DESIGNING GRAPHICS BASED ON CROWDSOURCED DATA
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A sampling of some of the information that would be covered during a workshop for SXSW 2017 Titled: Designing Better Icons with User Data
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DESIGNING GRAPHICS BASED ON CROWDSOURCED DATA
- 1. WORKSHOP: DESIGNING GRAPHICS BASED ON CROWDSOURCED DATA 1
- 2. PRE-WORK DESIGN CONCEPTS, INC. 2 We would pose a question to the SxSW community and ask them to draw pictures and send them to us. We would use crowdsourcing as a means of obtaining this data. The data would be analyzed and prepared for the workshop. The insights gathered from this analysis will be the basis of this workshop. We can then take the icons developed in the workshop and crowdsource comprehension/understanding rates and send the results to the attendees.
- 4. BUT ICONIC IMAGERY REMAINS VIRTUAL LY UNCHANGED
- 5. WORKSHOP OBJECTIVES DESIGN CONCEPTS, INC. 5 1. UNDERSTANDING HOW WE SEE 2. UNDERSTANDING WHAT AN ICON IS 3. WHY USE CROWDSOURCED IMAGES 4. HOW DO I USE THE DATA 5. WHAT MAKES AN IMPACTFUL GRAPHIC
- 6. UNDERSTANDING HOW WE SEE How we see and perceive images A majority of what we see is actually things we remember from our long-term visual memory; in fact approximately 95% of what we see comes from our long-term visual memory. (Collin Ware,2008) 5%
- 7. Do we visually imagine in the same way as we see? “A visual object is a momentary nexus of meaning binding a set of visual features from the outside world together with the stuff we already know.” (Ware, C. 2008) UNDERSTANDING HOW WE SEE
- 8. 8 Studies at MIT and the analysis of Magnetic Resonance Imaging (MRI) support this theory, showing that the same parts of our brains are activated when we are looking at an object as when we imagine an object. This supports the theory of creative meta-seeing. Meta-seeing or creative imagery is virtual imagery that never leaves our heads or physical doodles, scribbles, charts, diagrams, etc. When users are asked to create drawings, they are tapping into this virtual imagery. The images created by the research subjects are the projections of the virtual imagery they are seeing in their brains. (Kosslyn, Thompson, & Ganis, 2006) UNDERSTANDING HOW WE SEE
- 9. How we process and recall images DESIGN CONCEPTS, INC. 9 LanguageImage LIGHTBULB
- 10. Language How we process and recall images DESIGN CONCEPTS, INC. 10 Our brains process images differently than language Image Simultaneous Linear. Sequential Processing
- 11. DESIGN CONCEPTS, INC. 11 Precognitive Research Precognitive Research Cognitive Research Unfiltered Data Filtered/ Packaged Data Attributes & Benefits Experience EmotionalRational Who I want you to think I am How I see and naturally think about things
- 12. Iconic imagery: Where does it come from? DESIGN CONCEPTS, INC. 12 MEMORABLE APPROPRIATE UNDERSTOOD
- 13. Understanding How We See When designing a sign, symbol, icon or pictogram the designer must understand the concepts of communication and representation.
- 14. Understanding How We See Communication requires the sender/creator/designer of the visual to make their visuals understood by the population within the societal context. (Kress & van Leeuwen, 1996)
- 15. Understanding How We See Communicating with signs, symbols, icons and pictograms With Representation, the sender/designer creates or uses forms that represent what they have in mind.
- 16. Understanding How We See Communicating with signs, symbols, icons and pictograms For example, rectangles for a door, bed or table and circles for wheels, suns or plates.
- 17. But those representations can have multiple levels. For example: circles = wheels = car or circle = sun = day. (Kress & van Leeuwen, 1996)
- 18. WHY DO I NEED CROWDSOURCED DATA? If you are trying to create an icon, symbol, pictogram that is easily understood by your user, you must first understand how your users see it. What visual concepts do they use to define the idea or concept?
- 19. Some concepts are universal: 20 students draw a picture of a car
- 20. All materials are the property of Eva Lutz and subject to Copyright Some are not: 20 students draw a picture of lunch
- 21. All materials are the property of Eva Lutz and subject to Copyright Some concepts are universal… ONLY AFTER GROUPING THE DATA BASED ON MORE DISCRETE USER GROUPS DID THE UNIVERSAL VISUAL CONCEPTS BEGIN TO EMERGE. U.S. INTERNATIONAL
- 22. More complex concepts also have universal visual concepts Children ages 9 to 17 were asked to draw images for hospital consent forms Medication side effects: Taking medication can make me gain weight.
- 23. More complex concepts also have universal visual concepts Children ages 9 to 17 were asked to draw images for hospital consent forms Medication side effects: Taking medication can make me sick.
- 24. How can I use this information? DESIGN CONCEPTS, INC. 24 I N S I G H T S • A human figure should play a primary role in the image. • Whole or ½ body depiction preferred. • Body fluid should be incorporated (if appropriate). • The face needs to have features. • Use emotion appropriate to the “real” experience of the symptom or sensation of the procedure. • Medical props and instruments are understood and well-represented by the target user and should be incorporated appropriately in iconic images.
- 25. Leverage your insights to help you design icons or pictograms
- 26. We asked “virgin” target users … What does this mean?
- 27. 100 % Agree to the following statement: Getting a shot could cause your arm to swell.90 % Agree to the following statement: Taking medicine could make you sick to your stomach.
- 28. PRINCIPLES OF A GOOD LOGO “I strive for two things in design: simplicity and clarity. Great design is born of those two things.” Linden Leader, designer of the FedEx logo http://ideas.overnightprints.com/the-five-essential-elements-of-effective-logo-design/
- 29. Five principles of good design DESIGN CONCEPTS, INC. 29 • Simple • Memorable • Timeless • Versatile • Appropriate http://ideas.overnightprints.com/the-five-essential-elements-of-effective-logo-design/
- 30. Share crowdsourced data Insights 1. Insight 2. Insight 3. Insight 4. Insight 5. Insight 6. Insight 7. Insight 8. Insight Images
Editor's Notes
- Picture Superiority Effect: Humans perceive, comprehend and recall images better than words. Because of: incidental redundant cues, relational organization, and stimulus differentiation.
- Picture Superiority Effect: Humans perceive, comprehend and recall images better than words. Because of: incidental redundant cues, relational organization, and stimulus differentiation.