Advanced Content Strategies 4: Crafting

Advanced Content Strategies:Crafting

superior product, poor marketing

mediocre product, great marketing

superior product, great marketing

“put a dent in the universe”

1. visual designer

Simpl ic i ty & restra int

simplicityrestraint

Design simple (not simplistic) visuals instead of applying decoration

Compu

ters

& M

athe

mat

ical

Engi

neer

s & T

echn

icia

ns

Life

Scie

ntist

s

Phys

ical S

cien

tists

Socia

l Scien

tists

Scie

nce

Tech

nician

s

Post

seco

ndar

y Te

ache

rs

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

Graph of Left-Brained Employment by Profession

Computers & MathematicalEngineers & TechniciansLife ScientistsPhysical ScientistsSocial ScientistsScience TechniciansPostsecondary Teachers

Postsecondary Teachers

Physical Scientists

Life Scientists

Science Technicians

Social Scientists

Engineers & Technicians

Computers & Mathematical

0.22

0.25

0.26

0.27

0.52

2.32

3.45

Left-Brained Professionals

Millions Employed

Source: U.S. Bureau of Labor Statistics, 2009

Lorem ipsum dolor sit ametNullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. Pellentesque sodales tempus eros, eu pretium nisi vehicula porttitor. Aenean sodales lectus at ipsum tristique rhoncus. Pellentesque mi loremDonec sagittis turpis non lacus pellentesque scelerisque. Nullam et iaculis nulla. Maecenas nec semper risus. Nullam erat neque, dignissim sed bibendum non, dapibus ac nisi. Donec leo diam, sodales eu malesuada eget, rhoncus id velit. Curabitur ut pulvinar mi. Ut non velit mi, sed mattis quam. In turpis tellus, dictum nec sagittis quis, elementum ullamcorper magna. Integer et augue dolor, id molestie nunc. Aenean in est eu nisl feugiat vestibulum a ut lectus.

Lorem ipsum dolor sit amet

Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. Pellentesque sodales tempus eros, eu pretium nisi vehicula porttitor. Aenean sodales lectus at ipsum tristique rhoncus.

Pellentesque mi lorem

Donec sagittis turpis non lacus pellentesque scelerisque. Nullam et iaculis nulla. Maecenas nec semper risus. Nullam erat neque, dignissim sed bibendum non, dapibus ac nisi. Donec leo diam, sodales eu malesuada eget, rhoncus id velit. Curabitur ut pulvinar mi. Ut non velit mi, sed mattis quam. In turpis tellus, dictum nec sagittis quis, elementum ullamcorper magna. Integer et augue dolor, id molestie nunc. Aenean in est eu nisl feugiat vestibulum a ut lectus.

1. visual designer

Simpl ic i ty & restra int

Four des ign pr inc ipa ls

CRAP

o n t r a s te p e i t i o nl i g n m e n trox i m i t y

when using contrast, go big or go

home

for unity

repeat design

elements

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Nullam vel augue eros, convallis bibendum augue.

Aenean venenatis varius orci, quis adipiscing arcu mattis

quis. In egestas sem et velit adipiscing pretium.

alignment

Lorem ipsum dolor sit ametconsectetur adipiscing elit. Nullam vel augue eros

Etiam interdum fringilla lectus sed suscipitPellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa.

Mauris id nunc miOrnare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa.

Quisque accumsan tempus quamAc pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend.

Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa.

proximity

the rule of thirds

1. visual designer

Simpl ic i ty & restra int

Four des ign pr inc ipa ls

Use color eff ect ive ly

hues

tints

shades

emotional colors

CALM, FEMININE

EXCITING, DANGEROUS, PASSION

NATURAL, HEALTHY, LIFE, AFFIRMATIVE

ROYAL, MAJESTIC

2. storyteller

Leverage confl ict

Inciting Incident

Conflict

Climax

• Democratization of computing power

Inciting Incident

• Desktop Publishing

• Multimedia PCs• Digital Photography

• Digital videography

Self-publication explodes • Blogging

• P2P File Sharing

• Photo/Video Sharing

File Sharing

• MySpace• LinkedIn• Facebook• Twitter

Social Networking

OpeningValue

Conflict

ClosingValue

“The effects of the bush fires could be seen thousands of kilometers away and disrupted businesses across Victoria. At Melbourne Airport, flights schedules were disrupted and normal operation was difficult due to low visibility and choking effects of smoke.”

“The effects of the bush fires were felt far beyond affected areas.”

Photo used under Creative Commons license courtesy of Rusty Stewart (rustystewart) on Flickr

2. storyteller

Leverage confl ict

Apply des ign pr inc ipa ls

restraint

Photo used under Creative Commons license courtesy of Kerry Seed (kseed) on Flickr

simplicity

contrastcontrast

contrast

2. storyteller

Leverage confl ict

Apply des ign pr inc ipa ls

Opt imize

Beginning

• Boring background

Middle

• Fact #1• Fact #2• Fact #3

End

• Pay dirt!

IncitingInciden

t

• How will balance be restored?

Middle

• Conflict #1• Conflict #2• Conflict #3

Climax

• Pay dirt!

don’t bury the lead

“instant web site”

symbols

Water Treatment Plant Disaster Recovery and Emergency Response Procedures

To Hell and Back in Five Days:

Lessons in disaster recoveryand emergency response.

Photo used under Creative Commons license courtesy of Sascha Grant (oflittleinterest) on Flickr

Execution

Create Title

7 fascination triggers:lust, vice, alarm, power,

prestige, mystique or trust

Style

Don’t bury the lead

Style

Pictures

“The effects of the bush fires could be seen thousands of kilometers away and disrupted businesses across Victoria. At Melbourne Airport, flights schedules were disrupted and normal operation was difficult due to low visibility and choking effects of smoke.”

“The effects of the bush fires were felt far beyond affected areas.”

Photo used under Creative Commons license courtesy of Rusty Stewart (rustystewart) on Flickr

Style

Symbols

“instant web site”

Style

Contrast

Style

Conversational