Art Directing the Web

There’s a lot of exciting talk lately about “Art Directing the Web”, or basically taking more of an interest in the artistic presentation of content on websites instead of having each boring, bland page look just like the last.

Now, you might be asking WHY this is exciting. Well, for one it will allow me to merge my passion for creative design with the current technologies. And with the big emphasis coming from leaders in the industry, it really is only a (short) matter of time until real change is seen.

AND, since the majority of my prior training has been tailored toward print media, this is allowing me to expand. Industry-wide it will create more of a need for designers in web-related jobs – SCORE!

Having worked with a big content management system in the Air Force that kicked out page after identical page, I think there definitely is a need and a means for creating content that is unique and engaging. Even within the bounds of CMS. It’s about thinking outside the box, experimenting and pushing the limits.

Okay, so that’s all great and all. But, being true to my nature, I always have to weigh both sides. CMS is easy. A monkey can post something online in seconds. And so can a design-challenged person – or even a client, perhaps?

While this isn’t good for me, companies that are looking to do more with less will (and do) see CMS as a way to have a web presence without a lot of web knowledge. It gets set up by a pro, they get a 20-minute training session and then it’s turned over to some grunt to “run”.

Clearly I’m not a fan of this method.

But I can see the appeal for employers who don’t realize that the more engaging their website is, the better their stories will be told. For those who don’t realize that it’s not so much about quantity anymore (especially with the amount of stuff already out there) as it is quality. Anyone can tell the story – and odds are that someone already has. But who can tell it the best? That’s who’s gonna catch the reader.

The web-art direction concept is definitely a step in the right direction.