1. D e s i g n & B r a n d i n g
W h a t i s D e s i g n a n d W h a t M a k e s i t S u c c e e d ?

2. Design is a discipline to plan the creation
of a product or service with the intention
of improving human experience with
respect to a specified problem.
The Definition

3. Note that design is not actually the
execution, but the thought process by
which we are PLANNING the creation.
For the purposes of this course, we’ll be
discussing visual and web content design.

4. The best way to learn about design is to
start consciously looking at design around
you. Observe websites you visit,
advertisements you see, and branding you
find compelling. Be a conscious consumer of
visual design, and note what the designer
has done to make it succeed or fail.

5. • Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design makes a product
understandable
• Good design is unobtrusive.
• Good design is honest.
• Good design is long lasting.
• Good design is thorough down to the last
detail.
• Good design is environmentally friendly
• Good design is as little design as possible.
Good Design, According to Deiter Rams:

6. • Good design considers the user and his or her experience.
• Good design is simple and doesn’t overcomplicate.
• Good design organizes things logically and functionally.
• Good design is cool, but not too out there.
• Good design looks good.
Good Design, For Our Purposes:

7. Design should make something easier to use and
more functional. It focuses on that user and his
or her needs in using the product. When in
doubt, go back to the user and his/her needs.
Considers the User and
His/Her Experience

10. Design should make something easier to use and
more functional. It focuses on that user and his
or her needs in using the product. When in
doubt, go back to the user and his/her needs.
Is Simple and Doesn’t
Overcomplicate

13. Similar things should be grouped together. More
important things should be featured more
prominently than less important things. The eye
should move in the logical order of elements.
Organizes things Logically
and Functionally

16. Good design makes people think “wow, that’s
neat” but doesn’t defer from the expected to the
extent that it becomes a “what the heck is that?”
moment. Good design innovates but isn’t a weird
deviant for the sake of eccentricity.
Cool, but not too
Out There

19. This seems obvious given the fact that it’s design
but, unfortunately, many well-intentioned
companies sacrifice aesthetic value in hopes of
being groundbreaking or cutting-edge. It still
needs to look attractive on its own account.
Looks Good

22. When attempting to evaluate
your own designed deliverables,
reference these characteristics
and make sure that you have
kept these ideas in mind!

23. THE GOLDEN RULE OF GOOD DESIGN
If it comes down to a contest between clear communication of the information
and “exciting” design: always pick the way that’s best for communication.

24. D e s i g n & B r a n d i n g
W h a t i s D e s i g n a n d W h a t M a k e s i t S u c c e e d ?