Website visual design: emotional board and Visual Design

　　

 

　I. Difficulties in Visual Design

There are many uncertainties in the visual design of Internet products, such:

You designed it according to "Elegance", but he thought it was "fresh "? -- Subjective judgment & understanding only when you see the picture

Sometimes I do not like some design works, but I cannot tell the reason immediately-subconscious

At first, one style was required, and the style was changed to another style quickly-not familiar with users.

If "user-centered design" is not a stunt, we can try to make "user" to provide a visual design direction.

　　

 

Although traditional user research methods are helpful for "understanding users", it seems that there is no way to "direct visual design.

Is there a way for users to study and solve the problems of "subjective judgment", "Understanding of actual works", and "no subconscious feeling" in visual design, then "direct visual design "?

　Ii. Theoretical Basis of the sentiment Board Method

Emotion board is a research method that uses images to inspire and explore user experience and then act on visual design. You can investigate and form the guiding "style feelings" and "design elements ".

The core principle of the sentiment board is to rely on "Images" to communicate products and users, users' subconscious and consciousness, users' sensibility (emotion) and rationality. The foundation of neuropsychology is:

Most communication is non-verbal.

Thinking is produced through images

Sensory images are an important metaphor, and most of these images are visual

The deep structure in thinking is touchable.

Experience is a mixture of rational and emotional (emotion)

　　Iii. Procedure of the emotion Board Method

Complete Process Overview:

　　

 

Obtain keywords:

　　

 

Image material collection:

　　

 

Invite users to participate in the creation of sentiment boards:

　　

 

　　Iv. Emotion board practices for Visual Design

The third part of the previous article describes in detail the process from preparation to participation in the creation of an emotional board. This part will not go into detail in this process. It focuses on how to analyze and use the results of emotional boards, it is well integrated with visual design (in terms of actual work experience, this part may be more important than the preparation process of the emotional board in the early stage ).

In the APP Store, you can select a mobile phone APP "old remedies" as a practice.

　　

 

The user research method for using sentiment boards in old remedies (the specific process is omitted ). The emotional board results are as follows:

　　

 

Emotional board Result Analysis and extraction of visual elements:

　　

 

　　

 

　　

 

Design Process:

Background

　　

 

　　

 

Navigation

　　

 

　　

 

Click navigation

　　

 

Final result (comparison)

　　

 

　　

 

Summary:

There are two cognitive processing modes at work:

Top-down processing refers to the process in which a person processes his or her current information with his or her existing knowledge and concepts during his or her cognitive activities.

Bottom-up processing, also called data-driven or material-driven processing, emphasizes the importance of the stimulus itself in pattern recognition.

　　

 

At ordinary times, our visual design work may adopt a more bottom-up processing method. If we can fully analyze the results of the emotional board and make full use of our subjective initiative, this will help us to develop a top-down processing method (and this kind of subjective initiative is guaranteed in the correct direction ). The repeated rotation training and combined use of the two cognitive processing methods can help us to improve our design thinking level.

Thanks to Zhao designer, she completed the demonstration of the visual design in the second half of "old remedies.