Greg Wood: Art Direction & Editorial Design

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ART DIRECTION & EDITORIAL DESIGN ON THE WEB: DOES IT WORK? @GREGWOOD @ERSKINEDESIGN

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“I COULD PISS THAT

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30MPH WIND 4 UNFIT MEN ON BICYCLES

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“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 “

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Art direction – does it feel good? Design – does it look good?

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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.

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B CONTENT A

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• Simon Campbell’s mailing list • Friends & family • Students in brother’s halls SAMPLE OF 200 PEOPLE

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PREDICTIONS

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TEST #1

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EDUCATIONAL INTERESTING EASY TO CONSUME Typography Colour Imagery Diagrams & maps Composition Diagrams & maps

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TEST #2

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DELICIOUS EASY TO RECREATE Imagery Composition Typography Color

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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

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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

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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

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RESULTS

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• TEST 1 & 2 EXPERIENCE • TEST 1 SPECIFICS • TEST 2 SPECIFICS

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DID YOU FULLY READ EVERYTHING? REGULAR ART DIRECTED & DESIGNED YES – 58% YES – 74%

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DID FIND THE CONTENT EASY TO CONSUME? REGULAR ART DIRECTED & DESIGNED EASY – 39% EASY – 75%

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RATE THE EXPERIENCE YOU HAD CONSUMING THE CONTENT REGULAR ART DIRECTED & DESIGNED ENGAGING – 23% ENGAGING – 63%

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CORRECT ANSWERS REGULAR ART DIRECTED & DESIGNED 61% 66%

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HOW CONFIDENT WOULD YOU BE RECREATING THE DISH? REGULAR ART DIRECTED & DESIGNED VERY – 13% VERY – 42%

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HOW DIFFICULT WOULD YOU SAY THE DISH IS TO RECREATE? REGULAR ART DIRECTED & DESIGNED EASY – 21% EASY – 33%

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HOW INSPIRED ARE YOU TO ATTEMPT TO RECREATE THE DISH? REGULAR ART DIRECTED & DESIGNED VERY – 8% VERY – 52%

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HOW INSPIRED ARE YOU TO EAT THE DISH? REGULAR ART DIRECTED & DESIGNED VERY – 4% VERY – 67%

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OVERVIEW OF RESULTS ENJOYED A RICHER EXPERIENCE INFORMATION RETENTION THE SAME FOUND RECIPE SLIGHTLY EASIER SIGNIFICANTLY MORE INSPIRED