The literature review indicates that the benefit of screencast as an instructional media has not clearly proved effective for all categories of students. This is due to the individual differences in processing the information. Inadequate screencast design will cause strain to students' cognitive process which might impede learning. This shortcoming can be reduced by imposing principles of reducing the external processing in screencast design. However, the exact design effectiveness of screencast also depends on the cognitive style and learning style of the students. The cognitive style will ultimately affect how information is processed in the students' memory structure. Students will also easily process the given information, if it is performed in accordance with their dominant learning style. Taken together, this article discusses the conceptual framework design of screencasts for instructional purpose.