By now everyone is aware of the craze that is Pokemon GO and savvy business owners have taken advantage in many weird and wonderful ways, but what can it teach us about design? Here are 20 quick take-aways from the latest augmented reality phenomenon:
- Start Simple
No matter how complex the copy and content you have to work with, always start from the largest and easiest to understand building blocks.
Your design should build on the story of your brand, with related content, tone, colour and imagery that reminds the user about what they are consuming.
- Think about How
Always take the time to think about where your design is ending up and how it will consumed.
A long standing tennant in design is repetition, the user will often need to see/ hear/ touch/ taste/ smell something up to 7 times before they truly ‘get’ it.
- Relate to the User
Use points of interest in your design that relate to the user, either making them feel at home or completely at odds with it.
- Call to Action
Always end any story that you tell through your design with a direct and clear message, don’t beat around the Tall Grass, be honest, be direct, be you.
The brain loves puzzles and patterns, use this to your advantage by leading to eye across your design in a way that surprises and delights the user, even if it only takes a couple seconds.
You don’t necessarily need to fill every millimetre of your design with densely populated information, don’t be afraid to give your content space to breathe.
- Building Systems
While you want the initial glance to immediately grab your subjects attention, it is important to build in deeper mechanics that can help the user engage with your brand.
- Buried Treasure
You don’t always have to put everything out in the open, leaving something buried in your design to surprise the devoted explorer can be a great way to make them feel special and earn a deeper engagement.
- Content Sizing
No matter how much you spend on your logo, it should never be the entirety of your content (unless it is part of some larger marketing gimmick), let the most important information that you want to communicate take precedence.
In a social world, word of mouth is more important than ever so making your design in a way that allows it to be shared openly will only help your brand expand and build trust for new leads.
- Send it to Print/ Go Live
You don’t need to have a massive budget, meticulously planned rollout or a team of marketers at your back to ‘go viral’ sometimes all you need is a good idea that works (it doesn’t even need to be ‘feature complete’ the important thing is to get it out there!)
Creating your design in a way that allows the user to interact with it (reuse/recycle?), even in subtle ways can expand the effectiveness of your work 10 times and forge a deeper relationship with the product and your brand.
It is said that nothing is new, but that doesn’t mean you cannot start with something that has been done before (even something you have done before that worked well) and put a little extra into it to help it evolve into something new – you don’t always have to start with a blank canvas.
People like to collect things, so why not create your design in a way that inspires your users to collect (and keep it) – you could even connect it with a marketing program and reward them further down the line for keeping your brand in (heart and) mind.
- Visual Cues
Sometimes what you think is obvious may not be THAT obvious, so think about adding visual cues to designate the most important information you want to impart and what you want your user to do once they have absorbed it ie. the ominous BIG RED BUTTON, or an arrow that points right at the info, it actually works.
- In The Background
Always make sure that your main design contains colours that don’t conflict with your information (unless you are using it as a visual device), the background should be in the background.. act accordingly.
Every design project needs boundaries, if you don’t have any, make them yourself, it allows you to think out of the box more and expand on what is possible without constantly expanding the scope (you definitely want to avoid scope creep hell!).
Know who your design is for, it should be understood by everyone, but your creation should be able to resonate absolutely with a very specific person with very specific needs.