Lecture 14
Annotated Nike Ad
Course Review
– Course Objectives
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Short Movie Example
NIKE AD Annotated
– Click on
http://www.scils.rutgers.edu/~aspoerri/Teaching/MPOnline/Video/
Please click on “nikeadslowannotated.wmv” link to play video
(it may take a while)
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Course Objective
Learn New Skills & Vocabulary
Learn MECHANICS
Create MEANING
Hands-on Experience
Creating Multimedia Website
– As your calling card - job search
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Recap – Guide the Eye
Sharp Contrasts
– Light intensity, Color, Texture, Shape, Motion
Visual Grouping
– Continuity Within vs. Sharp Change Across
– Related = Spatially Close
– Unrelated = Large Gap
Visual Hierarchy
– More Important = Larger / Sharp Contrast
– Visual Weight = Conceptual Importance
– Short-term Memory = 5  2
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Recap – Color Coding
Large areas = low saturation
Small areas = high saturation
12 Colors
for labeling
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Web Design – Krug’s Suggestions
Design for Scanning, not reading
– Visual Hierarchy
– Visual contrast - size, bold, color
– Important things = Visually prominent
– Break pages up into clearly defined areas
– Related things = Spatially close, Nested
– Avoid “visual noise"
– Leverage Conventions
– Clear what's clickable
– Use underline and/or color coding
Make each click a “mindless” choice
Cut ½ of words, then cut ½.
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Recap – Web User Behavior
Scan pages - don't read them
Look for anything = Search Interest
Decide quickly
Choose first “reasonable item”
Muddle through
Don't figure out how things work
Resist forming models
Stick to what works
© Anselm Spoerri
Web Design Implications
Scan pages - don't read them
• Design for Scanning
Make text short - cut words
• Make page work at a glance
Sufficient left margin,
640x480 = main message
• Create Visual Hierarchy
Look for anything = Search Interest
Decide quickly
Choose first “reasonable item”
• Make obvious what you can do on a page
Muddle through
Don't figure out how things work
Resist forming models
• Don't make users think
Stick to what works
• Repetition & Consistency
• Make obvious what is clickable
Get rid of question marks
Each item = clear purpose
Grid Layout, Easy Navigation, Graphics,
Color Coding, Typography
© Anselm Spoerri
User Behavior  Design Implications  Design Specifics
Scan pages - don't read them
• Design for Scanning
Make text short - cut words
• Make page work at a glance
Sufficient left margin,
640x480 = main message
• Create Visual Hierarchy
Look for anything = Search Interest
Decide quickly
Choose first “reasonable item”
• Make obvious what you can do
• Make obvious what is clickable
Muddle through
Don't figure out how things work
Resist forming models
• Don't make users think
Get rid of question marks
Each item = clear purpose
1 Use Grid System
• Maintain Consistency
Helps you decide: location of primary & secondary
navigation; location and sizes of images;
location of headlines, main text, annotations etc.
• Create Visual Hierarchy & Rhythm
• Present Information Clearly & Logically
Users can read info more quickly.
Facilitates understanding and recall.
• Invisible Hand guiding users and creating
sense of place
Stick to what works
• Repetition & Consistency
Grid Layout, Easy Navigation,
Graphics, Color Coding, Typography
© Anselm Spoerri
User Behavior  Design Implications  Design Specifics
Scan pages - don't read them
• Design for Scanning
Make text short - cut words
• Make page work at a glance
Sufficient left margin,
640x480 = main message
• Create Visual Hierarchy
Look for anything = Search Interest
Decide quickly
Choose first “reasonable item”
• Make obvious what you can do
• Make obvious what is clickable
Muddle through
Don't figure out how things work
Resist forming models
• Don't make users think
Get rid of question marks
Each item = clear purpose
Stick to what works
• Repetition & Consistency
Grid Layout, Easy Navigation,
Graphics, Color Coding, Typography
2 Create Visual Hierarchy & Guide Eye
• Important Things = Visually Prominent
(More Important = Larger / Sharp Contrast)
Use headlines to guide the eye
• Visual Contrast
Use sharp changes in size (headline), light intensity
(bold), color, texture, motion to create contrast.
• Proximity: related things spatially close
Spatial separation = conceptual separation.
Don't mix alignment styles.
• Use Grouping & Nesting to Increase
Information Density
(Short-term Memory = 3-7)
Use bounding shapes.
© Anselm Spoerri
User Behavior  Design Implications  Design Specifics
Scan pages - don't read them
• Design for Scanning
Make text short - cut words
• Make page work at a glance
Sufficient left margin,
640x480 = main message
• Create Visual Hierarchy
Look for anything = Search Interest
Decide quickly
Choose first “reasonable item”
• Make obvious what you can do
• Make obvious what is clickable
Muddle through
Don't figure out how things work
Resist forming models
• Don't make users think
Get rid of question marks
Each item = clear purpose
Stick to what works
• Repetition & Consistency
Grid Layout, Easy Navigation,
Graphics, Color Coding, Typography
3 Typography Heuristics
• Sans Serif type is easier to read on screen
• Type size 10 -14 points
• 7 - 10 words per line
• Column width proportional to type size
• Bold and italic for small blocks of text
• Enough contrast between type & background
© Anselm Spoerri
User Behavior  Design Implications  Design Specifics
Scan pages - don't read them
• Design for Scanning
Make text short - cut words
1 Use Grid System
•
• Make page work at a glance
Sufficient left margin,
640x480 = main message
• Create Visual Hierarchy
Look for anything = Search Interest
Decide quickly
Choose first “reasonable item”
• Make obvious what you can do
• Make obvious what is clickable
Muddle through
Don't figure out how things work
Resist forming models
•
•
•
Maintain Consistency
Helps you decide: location of primary & secondary navigation;
location and sizes of images;
location of headlines, main text, annotations etc.
Create Visual Hierarchy & Rhythm
Present Information Clearly & Logically
Users can read info more quickly.
Facilitates understanding and recall.
Invisible Hand guiding users and creating sense of place
2 Create Visual Hierarchy & Guide Eye
•
•
• Don't make users think
Get rid of question marks
Each item = clear purpose
•
Stick to what works
• Repetition & Consistency
Grid Layout, Easy Navigation,
Graphics, Color Coding, Typography
•
Important Things = Visually Prominent
(More Important = Larger / Sharp Contrast)
Use headlines to guide the eye
Visual Contrast
Use sharp changes in size (headline), light intensity (bold),
color, texture, motion to create contrast.
Proximity: related things spatially close.
Spatial separation = conceptual separation.
Don't mix alignment styles.
Use Grouping & Nesting to Increase Information Density
(Short-term Memory = 3-7)
Use bounding shapes.
3 Typography Heuristics
•
•
•
•
•
•
Sans Serif type is easier to read on screen
Type size 10 -14 points
7 - 10 words per line
Column width proportional to type size
Bold and italic used for small blocks of text
Enough contrast between type and background
© Anselm Spoerri
Thank you
For Your Effort
For Your Creations
…
and I believe we are in the process
of reaching our Goal:
Create Interactive Multimedia
Websites that Communicate
© Anselm Spoerri