FOWD November 2007

Destroy The “Web 2.0 Look”by Elliot Jay Stockselliotjaystocks.com/fowd

We have a problem... or two


Problem 01: a design problem

What do people consider to be the “Web 2.0 Look”?


Vibrant, high contrast colours


Vibrant, high contrast colours‘Special offer’ badges


Vibrant, high contrast colours‘Special offer’ badgesGloss / sheen


Vibrant, high contrast colours‘Special offer’ badgesGloss / sheenBevelled edges


Vibrant, high contrast colours‘Special offer’ badgesGloss / sheenBevelled edgesGradients


Vibrant, high contrast colours‘Special offer’ badgesGloss / sheenBevelled edgesGradientsDiagonal lines


Vibrant, high contrast colours‘Special offer’ badgesGloss / sheenBevelled edgesGradientsDiagonal linesSoft-focus effects (subtle outer glow)


Vibrant, high contrast colours‘Special offer’ badgesGloss / sheenBevelled edgesGradientsDiagonal linesSoft-focus effects (subtle outer glow)REFLECTED LOGO!!!

From now on:

From now on:

You’re only allowed to use a logo reflection if your company name has the word ‘reflect’ in it.

Where did it come from?


The undisputed shiny kings of sheen:


The undisputed shiny kings of sheen: Apple.



Apple have used this look with subtlety and its portrayal is always in a constant state of evolution.




Tweaking and modifying popular design aesthetics is the only way to avoid cliche.




Tweaking and modifying popular design aesthetics is the only way to avoid cliche.

In time, even the best ideas will become cliched when over-used.

Big name designers...


... are not bowing down to trends.



Take note: if the world’s best and most original designers are avoiding cliches, there is



Take note: if the world’s best and most original designers are avoiding cliches, there is a) a reason



Take note: if the world’s best and most original designers are avoiding cliches, there is a) a reason, and b) a technique.

‘Make My Logo Bigger’ cream makemylogobiggercream.com


It highlights the serious issue that non-creative clients often have too much power over designers.


It highlights the serious issue that non-creative clients often have too much power over designers.

It’s up to designers to assert their role in a project.


Problem 01: a design problem

Problem 02: a conceptual problem

The web design recruitment industry

“We’re looking for a great Web 2.0 designer!”

“Our client is after a designer who can make sites look

Web 2.0.”

“We want a designer who can design to current trends.”

The web design recruitment industry

The web design recruitment industry, senior management

The web design recruitment industry, senior management,and marketers


If Web 2.0 translates as successful business, who cares what it really means?



Following trends is often profitable.



Following trends is often profitable.

Misunderstanding arrives because of the removal from the ‘doing’ process.

Tim O’Reilly’s article aboutWeb 2.0 tinyurl.com/y3uhod

Web 1.0DoubleClickOfotoAkamaimp3.comBritannica Onlinepersonal websitesevitedomain name speculationpage viewsscreen scrapingpublishingcontent management systemsdirectories (taxonomy)stickiness

Web 2.0Google AdSenseFlickrBitTorrentNapsterWikipediabloggingupcoming.org and EVDBsearch engine optimizationcost per clickweb servicesparticipationwikistagging ("folksonomy")syndication

Jesse James Garrett’s article about AJAX tinyurl.com/29nlsm

“Ajax isn’t a technology. It’s really several technologies, each flourishing in its own right, coming together in powerful new ways. Ajax incorporates:

• standards-based presentation using XHTML and CSS;

• dynamic display and interaction using the Document Object Model;

• data interchange and manipulation using XML and XSLT;

• asynchronous data retrieval using XMLHttpRequest;

• and JavaScript binding everything together.”

Web 2.0 on Wikipediaen.wikipedia.org/wiki/Web_2

Web 2.0 refers to a perceived second generation of web-based communities and hosted services which aim to facilitate collaboration and sharing between users.

Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but to changes in the ways software developers and end-users use the internet.

When was design mentioned?

When was design mentioned?

It wasn’t.

Web 2.0 is not a design aesthetic

Web 2.0 is not a design aesthetic is not a design aesthetic is not a design aesthetic is not a design aesthetic is not a design aesthetic is not a design aesthetic is not a design aesthetic is not a design aesthetic.

Or is it?

Or is it?

There are some benefits to referring to it as an aesthetic rather than a concept.

Or is it?

There are some benefits to referring to it as an aesthetic rather than a concept.

But ultimately this leads to false understanding.

Conclusion

Conclusion

Design cliches will always exist. Understand why the exist, for whom they exist, and how to avoid them.

Conclusion


Incorporating current trends into your work can be a very good move, but add a dash of originality too.

Conclusion



Learn from the best - don’t rely on the flock to provide inspiration. Adapt continuously.

Conclusion



Learn from the best - don’t rely on the flock to provide inspiration. Adapt continuously.

Educate the masses that the “Web 2.0 Look” is a meaningless term. Web 2.0 is a concept...... not a design aesthetic.

Thank youelliotjaystocks.com/fowd

FOWD November 2007

Business

Transcript of FOWD November 2007