By 
User-focussed content: simpler, clearer, less.
Visual language
We aim to support our brand identity by using a simpler, lighter design aesthetic which emphasises:
- space,
- bold, high quality imagery,
- clear typography,
- plain English,
- and simple, content-rich layouts.
User experience
A user-centred design process will help us create content relevant to our users based on these principles:
- Focus on user needs
- Inspire
- Resources wherever you are
- Design for inclusivity
- Keep content simple
- Keep it efficient
Focus on user needs
Understanding what our users need is at the heart of creating effective content.
“The more content you give people that they want, the more time they will spend on content that matters to you.” Prof. John Lavine, Media Management Centre, Northwestern University.
Research user needs through means such as analytics, personas, interviews, competitive analysis and user testing.
Inspire
Aim for quality where strategic content shows that we are an innovative and confident institution.
Resources wherever you are
Design around context of the user in a multi-screen, multi-device world.
Design for inclusivity
By default, digital services should be open, accessible and culturally engaging to all.
- We follow the recommended government standard for accessible web content (WCAG 2.0 AA).
Keep content simple
Relevant content which is clear and focussed. Be brutal.
Keep it efficient
Content should be consistent, unified and maintainable.
Services must be robust and standards compliant.
Lean/agile processes help reduce waste.