With many things, especially in design – systems are crucial.
Proven methods fast-track a process that doesn’t need to be reinvented from scratch every time.
Utilizing templates can get you half of the way there. They work great as a starting point. There is nothing worse than staring at a blank canvas.
However, keep in mind that content directs the flow of information. Some things can be templated easier than others.
These general guidelines apply to how we can start to break down a design, whether it’s a presentation or website, etc., into a formula that is consistent and works.
An undervalued aspect of content is figuring out why something works well and the underlying structure behind it.
Join me as we explore some fundamentals.
Capturing attention
Do not overwhelm your viewer out of the gates.
If there is information overload, you’ll likely turn someone off immediately.
Unless you aim to overwhelm and engage your viewers out of the gates, let them be guided to an answer and not be visually “yelled” at.
Start with a simple format that lets your message breathe. A singular focus helps guide someone toward what you want them to understand without many distractions.
Of course, there are exceptions to this rule here, especially with entertainment and engagement tactics.
Hierarchy
Consider the levels of importance.
Not everything deserves an equal level of priority.
Start with your leading overview or summary and provide further supporting pieces.
Some things need to come first. Lead with the most compelling statement, message and artwork.
Organize your content in a way that works, whether by logical grouping such as category, subject, type, etc.
From a birdseye perspective, organizing your thoughts and narrative into a structure that flows naturally from one step to another helps create a better sense of cohesiveness.
Almost nothing is composed by accident or left to the imagination.
Wayfinding
Prioritize readability.
With most content, we combine images with words in one way or another.
Can you quickly glean to find what you’re interested in?
Emphasize wherever it needs to happen. Call outs, contrast, and add adequate breathing room to ensure your message is easily found.
If everything has the same level of visual importance, it might all blend and get lost in the mix.
Separation and grouping of information are paramount.
There is a time to provide bite-sized pieces and a time for detail.
Accessibility
I should be able to find what I need within two or three actions. Arguably, one.
Whether selling a product or service or providing information, don’t bury what people need to access quickly.
Make it as simple as possible.
From how you navigate through to how many paths there might be to arrive at the same destination.
Rules were made to be broken
All that being said, go ahead and break some rules, too.
Challenging expectations is a way to move beyond and break the mould to stand out from the crowd, all following the same playbook.
Creating quality and engaging content is more complicated than it looks.
Consider human psychology and lean on proven techniques to create something unique with your take on something.
Building on a foundation of standards can put you in a better position to bend the rules if it feels right.
If the subject matter is exciting, that helps a lot, too, but even the most seemingly mundane thing can be made interesting if you try hard enough!
