Process | Art Direction Design Illustration, Branding

PROCESS & APPROACH

LISTEN

• Establish full project scope

• Desired target audience

• Desired brand perception

• Desired brand voice
• Determine client’s expectations; deliverables and desired formats
• Determine business offerings
• Business description

DISCOVER

• Gather all project’s requirements & constraints
• Understand users needs and behaviors

• Gather all necessary assets and any pre-existing materials

• Determine errors in the current system (if there is one in place)

• Define a purpose

• Research competitors

EXPLORE

• Brainstorming

• Sketching

• Mood-boarding

• Shape and color exploration

CREATE

• Bring all gathered data and insights into the design process

• Compare features against competitors

• Reduce and eliminate non-essential and disposable design elements

• Streamline

TEST

• Check for inconsistencies

• Usability review

• Find strengths and weaknesses

• Consider how errors might be eliminated through design

• Demonstrate value

PRESENT

First presentation based on discovery and research process

Gather all client’s feedback, comments, questions, and suggestions

Bring all compiled data and insights into the revision process

Adjust chosen direction based on client feedback

THE TRIANGLE OF HAPPINESS

The project management triangle is a model in project management that shows how the balance between three constraints—scope, time, and budget—affects the quality of the project. The triangle shows that affecting one constraint will mean adjusting one or both of the others in order to maintain the quality.

WHY OUR BRAINS NEED VISUALS AND THE COGNITIVE NEUROSCIENCE BEHIND THEM

The use of visualized information has increased…

400%

in literature
(since 1990)

9900%

on the internet
(since 2007)

142%

in newspapers(between 1985 & 1994)

This is because we are ‘visually wired’

almost50%

of your brain is involved in visual processing.

70%

of all your sensory receptors are in your eyes

in less than 1/10

of a second can get the sense of a visual scene

150mms

is how long it takes for a symbol to be processed and

100mms

to attach a meaning to it

Visuals help because we suffer from information overload

we receive 5x

as much information today as we did in 1986

34 gigs or 100,500 words

is the amount of information we consume outside of work on an average day

28%

is how many words per visit users read on average

Graphics counter information overloadbecause... They're more engaging

Researchers found that colour visuals increase the willingness to read by

80%

A study found that when it comes to comprehension rates of medicine labels:

70%

is the rate of understanding for labels with text only

95%

is the rate of understanding for labels with text and pictures

People following directions with text and illustrations do

323%

better than people following directions without illustrations.

A study conducted at the Wharton School of Business found that:

50%

of the audience were persuaded by a purely verbal presentation

67%

of the audience were persuaded by the verbal presentation that had accompanying visuals

People remember

80%

of what they see and do

10%

of what they hear

ADDING PICTURES OF BRAIN SCANS AND MENTIONING COGNITIVE NEUROSCIENCE MAKE PEOPLE MORE INCLINED TO BELIEVE WHAT THEY'RE READING

Sources
1 Google Ngram Viewer.
2 Google Trends.
3 Zacks, J., Levy, E., Tversky, B., Schinao, D. (2002). Graphs in Print, Diagrammatic Representation and Reasoning, London: Springer-Verlag.
4 Merieb, E. N. & Hoehn, K. (2007). Human Anatomy & Physiology 7th Edition, Pearson International Edition.
5 Merieb, E. N. & Hoehn, K. (2007). Human Anatomy & Physiology 7th Edition, Pearson International Edition.
6 Semetko, H. & Scammell, M. (2012). The SAGE Handbook of Political Communication, SAGE Publications.
7 Thorpe, S., Fize, D. & Marlot, C. (1996). Speed of processing in the human visual system, Nature, Vol 381.
8 Holcomb, P. & Grainger, J. (2006). On the Time Course of Visual Word Recognition, Journal of Cognitive Neuroscience, Vol 18.
9 Alleyne, R. (11 Feb 2011). Welcome to the information age – 174 newspapers a day. The Telegraph.
10 Bohn, R. & Short, J. (2012). Measuring Consumer Information, International Journal of Communication, Vol 6.
11 Nielsen, J. (2008). How Little Do Users Read?
12 Green, R. (1989). The Persuasive Properties of Color, Marketing Communications.
13 Dowse, R. & Ehlers, M. (2005). Medicine labels incorporating pictograms: Do they influence understanding and adherence?, Patient Education and Counseling, Vol 58, Issue 1.
14 Levie, W. J. & Lentz, R. (1982). Effects of text illustrations: A review of research, Educational Communication and Technology.
15 Wharton School of Business. ‘Effectiveness of Visual Language’.
16 McCabe, D. & Castel, A. (2008). Seeing is believing: The effect of brain images on judgments of scientific reasoning, Cognition 107.
17 Lester, P. M. (2006). Syntactic Theory of Visual Communication.

ADDING PICTURES OF BRAIN SCANS AND MENTIONING COGNITIVE NEUROSCIENCE MAKE PEOPLE MORE INCLINED TO BELIEVE WHAT THEY'RE READING