The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers

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From the Internet Retailer Conference (IR FOCUS) in Orlando. The session's focus was to educate retailers on how to apply the 8 principles of design in order to maximize engagement with their customers and increase conversion across all platforms in their digital shopping experience. — Description from IRCE Conference Guide: The Building Blocks of Design: Taking the Basics to a New Level IRWD Design Workshop - Feb. 10, 2014 Speaker: Josh Levine - Chief Experience Officer, Co-Founder - Ai Color, typography, placement, organization — even white space — are the visuals that can help attract shoppers’ attention, keep them engaged with the site and intrigued with the brand, and turn them into buyers — or they can turn off or confuse site visitors, detracting from the shopping experience and the brand. In this session, hear from two experienced web experts about how to master your handling of these powerful elements in site design and turn them to your advantage.

Design Technology Business

The 8 Principles  
of Design 
How to Leverage the Power of
Design and Turn Consumers
Into Customers
Josh Levine
Co-founder, CXO – Alexander Interactive (Ai)
IRCE Web Design & Mobile Conference, Orlando – Feb 2014

Hi, I’m Josh
Co-founder, CXO

Digital Design, Strategy 
& Development Agency
Founded 2002, Independent
Transactional Expertise
Manhattan based
IMA Top 10 Agency of Year
www.alexanderinteractive.com
(My Bob Ross phase)

Design is a plan for  
arranging elements in such  
a way as best to accomplish  
a particular purpose.
Charles Eames

Great design
establishes:

Clear communication
Emotional connection
Ease of use

To design is to  
“ communicate clearly 
by whatever means 
To design control  
you can is to communicate
clearly by whatever means 
or master.
you can control or master.

Milton Glaser Milton Glaser

How they see

Great design  
enables you  
to control:

How they listen
How they feel
How they think
How they act

World Domination
world domination?

perhaps?

Leverage the power of design 
to meet human needs and turn
consumers into customers

ho

Design is always having an
effect on your customers—
whether you are in control  
of it or not

It is not a question 
of whether you’re
getting on the
design bus or not…
you are already on it

Take control 
and make
design work
for you

With great power comes  
great responsibility
Uncle Ben

And now…

The 8 essential
principles you
need to learn  
and follow

Leverage the power to

Convey meaning
Increase legibility
Establish tone
Embody personality

Choose a typeface that is
aligned with the way you
want to be understood
and perceived

Typography shifts the
focus from what we write
to how we write it— 
and how others read it

Create visual hierarchy 
and increase readability  
by using simple variations
within one type family

hey 
you!

boom!

yo!

honk

bang!
woot!
omg

over 
here!

shh

Leverage the power to

Elicit emotion
Indicate meaning
Attract attention
Invite exploration

as background/wash.
invites scroll. delights

While color is important, 
it’s how it interacts with
surrounding elements
that has a bigger impact

Leverage the power to

Set priorities
Control energy
Maintain engagement
Strengthen accessibility

Draw attention and 
interest to speciﬁc areas

Leverage the power to
!

Control rhythm
Provide structure
Create order & ﬂow
Reduce cognitive load
!

Position elements within
page to make it easy for
customers to organize and
categorize them

Law of Proximity

Law of Similarity

C

s
w

Improve hierarchy and
readability by providing
ability to direct (and pause)
people’s attention within  
the ﬂow of a page

Create a connection
between all elements  
by implementing and 
adhering to a grid

Leverage the power to
!

Control the eye
Imply Importance
Apply stability
Control chaos
!

Use negative space  
to showcase and elevate
your product or content

Manipulate empty space to
give your interface more
clarity and organization

Create a consistent  
system to establish  
familiarity and remove  
the need to relearn things

Create a holistic design
language in order to 
retain consistency and
design integrity

Leverage the power to
!

Set the story
Humanize the experience
Makes product tangible
Captivate an audience

Harness the power of a
well cropped photograph

Leverage the power to
!

Encourage action
Enhance mood
Convey ﬂuidity
Provide feedback
!

Include subtle motion  
to enhance the story  
and introduce an  
element of surprise

n
Typography
Color

Take control
and make
design work
for you

Contrast
Composition
Whitespace
Consistency
Imagery
Movement

Thank you
Josh Levine
jl@alexanderinteractive.com
www.alexanderinteractive.com
slideshare.net/joshpacelevine

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