Jason Pamental | @jpamental
http://hwdesignco.com
HighEdWeb New England
25th April, 2014
The Battle Is Not The War
Respons...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
About Me
+ JasonPamental

principal,co-founderofh+wdesign
+ Lovetole...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Why Are We Here?
+ Talk purpose of design
+ Talk how & why it’s stil...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
What do we mean by ‘design’?
+ Design is a commercial endeavor. 

To...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Popular Archeology, September 2011
Big Game Travel Advertising
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Page from a manuscript from Al-Andalus, 12 century BC – Wikipedia
Do...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Map of the World by Abraham Ortelius – Wikipedia
Here
there be
monst...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Designer as Profession
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Words Divide, Images Unite
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Ideas that Influence
+ Visual representations of ideas that influence ...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Interaction
It’s not just about the web
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Package Design
http://bit.ly/guitar1711
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Billboards: Seven Words
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Ad Placement
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Design Has Always Been About 

User Experience
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
But we got lazy.
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
20 Years In & Design Is Still Broken
+ Trying the same techniques to...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
What’s so different about web design?
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
You're dealing with the attention
span of reading a billboard while
...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
It’s not what we don’t know
that’ll kill us
It’s what we willfully i...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
A Long Road to a Make-Believe Place
+ We prop up our vision of the w...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
A Long Road to a Make-Believe Place
+ We prop up our vision of the w...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
A Long Road to a Make-Believe Place
+ We prop up our vision of the w...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
This is how we should work. 

RWD is a good idea.
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
We’re too close
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Still too normal:
+ <table> != layout
+ Position: absolute
+ ‘It has...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Web Standards Battle Won
+ Based on conference content - everyone kn...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
But The War is Far From Over
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
We work in an Accidental Profession
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
We Must Act With Intent
+ If schools aren’t succeeding, change the s...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
The Term ‘Unicorn’ Sucks*
* the term, not the concept!
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Why?
+ Because it implies pixie dust & magic
+ Because it undermines...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Yes, Understanding Design & Tech Is Hard
+ It’s not for everyone
+ I...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Why Should We Care?
+ Because we’ve been making it up as we go
+ Bec...
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
We must accept our true 

manifest destiny
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Let’s win the war.
hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne
Let’s Make it an 

Intentional Profession
Jason Pamental | @jpamental
http://hwdesignco.com
Thank You!
Jason Pamental (@jpamental)
jason@hwdesignco.com
Slides here:...
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The Battle Is Not the War

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Responsive Design is a Victory, but the Campaign 
Must Go Farther Than Ourselves

My keynote address at the New England HighEdWeb conference on 25th April, 2014.

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The Battle Is Not the War

  1. 1. Jason Pamental | @jpamental http://hwdesignco.com HighEdWeb New England 25th April, 2014 The Battle Is Not The War Responsive Design is a Victory, but the Campaign 
 Must Go Farther Than Ourselves
  2. 2. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne About Me + JasonPamental
 principal,co-founderofh+wdesign + Lovetolearn&share + Canbefound@jpamentalinmostplaces + Postthoughts,work,instigations&pics
 onInstagr.am&hwdesignco.com + Fixedwidths&Arialmakemesad
  3. 3. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Why Are We Here? + Talk purpose of design + Talk how & why it’s still broken + We’ll try & understand the battlefield + & remind ourselves we have not yet begun to fight
  4. 4. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne What do we mean by ‘design’? + Design is a commercial endeavor. 
 To be successful it must: • Communicate an idea  • Influence behavior + Relies upon artistic principles, cognitive science & psychology
  5. 5. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Popular Archeology, September 2011 Big Game Travel Advertising
  6. 6. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Page from a manuscript from Al-Andalus, 12 century BC – Wikipedia Do this, don’t do that
  7. 7. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Map of the World by Abraham Ortelius – Wikipedia Here there be monsters
  8. 8. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Designer as Profession
  9. 9. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Words Divide, Images Unite
  10. 10. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Ideas that Influence + Visual representations of ideas that influence behavior • Find food here • Don’t go there • Use this toilet, not that one + Dealt with known constraints of size, material & media + And then along came the web
  11. 11. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Interaction It’s not just about the web
  12. 12. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Package Design http://bit.ly/guitar1711
  13. 13. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Billboards: Seven Words
  14. 14. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Ad Placement
  15. 15. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Design Has Always Been About 
 User Experience
  16. 16. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne But we got lazy.
  17. 17. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne 20 Years In & Design Is Still Broken + Trying the same techniques to solve design challenges + But the medium is different • and so is its use + Technology amplifies the differences • and provides new solutions
  18. 18. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne What’s so different about web design?
  19. 19. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne You're dealing with the attention span of reading a billboard while trying to convey the depth of information in an annual report
  20. 20. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne It’s not what we don’t know that’ll kill us It’s what we willfully ignore
  21. 21. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne A Long Road to a Make-Believe Place + We prop up our vision of the world with tricks & misconceptions 960px
  22. 22. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne A Long Road to a Make-Believe Place + We prop up our vision of the world with tricks & misconceptions
  23. 23. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne A Long Road to a Make-Believe Place + We prop up our vision of the world with tricks & misconceptions “A page is not a valuable concept even for someone who wants to read a book.” Jeff Eaton (@eaton)
  24. 24. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne This is how we should work. 
 RWD is a good idea.
  25. 25. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We’re too close
  26. 26. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Still too normal: + <table> != layout + Position: absolute + ‘It has to be in Arial’ + Schools: • optional to teach design students about the web • fail to teach how to apply problem solving skills to a new medium
  27. 27. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Web Standards Battle Won + Based on conference content - everyone knows + Sites like Disney, MS, E!, Martha Stewart are responsive + We have books, tutorials, workshops galore + We have new standards, by the community - being ratified
  28. 28. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne But The War is Far From Over
  29. 29. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We work in an Accidental Profession
  30. 30. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We Must Act With Intent + If schools aren’t succeeding, change the schools + If alternatives don’t exist - make them + If alternate models show promise, promote them
 (http://bit.ly/sparkapprentice) + Without intent, there’s only mythology
  31. 31. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne The Term ‘Unicorn’ Sucks* * the term, not the concept!
  32. 32. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Why? + Because it implies pixie dust & magic + Because it undermines the efforts we undertake to learn, invent, understand & grow + Because it presents a set of qualities as something that will never be the norm
  33. 33. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Yes, Understanding Design & Tech Is Hard + It’s not for everyone + It takes a lot of effort + But without it we have no leadership, we have only fragmentation
  34. 34. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Why Should We Care? + Because we’ve been making it up as we go + Because the work will never slow + Because knowledge shared means lives bettered + Because we can change the world + and we could do more…
  35. 35. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We must accept our true 
 manifest destiny
  36. 36. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Let’s win the war.
  37. 37. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Let’s Make it an 
 Intentional Profession
  38. 38. Jason Pamental | @jpamental http://hwdesignco.com Thank You! Jason Pamental (@jpamental) jason@hwdesignco.com Slides here: http://bit.ly/jphewebne

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