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�8?�k���N���c��o�Q�5�����6�����|����6G��$�uP腗_,��;�ЏڝU����Η�]���bW�+�5���Ϟu@�!��Dm�wA!���cpА�I�׍W���wǭy���/̮z����kr��Ǵ�� ���<..N��^:$i.� E§� O��� ]���*`Wf���<� �$��W0}�vI9 4AU ^&CS��}%���_I�s�2h�5MOJgG`h���XT 6���p�����_ip�7�� n�f� =��n��ՓS91�H� ;���^s�Q��H���=����"�U4�;׎�����A�z�UBB ���Iy� /Z�VY ����X���hB��5���%�l��T�Ru�6Yy��#�Fܩ�H頯�/g����4����j����=k�W̙~es�W��s[��=�}F�d0�>�SA��4�� ��8@-�bRY�g,�Ծ2r AX��P���Z\�1�z��J�Q��,L&s� ��f[�J*!�↦E����㞼u���&g��r�����]��s, ,�$dcI���Ux��2�$���%���t����EqBH�0���WL��a��TfdJ�� &X/(��\��� ���=e�= Z8�4�!�89�������f�|x���R�#[L��/� v��oH�.r�n�)��N ��1X���E�E���M�; 7�"hV_���5}YB�w��^u�xyP����f��X�����p�*���s˫�H����w��Ĥ�#�7R��7���D[*�F�ѡ�Tw+R�gk����������{�=I�Ƿ7ܪ�����~�!���Q2P���>޳8˶k)\x�_��Ě�~��U�i� ��'�ł���L���$�-��N�k��X�_����Ⱦ�h��kP� *����Bfa��\;E�^j�׹D��E���^��Q����g' #1�/�Fm�i�?;�����m��0 1 00:00:00,590 --> 00:00:07,250 Now a lot of things that we've talked about in this module is all to do with how do you direct a user's 1 2 00:00:07,340 --> 00:00:08,230 attention. 2 3 00:00:08,420 --> 00:00:13,900 And we've always come full circle to the first point that we made about user interface design. 3 4 00:00:13,970 --> 00:00:20,830 It's about tailoring the experience for your users by guiding their attention towards different things. 4 5 00:00:20,860 --> 00:00:26,090 I really wish that instead of calling user interface designers designers that they could be called attention 5 6 00:00:26,100 --> 00:00:28,580 wizards because that's essentially your job. 6 7 00:00:28,610 --> 00:00:35,780 You're using various tools at your disposal to manipulate-- to manipulate and guide a user's attention. 7 8 00:00:35,810 --> 00:00:40,370 You're essentially playing around with this currency that is user attention. And we know that when we 8 9 00:00:40,370 --> 00:00:46,010 comes to typefaces there's quite a few ways how you can direct that attention. 9 10 00:00:46,010 --> 00:00:52,520 For example you can make the text larger or smaller, you can make it bolder brighter in color or you 10 11 00:00:52,520 --> 00:00:54,180 can make it more muted. 11 12 00:00:54,230 --> 00:01:01,400 You can use a typeface with a heavy weighting versus something that is thin or light or you can capitalize 12 13 00:01:01,520 --> 00:01:07,820 and lowercase some of the words as well as making something italic or increasing the distance between 13 14 00:01:07,850 --> 00:01:13,150 each of the letters to make the overall size of the words take up more space. 14 15 00:01:13,160 --> 00:01:18,580 So when you have a project such as designing the user interface of a app or website essentially you're 15 16 00:01:18,600 --> 00:01:21,050 using those techniques to direct attention. 16 17 00:01:21,050 --> 00:01:26,060 So for example, if the first thing that I want people to look at when they land on my web page is the 17 18 00:01:26,060 --> 00:01:28,040 word material design 18 19 00:01:28,220 --> 00:01:33,710 then I will make that super bold, super black, use a really heavyweight typeface and use a font that's 19 20 00:01:33,710 --> 00:01:39,770 really blocky, all the ways in which I can make sure that the first thing that their eyes will be drawn 20 21 00:01:39,770 --> 00:01:42,420 to is the words material design. 21 22 00:01:42,440 --> 00:01:46,850 Now depending on the use case, maybe the first thing that you want your user to see will be different. 22 23 00:01:46,850 --> 00:01:49,490 Maybe it's you know how good your product is 23 24 00:01:49,520 --> 00:01:54,370 or maybe it's, you know, how many places your product has been featured et cetera et cetera. 24 25 00:01:54,380 --> 00:02:00,980 But you can use these six ways to manipulate your typeface and direct attention very easily. 25 26 00:02:00,980 --> 00:02:03,510 Now the footer is not about attention grabbing. 26 27 00:02:03,650 --> 00:02:09,420 You know when you look AirBnB and it says, you know, "Made with love in San Francisco" or something like 27 28 00:02:09,420 --> 00:02:11,190 where "Make something you love." 28 29 00:02:11,240 --> 00:02:16,640 You know these are meant to be subtle whispers like when you're watching a movie and you pick up on 29 30 00:02:16,640 --> 00:02:17,670 a subtle hint. 30 31 00:02:17,720 --> 00:02:23,150 And similarly you can use these techniques to reduce the amount of attention they command to weave in 31 32 00:02:23,150 --> 00:02:24,810 subtlety and delight. 32 33 00:02:24,860 --> 00:02:31,210 And this is a really good example to look at. Sometimes you know these techniques can be used unintuitively. 33 34 00:02:31,400 --> 00:02:38,240 For example the title here that these people bluhomes.com wanted to convey is that they can provide a 34 35 00:02:38,450 --> 00:02:44,030 better client experience and they obviously want to highlight the word better to differentiate themselves 35 36 00:02:44,030 --> 00:02:45,830 from you know other companies. 36 37 00:02:45,830 --> 00:02:51,470 But because the title is already the first thing that they want users to look at, they've made it blocky 37 38 00:02:51,470 --> 00:02:52,960 they've made it capitalized, 38 39 00:02:53,090 --> 00:02:55,640 they made the font size really big. 39 40 00:02:55,970 --> 00:03:03,090 If they made that word even bolder even heavier even blacker, it still wouldn't stand out all that much. 40 41 00:03:03,230 --> 00:03:10,610 But actually in fact, by downgrading the amount of attention and commands, by making it italic, by making 41 42 00:03:10,610 --> 00:03:18,290 it lower case, by making the overall size of that word slightly smaller, it actually provides contrast 42 43 00:03:18,350 --> 00:03:23,500 from the rest of the sentence and instead becomes the focus of the attention. 43 44 00:03:23,540 --> 00:03:29,390 So the message really is just play around with some of these techniques that you've learned and see 44 45 00:03:29,390 --> 00:03:37,280 how you can architect a user journey using various ways of commanding attention. And I have included 45 46 00:03:37,350 --> 00:03:43,490 and I've included a link to a super hilarious infographic from the guys that play to web design who 46 47 00:03:43,490 --> 00:03:50,210 have translated some of the crazy stuff that they hear from clients for their design works such as "Make 47 48 00:03:50,210 --> 00:03:54,110 it look more luxurious..." into what they actually mean 48 49 00:03:54,110 --> 00:03:58,240 for example wider thinner fonts in caps. And 49 50 00:03:58,430 --> 00:04:03,380 I think it's really funny how they've managed to capture some of these common things you hear from 50 51 00:04:03,380 --> 00:04:08,840 clients into actual things that you can do with your designs in terms of commanding attention 51 52 00:04:08,870 --> 00:04:12,800 and in terms of some of the things that we've mentioned and in terms of some of the techniques that 52 53 00:04:12,800 --> 00:04:18,320 we've mentioned. So have a look at that for a good laugh as well as an understanding of how difficult 53 54 00:04:19,070 --> 00:04:25,760 a job designers and developers have in translating something that is locked within a client's head into 54 55 00:04:25,820 --> 00:04:28,300 real life and into their hands. 55 56 00:04:28,310 --> 00:04:34,280 And so this is another case for why you want to learn at least a little bit about design and development 56 57 00:04:34,460 --> 00:04:40,130 in order to understand the work of designers and developers, in order to better express what you want 57 58 00:04:40,550 --> 00:04:44,980 and for the end result to better mimic what you had in mind.