THE BOLD AND THE BEAUTIFULOn the Art of ReductionBy Oliver Reichenstein, @iA
DIGITAL AND “DIGITAL”
DESIGN AND “DESIGN”
“Design is if I like it.”-- Everybody
“Design is not just how it looks buthow it works.”-- Steve Jobs
GOOD DESIGNAND “GOOD DESIGN”
“Good design is if it works well.”-- Robot Steve Jobs
“Good design is if I like it a lot.”-- Robot Everybody
THE AXIS OF STEVE JOBSIS NOT THE COMMON AXISOF EVERYBODY.
STEVE JOBSTHE COMMON AXIS OF ALMOST EVERYBODY               THE AXIS
WORKS                        STEVE JOBSPRETTY   THE COMMON AXIS OF ALMOST EVERYBODY                                       ...
Beautiful   WORKSPRETTY               UGLY            BROKEN
WORKS    BoldPRETTY            UGLY         BROKEN
WORKSPRETTY            UGLYPhony    BROKEN
WORKSPRETTY            UGLY         BROKEN   Nasty
Beautiful   WORKS    BoldPRETTY               UGLYPhony       BROKEN   Nasty
FROM BOLD TO DEADThe Terrifying Story of Altavista
FROM NASTY TO BOLDThe Mischievous Story of Google Inc.
FROM PRETTY TO DEADThe Heart Breaking Story of...
FROM BOLD TO BOLDERThe Bad Ass Story of Reddit
FLASH IS DEAD,LONG LIVE FLASH
SO THERE IS THAT.AND THERE ISTHE OTHER THING.
“If you just make an HTML-Document and you put it on theWeb it’s already responsive.”--Jeremy Keith
Why do we screw it up then?
Because pretty is nice.
FUCK NICE.
BE BOLD FIRST.                 FIRST
BE BOLD FIRST.Then add detail.           FIRST. THEN ADD DETAIL.
WHAT DETAIL?
CSS.
JAVA SCRIPT.
AND WHAT ABOUTTHE ART OF REDUCTION?
HTML - BOLDJava-Script - NICECSS - VERY NICE
HUH?WHAT’S THE TRICK?
YOU START BY MAKING THINGSWORK-- IN HTML---, THEN YOUMAKE THEM BEAUTIFUL WITHCSS AND JAVA SCRIPT.
LAME.GIVE US SOMETHINGWE DON’T KNOW.
THE ART OF REDUCTION IS NOTJUST BEING BOLD. BEING BOLDIS JUST THE REDUCTION PART.
THE ART OF REDUCTIONIS THE ART OF BEAUTY.REDUCE AND POLISH.
BOLD STEPS.THEN SMALL STEPS.
FIRST BE BOLD.THEN CARE FOR DETAIL.
COMEON,THEREM U S T BE A TRICK.
STEVE JOBSTHE COMMON AXIS OF ALMOST EVERYBODY               THE AXIS
THANK YOU.
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Similar to the Good the Bad, The Pretty and the Ugly, but completely different audio track. Hard to understand without knowing what I said. Video will follow soon, said the organiser.

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The Art of Reduction

  1. 1. THE BOLD AND THE BEAUTIFULOn the Art of ReductionBy Oliver Reichenstein, @iA
  2. 2. DIGITAL AND “DIGITAL”
  3. 3. DESIGN AND “DESIGN”
  4. 4. “Design is if I like it.”-- Everybody
  5. 5. “Design is not just how it looks buthow it works.”-- Steve Jobs
  6. 6. GOOD DESIGNAND “GOOD DESIGN”
  7. 7. “Good design is if it works well.”-- Robot Steve Jobs
  8. 8. “Good design is if I like it a lot.”-- Robot Everybody
  9. 9. THE AXIS OF STEVE JOBSIS NOT THE COMMON AXISOF EVERYBODY.
  10. 10. STEVE JOBSTHE COMMON AXIS OF ALMOST EVERYBODY THE AXIS
  11. 11. WORKS STEVE JOBSPRETTY THE COMMON AXIS OF ALMOST EVERYBODY UGLY THE AXIS BROKEN
  12. 12. Beautiful WORKSPRETTY UGLY BROKEN
  13. 13. WORKS BoldPRETTY UGLY BROKEN
  14. 14. WORKSPRETTY UGLYPhony BROKEN
  15. 15. WORKSPRETTY UGLY BROKEN Nasty
  16. 16. Beautiful WORKS BoldPRETTY UGLYPhony BROKEN Nasty
  17. 17. FROM BOLD TO DEADThe Terrifying Story of Altavista
  18. 18. FROM NASTY TO BOLDThe Mischievous Story of Google Inc.
  19. 19. FROM PRETTY TO DEADThe Heart Breaking Story of...
  20. 20. FROM BOLD TO BOLDERThe Bad Ass Story of Reddit
  21. 21. FLASH IS DEAD,LONG LIVE FLASH
  22. 22. SO THERE IS THAT.AND THERE ISTHE OTHER THING.
  23. 23. “If you just make an HTML-Document and you put it on theWeb it’s already responsive.”--Jeremy Keith
  24. 24. Why do we screw it up then?
  25. 25. Because pretty is nice.
  26. 26. FUCK NICE.
  27. 27. BE BOLD FIRST. FIRST
  28. 28. BE BOLD FIRST.Then add detail. FIRST. THEN ADD DETAIL.
  29. 29. WHAT DETAIL?
  30. 30. CSS.
  31. 31. JAVA SCRIPT.
  32. 32. AND WHAT ABOUTTHE ART OF REDUCTION?
  33. 33. HTML - BOLDJava-Script - NICECSS - VERY NICE
  34. 34. HUH?WHAT’S THE TRICK?
  35. 35. YOU START BY MAKING THINGSWORK-- IN HTML---, THEN YOUMAKE THEM BEAUTIFUL WITHCSS AND JAVA SCRIPT.
  36. 36. LAME.GIVE US SOMETHINGWE DON’T KNOW.
  37. 37. THE ART OF REDUCTION IS NOTJUST BEING BOLD. BEING BOLDIS JUST THE REDUCTION PART.
  38. 38. THE ART OF REDUCTIONIS THE ART OF BEAUTY.REDUCE AND POLISH.
  39. 39. BOLD STEPS.THEN SMALL STEPS.
  40. 40. FIRST BE BOLD.THEN CARE FOR DETAIL.
  41. 41. COMEON,THEREM U S T BE A TRICK.
  42. 42. STEVE JOBSTHE COMMON AXIS OF ALMOST EVERYBODY THE AXIS
  43. 43. THANK YOU.

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