Creative Director Mark Baillie will take you through the fundamental principles of remarkable web design. What is it that makes a website memorable? What stands out? How do you balance design with content and user experience to deliver something people stop and remember and that ultimately works to deliver results?

1. Mark Baillie
Creative Director
Design series

2. We all see things a bit differently…

3. We make our initial impression in the blink of an eye

4. That feels about right
Appropriateness

8. People need to know they are on our site,
so the logo needs to be bigger. Or
brighter, or something.
Whatever, you‟re the designer.
Exploring the visual clues and your brand confidence
“
”

20. Lings cars
Pace yourself

22. You‟re at a „10‟…
We could use you at a „3‟
Setting the pace of your site

25. We process images
Composition and the value of getting images right
60,000
times faster than text

26. We‟re programmed to look at faces…

27. …and follow the eyes

28. See?

29. It‟s ok.
I‟ve got an i-stock account.
The dangers of bad stock photography

30. Trust me, I‟m a
Doctor

31. Business man
Trust me, I‟m a
Doctor

32. Honestly,
I am the one
answering the
phones here...

36. It also gets in the way of the message

37. Clichéd images are actively avoided. Your credibility
disappears We actively avoid clichéd images.
Credibility disappears

39. Time for a break
(wow, he’s having a good time)

40. Cowpath or Newpath?
Considering an approach and design trends

41. ‘Hero’ slot
Promo panels
Other info
News
Main navLogo
Footer

46. Making things bomb proof for users
(They’re bomb proof pants by the way)

47. GOV.uk
Bomb proof

48. Microsoft
Swiss design

49. Buffalo
Swiss design

50. Tokyo City Symphony
Cinematic

51. Quechua
Scrolling

52. What is it you do? …exactly?
Getting your tone of voice right by saying what you mean.
It’s your content!

53. Who we are
Today we campaign
peacefully to end all
cruel factory
farming practices
Compassion in World Farming
1
Who we are
The RSPCA as a
charity will, by all
lawful means,
prevent cruelty,
promote kindness to
and alleviate
suffering of animals.
2
RSPCA

54. About Us
We believe that farm
animals should not and
need not suffer. If you
agree, please consider
supporting us today. You
will literally help us improve
the lives of billions.
Thanks for listening.
1
About Us
The Society is structured into
a number of specialist and
support departments, most of
whose staff are based at the
National Headquarters, while
others work from home.
These departments, including
Freedom Food, report to the
Directors (John Rolls, Nigel
Yeo, and Brian Millar) who in
turn, report to the Chief
Executive (Mark Watts).
2

55. Philips I’d **** me
Tone of voice

56. I really hope it’s
“time for a break”
soon…
Optical alignment makes it easier to read
I really hope it’s
“time for a
break” soon…

58. Attention triggers
Relevant
If it’s relevant the
consumer will
stick around

59. Lois Jeans
Emotion

60. Relevance
Wonder World of Fur

61. Relevance
FINN handy test

62. Super Sync Sports!
Unique

63. Penguin
Narrative and personality

64. It needs to be elegant, but fizz at
the same time ok? Oh and I need
it by 5pm today.
Constraints can lead to a more creative solution

66. 1 What impression do you want to make?
2 What’s an appropriate way to present your message?
(cowpath or new path)
3 What do you want someone to actually do on your
site?
4 What is your brand’s personality?
5 What does it feel like to try and reach that goal?
(joyful, fast, luxurious?)
6 What constraints does your project have?
7 Is it meaningful?
8 Can you say it more simply? Try thinking mobile first

69. Thanks for listening