10/03/14 Take-Aways

1. The Rule of Seven



A person needs to know you, your reputation, and your product/service before they are willing to make a purchase. You have to contact a consumer a minimum of seven times within an 18-month time frame to make a significant impact on a consumer to become a buyer.

What can you do?

  1. The Noise: Get your message to people who are constantly bombarded daily with information.
  2. Customers may not need your product: Although they may not need it right now, but keep your marketing message in sight
  3. The price may be too high: If a consumer sees the value of your product/service, they find a way to buy it. Convince them about the value you offer.
  4. They don’t know you: Let consumers know who you are. The more they hear about you, the higher they will accept you.

7 ways to advertise

  1. An email message
  2. Radio messages
  3. TV commercials
  4. Google ads
  5. Facebook ads
  6. Banner ads on other websites
  7. A direct mail piece

Whatever way you decide to advertise, keep the message exactly the same every time and keep the logo displayed prominently and consistently.

2. Design Better with CRAP


All design starts from four basic principles CRAP. What is CRAP? Contrast, Repetition, Alignment, and Proximity. Simple layout and easy to read.

  1. Contrast: Refers to any difference in:
    • Size: Using larger or all capital text for headers and titles (Do NOT use body text in all capitals; as it is harder to read)
    • Shape: Using bold and italics (Do not underline is not good for web, due to it looks like a link)
    • Color: Using black text against a white background (i.e. not use black against gray)
  2. Repetition: Using text over and over again is BAD repetition; using your design over and over again is GOOD repetition. Use the same fonts/sizes for all headers, use another font/sizes for a sub-header. Use the same design layout for all web pages. Use the same bullets for each list.
  3. Alignment: Your document should have a couple of vertical baselines and all text should be aligned to one of them. Left alignment is best, centered text is BAD, and right align is used for special placement of text (dates, page numbers, etc.).
  4. Proximity: Place related information next to each other. Place pictures next to appropriate text. Place contact information in one area (not in each corner).

3. Multimedia and Marketing


The ability of using technologies to facilitate communication between your business and employees, your customers and potential customers, is tremendous. (Keith Nissen)

Multimedia includes photo sharing, video and Webcasting, podcasting, and Mobile Marketing.

  1. Share photos with your online community: Use platforms like TweetPhoto, Flickr, and Pinterest for photo management and file sharing.
  2. Host videos and Webcasting: Broadcast a video or media file over the Internet using streaming media technology. YouTube is a great video tool. Show how to use your product, extend your client base, entertain your customers, and provide a unique service.
  3. Podcasting: A digital audio file made available on the Internet for downloading to a computer or portable media player in which subscribers can receive automatically.
  4. Mobile Marketing: Mobile phones carriers provide a lot data (name, address, phone number, credit card information, friends, GPS). Most common mobile ad is a display ad served on a Web page called up on a cell phone’s screen in a mobile format rather than a browsing on a PC.

4. User Interface Design


Defined: The design of websites, computers, appliances, machines, mobile communication devices, and software applications with the focus on the user’s experience and interaction.

The rise of new technologies and standards create a demand for more dynamic and customized experience. Using the Rule of 7, here are 7 “Laws” to follow:

  1. Law of clarity: The user will avoid interface elements without a clear meaning.
  2. Law of preferred action: The user will feel more comfortable when they understand what the preferred action is.
  3. Law of context: The user expects to see interface controls close to the object he wants to control.
  4. Law of defaults: The user will rarely change default settings.
  5. Law of guided action: The user will probably do something if they are asked to do it.
  6. Law of feedback: The user will feel more confident if you provide a clear and constant feedback.
  7. Law of easing: The user will be more inclined to perform a complex action if it’s broken down into smaller steps.

5. Mood Boards


Defined: Mood boards (inspiration board) is a collection of colors, fonts, images, and layouts to help you and your client or design team to visualize the design concepts/ideas before finalizing a project.

  1. Different styles of mood boards
    • Loose Collage: Place possible images, fonts, textures, colors, etc. without any type of layout format.
    • Refined Template: A color palette is defined, fonts for headings and subheadings are chosen, button styles, and images are placed in an organized manner.
  2. Presentation:
    • Prepare your client by explaining how the mood board fits into your process
    • Let your client know the inspiration behind each of your boards
    • Remind them that the boards are tools to focus on the design process; nothing is set in stone.
  3. Benefits include:
    • Faster mockup production: No blank-canvas, no surprises
    • Smoother client buy-in: Make it clear that you are listening to them and considering their input
    • Less frustration, more fun: Designing freely lets you brainstorm, play with different styles, and helps keep revisions to a minimum

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