Art Direction Vs The Web (FOWD London 2012)
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Slide from my 2012 talk at the Future of Web Design conference in London on the changing role of Art Direction within a predominately web-based creative environment.
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Art Direction Vs The Web (FOWD London 2012)
- 11. AFAR.COM
- 13. GRAPHIC ARE RUINING THE WEB DESIGNERS“ Sunday 19 February 2012 JOHN NAUGHTON THE OBSERVER
- 14. DAILYMAIL.CO.UK
- 16. NORVIG.COM
- 18. The role of art direction is to literally 'direct' attention, using 'art' as an signpost to guide the audience and decipher the information “ Véronique Vienne ART DIRECTOR/ WRITER
- 21. PINTEREST.COM
- 27. GENERATIVE LOGOS
- 30. ICON LIBRARY
- 31. IMAGE SPRITES Phone Home Home link WWW WWW link WWW hov.. Home hov.. Mobile Phone L Photo Refresh Settings Comment DWN UP Search Unlock Broadcast.. Phone ho.. Lock Notepad Chat
- 32. DESIGN ETIQUETTE
- 33. UI PATTERNS
- 34. CODE SNIPPETS
- 35. DEFINE A VISION, THROUGH A CLEAR BRIEF AND GUIDANCE BE FLEXIBLE AND READY TO EMBRACE CHANGE DEMOCRATISE THE DESIGN PROCESS. CURATE THE BRAND, DON'T DICTATE IT! AIM FOR CONSISTENCY IN THE QUALITY OF EXPERIENCE SHARE ASSETS, PATTERNS AND IDEAS 2 3 5 TRIBAL DESIGN PRINCIPLES
Editor's Notes
- Thank you :) Tribal Group - Provide Services and Technology Solutions for Education Started as UI Designer Bring experience of web design to AD
- • Publishing of books, magazines and newspapers • Advertising and branding
- Written content - editorial, instructional, marketing or reporting Visual content - photography, illustration or diagrams Art direction - a marriage of the two content types
- Leading image to set the scene Headline and introductory paragraph 2 columns per page A marriage of text and image, creating emphasis and storytelling
- Software - browsers and operating systems Hardware - screen size, devices Users - accessibility, usability Bandwidth and data
- Images and server calls slow down the web experience
- Daily Mail News media on the web Image laden 344 items being called from the server
- Peter Norvig - Research Director at Google Web in one of its purest forms - simple portal Hyperlinks in a table to various articles around the web Assumption that graphic design is simply pretty pictures
- Rainfall Daffinson Almost entirely typographical design, barely any images Using light CSS, to provide a clear structure and organisation of content
- • Personal blogs and portfolios • Author is both content creator and art director
- Ver Ron Eek - Vee En : AD at Vogue and Elle magazine AD literally directs the audience's attention through information via its visual presentation
- Metaphor of the Art Gallery space Goal is to produce a minimal, non- distracting space. Allow content (art) to become the focus Remove distracting ornament or decoration
- Though can still guide audience through the space Using navigation elements and signposting Providing detailed information to accompany the artwork Exhibition can be setup in different buildings, though the experience will be consistent
- Pinterest typifies this curation approach on the web The focus is the content (and user generated content at that) The overall design is stripped back and minimal Though clear navigational and informational elements remain
- Vi - Erl Peters takes the pinterest model a step further And like the personal blog or portfolio adds her own art direction to each entry by picking out the dominant colour This still relies on a certain level of personalised control Though across large numbers of products we need to provide clear guidance and art direction
- Traditionally brand guidelines provide this guidance Offering guidance on use of the logo, colour palette, basic typography and content style Some offer templates for printed stationary Ugly side effect can be the emergence of the Brand Police
- Logo Usage Fonts Colour palette Imagery
- Generally Brand Guidelines neglect the web So we began to look at some typographical rules on the web And basic UI layouts, though these are limited Generally we're not creating pages, but applications with much more complex UIs
- Traditionally brand guidelines provide this guidance Offering guidance on use of the logo, colour palette, basic typography and content style Some offer templates for printed stationary Ugly side effect can be the emergence of the Brand Police
- Traditionally brand guidelines provide this guidance Offering guidance on use of the logo, colour palette, basic typography and content style Some offer templates for printed stationary Ugly side effect can be the emergence of the Brand Police
- Design sharing etiquette
- DEFINE A VISION BE FLEXIBLE AND FLUID CONSISTENCY IN QUALITY, PERSONALITY AND EXPERIENCE SHARE ASSETS AND PATTERNS CURATE DON'T DICTATE
- Thank you :) Tribal Group - Provide Services and Technology Solutions for Education Started as UI Designer Bring experience of web design to AD