Andy Rutledge recently posted a good article up at UX magazine. He discusses how he sees design as being in layers, and the style layer is often misused or misunderstood. It’s nice to see others chime in to remind the community, and especially aspiring designers, that design should have thought behind it. A lot of it.
Yeah I meant to do that
Our approach has always seen visual design as subconscious communication, and the style of the design is key to creating an emotional connection with the viewer. In other words, it should be done with purpose. Yet so often style is seen as well, some sort of fashion show or flavor of the moment. Often designers choose the style accordingly. Or worse, stick with only that one style.
Style should be a well thought out and intentional part of the process, and, it should be different for each of your clients. Yes, different. Each piece should go through the same process of understanding the culture of the company and it’s inner voice of what it has to say. That’s the heart of where your decision on style should come from.
You said what?
As an exercise try going through a number of well done sites and try to describe what the style is saying and see if you think it’s appropriate for the company. This is something we do with our client’s as a way to draw out what it is they are trying to say about themselves, and see what their competition is trying say. It also helps them understand this issue early, that we’re communicating with their customers and these choices come from reason rather than preference.
Oh and by the way, UX magazine looks likes it shaping up to be a really great source. A job well done!
Published on March 3, 2006
Resides in Design
No comments yet.