Destroy The “Web 2.0 Look”
by Elliot Jay Stocks
elliotjaystocks.com/fowd
We have a problem... or two
We have a problem... or two

Problem 01: a design problem
What do people consider to
be the “Web 2.0 Look”?
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bev...
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bev...
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bev...
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bev...
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bev...
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?
Where did it come from?

The undisputed shiny kings of sheen:
Where did it come from?

The undisputed shiny kings of sheen: Apple.
Where did it come from?

The undisputed shiny kings of sheen: Apple.

Apple have used this look with subtlety and its
port...
Where did it come from?

The undisputed shiny kings of sheen: Apple.

Apple have used this look with subtlety and its
port...
Where did it come from?

The undisputed shiny kings of sheen: Apple.

Apple have used this look with subtlety and its
port...
Big name designers...
Big name designers...
Big name designers...

... are not bowing down to trends.
Big name designers...

... are not bowing down to trends.

Take note: if the world’s best and most original
designers are ...
Big name designers...

... are not bowing down to trends.

Take note: if the world’s best and most original
designers are ...
Big name designers...

... are not bowing down to trends.

Take note: if the world’s best and most original
designers are ...
‘Make My Logo Bigger’
cream makemylogobiggercream.com
‘Make My Logo Bigger’
cream makemylogobiggercream.com

It highlights the serious issue that non-creative clients
often hav...
‘Make My Logo Bigger’
cream makemylogobiggercream.com

It highlights the serious issue that non-creative clients
often hav...
We have a problem... or two

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
The web design
recruitment industry,
senior management,
and marketers

If Web 2.0 translates as successful business, who c...
The web design
recruitment industry,
senior management,
and marketers

If Web 2.0 translates as successful business, who c...
The web design
recruitment industry,
senior management,
and marketers

If Web 2.0 translates as successful business, who c...
Tim O’Reilly’s article about
Web 2.0 tinyurl.com/y3uhod
Web 1.0                      Web 2.0
DoubleClick	                 ...
Jesse James Garrett’s article
about AJAX tinyurl.com/29nlsm
“Ajax isn’t a technology. It’s really several technologies,
ea...
Web 2.0 on Wikipedia
en.wikipedia.org/wiki/Web_2


Web 2.0 refers to a perceived second generation of
web-based communitie...
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 d...
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 ...
Conclusion
Conclusion

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

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

Incor...
Conclusion

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

Incor...
Conclusion

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

Incor...
Thank you
elliotjaystocks.com/fowd
FOWD November 2007
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'Destroy The Web 2.0 Look': a presentation by Elliot Jay Stocks at Future of Web Design, November 2007

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FOWD November 2007

  1. 1. Destroy The “Web 2.0 Look” by Elliot Jay Stocks elliotjaystocks.com/fowd
  2. 2. We have a problem... or two
  3. 3. We have a problem... or two Problem 01: a design problem
  4. 4. What do people consider to be the “Web 2.0 Look”?
  5. 5. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours
  6. 6. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges
  7. 7. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges Gloss / sheen
  8. 8. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges Gloss / sheen Bevelled edges
  9. 9. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges Gloss / sheen Bevelled edges Gradients
  10. 10. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges Gloss / sheen Bevelled edges Gradients Diagonal lines
  11. 11. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges Gloss / sheen Bevelled edges Gradients Diagonal lines Soft-focus effects (subtle outer glow)
  12. 12. What do people consider to be the “Web 2.0 Look”? Vibrant, high contrast colours ‘Special offer’ badges Gloss / sheen Bevelled edges Gradients Diagonal lines Soft-focus effects (subtle outer glow) REFLECTED LOGO!!!
  13. 13. From now on:
  14. 14. From now on: You’re only allowed to use a logo reflection if your company name has the word ‘reflect’ in it.
  15. 15. Where did it come from?
  16. 16. Where did it come from? The undisputed shiny kings of sheen:
  17. 17. Where did it come from? The undisputed shiny kings of sheen: Apple.
  18. 18. Where did it come from? 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.
  19. 19. Where did it come from? 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.
  20. 20. Where did it come from? 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. In time, even the best ideas will become cliched when over-used.
  21. 21. Big name designers...
  22. 22. Big name designers...
  23. 23. Big name designers... ... are not bowing down to trends.
  24. 24. 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
  25. 25. 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 a) a reason
  26. 26. 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 a) a reason, and b) a technique.
  27. 27. ‘Make My Logo Bigger’ cream makemylogobiggercream.com
  28. 28. ‘Make My Logo Bigger’ cream makemylogobiggercream.com It highlights the serious issue that non-creative clients often have too much power over designers.
  29. 29. ‘Make My Logo Bigger’ cream makemylogobiggercream.com 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.
  30. 30. We have a problem... or two Problem 01: a design problem Problem 02: a conceptual problem
  31. 31. The web design recruitment industry
  32. 32. “We’re looking for a great Web 2.0 designer!”
  33. 33. “Our client is after a designer who can make sites look Web 2.0.”
  34. 34. “We want a designer who can design to current trends.”
  35. 35. The web design recruitment industry
  36. 36. The web design recruitment industry, senior management
  37. 37. The web design recruitment industry, senior management, and marketers
  38. 38. The web design recruitment industry, senior management, and marketers If Web 2.0 translates as successful business, who cares what it really means?
  39. 39. 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.
  40. 40. 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. Misunderstanding arrives because of the removal from the ‘doing’ process.
  41. 41. Tim O’Reilly’s article about Web 2.0 tinyurl.com/y3uhod Web 1.0 Web 2.0 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent mp3.com Napster Britannica Online Wikipedia personal websites blogging evite upcoming.org and EVDB domain name speculation search engine optimization page views cost per click screen scraping web services publishing participation content management systems wikis directories (taxonomy) tagging (quot;folksonomyquot;) stickiness syndication
  42. 42. 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.”
  43. 43. Web 2.0 on Wikipedia en.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.
  44. 44. When was design mentioned?
  45. 45. When was design mentioned? It wasn’t.
  46. 46. Web 2.0 is not a design aesthetic
  47. 47. 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.
  48. 48. Or is it?
  49. 49. Or is it? There are some benefits to referring to it as an aesthetic rather than a concept.
  50. 50. 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.
  51. 51. Conclusion
  52. 52. Conclusion Design cliches will always exist. Understand why the exist, for whom they exist, and how to avoid them.
  53. 53. Conclusion Design cliches will always exist. Understand why the exist, for whom they exist, and how to avoid them. Incorporating current trends into your work can be a very good move, but add a dash of originality too.
  54. 54. Conclusion Design cliches will always exist. Understand why the exist, for whom they exist, and how to avoid them. Incorporating current trends into your work can be a very good move, but add a dash of originality too. Learn from the best - don’t rely on the flock to provide inspiration. Adapt continuously.
  55. 55. Conclusion Design cliches will always exist. Understand why the exist, for whom they exist, and how to avoid them. Incorporating current trends into your work can be a very good move, but add a dash of originality too. 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.
  56. 56. Thank you elliotjaystocks.com/fowd
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