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Engage at a Glance: Designing Content for Fast Minds

In today’s fast-paced digital landscape, capturing and maintaining attention is more challenging than ever. Studies suggest that the average attention span has dwindled to just eight seconds. As people increasingly expect engaging, interactive, and entertaining content, traditional methods of delivering information no longer suffice.

Unlike a few decades ago, when lengthy texts and detailed explanations were the norm, today’s consumers demand content that is immediately engaging and easy to digest. This shift presents a challenge for anyone creating content, including learning materials, presentations, and even traditional print media.

Erik Jordö, an Illustrator and Graphic Designer at Lorensbergs, works primarily with materials used by consultants in their work with Lorensbergs? clients. This includes both printed and digital workbooks and presentations.

?In the 30 years since Lorensbergs started, we’ve continually adapted our materials to enhance participants’ development. We always need to evolve; from going digital to now using AI for more accessible formats, it’s an exciting time for our design team as things move quickly? Erik explained.

?We break down content and information into short, manageable chunks, making it easier to absorb and retain. Incorporating playful elements helps to make learning fun and less overwhelming.? Erik continued.

Arvid, a Visual Branding and Motion Design Specialist at Lorensbergs, underscores the importance of concise communication. “To create material that sparks interest and captures attention, keeping it short and sweet is crucial. Nowadays, people have easy access to the information they need, so we have to be precise in our communication. 

Gone are the days of forcing learners into a one-size-fits-all mould. Today’s information-rich world demands content that adapts to the user, not the other way around. Learners crave immersive, engaging, interactive experiences delivered in concise, visually appealing formats. Additionally, a growing awareness of neurodivergence means content must accommodate diverse cognitive styles and needs. This includes creating materials that are not only visually appealing and concise but also accessible and inclusive, ensuring all learners can engage effectively.

The role of artificial intelligence (AI) in content creation is growing increasingly important. AI tools can analyse user behaviour and preferences to personalise content, making it more engaging and relevant. Generative AI (GenAI) enables quick and efficient content creation, allowing creators to focus on producing high-quality material that resonates with their audience.

Ways to capture your audience

  • Use Visuals: Break up text with images, infographics, and illustrations to make content more visually appealing.
  • Keep It Short: Use concise text, bullet points, and short paragraphs to make information easy to digest.
  • Interactive Elements: Include quizzes, polls, and activities to engage users actively.
  • Feedback Loops: Provide regular feedback to keep users motivated and aware of their progress.
  • Playful Design: Incorporate humour and playful elements to make learning enjoyable.
  • Inclusivity: Use inclusive language and visuals that represent diverse audiences.
  • Short Chunks: Break information into manageable pieces for easier absorption and retention.
  • Surprise Elements: Add unexpected elements and strong visuals to surprise and delight users, maintaining their interest.
  • Content Variation: Mix different types of content and include interactive components to keep the experience fresh and engaging.
  • Clear Navigation: Ensure that content is easy to navigate, with clear headings, subheadings, and a logical flow to help users find information quickly and easily.
  • Leverage AI: Utilise AI tools to personalise and streamline content creation, ensuring material is engaging and relevant to the audience.

By adopting these strategies, you can create content that captures attention and maintains engagement, making your message effective and memorable.

Erik Jordö

Graphic Design Lead and Illustrator

Arvid Lindstedt

Visual Branding and Motion Design Specialist

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