Art Direction For The Web
We chat with Andy Clarke about what Art Direction means, what we can learn from the great print Art Directors like Alexey Brodovitch, Bea Feitler, and Neville Brody, and how we can apply their thinking to the web with modern CSS.
About The Session
A page on the Web isn’t like a printed page. Many of us learned that the hard way, when we abandoned fixed-width layouts and embraced the Web’s inherent flexibility and responsiveness.
Modern web technologies like CSS Grid, Flexbox and Shapes have made it possible for us to implement print’s often distinctive designs, and the Web’s now full of tutorials on how to use them. But the most important question is not “how” we can use art direction techniques to improve our designs for the Web, but “when” and “why?”
In his new book Art Direction For The Web, Andy explores the work of some of the most influential art directors, luminaries like Alexey Brodovitch, Bea Feitler, and Neville Brody. Andy doesn’t encourage us to merely mimic work from a previous era and medium, but to understand their thinking and learn how to apply that knowledge to art direction for the Web. Andy writes,
You needn’t have been to art school to learn and apply the principles I teach you. Just like art direction itself, they’re something which everyone—no matter what your background and current area of expertise—can use every day to improve the effectiveness of a product or website’s design.
Andy’s goal is to teach people about the importance of art direction for the web, explain how art direction can help people tell stories by using design, so that products and websites will connect with audiences, and keep them engaged. After a thorough investigation of the methodology of art Direction, Andy teaches how to accomplish it by embracing the Web using modern CSS.