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| I've seen it all. The good, the bad and the ugly of | | | | Communication Arts, the online counterpart of |
| Web site design. And the more I analyze what's on | | | | Communication Arts magazine. |
| the Web, the sadder I get, because the Web has | | | | Design Interact, The premier source of information |
| become open game for Web site designers with bad | | | | and inspiration for the field of interactive media. |
| taste and no plan. | | | | Cool Home Pages, Great resource for designer's |
| On the other hand, there are many talented Web | | | | block. |
| designers to choose from. But talent will only take | | | | Communication |
| one so far. | | | | During my career in broadcast graphics we would |
| A designer has to understand and master the | | | | churn out graphics for the evening news. Many of |
| essence of design: Design with purpose, Create with | | | | them were "over-the-shoulder" graphics which |
| purpose, and Implement with purpose. | | | | appeared behind the anchor as they delivered the |
| As with the world of print, TV, and radio, a designer | | | | story. The main philosophy |
| must design with four specific goals in mind: | | | | I constantly ingrained into my design team was:"If it |
| Branding | | | | doesn't read - it doesn't work." In other words, if the |
| Good branding makes the cash register ring. Take | | | | volume of the TV is turned off, the viewer should |
| Fox News as a case in point. Unlike CNN or MSNBC, | | | | know what the story is about without the presence |
| Fox strives to be a bit more edgy and bold -- and | | | | of text or title. |
| they lead the pack. Their logo animation, bumper | | | | Your Web site should project that same philosophy. |
| graphics, and over-the-shoulder graphics are bright | | | | Ask yourself, does it immediately communicate my |
| primary colors. Even their music is a bit edgier with | | | | message? In television your message is "one click" |
| guitar riffs versus the subdued music tones of the | | | | away from the next channel. On the World Wide |
| other stations. | | | | Web, you're one mouse click away from a potential |
| Concept | | | | customer moving on. |
| A great concept on a shoe-string budget will blow | | | | If you own an e-commerce site, do you expend |
| away a weak concept on a multi-million dollar budget | | | | Web real estate endlessly talking about yourself, or |
| any day. For example, how many truck or SUV | | | | do you get right down to business by featuring your |
| commercials have you seen with guys careening | | | | products? |
| through mud or snow-covered mountain passes as | | | | If you own an industry or business site, do you have |
| the words scream out "Chevy Tough" or "Ford, Built | | | | fancy animation with glitzy music, or does your site |
| to Last." I can't believe executives at these car | | | | convey a serious professional business image? |
| companies spend millions each year on poorly | | | | Make sure your Web designer is communicating well |
| conceived advertising campaigns. | | | | with the public. Solid thinking translated into clear |
| Now, see if you remember this one. A mother is | | | | messages works every time. |
| about to drop her child off at school, and asks if he'd | | | | Focus Test |
| rather get dropped off at the curb instead of directly | | | | Want good feedback? Want good direction? Try a |
| in-front of the school. The child says, "nah, that's | | | | grassroots focus test. |
| okay mom." He steps down from the Hummer and | | | | Late one evening after some finger breaking work |
| strolls up to the school entrance while an older | | | | on some all important Flash animation, the cleaning |
| student, with his eyes glued to the Hummer, says | | | | crew entered my office. I asked, "What do you guys |
| "cool." This is a "concept;" a very well executed | | | | think?" They replied, "What is it?" |
| concept. It strongly conveys an attitude. Even | | | | I was taken back. Ouch!!! I had fallen into the old trap |
| Hummer's theme music has attitude. The branding | | | | of not being able to see the forest for the trees. |
| and concept raises the Hummer's image above the | | | | This is an all too common problem among creative |
| rest. | | | | types. Design work tends to be a labor of love, and |
| Your Web site or your client's Web site should | | | | you can get too close to your project without seeing |
| convey this type of branding and concept. Think | | | | the big picture. |
| outside the box. Look at other well executed designs | | | | Get feedback, it's the breakfast of champions. Ask |
| for inspiration. Don't look at the industry, look at the | | | | your team, neighbor, spouse, significant other -- ask |
| design. Just because you're building a Web site for a | | | | anyone but yourself. And once you step out on the |
| golf course doesn't mean you should only Google golf | | | | ledge, make sure you're ready for negative feedback. |
| courses in your research. Look beyond. Here are | | | | Learn to embrace it and use it to develop into a |
| some great Web site resources for creative | | | | better professional. Growing some thick skin will also |
| inspiration. | | | | be helpful. |