Tuesday 15th May, 2012
11:15am to 11:55am
Art direction in traditional media involves the measured and meticulous control of a visual style across a product, exhibition or campaign. An art director would oversee all aspects of the visual, establishing structure and layout, whilst ensuring graphic elements such as typography, illustration and photography communicated a consistent visual message. The web has moved the goal posts however, handing over increasingly more control to end users and third party tools. So what role does art direction play in a world of choice, customisation and user generated content? In his presentation, James will discuss the role of the art direction within large web projects and teams, exploring the challenges of delivering brand consistency across multiple devices, environments and applications. Whilst also proposing a more flexible and dynamic approach to brand guidelines, calling on developers, UX, writers, marketeers and clients, to help champion the principles of good design, rather than simply adhere to a strict, rigid set of rules. So what role does art direction play in a world of choice and customisation? In this talk, James will discuss the role of the art direction in large web projects. Exploring the challenges in delivering consistency across multiple devices, operating systems and browsers, whilst looking at the shift from the purely visual, to communication based on content strategy, UI patterns, feedback, transitions and user experience.
James Fenton has been providing graphic and UI design for e-leaning products since 2001. Now Art Director at Tribal Group, he is responsible for establishing a 'good design' culture across a suite of digital learning tools, delivered through mobile, desktop and the classroom. He sketches, codes and builds things, and appreciates a good wallpaper (on real walls).
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