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					Destroy The “Web 2.0 Look”
by Elliot Jay Stocks
elliotjaystocks.com/fowd
We have a problem... or two
We have a problem... or two

Problem 01: a design problem
What do people consider to
be the “Web 2.0 Look”?
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bevelled edges
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bevelled edges
Gradients
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bevelled edges
Gradients
Diagonal lines
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bevelled edges
Gradients
Diagonal lines
Soft-focus effects (subtle outer glow)
What do people consider to
be the “Web 2.0 Look”?

Vibrant, high contrast colours
‘Special offer’ badges
Gloss / sheen
Bevelled edges
Gradients
Diagonal lines
Soft-focus effects (subtle outer glow)
REFLECTED LOGO!!!
From now on:
From now on:

You’re only allowed
to use a logo reflection
if your company name
has the word ‘reflect’ in it.
Where did it come from?
Where did it come from?

The undisputed shiny kings of sheen:
Where did it come from?

The undisputed shiny kings of sheen: Apple.
Where did it come from?

The undisputed shiny kings of sheen: Apple.

Apple have used this look with subtlety and its
portrayal is always in a constant state of evolution.
Where did it come from?

The undisputed shiny kings of sheen: Apple.

Apple have used this look with subtlety and its
portrayal is always in a constant state of evolution.

Tweaking and modifying popular design aesthetics is the
only way to avoid cliche.
Where did it come from?

The undisputed shiny kings of sheen: Apple.

Apple have used this look with subtlety and its
portrayal is always in a constant state of evolution.

Tweaking and modifying popular design aesthetics is the
only way to avoid cliche.

In time, even the best ideas will become cliched when
over-used.
Big name designers...
Big name designers...
Big name designers...

... are not bowing down to trends.
Big name designers...

... are not bowing down to trends.

Take note: if the world’s best and most original
designers are avoiding cliches, there is
Big name designers...

... are not bowing down to trends.

Take note: if the world’s best and most original
designers are avoiding cliches, there is a) a reason
Big name designers...

... are not bowing down to trends.

Take note: if the world’s best and most original
designers are avoiding cliches, there is a) a reason, and
b) a technique.
‘Make My Logo Bigger’
cream makemylogobiggercream.com
‘Make My Logo Bigger’
cream makemylogobiggercream.com

It highlights the serious issue that non-creative clients
often have too much power over designers.
‘Make My Logo Bigger’
cream makemylogobiggercream.com

It highlights the serious issue that non-creative clients
often have too much power over designers.

It’s up to designers to assert their role in a project.
We have a problem... or two

Problem 01: a design problem

Problem 02: a conceptual problem
The web design
recruitment industry
“We’re looking for a great
  Web 2.0 designer!”
“Our client is after a designer
  who can make sites look
          Web 2.0.”
“We want a designer who can
 design to current trends.”
The web design
recruitment industry
The web design
recruitment industry,
senior management
The web design
recruitment industry,
senior management,
and marketers
The web design
recruitment industry,
senior management,
and marketers

If Web 2.0 translates as successful business, who cares
what it really means?
The web design
recruitment industry,
senior management,
and marketers

If Web 2.0 translates as successful business, who cares
what it really means?

Following trends is often profitable.
The web design
recruitment industry,
senior management,
and marketers

If Web 2.0 translates as successful business, who cares
what it really means?

Following trends is often profitable.

Misunderstanding arrives because of the removal from
the ‘doing’ process.
Tim O’Reilly’s article about
Web 2.0 tinyurl.com/y3uhod
Web 1.0                      Web 2.0
DoubleClick	                 Google AdSense
Ofoto	                       Flickr
Akamai                       BitTorrent
mp3.com                      Napster
Britannica Online            Wikipedia
personal websites            blogging
evite                        upcoming.org and EVDB
domain name speculation      search engine optimization
page views                   cost per click
screen scraping              web services
publishing                   participation
content management systems   wikis
directories (taxonomy)       tagging ("folksonomy")
stickiness                   syndication
Jesse James Garrett’s article
about AJAX tinyurl.com/29nlsm
“Ajax isn’t a technology. It’s really several technologies,
each flourishing in its own right, coming together in
powerful new ways. Ajax incorporates:
• standards-based presentation using XHTML and CSS;

• dynamic display and interaction using the Document Object Model;

• data interchange and manipulation using XML and XSLT;

• asynchronous data retrieval using XMLHttpRequest;

• and JavaScript binding everything together.”
Web 2.0 on Wikipedia
en.wikipedia.org/wiki/Web_2


Web 2.0 refers to a perceived second generation of
web-based communities and hosted services which aim
to facilitate collaboration and sharing between users.

Although the term suggests a new version of the World
Wide Web, it does not refer to an update to any
technical specifications, but to changes in the ways
software developers and end-users use the internet.
When was design
mentioned?
When was design
mentioned?

It wasn’t.
Web 2.0 is not a design
aesthetic
Web 2.0 is not a design
aesthetic is not a design
aesthetic is not a design
aesthetic is not a design
aesthetic is not a design
aesthetic is not a design
aesthetic is not a design
aesthetic is not a design
aesthetic.
Or is it?
Or is it?

There are some benefits to referring to it as an
aesthetic rather than a concept.
Or is it?

There are some benefits to referring to it as an
aesthetic rather than a concept.

But ultimately this leads to false understanding.
Conclusion
Conclusion

Design cliches will always exist. Understand why the
exist, for whom they exist, and how to avoid them.
Conclusion

Design cliches will always exist. Understand why the
exist, for whom they exist, and how to avoid them.

Incorporating current trends into your work can be a
very good move, but add a dash of originality too.
Conclusion

Design cliches will always exist. Understand why the
exist, for whom they exist, and how to avoid them.

Incorporating current trends into your work can be a
very good move, but add a dash of originality too.

Learn from the best - don’t rely on the flock to provide
inspiration. Adapt continuously.
Conclusion

Design cliches will always exist. Understand why the
exist, for whom they exist, and how to avoid them.

Incorporating current trends into your work can be a
very good move, but add a dash of originality too.

Learn from the best - don’t rely on the flock to provide
inspiration. Adapt continuously.

Educate the masses that the “Web 2.0 Look” is a
meaningless term. Web 2.0 is a concept...
... not a design aesthetic.
Thank you
elliotjaystocks.com/fowd

				
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posted:5/24/2011
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