Graphic Design

Communicate not Decorate.

We are not independent.
We're all influenced by the designs we see around us . Subconsciously, we spend most of our time trying for designs that are similar to the ones we like, even when we're saying we're trying to be unique and original. Let's face it - the web's so big and so exposed, everyone's looking at everyone else's, and we're really all in this together.

Functional design has a much longer lifecycle.
As with aesthetics, original ideas compete against each other and spread where they are successful. However, the functional world is less chaotic, and changes occur less frequently. Because the mix is less volatile, the strongest functional designs have the opportunity to become conventions. It's vital that web designers appreciate the differences between functional conventions, and purely aesthetic conventions.

Web designers often fall into the trap of reacting to the function and aesthetic in the same way.Designers find certain layouts, navigational patterns, terminology or interface controls distasteful or dull, and have attempted to invent alternatives. In most cases, trying to reinvent functional conventions fails, and, when they fail, the consequences can often be more serious than when aesthetic designs fail. Aesthetic considerations are usually most important for site owners, brand managers, and designers. They're not unimportant, but they're not vital. Success is only possible when people, users, consumers use a web site successfully. It is at the functional level that users achieve their goals, and when they achieve their goals they are satisfied and start to save bookmarks, build pathways of reuse, and tell friends. This is a natural system where a small competitive advantage can reap huge benefits.

A new belief system (about time).

" We're working in a huge, creative common market, where the vast majority of design isn't original
" Successful (aesthetic and functional) designs are successful for good reasons: they have properties that give them a competitive advantage in their environment
" Understand each environment, and to put together the strongest products we can
" When we try to do something totally original, we are more likely to fail than to succeed
" The consequences of creative failure can be much more serious in functional areas than in aesthetics
" Adherence to proven design principles, standards, conventions and patterns benefits web users.
" It's quicker, easier, and more profitable.
" It lets you save up your creative energy, and pick your moments to shine, which is also more fun than sweating over reinventing every wheel