Instructional Design for Non-Instructional Designers: The Basics You Need to Know

If you create training materials, product education, or brand messaging, you're already doing instructional design—whether you realize it or not.

But most people make one critical mistake when creating training:

They focus on what they want to teach instead of how the learner will best absorb and use the information.

Good instructional design isn't about dumping information—it's about making learning easy, engaging, and actionable.

In this post, we'll cover:

  • The core principles of instructional design (made simple)

  • How to structure training that actually sticks

  • Practical tips for creating more effective education materials

Nowadays, when I hear the words “Instructional Design,” I usually think of online learning, but these principles apply everywhere: online, in person 1:1, on social, and in workshops.

The Core Principles of Instructional Design

Great training isn't about what you say—it's about what the learner retains and applies.

The Five Key Principles of Instructional Design

1. Focus on the Learner, Not the Instructor

Many training programs focus too much on what the instructor wants to say instead of what the learner needs to do.

Ask yourself: What does my learner need to know, understand, or do differently after this training?

Example:

Instead of creating a 30-slide deck about skincare ingredients, focus on:

"How do I train sales associates to confidently recommend the right product for different skin types?"

Make training relevant to real-world tasks.

2. Keep It Actionable & Goal-Oriented

People don't retain random information—they remember what they apply.

Every training should have a clear goal and measurable outcomes.

How to Apply It:

Use This Formula for Training Goals:

"By the end of this training, learners should be able to: [Action verb] + [Skill or knowledge area] + [Context or scenario]"

Example:

"By the end of this training, sales associates should be able to confidently recommend the right foundation shade for different skin tones."

Make training outcome-based, not just informational.

3. Make It Easy to Digest (Chunking & Microlearning)

People learn best in small, focused segments.

If training is too long or overwhelming, learners tune out.

How to Apply It:

  • Chunk information into bite-sized lessons

  • Use microlearning formats (quick tips, short videos, one-pagers)

  • Provide just-in-time learning (resources available when learners need them)

Example:

Instead of a 45-minute product training session, break it into:

  • 5-minute modules: "How to Match a Serum to Skin Concerns"

  • Swipeable Instagram carousel: "Three Quick Tips for Selling This Moisturizer"

If training is easy to consume, it's more likely to be retained.

4. Engage Learners with Active Learning

People remember what they do, not just what they hear.

Training should be interactive, not just passive reading or listening.

How to Apply It:

  • Use quizzes, role-play, and real-world scenarios in training

  • Have learners practice selling a product instead of just reading about it

  • Use case studies so learners apply knowledge in a real-world context

Example:

A fragrance brand could train retail associates by asking: "If a customer loves Brand X, which of our scents should they try?"

Interactive learning is always more effective than passive learning.

5. Reinforce & Repeat for Long-Term Retention

One-time training isn't enough.

People forget 90 percent of what they learn within a month unless it's reinforced.

How to Apply It:

  • Use spaced repetition. Send follow-ups & refreshers

  • Create reference materials (quick guides, cheat sheets, FAQs)

  • Use real-world reinforcement (have managers review key points in team meetings)

Example:

A beauty brand could:

  • Send a "Tip of the Week" email with a single product selling point

  • Offer a short refresher quiz each month to reinforce training

Training isn't a one-and-done event—it's a continuous process.

How to Structure Training That Sticks

The best training follows a simple framework:

Tell → Show → Do → Review

The Four-Step Training Model

1. Tell (Introduce the Concept)

  • Explain why this information matters

  • Keep it short and engaging

2. Show (Demonstrate the Skill in Action)

  • Use real-world examples, video demos, or case studies

3. Do (Let Learners Practice It)

  • Have learners apply the knowledge immediately

  • Use role-play, quizzes, or live scenarios

4. Review (Reinforce & Improve)

  • Give feedback, corrections, or additional tips

  • Follow up with reinforcement learning

Example:

A Foundation Matching Training Could Be Structured Like This:

  • Tell: Explain how undertones affect foundation choices

  • Show: Demonstrate matching different skin tones in a video

  • Do: Have learners match real customers or use a quiz

  • Review: Recap key takeaways and reinforce in follow-ups

If learners can't apply it, they won't retain it.

Practical Tips for Creating More Effective Education Materials

Want to make your training instantly better? Follow these principles.

1. Use Simple, Clear Language

  • Avoid jargon and technical terms unless necessary

  • Use everyday words that learners would naturally use with customers

Example:

Don’t start here: "Our serum contains an advanced patented peptide complex."

Start here:  "This serum smooths fine lines using peptides that boost collagen." 

Then, you can go into detail on your patented technology. Don’t worry so much about impressing learners or overwhelming them with information. Set the stage for clarity and understanding. By understanding the framework of what you’re sharing, they will be impressed when you go into more detail.

2. Make Training Visually Engaging

  • Break up text with images, icons, and infographics

  • Use color-coding, bolding, and formatting for easy scanning

Example:

A Cheat Sheet Should Highlight:

  • Three Key Selling Points

  • Who It's For

  • How to Use It in a Routine

If it's easy to skim, it's easy to remember.

3. Adapt Training for Different Learning Styles

Some people learn best through videos, others through reading, and others by doing.

Offer multiple formats for training:

  • Video walkthroughs for visual learners

  • Quick guides for text-based learners

  • Hands-on practice for experiential learners

Example:

A supplement brand could provide:

  • A 30-second explainer video

  • A PDF cheat sheet

  • A mini quiz to test knowledge

More learning formats lead to higher retention.

Final Thoughts: Smarter Training, Higher Retention

You don't have to be a professional instructional designer to create better training.

Use these principles to make training more effective:

  • Focus on what the learner needs to do, not just what you want to teach

  • Break information into digestible, actionable pieces

  • Use interactive learning, not passive reading

  • Reinforce training over time for better retention

Want to Build Better Training Materials? Here's Your Next Step:

  • Comment below: What's the biggest challenge you face in training teams? Let's discuss!

  • Subscribe to my newsletter and follow me for more insights on brand education, instructional design, and training strategy.

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