Art direction has been part of advertising and print design for over 100 years, but on the web art direction is rare and there have been few meaningful conversations about it. In his 2001 book Taking Your Talent to the Web, Jeffrey Zeldman wrote:
“On the web, art direction is rare, partly because much of the work is about guiding users rather than telegraphing concepts, but also because few design schools teach art direction.”
Almost two decades later, Art Direction for the Web by Andy Clarke has finally changed that and in this book he explains art direction, what it means, why it matters, and who can do it. This book shows you how art direction will:
- Connect your brand with customers
- Create connected experiences
- Improve engagement and conversions
- Bring personas and user stories to life
- Take design beyond frameworks
About The Book
Modern web technologies like CSS Grid, Flexbox and Shapes have made it possible for us to implement print’s often distinctive designs, and the web’s now full of tutorials on how to use them. But the most important question is not “how” we can use art direction techniques to improve our designs for the web, but “when” and “why?”
Based on Andy Clarke’s twenty years’ experience of working with clients, plus the expertise of the art directors and designers he interviewed, this book is about why art direction matters and how to art-direct compelling and effective experiences across devices and platforms.
Andy explores the work of some of the most influential art directors, luminaries like Alexey Brodovitch, Bea Feitler, and Neville Brody. Andy doesn’t encourage us to merely mimic work from a previous era and medium, but to understand their thinking and learn how to apply that knowledge to art direction for the web.
Art Direction for the Web will help you make your sites more effective at communicating, persuading, and selling.
If you develop products, this book will make them more compelling and more enjoyable to use.