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The 8 Principles 

of Design

How to Leverage the Power of
Design and Turn Consumers
Into Customers
Josh Levine
Co-founder, CXO – Alexander Interactive (Ai)
IRCE Web Design & Mobile Conference, Orlando – Feb 2014
Hi, I’m Josh
Co-founder, CXO

Digital Design, Strategy

& Development Agency
Founded 2002, Independent
Transactional Expertise
Manhattan based
IMA Top 10 Agency of Year
www.alexanderinteractive.com
(My Bob Ross phase)
So, 

What is Design?
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
But what is it really?
Design is a plan for 

arranging elements in such 

a way as best to accomplish 

a particular purpose.
Charles Eames
Great design
establishes:

Clear communication
Emotional connection
Ease of use
To design is to 

“ communicate clearly

by whatever means

To design control 

you can is to communicate
clearly by whatever means

or master.
you can control or master.

Milton Glaser Milton Glaser
How they see

Great design 

enables you 

to control:

How they listen
How they feel
How they think
How they act
World Domination
world domination?

perhaps?
Leverage the power of design

to meet human needs and turn
consumers into customers

ho
Design is always having an
effect on your customers—
whether you are in control 

of it or not
lingscars.com
It is not a question

of whether you’re
getting on the
design bus or not…
you are already on it
Take control

and make
design work
for you
With great power comes 

great responsibility
Uncle Ben
And now…

The 8 essential
principles you
need to learn 

and follow
01

Typography
Leverage the power to

Convey meaning
Increase legibility
Establish tone
Embody personality
Choose a typeface that is
aligned with the way you
want to be understood
and perceived
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
Typography shifts the
focus from what we write
to how we write it—

and how others read it
Create visual hierarchy

and increase readability 

by using simple variations
within one type family
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
hey

you!

boom!

yo!

honk

bang!
woot!
omg

over

here!

shh
02

Color
Leverage the power to

Elicit emotion
Indicate meaning
Attract attention
Invite exploration
Choose a color scheme
that fits the desired mood,
and your brand
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
as background/wash.
invites scroll. delights
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
While color is important,

it’s how it interacts with
surrounding elements
that has a bigger impact
Which wins?

Add to Cart

Add to Cart
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
03

Contrast
Leverage the power to

Set priorities
Control energy
Maintain engagement
Strengthen accessibility
Draw attention and

interest to specific areas
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
04

Composition
Leverage the power to
!

Control rhythm
Provide structure
Create order & flow
Reduce cognitive load
!
Position elements within
page to make it easy for
customers to organize and
categorize them
Law of Proximity

Law of Similarity

C

s
w
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
free willy!
Improve hierarchy and
readability by providing
ability to direct (and pause)
people’s attention within 

the flow of a page
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
1

1a

2

2a

sony.com
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
Create a connection
between all elements 

by implementing and

adhering to a grid
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
05

Whitespace
Leverage the power to
!

Control the eye
Imply Importance
Apply stability
Control chaos
!
Use negative space 

to showcase and elevate
your product or content
made.com
olukai.com
Manipulate empty space to
give your interface more
clarity and organization
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
2012

This
week

gilt.com
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
apple storeolukai.com
- ipad app
Before

target.com
After?

holy crap
batman
06

Consistency
Leverage the power to
!

Enhance learnability
Breed familiarity
Reinforce brand
Instill calmness
Create a consistent 

system to establish 

familiarity and remove 

the need to relearn things
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
Create a holistic design
language in order to

retain consistency and
design integrity
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
07

Imagery
Leverage the power to
!

Set the story
Humanize the experience
Makes product tangible
Captivate an audience
Harness the power of a
well cropped photograph
nixon.com
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
sugoi.com
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
08

Movement
Leverage the power to
!

Encourage action
Enhance mood
Convey fluidity
Provide feedback
!
Include subtle motion 

to enhance the story 

and introduce an 

element of surprise
jcrew.com
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
The 8 Principles of Design – How to Leverage the Power of Design and Turn Consumers Into Customers
Key takeaways
n
Typography
Color

Take control
and make
design work
for you

Contrast
Composition
Whitespace
Consistency
Imagery
Movement
Thank you
Josh Levine
jl@alexanderinteractive.com
www.alexanderinteractive.com
slideshare.net/joshpacelevine

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