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DESIGNING
INTELLIGENT
CONTENT
A writer’s guide
PATRICIA TOMPKINS
Senior Art Director, Sitewire
Programs Director, AIGA Arizona
NIKI BLAKER
Design Strategist, Forty
President, AIGA Arizona
A little bit about us
HIER ARCHY
VISUAL Understanding
TYPE
COLOR
USING Choosing the
right image
FIRST,
AN
ASSUMPTION
Purpose
Goals
Audience
Voice & tone
VISUAL HIERARCHY
The basic principles are crap
01
LOOKING FOR LOVE
IN ALDERAAN PLACES
DESIGN PRINCIPLES
Contrast
Repetition
Alignment
Proximity
Game of Thrones
Drinking Game Rules
Sip
Joffrey acts like a scumbag
Jon Snow is called a bastard
Tyrion makes a quip
Someone makes a toast
Shot
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
CONTRAST
is what makes the reader look
at the page in the first place.
The bold and the beautiful.
GAME OF THRONES
Drinking Game Rules
SIP
Joffrey acts like a scumbag
Jon Snow is called a bastard
Tyrion makes a quip
Someone makes a toast
SHOT
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
REPETITION
is the process of creating a
visual pattern that helps
unify your message.
Marcia, Marcia, Marcia!
GAME OF THRONES
Drinking Game Rules
								 SIP						
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
							 SHOT						
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
ALIGNMENT
connects the visual elements
together, creating an invisible
line of cohesiveness.
From lawful good to chaotic evil.
GAME OF THRONES
Drinking Game Rules
SIP																
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT														
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
Someone gets killed
PROXIMITY
creates visual unity in
elements that are related to
each other.
He’s nice, bit of a close talker.
GAME OF THRONES
Drinking Game Rules
SIP		 														
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT														
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
Game of Thrones
Drinking Game Rules
Sip
Joffrey acts like a scumbag
Jon Snow is called a bastard
Tyrion makes a quip
Someone makes a toast
Shot
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
GAME OF THRONES
Drinking Game Rules
SIP		 														
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT														
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
Designing Intelligent Content: A Writer's Guide
Designing Intelligent Content: A Writer's Guide
RECR
AP
By creating bold contrast, using repetition, and
organizing your content through alignment
and proximity, you create a visual heiarchy that
guides the reader through their experience.
TYPE
MATCH-MAKING
Designing long-lasting relationships
02
Designing Intelligent Content: A Writer's Guide
Designing Intelligent Content: A Writer's Guide
WHAT’S YOUR TYPE?
In order to determine your
perfect typographic match,
you must first consider your
communication goals.
Who’s your
audience?
What’s the brand
personality?
Designing Intelligent Content: A Writer's Guide
What’s your
message?
Designing Intelligent Content: A Writer's Guide
Designing Intelligent Content: A Writer's Guide
How many
content types?
Headline/Title
Visual
Message
Other
Information
Subheadline
Date
READABILITY
How easy it is to read words,
phrases, and blocks of copy
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
ty personal about them. They’re quite touchy about anything like
that, especially my father. They’re nice and all--I’m not saying
that--but they’re also touchy as hell. Besides, I’m not going to tell
you my whole goddam autobiography or anything. I’ll just tell you
about this madman stuff that happened to me around last Christ-
mas just before I got pretty run-down and had to come out here and
take it easy. I mean that’s all I told D.B. about, and he’s my broth-
er and all. He’s in Hollywood. That isn’t too far from this crumby
place, and he comes over and visits me practically every week end.
He’s going to drive me home when I go home next month may-
be. He just got a Jaguar. One of those little English jobs that can
do around two hundred miles an hour. It cost him damn near four
thousand bucks. He’s got a lot of dough, now. He didn’t use to. He
used to be just a regular writer, when he was home. He wrote this
terrific book of short stories, The Secret Goldfish, in case you nev-
er heard of him. The best one in it was “The Secret Goldfish.” It
was about this little kid that wouldn’t let anybody look at his gold-
fish because he’d bought it with his own money. It killed me. Now
he’s out in Hollywood, D.B., being a prostitute. If there’s one thing
If you really want to hear about it, the first thing you’ll prob-
ably want to know is where I was born, an what my lousy
childhood was like, and how my parents were occupied and
all before they had me, and all that David Copperfield kind of
crap, but I don’t feel like going into it, if you want to know the
truth. In the first place, that stuff bores me, and in the sec-
ond place, my parents would have about two hemorrhages
apiece if I told anything pretty personal about them. They’re
quite touchy about anything like that, especially my father.
They’re nice and all--I’m not saying that--but they’re also
touchy as hell. Besides, I’m not going to tell you my whole
goddam autobiography or anything. I’ll just tell you about this
madman stuff that happened to me around last Christmas
just before I got pretty run-down and had to come out here
and take it easy. I mean that’s all I told D.B. about, and he’s
my brother and all. He’s in Hollywood. That isn’t too far from
this crumby place, and he comes over and visits me prac-
tically every week end. He’s going to drive me home when
I go home next month maybe. He just got a Jaguar. One
of those little English jobs that can do around two hundred
miles an hour. It cost him damn near four thousand bucks.
He’s got a lot of dough, now. He didn’t use to. He used to be
just a regular writer, when he was home. He wrote this terrific
book of short stories, The Secret Goldfish, in case you never
heard of him. The best one in it was “The Secret Goldfish.” It
was about this little kid that wouldn’t let anybody look at his
VS
Serif
Sans-serif
Letterspacing
L e t t e r s p a c i n g
Word spacing
Word spacing
&
Kerning
Tracking
Line length LeadingAKA LINE SPACING
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
ty personal about them. They’re quite touchy about anything like
that, especially my father. They’re nice and all--I’m not saying
If you really want to hear about
it, the first thing you’ll prob-
ably want to know is where I
was born, an what my lousy
childhood was like, and how
my parents were occupied and
all before they had me, and all
that David Copperfield kind of
crap, but I don’t feel like go-
ing into it, if you want to know
the truth. In the first place, that
stuff bores me, and in the sec-
ond place, my parents would
have about two hemorrhages
apiece if I told anything pretty
personal about them. They’re
quite touchy about anything
like that, especially my father.
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
ty personal about them. They’re quite touchy about anything like
that, especially my father. They’re nice and all--I’m not saying
&
SIMPLICITY
How easy it is to focus on and
interpret messaging
Designing Intelligent Content: A Writer's Guide
VARIATION
How to combine fonts in
an appropriate typographic
expression of brand personality
Opposites
ATTRACT
Likes
Repell
A casual case
A screaming scale
A worthy weight
RECAP
Well-designed type considers the overall
communication goals, takes into consideration
the brand personality and thoughtfully utilizes
appropriate typographic treatments to convey
meaning.
USING COLOR
The amazing color wheel
03
Primary colors
Secondary colors
Tertiary colors
Complementary
Complementary
These pretzels
are making me
thirsty.
Triads
Triads
Triads
Triads
These pretzels
are making me
thirsty.
Analogous
Analogous
These pretzels
are making me
thirsty.
Tints
Shades
Tones
Monochromatic
These pretzels
are making me
thirsty.
Complementary
These pretzels
are making me
thirsty.
Complementary
These pretzels
are making me
thirsty.
BEHOLD,
THE COLOR
SPECTRUM
Better than a double rainbow.
With 16.8 million choices
Where do you even start?
CHOOSING YOUR
COLORS
Color groups and meanings
Using the color picker
Color palette tools
Warm tones
Cool tones
Neutrals
COLOR MEANINGS
Optimism Energy Action
Trust Growth Wisdom
in Western culture
SERENITY
NOW!
I am looser than creamed corn.
The perfect retreat
for your fall vacation.
VISIT
NEW
ENGLAND
on a scenic Alaskan cruise.
SAIL AWAY
Tools of the trade
kuler.adobe.com
Tools of the trade
kuler.adobe.com
Tools of the trade
colourlovers.com
RECAP
By understanding the basics of color theory
and how colors work together, you can then
incorporate other factors such as your audience,
mood, branding and imagery to create your
ideal color palette.
PHOTOGRAPHIC
STORYTELLING
A picture is worth a thousand words
04
It is so nice when you can sit with
someone and not have to talk.
- Harry Burns
EVERY IMAGE
SHOULD...
Visually support written content
Encompass the broader message
Contain a primary focus, while
providing useful context
01
02
03
Our milk is “farm to store fresh.”
For example:
OR
Who says burgers can’t be fancy?
For example:
OR
This summer, protect your family
by using sunscreen.
For example:
OR
THEY FINISH EACH
OTHER’S SENTENCES
When choosing images to compliment copy, look
for visual stories that support written content,
encompass the broader message, and contain a
primary focus, while providing useful context.
A SIDE NOTE
ON STOCK
Designing Intelligent Content: A Writer's Guide
When choosing stock images, try to avoid generic,
overused or overly-simplified subjects and
compositions. There is nothing more damaging to
user engagement than publishing interesting copy
paired with boring visuals.
PUTTING IT ALL
TOGETHER
The design principles of visual heirarchy along with the
understanding of color, type, and image match-making,
will help support the voice and tone of your message,
connect with your audience, and achieve your clients’
goals to create one complete, holistic experience.
Thank you

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Designing Intelligent Content: A Writer's Guide

  • 2. PATRICIA TOMPKINS Senior Art Director, Sitewire Programs Director, AIGA Arizona NIKI BLAKER Design Strategist, Forty President, AIGA Arizona A little bit about us
  • 5. VISUAL HIERARCHY The basic principles are crap 01
  • 6. LOOKING FOR LOVE IN ALDERAAN PLACES
  • 8. Game of Thrones Drinking Game Rules Sip Joffrey acts like a scumbag Jon Snow is called a bastard Tyrion makes a quip Someone makes a toast Shot Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity
  • 9. CONTRAST is what makes the reader look at the page in the first place. The bold and the beautiful.
  • 10. GAME OF THRONES Drinking Game Rules SIP Joffrey acts like a scumbag Jon Snow is called a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity
  • 11. REPETITION is the process of creating a visual pattern that helps unify your message. Marcia, Marcia, Marcia!
  • 12. GAME OF THRONES Drinking Game Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity
  • 13. ALIGNMENT connects the visual elements together, creating an invisible line of cohesiveness. From lawful good to chaotic evil.
  • 14. GAME OF THRONES Drinking Game Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity Someone gets killed
  • 15. PROXIMITY creates visual unity in elements that are related to each other. He’s nice, bit of a close talker.
  • 16. GAME OF THRONES Drinking Game Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity
  • 17. Game of Thrones Drinking Game Rules Sip Joffrey acts like a scumbag Jon Snow is called a bastard Tyrion makes a quip Someone makes a toast Shot Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity
  • 18. GAME OF THRONES Drinking Game Rules SIP Joffrey acts like a scumbag Jon Snow is call ed a bastard Tyrion makes a quip Someone makes a toast SHOT Someone claims X to be the true King Khaleesi is referred to the “Mother of Dragons” The Iron Throne is mentioned Gratuitious sex or nudity
  • 21. RECR AP By creating bold contrast, using repetition, and organizing your content through alignment and proximity, you create a visual heiarchy that guides the reader through their experience.
  • 25. WHAT’S YOUR TYPE? In order to determine your perfect typographic match, you must first consider your communication goals.
  • 34. READABILITY How easy it is to read words, phrases, and blocks of copy
  • 35. If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- ty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying that--but they’re also touchy as hell. Besides, I’m not going to tell you my whole goddam autobiography or anything. I’ll just tell you about this madman stuff that happened to me around last Christ- mas just before I got pretty run-down and had to come out here and take it easy. I mean that’s all I told D.B. about, and he’s my broth- er and all. He’s in Hollywood. That isn’t too far from this crumby place, and he comes over and visits me practically every week end. He’s going to drive me home when I go home next month may- be. He just got a Jaguar. One of those little English jobs that can do around two hundred miles an hour. It cost him damn near four thousand bucks. He’s got a lot of dough, now. He didn’t use to. He used to be just a regular writer, when he was home. He wrote this terrific book of short stories, The Secret Goldfish, in case you nev- er heard of him. The best one in it was “The Secret Goldfish.” It was about this little kid that wouldn’t let anybody look at his gold- fish because he’d bought it with his own money. It killed me. Now he’s out in Hollywood, D.B., being a prostitute. If there’s one thing If you really want to hear about it, the first thing you’ll prob- ably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the sec- ond place, my parents would have about two hemorrhages apiece if I told anything pretty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying that--but they’re also touchy as hell. Besides, I’m not going to tell you my whole goddam autobiography or anything. I’ll just tell you about this madman stuff that happened to me around last Christmas just before I got pretty run-down and had to come out here and take it easy. I mean that’s all I told D.B. about, and he’s my brother and all. He’s in Hollywood. That isn’t too far from this crumby place, and he comes over and visits me prac- tically every week end. He’s going to drive me home when I go home next month maybe. He just got a Jaguar. One of those little English jobs that can do around two hundred miles an hour. It cost him damn near four thousand bucks. He’s got a lot of dough, now. He didn’t use to. He used to be just a regular writer, when he was home. He wrote this terrific book of short stories, The Secret Goldfish, in case you never heard of him. The best one in it was “The Secret Goldfish.” It was about this little kid that wouldn’t let anybody look at his VS Serif Sans-serif
  • 36. Letterspacing L e t t e r s p a c i n g Word spacing Word spacing & Kerning Tracking
  • 37. Line length LeadingAKA LINE SPACING If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- ty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying If you really want to hear about it, the first thing you’ll prob- ably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like go- ing into it, if you want to know the truth. In the first place, that stuff bores me, and in the sec- ond place, my parents would have about two hemorrhages apiece if I told anything pretty personal about them. They’re quite touchy about anything like that, especially my father. If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- If you really want to hear about it, the first thing you’ll probably want to know is where I was born, an what my lousy childhood was like, and how my parents were occupied and all before they had me, and all that David Copperfield kind of crap, but I don’t feel like going into it, if you want to know the truth. In the first place, that stuff bores me, and in the second place, my parents would have about two hemorrhages apiece if I told anything pret- ty personal about them. They’re quite touchy about anything like that, especially my father. They’re nice and all--I’m not saying &
  • 38. SIMPLICITY How easy it is to focus on and interpret messaging
  • 40. VARIATION How to combine fonts in an appropriate typographic expression of brand personality
  • 45. RECAP Well-designed type considers the overall communication goals, takes into consideration the brand personality and thoughtfully utilizes appropriate typographic treatments to convey meaning.
  • 46. USING COLOR The amazing color wheel 03
  • 58. Tints
  • 60. Tones
  • 65. With 16.8 million choices Where do you even start?
  • 66. CHOOSING YOUR COLORS Color groups and meanings Using the color picker Color palette tools
  • 70. COLOR MEANINGS Optimism Energy Action Trust Growth Wisdom in Western culture
  • 72. I am looser than creamed corn.
  • 73. The perfect retreat for your fall vacation. VISIT NEW ENGLAND
  • 74. on a scenic Alaskan cruise. SAIL AWAY
  • 75. Tools of the trade kuler.adobe.com
  • 76. Tools of the trade kuler.adobe.com
  • 77. Tools of the trade colourlovers.com
  • 78. RECAP By understanding the basics of color theory and how colors work together, you can then incorporate other factors such as your audience, mood, branding and imagery to create your ideal color palette.
  • 79. PHOTOGRAPHIC STORYTELLING A picture is worth a thousand words 04
  • 80. It is so nice when you can sit with someone and not have to talk. - Harry Burns
  • 81. EVERY IMAGE SHOULD... Visually support written content Encompass the broader message Contain a primary focus, while providing useful context 01 02 03
  • 82. Our milk is “farm to store fresh.” For example:
  • 83. OR
  • 84. Who says burgers can’t be fancy? For example:
  • 85. OR
  • 86. This summer, protect your family by using sunscreen. For example:
  • 87. OR
  • 88. THEY FINISH EACH OTHER’S SENTENCES When choosing images to compliment copy, look for visual stories that support written content, encompass the broader message, and contain a primary focus, while providing useful context.
  • 89. A SIDE NOTE ON STOCK
  • 91. When choosing stock images, try to avoid generic, overused or overly-simplified subjects and compositions. There is nothing more damaging to user engagement than publishing interesting copy paired with boring visuals.
  • 92. PUTTING IT ALL TOGETHER The design principles of visual heirarchy along with the understanding of color, type, and image match-making, will help support the voice and tone of your message, connect with your audience, and achieve your clients’ goals to create one complete, holistic experience.