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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 &EDITORIAL DESIGNON THE WEB:DOES IT WORK?
@GREGWOOD @ERSKINEDESIGN
“I COULD PISS THAT
30MPH WIND 4 UNFIT MENON BICYCLES
“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
“
Art direction – does it feel good?
Design – does it look good?
I think the journal posts I've art directed more successfully have had significant impact.
I think some of the content I've published has been more eagerly and widely consumed because
of the art direction and design of the content.
B
CONTENT
A
• Simon Campbell’s mailing list• Friends & family• Students in brother’s halls
SAMPLE OF 200 PEOPLE
PREDICTIONS
TEST #1
EDUCATIONAL
INTERESTING
EASY TO CONSUME
TypographyColour
ImageryDiagrams & maps
CompositionDiagrams & maps
TEST #2
DELICIOUS
EASY TO RECREATE
Imagery
CompositionTypography
Color
Did you fully read everything?
Did you find the content easy to consume?
Rate the experience you had consuming the content.
To what extent do you think the design of the content affected your experience?
Any additional thoughts on how the content was presented?
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5
When did Tyrannosaurus Rex exist?
How tall was Tyrannosaurus Rex?
Who named Tyrannosaurus Rex?
In which American state were the first remains of Tyrannosaurus Rex found?
How was Tyrannosaurus Rex’ eyesight?
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2
3
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5
How confident would you be recreating the dish?
How difficult would you say the dish is to recreate?
How inspired are you to attempt to recreate the dish?
How inspired are you to eat the dish?
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RESULTS
• TEST 1 & 2 EXPERIENCE • TEST 1 SPECIFICS• TEST 2 SPECIFICS
DID YOU FULLY READ EVERYTHING?
REGULAR ART DIRECTED & DESIGNED
YES – 58% YES – 74%
DID FIND THE CONTENT EASY TO CONSUME?
REGULAR ART DIRECTED & DESIGNED
EASY – 39% EASY – 75%
RATE THE EXPERIENCE YOU HAD CONSUMING
THE CONTENT
REGULAR ART DIRECTED & DESIGNED
ENGAGING – 23% ENGAGING – 63%
CORRECT ANSWERS
REGULAR ART DIRECTED & DESIGNED
61% 66%
HOW CONFIDENT WOULD YOU BE
RECREATING THE DISH?
REGULAR ART DIRECTED & DESIGNED
VERY – 13% VERY – 42%
HOW DIFFICULT WOULD YOU SAY THE DISH IS TO
RECREATE?
REGULAR ART DIRECTED & DESIGNED
EASY – 21% EASY – 33%
HOW INSPIRED ARE YOU TO ATTEMPT TO
RECREATE THE DISH?
REGULAR ART DIRECTED & DESIGNED
VERY – 8% VERY – 52%
HOW INSPIRED ARE YOU TO EAT THE DISH?
REGULAR ART DIRECTED & DESIGNED
VERY – 4% VERY – 67%
OVERVIEW OF RESULTSENJOYED A RICHER EXPERIENCE
INFORMATION RETENTION THE SAME
FOUND RECIPE SLIGHTLY EASIERSIGNIFICANTLY MORE INSPIRED
TO CONCLUDE
THANKS@GREGWOOD @ERSKINEDESIGN
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