Looking at why design matters
When training initiatives are introduced—often at the behest of project sponsors—it’s rare that the sponsor is also the end user. As learning professionals, content creators, and facilitators, it’s our job to translate high-level directives into solutions that resonate with end users. Without their buy-in, even the best initiatives risk failure. This article explores why content alone is insufficient and why design is just as crucial in crafting effective learning and support materials for a business setting.
Content is King, Long Live Content
The mantra we often hear is that “content is king”—and for good reason. High-quality content is fundamental. It needs to be:
- Accessible: Easy to find and navigate.
- Relevant: Aligned with the needs of the learners.
- Usable: Simple to integrate into daily workflows.
But content isn’t just about ticking these boxes. Truly great content makes learning easier by:
- Providing integrated feedback loops.
- Offering clear pathways and processes to help learners adapt information.
- Supporting the application of new skills in practical, everyday scenarios.
Behind Every Good King is His Queen
Even the best content can fail if it’s buried in poor design. High-quality content needs equally high-quality design to shine. Design influences how content is perceived, understood, and adopted. The book Universal Principles of Design highlights over 30 key principles that help people learn from well-designed materials. For simplicity, we’ll focus on two critical aspects: visual appeal and usability.
Why Does It Need to Look Good?
Our brains are wired for visuals. Of the 11 million sensory receptors in the human body, about 10 million are connected to sight. James Clear, in Atomic Habits, notes that half of our brain power is devoted to visual processing, emphasizing:
“We are more dependent on vision than on any other sense… Visual cues are the greatest catalyst of our behavior. For this reason, a small change in what you see can lead to big shifts in what you do.” – James Clear
This underscores the importance of creating visually appealing learning materials. Good design considers fundamental principles such as:
- Colour: Enhancing focus and engagement.
- Aesthetics: Building credibility and trust.
- Grid systems: Organizing information for clarity.
- Gestalt principles: Helping learners process information intuitively.
If the content looks outdated or amateurish, it’s unlikely to be taken seriously. On the other hand, overly abstract or overly complex designs can also alienate users. The goal is to make content accessible, relevant, and appealing, setting the stage for usability.
Usability of Learning Materials
It’s tempting to assume we know what learners need. After all, the goal is to guide them from “darkness to light,” right? Unfortunately, this assumption can derail even the best learning programs. Many learners already possess some level of knowledge, skills, or experience. Instead of a one-size-fits-all approach, it’s better to:
- Understand the audience: Use a representative sample to determine what learners already know and where they need support.
- Provide multiple pathways: Create routes through the material that address varying levels of familiarity and learning preferences.
Effective usability also hinges on solid UX (User Experience) and UI (User Interface) design. Key considerations include:
- Active Participation: Learners can’t passively absorb ideas and concepts. Content should encourage interaction and repeated use.
- Reusability: Neuroscience shows we form habits and learn by repetition. Materials should reinforce ideas through practice.
- Choosing the Right Tools: For example, a checklist can simplify a complex sales process, guiding learners to integrate new methods seamlessly into their workflow.
James’ Approach: Marrying Content and Design
Adopting a design-thinking mindset can significantly enhance learning outcomes. This iterative process involves:
- Developing content.
- Testing and refining it.
- Ensuring it’s both relevant and effective.
The goal is to create materials that meet learning objectives and instil confidence. Authentic, well-designed materials encourage learners to embrace new ideas and take the risk of changing their habits.
If you want to ensure your training solutions combine the “King of Content” with the “Queen of Design,” let’s connect. Together, we can create learning materials that are impactful, engaging, and perfectly tailored to your business needs.