Adonis Durado: Good Vs. Great

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A good page is respectable; a great page memorable. A good page reaffirms reader's expectation; a great page churns out surprises. A good page is achieved by mixing the right ingredients; a great page by reinventing the formula. Yes, good is not bad, but it's not as good as great. A good page is the marriage of content and form. So does a great page. But how do you tell one from the other?

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  • Adonis Durado: Good Vs. Great

    1. 1. GOOD VS. GREAT speaker: adonis durado @adonisduradosnd foundation syracuse student symposium3 february 2012 / S.I. Newhouse School of Public Communications New York, USA
    2. 2. GOODIS NOTGREAT.
    3. 3. In a professional environment,it is expected that designers produce at least good, decent pages.
    4. 4. A good page is a marriage ofcontent and form.
    5. 5. The formula of a good page is:
    6. 6. The formula of a good page is: GOOD GOODCONTENT + DESIGN
    7. 7. GOODDESIGN
    8. 8. GOODHEADLINE GOOD DESIGN
    9. 9. GOODHEADLINE GOOD + DESIGN
    10. 10. GOODHEADLINE GOOD + DESIGN GOOD ART
    11. 11. GOODHEADLINE GOOD + = DESIGN GOOD ART
    12. 12. GOOD PAGES...
    13. 13. GOOD PAGES... but are these GREAT?
    14. 14. Does this pageinstantly grabyour attention?
    15. 15. Does this pageinstantly grabyour attention?Does this pageexcite you?
    16. 16. Does this pageinstantly grabyour attention?Does this pageexcite you?Does this engageyou to read on?
    17. 17. Does this pageinstantly grabyour attention?
    18. 18. Does this pageinstantly grabyour attention?Does this pageexcite you?
    19. 19. Does this pageinstantly grabyour attention?Does this pageexcite you?Does this engageyou to read on?
    20. 20. I used to think that there is a thin line dividinga good page and a great page.
    21. 21. But compelling evidenceshows that there is more to it than meets the eye.
    22. 22. A GREAT PAGEIS A WOW PAGE.
    23. 23. Design is visual manipulation. And a great designer is a great manipulator.
    24. 24. HOW TO SPOTA SPINNINGBLACK HOLE?
    25. 25. Great design is not boring.A great designer embraces eclectic visual treatment.
    26. 26. There are many ways to skin a cat.
    27. 27. And a great designer knowswhen to exercise restraint.
    28. 28. A GREAT PAGEIS FULL OF CONCEIT.
    29. 29. In literature, conceit is defined as an extended metaphor with a complex logic that governs a poetic passage or entire poem,by juxtaposing, usurping, manipulating images and ideas in surprising ways.
    30. 30. Visual conceit is a method ofdressing up, enriching, adding layers or dimension to a story.
    31. 31. TYPES OF CONCEIT
    32. 32. TYPES OF CONCEITConceptual conceit
    33. 33. TYPES OF CONCEITConceptual conceit Stylistic conceit
    34. 34. Conceptual conceit
    35. 35. Conceptual conceitConcept as controlling metaphor
    36. 36. America isentangled bydebt crisis
    37. 37. America is CONCEIT:entangled by Using the threaddebt crisis in the illustration
    38. 38. When financialadviser becomesineffective
    39. 39. Getting richby legal means
    40. 40. Stylistic conceit
    41. 41. Stylistic conceitVisual style as the dominant force
    42. 42. Retro-lookingpage design
    43. 43. An illustrationthat imitatesa graphic
    44. 44. Headlineas illustration
    45. 45. To design with conceit givesadded value to its textual form.
    46. 46. It gives context and allows easy associationto better understand the story.
    47. 47. A GREAT PAGE EMBODIES ORGANICAND ARCHITECTONIC QUALITIES.
    48. 48. Design is not just a vessel or container. It is the physical shape of the story.
    49. 49. STUTTERINGIS IN THE GENES,NOT HEAD
    50. 50. HOW SECRECYUNDERMINESCREDIT REFORM
    51. 51. Designing is storytelling.
    52. 52. Nothing should be therethat does not contribute to the page.
    53. 53. THE ENDOF DVD ERA
    54. 54. SAY IT IN YOURLANGUAGE!
    55. 55. CRAFTSMANSHIP Execution is critical.Concept alone is not enough. Style alone is not enough.
    56. 56. RESOURCES coverjunkie.com behance.net visualize.us dailypoetics.com booooooom.comillustrationmundo.com illustrophile.com designobserver.com
    57. 57. RESOURCES THE FIVE OBSTRUCTIONS (2003) Director: Lars Von Trier and Jorgen Leth
    58. 58. THANK YOU! adonisdurado@gmail.com behance.net/adonisduradolinkedin.com/in/adonisdurado facebook.com/adurado @adonisdurado

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