IS373.

IS373 FIELD NOTES / 01 / THE FIELD GUIDE

Good work starts with why.

Build more than a good-looking page. Learn how visual choices, persuasive communication, and brand personality work together.

01

7 principles

Persuasion

Communicate your value with Robert Cialdini’s seven principles. Make a compelling case without making things up.

02

10 illustrated directions

Design styles

Explore a century of order and resistance, from the Bauhaus to contemporary web design.

03

12 archetypes

Brand archetypes

Choose a useful character for your portfolio, then express it through language and evidence.

Put the pieces together.

Choose an audience, one design direction, and one primary archetype. Then use two persuasion principles to explain a real project. Your design choices should support the story your evidence tells.

Start in the theme studio ↗