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Greg Wood: Art Direction & Editorial Design

1ce62c03f0d718799266a77070433e2e?s=47 New Adventures
September 28, 2011

Greg Wood: Art Direction & Editorial Design

Greg Wood, New Adventures, January 2011

1ce62c03f0d718799266a77070433e2e?s=128

New Adventures

September 28, 2011
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  1. ART DIRECTION & EDITORIAL DESIGN ON THE WEB: DOES IT

    WORK? @GREGWOOD @ERSKINEDESIGN
  2. None
  3. “I COULD PISS THAT

  4. 30MPH WIND 4 UNFIT MEN ON BICYCLES

  5. None
  6. None
  7. “Art direction is about evoking the right emotion, it’s about

    creating that connection to what you’re seeing and experiencing.” Dan Mall – November 2010 “
  8. Art direction – does it feel good? Design – does

    it look good?
  9. None
  10. None
  11. I think the journal posts I've art directed more successfully

    have had significant impact. I think some of the content I've published has been more eagerly and widely consumed because of the art direction and design of the content.
  12. None
  13. B CONTENT A

  14. • Simon Campbell’s mailing list • Friends & family •

    Students in brother’s halls SAMPLE OF 200 PEOPLE
  15. PREDICTIONS

  16. TEST #1

  17. None
  18. None
  19. None
  20. None
  21. None
  22. None
  23. EDUCATIONAL INTERESTING EASY TO CONSUME Typography Colour Imagery Diagrams &

    maps Composition Diagrams & maps
  24. TEST #2

  25. None
  26. None
  27. None
  28. DELICIOUS EASY TO RECREATE Imagery Composition Typography Color

  29. Did you fully read everything? Did you find the content

    easy to consume? Rate the experience you had consuming the content. To what extent do you think the design of the content affected your experience? Any additional thoughts on how the content was presented? 1 2 3 4 5
  30. When did Tyrannosaurus Rex exist? How tall was Tyrannosaurus Rex?

    Who named Tyrannosaurus Rex? In which American state were the first remains of Tyrannosaurus Rex found? How was Tyrannosaurus Rex’ eyesight? 1 2 3 4 5
  31. How confident would you be recreating the dish? How difficult

    would you say the dish is to recreate? How inspired are you to attempt to recreate the dish? How inspired are you to eat the dish? 1 2 3 4
  32. RESULTS

  33. • TEST 1 & 2 EXPERIENCE • TEST 1 SPECIFICS

    • TEST 2 SPECIFICS
  34. DID YOU FULLY READ EVERYTHING? REGULAR ART DIRECTED & DESIGNED

    YES – 58% YES – 74%
  35. DID FIND THE CONTENT EASY TO CONSUME? REGULAR ART DIRECTED

    & DESIGNED EASY – 39% EASY – 75%
  36. RATE THE EXPERIENCE YOU HAD CONSUMING THE CONTENT REGULAR ART

    DIRECTED & DESIGNED ENGAGING – 23% ENGAGING – 63%
  37. CORRECT ANSWERS REGULAR ART DIRECTED & DESIGNED 61% 66%

  38. HOW CONFIDENT WOULD YOU BE RECREATING THE DISH? REGULAR ART

    DIRECTED & DESIGNED VERY – 13% VERY – 42%
  39. HOW DIFFICULT WOULD YOU SAY THE DISH IS TO RECREATE?

    REGULAR ART DIRECTED & DESIGNED EASY – 21% EASY – 33%
  40. HOW INSPIRED ARE YOU TO ATTEMPT TO RECREATE THE DISH?

    REGULAR ART DIRECTED & DESIGNED VERY – 8% VERY – 52%
  41. HOW INSPIRED ARE YOU TO EAT THE DISH? REGULAR ART

    DIRECTED & DESIGNED VERY – 4% VERY – 67%
  42. OVERVIEW OF RESULTS ENJOYED A RICHER EXPERIENCE INFORMATION RETENTION THE

    SAME FOUND RECIPE SLIGHTLY EASIER SIGNIFICANTLY MORE INSPIRED
  43. TO CONCLUDE

  44. THANKS @GREGWOOD @ERSKINEDESIGN