Website visual design: Emotional board together visual design

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I. The Predicament of Visual Design

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

You follow the "elegant" to design, but he felt "fresh"? - subjective judgment & see the picture to understand

Sometimes do not like some of the design work, but can not say why - subconsciously

Began to ask for a style, quickly change the Gua asked to change to another style - do not understand the user

If the "user-centered design" is not a gimmick, we can try to let the "user" to design a visual direction.

While traditional user research methods are somewhat helpful in "understanding users," they seem to be powerless in "direct instructional visual design."

Is there any way in which user research can simultaneously solve the problem of "subjectivity in judgments", "seeing the actual work," "not subconsciously feeling" and then "directing the visual design"?

Second, the theoretical basis of the emotional board method

Emotional board is a research method that uses the image to inspire and explore the user's experience before acting on the visual design. Can investigate and form a guide to "style feelings" and "design elements."

The core principle of the mood board is to rely on the "image", communication products and users, the user's subconscious and awareness, the user's emotional (emotional) and rational, and its neuropsychology based on:

Most communication is non-verbal

Thinking is generated by the image

Sensory images are important metaphors, and most of these images are visual

The deep structure of thinking is palpable

Experience is a mixture of reason and emotion (emotion)

Three mood board method of operation

Complete process overview:

Get Keywords:

Collection of picture material:

Invite users to participate in creating mood board:

Four. Emotional board for visual design practice

The third part of the previous article has described in detail the process from preparation to participation in the creation of emoticons, and will not repeat the process in this section. The focus will be on how to analyze and utilize the emoticon results and to combine them well with visual design Work experience, this part may be more emphasis than the previous emotional board production process necessary).

In the APP Store feel free to choose a mobile application "old recipe" for practice.

The "old recipe" using emotional board user research methods (the specific process omitted). Emotional board results are as follows:

Emotional board results analysis, and extraction of visual elements:

designing process:

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The final result (comparison)

to sum up:

There are two cognitive processing modes in work:

Top-down processing refers to the process by which people use existing knowledge and concepts of individuals to process current information during cognitive activities.

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

Usually we may use more visual design work is bottom-up processing, and if we can fully and carefully analyze the results of emotional board, and give full play to the subjective initiative, it can help us to exercise from the top Under the processing methods (and this subjective initiative to play there is the right direction of protection). Repetitive rotation training and combination of two cognitive processing methods help us improve the thinking level of design.

Thank Zhao designer, the latter part of the "old recipe" visual design of the model completed by her.