By Joel Eby
When designing for the Web, how important is it to begin with a brilliant idea for a web-site? Can a quality site be built if the underlying concept is weak? And what happens to a brilliant idea if its execution is less-than amazing?
Many hold that execution is a secondory factor to the concept. I believe the opposite argument can be made – it’s not a great idea that counts most, but great execution.
Now don’t get me wrong – there has to be an idea in there somewhere. As designers we can’t go about designing without a plan. It is vital to have a concept to rally around as we craft our designs. But the notion that great work requires a completely unique, brilliant concept every time is, I believe, misguided.
Ideas should be solid – even if they’re simple. They should be focused on giving our execution a goal. Developing an idea is important, but the bulk of our energy ought to be aimed at execution. If a designer takes care to make sure to execute on the basics – typography, composition, hierarchy, communication – and aims for a clear but simple goal, great work will result.
About the author
Joel Eby serves as Art Director at POP, an interactive design agency in Seattle. His work includes microsites for clients such as Nintendo and Ubisoft, and motion graphics work for Amazon.com.
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