cola, Aspen Ideas Festival…

Why you should trust this man!

Page 4: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

APPEAL TO AUTHORITY

Page 5: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW

Photo “Expose Yourself to Art” by M. Ryerson

Page 6: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

GAINING TRUST IS EASY

http://www.flickr.com/photos/adalieplain/370403491

Page 7: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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

http://www.flickr.com/photos/rcpl/5104874389

Page 8: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

…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

Page 9: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

ONLY 15%?!?

http://www.flickr.com/photos/amelia-janet-photography/4602487041

Page 10: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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

Page 11: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

DESIGN = TRUST

http://www.flickr.com/photos/ooohoooh/1350774047

Page 12: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KEEPING TRUSTIS HARD

http://www.flickr.com/photos/josephb/5186482331

Page 13: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

“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

Page 14: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

USER EXPERIENCE

http://www.flickr.com/photos/townhero/5557220801

Page 15: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

EXPERIENCE = TRUST

http://www.flickr.com/photos/ooohoooh/1350774047

Page 16: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEATTLE CENTRAL LIBRARY

Page 17: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOULDN’T IT FALL DOWN?

Page 18: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

PEOPLE TRUST THE DESIGN(ER)

Page 19: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

WHO TRUSTED THE DESIGNER FIRST?

Page 20: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

THE CLIENT

Page 21: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

TRUST ME,I’M A DESIGNER

Page 22: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

HOW DO WE GAIN TRUST?

http://www.flickr.com/photos/adalieplain/370403491

Page 23: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SINCERITY

© copyright United Feature Syndicate

Page 24: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

FIRST PRINCIPLE KEEP PROMISES

Page 25: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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

— Niccolo Machiavelli

Page 26: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

FIRST PRINCIPLE KEEP PROMISES

INCONSISTENT INTERFACES ARE A BROKEN PROMISE

LingsCars.com

Page 27: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW RESULTSSECOND PRINCIPLE

Page 28: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW RESULTSSECOND PRINCIPLE

StateNetwork.org

Page 29: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW RESULTSSECOND PRINCIPLE

Page 30: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW RESULTSSECOND PRINCIPLE

Page 31: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW RESULTSSECOND PRINCIPLE

KEEP THE USER IN THE KNOW

Page 32: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

Page 33: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

CLASSICAL

Page 34: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

CONTEMPORARY

Page 35: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

GRUNGE

Page 36: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

fastcodesign.com

Page 37: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

fastcocreate.com

Page 38: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

fastcoexist.com

Page 40: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

KNOW YOUR VOICETHIRD PRINCIPLE

A CLEAR VOICE CAN ACCOMPLISH ANYTHING

Page 41: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXTFOURTH PRINCIPLE

Page 42: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXT

Credit: flickr - MeganMorris / CC License: NC-SA

FOURTH PRINCIPLE

Page 43: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXT

Credit: flickr - shareski / CC License: NC-SA

FOURTH PRINCIPLE

Page 44: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXT

Credit: flickr - Yourdon / CC License: NC-SA

FOURTH PRINCIPLE

Page 46: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXT

Googlehttp://freedomhouse.org/

Web Page Title

FOURTH PRINCIPLE

FreedomHouse.org

Page 47: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXTFOURTH PRINCIPLE

Page 48: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

RESPECT CONTEXTFOURTH PRINCIPLE

Page 49: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

FOURTH PRINCIPLE RESPECT CONTEXT

CONTEXT PREVENTS

CONFUSION

Page 50: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

TRANSITION CHANGEFIFTH PRINCIPLE

Page 51: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

TRANSITION CHANGEFIFTH PRINCIPLE

Page 52: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

TRANSITION CHANGEFIFTH PRINCIPLE

Page 53: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

TRANSITION CHANGEFIFTH PRINCIPLE

Page 54: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

TRANSITION CHANGEFIFTH PRINCIPLE

CHANGE BLINDNESS

Page 55: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

FIFTH PRINCIPLE TRANSITION CHANGE

Utah.gov

Page 56: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

FIFTH PRINCIPLE TRANSITION CHANGE

Page 57: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

FIFTH PRINCIPLE TRANSITION CHANGE

Page 59: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

GUIDE, DON’T DICTATESIXTH PRINCIPLE

Page 60: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SIXTH PRINCIPLE GUIDE, DON’T DICTATE

comet.co.uk

Page 61: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

GUIDE, DON’T DICTATESIXTH PRINCIPLE

Page 62: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

GUIDE, DON’T DICTATESIXTH PRINCIPLE

comet.co.uk (now)

Page 63: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SIXTH PRINCIPLE GUIDE, DON’T DICTATE

DON’T FALL FOR THE

SLIGHT OF HAND

http://www.flickr.com/photos/stevendepolo/4027405769

Page 64: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

“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

Page 65: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW, THEN TELLSEVENTH PRINCIPLE

Page 66: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEVENTH PRINCIPLE SHOW, THEN TELL

Page 67: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEVENTH PRINCIPLE SHOW, THEN TELL

http://www.flickr.com/photos/dolmansaxlil/5127200444

PAREIDOLIA

Page 68: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEVENTH PRINCIPLE SHOW, THEN TELL

http://www.flickr.com/photos/nottsexminer/5291486618

WE SEE PATTERNS FIRST

Page 69: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEVENTH PRINCIPLE SHOW, THEN TELL

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

Page 70: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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

— Anton Chekhov

Page 71: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEVENTH PRINCIPLE SHOW, THEN TELL

thenounproject.org

Page 72: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

EIGTH PRINCIPLE SHOW, THEN TELL

annasafroncik.it

Page 73: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SEVENTH PRINCIPLE SHOW, THEN TELL

miessociety.org

Page 74: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW, THEN TELLSEVENTH PRINCIPLE

Page 75: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW, THEN TELLSEVENTH PRINCIPLE

Page 76: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW, THEN TELLSEVENTH PRINCIPLE

Page 77: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW, THEN TELLSEVENTH PRINCIPLE

The liquid metal inside a thermometer is magnesium.

Page 78: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

SHOW, THEN TELLSEVENTH PRINCIPLE

“TRUTHINESS”

Page 79: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

MAKE IT SIMPLE, NOT SIMPLISTICEIGHTH PRINCIPLE

Page 80: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

AOL.com (c.2007)

Page 81: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

DON’T MAKE ME THINK!*

http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing

Steve Krug

Page 82: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

DON’T LET ME THINK!

http://www.flickr.com/photos/mutsmuts/4695658106/

Page 83: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

“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

Page 84: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

Netflix.com

Page 85: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

THANKS!ALWAYS LEAVE THEM WANTING MORENINTH PRINCIPLE

Page 86: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

“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

Page 87: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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

Page 88: Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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