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CONTENT STRATEGIST’S
GUIDE TO DESIGN
Holistic Thinking for Better Content
#wrk7
JOEL G GOODMAN
PRINCIPAL, BRAVERY MEDIA
#wrk7
Bravery is a design and web strategy agency based 

in Austin, TX. We craft memorable experiences
with colleges, universities, & startups.
Content Strategist's Guide to Design
@JOELGOODMAN
BRAVERYMEDIA.CO | @BRAVERYMEDIA
#wrk7
VOCAB
Wait, what did they say?
#wrk7
VOCAB
#wrk7
GRAPHIC DESIGN
• UI (User Interface)
• Typography
• Color Palette
UX (USER EXPERIENCE)
• Layout
• Information Architecture
• Interaction
CONSISTENCY
#wrk7
Systems are more usable and learnable
when similar parts are expressed in
similar ways.
UNIVERSAL PRINCIPLES OF DESIGN
CONSISTENCY
#wrk7
iTunes
Sony Cassette Deck
VISUAL HIERARCHY
#wrk7
Hierarchical representation is the simplest
method of increasing knowledge about
the structure of a system.
UNIVERSAL PRINCIPLES OF DESIGN
VISUAL HIERARCHY
#wrk7
VISUAL HIERARCHY
#wrk7
VISUAL HIERARCHY
#wrk7
VISUAL HIERARCHY
#wrk7
TYPOGRAPHY
#wrk7
Don’t use more than 2 different fonts in
any given design.
RUL E OF THUMB
TYPOGRAPHY
#wrk7
Don’t combine the same font-styles.
SECOND RU LE OF THUMB
TYPOGRAPHY
#wrk7
Serif Font
Also Serif Font
TYPOGRAPHY
#wrk7
Sans-serif Font
Also Sans-serif Font
#wrk7
Sans-serif Headline
Fingerstache dolor vinyl messenger bag, you probably haven't heard of them
banjo odio jean shorts proident tempor artisan. Kale chips salvia high life
brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache
polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui
forage et beard actually consectetur. Pariatur veniam trust fund, keytar
commodo whatever iphone. Pork belly ad artisan literally, whatever wes
anderson in etsy banksy non. Nulla ullamco portland duis.
Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut,
brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard.
Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag
YOLO, retro proident +1 organic neutra tempor odio american apparel vero
occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf
typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa
tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.
#wrk7
Serif Headline
Fingerstache dolor vinyl messenger bag, you probably haven't heard of them banjo
odio jean shorts proident tempor artisan. Kale chips salvia high life brooklyn vero
pour-over. Food truck accusamus laboris, non +1 mustache polaroid craft beer elit.
Master cleanse id lomo meggings, nihil viral mixtape qui forage et beard actually
consectetur. Pariatur veniam trust fund, keytar commodo whatever iphone. Pork
belly ad artisan literally, whatever wes anderson in etsy banksy non. Nulla ullamco
portland duis.
Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut,
brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard. Proident
pariatur terry richardson actually dolor helvetica. Anim messenger bag YOLO, retro
proident +1 organic neutra tempor odio american apparel vero occaecat. Vegan
bicycle rights seitan brooklyn, synth chillwave veniam wolf typewriter cillum. Est
occaecat semiotics, chambray do reprehenderit quinoa tonx officia pinterest
whatever. Four loko enim organic wolf tempor bushwick.
#wrk7
Oh hey, this works
Fingerstache dolor vinyl messenger bag, you probably haven't heard of them
banjo odio jean shorts proident tempor artisan. Kale chips salvia high life
brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache
polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui
forage et beard actually consectetur. Pariatur veniam trust fund, keytar commodo
whatever iphone. Pork belly ad artisan literally, whatever wes anderson in etsy
banksy non. Nulla ullamco portland duis.
Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut,
brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard.
Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag
YOLO, retro proident +1 organic neutra tempor odio american apparel vero
occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf
typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa
tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.
COLOR
#wrk7
Color is used in design to attract attention,
group elements, indicate meaning, and
enhance aesthetics.
UNIVERSAL PRINCIPLES OF DESIGN
COLOR
#wrk7
THINGS TO WATCH FO R ...
• Number of colors you use
• Color combinations
• Saturation
COLOR
#wrk7
COLOR
#wrk7
COLOR
#wrk7
TASTE.
#wrk7
TASTE.
1. Follow respected taste-makers
2. Read design blogs, magazines, & books
3. Do lots of design tutorials
4. rinse, repeat
#wrk7
#wrk7
RESOURCES
SEMIOTICS
SYMBOLS AND SIGNS AND SIGNIFIERS AND MEANING
(I’M A BIG NERD ABOUT THIS STUFF)
#wrk7
SEMIOTICS
#wrk7
SEMIOTICS
#wrk7
SEMIOTICS
#wrk7
SEMIOTICS
#wrk7
SEMIOTICS
#wrk7
SEMIOTICS
#wrk7
CONTENT FOR HUMANITY
CREATING FOR EMOTIONAL RESPONSE
#wrk7
DESIGNING FOR EMOTION
#wrk7 abookapart.com
DESIGNING FOR EMOTION
#wrk7
DESIGNING FOR EMOTION
#wrk7
THEORYAND PRACTICE
LET’S MAKE SOMETHING GREAT
#wrk7

More Related Content

Content Strategist's Guide to Design

  • 1. CONTENT STRATEGIST’S GUIDE TO DESIGN Holistic Thinking for Better Content #wrk7
  • 2. JOEL G GOODMAN PRINCIPAL, BRAVERY MEDIA #wrk7
  • 3. Bravery is a design and web strategy agency based 
 in Austin, TX. We craft memorable experiences with colleges, universities, & startups.
  • 6. VOCAB Wait, what did they say? #wrk7
  • 7. VOCAB #wrk7 GRAPHIC DESIGN • UI (User Interface) • Typography • Color Palette UX (USER EXPERIENCE) • Layout • Information Architecture • Interaction
  • 8. CONSISTENCY #wrk7 Systems are more usable and learnable when similar parts are expressed in similar ways. UNIVERSAL PRINCIPLES OF DESIGN
  • 10. VISUAL HIERARCHY #wrk7 Hierarchical representation is the simplest method of increasing knowledge about the structure of a system. UNIVERSAL PRINCIPLES OF DESIGN
  • 15. TYPOGRAPHY #wrk7 Don’t use more than 2 different fonts in any given design. RUL E OF THUMB
  • 16. TYPOGRAPHY #wrk7 Don’t combine the same font-styles. SECOND RU LE OF THUMB
  • 19. #wrk7 Sans-serif Headline Fingerstache dolor vinyl messenger bag, you probably haven't heard of them banjo odio jean shorts proident tempor artisan. Kale chips salvia high life brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui forage et beard actually consectetur. Pariatur veniam trust fund, keytar commodo whatever iphone. Pork belly ad artisan literally, whatever wes anderson in etsy banksy non. Nulla ullamco portland duis. Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut, brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard. Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag YOLO, retro proident +1 organic neutra tempor odio american apparel vero occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.
  • 20. #wrk7 Serif Headline Fingerstache dolor vinyl messenger bag, you probably haven't heard of them banjo odio jean shorts proident tempor artisan. Kale chips salvia high life brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui forage et beard actually consectetur. Pariatur veniam trust fund, keytar commodo whatever iphone. Pork belly ad artisan literally, whatever wes anderson in etsy banksy non. Nulla ullamco portland duis. Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut, brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard. Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag YOLO, retro proident +1 organic neutra tempor odio american apparel vero occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.
  • 21. #wrk7 Oh hey, this works Fingerstache dolor vinyl messenger bag, you probably haven't heard of them banjo odio jean shorts proident tempor artisan. Kale chips salvia high life brooklyn vero pour-over. Food truck accusamus laboris, non +1 mustache polaroid craft beer elit. Master cleanse id lomo meggings, nihil viral mixtape qui forage et beard actually consectetur. Pariatur veniam trust fund, keytar commodo whatever iphone. Pork belly ad artisan literally, whatever wes anderson in etsy banksy non. Nulla ullamco portland duis. Pug flannel pickled, whatever master cleanse non keffiyeh. Umami viral truffaut, brunch banh mi swag dreamcatcher accusamus YOLO banjo irure godard. Proident pariatur terry richardson actually dolor helvetica. Anim messenger bag YOLO, retro proident +1 organic neutra tempor odio american apparel vero occaecat. Vegan bicycle rights seitan brooklyn, synth chillwave veniam wolf typewriter cillum. Est occaecat semiotics, chambray do reprehenderit quinoa tonx officia pinterest whatever. Four loko enim organic wolf tempor bushwick.
  • 22. COLOR #wrk7 Color is used in design to attract attention, group elements, indicate meaning, and enhance aesthetics. UNIVERSAL PRINCIPLES OF DESIGN
  • 23. COLOR #wrk7 THINGS TO WATCH FO R ... • Number of colors you use • Color combinations • Saturation
  • 28. TASTE. 1. Follow respected taste-makers 2. Read design blogs, magazines, & books 3. Do lots of design tutorials 4. rinse, repeat #wrk7
  • 30. SEMIOTICS SYMBOLS AND SIGNS AND SIGNIFIERS AND MEANING (I’M A BIG NERD ABOUT THIS STUFF) #wrk7
  • 37. CONTENT FOR HUMANITY CREATING FOR EMOTIONAL RESPONSE #wrk7
  • 38. DESIGNING FOR EMOTION #wrk7 abookapart.com
  • 41. THEORYAND PRACTICE LET’S MAKE SOMETHING GREAT #wrk7