My talk on art direction for SmashingConf Barcelona, 2016. One slide has been purposely removed for privacy reasons.
The tail and its dogStephen HaySmashing ConferenceBarcelona 2016
View Slide
Art direction is storytelling.Well, that’s part of it, anyway.
We’re wired for stories.
https://youtu.be/TTx_fwP1-pw
https://filmsketchr.blogspot.com.es/2014/03/towering-batman-1989-gotham-city.html
Designers often do their own art direction.
What story are we telling?
How are we telling it?
The history of web design
http://www.novolume.co.uk/blog/all-websites-look-the-same/
Why is there so muchdesign sameness on the web?
Lack of design foundation. Lack of critical thinking.Reliance on tools.
Taking design apart:systems
We’re not designingpages, we’re designingsystems of components.
Definevalues & goalsDiscovermoods & metaphorsGenerateideas, define a conceptCreatea visual languageDesign
Components in the funnel
Cart before the horse,the tail wagging the dog
https://youtu.be/eN6Z_gZTI2A
Component-based thinking,backwards: it's easier
https://youtu.be/1oPRDIuT-ac
Start with the story
How do we do this?
Sounds simple, but themajority don't do it
Some easy-to-try“tricks”…
Ask yourself,“What if…?”1
Make your own Oblique Strategies.2
https://www.flickr.com/photos/doctorow/9041086636
Are there sections? Consider transitionsIs it finished?Emphasize the flawsetc.
Ask yourself,“What problem does this solve?”3
Ask yourself,“Is this congruent withthe story?”4
Ask yourself,“How can we tell thisstory differently?”5
Ask yourself,“Where does this fail?”6—ClearLeft. I think.
Sketch.7On paper.
Don’t pick the low-hanging fruit.Sketch past the first ideas that pop into your head.
Zoom in, zoom out.8
Don’t forget the “page”.
Immerse, then incubate.9
Focus on the problem.Don’t let the tail wag the dog.10
Your work does notdefine you. Make mistakes.
Recognise youruniqueness.
Thank you.@stephenhayWe’re hiring in Assen & Amsterdam!catawiki.com/jobs