Art Direction and Editorial Design on the Web

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Art direction and editorial design are two terms that have been the butt of many debates, discussions and arguments on the web recently. Folks seem to have been caught up with the granular semantics of the terms, and how they may relate to the way we present content on the internet. Greg will be attempting to answer the question that people should be asking: do the great unwashed public actually care about the way their content is presented? Does art direction & editorial design on the web actually work?

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Art Direction and Editorial Design on the Web

  1. 1. ART DIRECTION &EDITORIAL DESIGNON THE WEB:DOES IT WORK?@GREGWOOD @ERSKINEDESIGN
  2. 2. “I COULD PISS THAT
  3. 3. 30MPH WIND 4 UNFIT MEN ON BICYCLES
  4. 4. “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
  5. 5. Art direction – does it feel good? Design – does it look good?
  6. 6. I think the journal posts Ive art directed more successfully have had significant impact. I think some of the content Ive published hasbeen more eagerly and widely consumed because of the art direction and design of the content.
  7. 7. ACONTENT B
  8. 8. SAMPLE OF 200 PEOPLE• Simon Campbell’s mailing list• Friends & family• Students in brother’s halls
  9. 9. PREDICTIONS
  10. 10. TEST #1
  11. 11. EDUCATIONAL Typography Colour INTERESTING Imagery Diagrams & mapsEASY TO CONSUME Composition Diagrams & maps
  12. 12. TEST #2
  13. 13. DELICIOUS ImageryEASY TO RECREATE Composition Typography Color
  14. 14. 1 Did you fully read everything?2 Did you find the content easy to consume?3 Rate the experience you had consuming the content.4 To what extent do you think the design of the content affected your experience?5 Any additional thoughts on how the content was presented?
  15. 15. 1 When did Tyrannosaurus Rex exist?2 How tall was Tyrannosaurus Rex?3 Who named Tyrannosaurus Rex?4 In which American state were the first remains of Tyrannosaurus Rex found?5 How was Tyrannosaurus Rex’ eyesight?
  16. 16. 1 How confident would you be recreating the dish?2 How difficult would you say the dish is to recreate?3 How inspired are you to attempt to recreate the dish?4 How inspired are you to eat the dish?
  17. 17. RESULTS
  18. 18. • TEST 1 & 2 EXPERIENCE• TEST 1 SPECIFICS• TEST 2 SPECIFICS
  19. 19. DID YOU FULLY READ EVERYTHING?YES – 58% YES – 74% REGULAR ART DIRECTED & DESIGNED
  20. 20. DID FIND THE CONTENT EASY TO CONSUME?EASY – 39% EASY – 75% REGULAR ART DIRECTED & DESIGNED
  21. 21. RATE THE EXPERIENCEYOU HAD CONSUMING THE CONTENTENGAGING – 23% ENGAGING – 63% REGULAR ART DIRECTED & DESIGNED
  22. 22. CORRECT ANSWERS61% 66% REGULAR ART DIRECTED & DESIGNED
  23. 23. HOW CONFIDENT WOULD YOU BERECREATING THE DISH?VERY – 13% VERY – 42% REGULAR ART DIRECTED & DESIGNED
  24. 24. HOW DIFFICULT WOULDYOU SAY THE DISH IS TO RECREATE?EASY – 21% EASY – 33% REGULAR ART DIRECTED & DESIGNED
  25. 25. HOW INSPIRED ARE YOU TO ATTEMPT TO RECREATE THE DISH? VERY – 8% VERY – 52% REGULAR ART DIRECTED & DESIGNED
  26. 26. HOW INSPIRED ARE YOU TO EAT THE DISH? VERY – 4% VERY – 67% REGULAR ART DIRECTED & DESIGNED
  27. 27. OVERVIEW OF RESULTS ENJOYED A RICHER EXPERIENCEINFORMATION RETENTION THE SAME FOUND RECIPE SLIGHTLY EASIER SIGNIFICANTLY MORE INSPIRED
  28. 28. TO CONCLUDE
  29. 29. THANKS@GREGWOOD @ERSKINEDESIGN

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