the three sees of content design

just, like, my opinion man

V. Sri, Content Designer

Principles

Targets

Start with the story

Look for patterns

Respect the user

Solve the real problem

Consistent

Cohesive

Clear

Principles are different

Principles are like lane markers on the highway. They keep you from veering off road. They guide you when visibility is low. Though their power is largely symbolic, principles have a real impact on how we drive—and how we design.

 

But principles are not the same as your destination.

Targets

The three sees are

Targets answer questions about where the design is headed.

 

Questions like: "What counts as good content design?" And "How do we know if we've succeeded?" And "What is the purpose of content design?"

Clear

Cohesive

Consistent

These are our targets

 

The purpose of content design is to ensure experiences are consistent, cohesive, and clear.

Clear

Cohesive

Consistent

You aim for them in a specific order

 

Because they build on one another. They are not three different targets, but they are all aiming at one thing.

The ultimate goal is clarity

 

First, you make the experience consistent, then you make it cohesive, and only then can you make it clear.

Clear

Cohesive

Consistent

How to find clarity

Keep things consistent

 

The content designer's first job is to ensure the experience is consistent.

Look for patterns
 

Don't repeat yourself. Remove errors rely on patterns to make the experience predictable.

 

When you simplify the process of designing content you automatically simplify the user experience.

Then, make things cohesive

 

The next step is to turn consistent experiences in cohesive experiences.This is where content design becomes more than just "linting."

Find the through line

 

You started by figuring out what everything was, now you have to line things up into a story and remove anything that doesn't fit.

This is storytelling

 

Because stories are easy to follow and it's how people think. Well-designed experiences lead users some place meaningful.

Finally, be clear

 

The self-actualization part of content design.

Clarity is emergent

 

It happens only after you've made the experience consistent and cohesive.

It's hard to do

 

Most software will become bloated and awkward instead.

Clarity is the ultimate goal

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