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Brand Experience Design
Brand Experience Design
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THE WEB IS READY FOR ITS CLOSE-UP
“We need an app.” If there's one phrase that throws me Everything we do digitally has to play out across all our
into a tizzy (like Madelyn Kahn in "Clue") it's this. devices, therefore it has to be simple and visual. I won't
Because 90% of the time you don’t (see footnote). take the time to read 100 words of copy on my phone, but
I will get sucked in by clean design and powerful graphics.
But while this app craze has at times made my job
harder, I do think it has done something that is Another exciting aspect of the beautification of the web: it
fundamentally great for the web: It has made people levels the playing field. My (cough-cough) year-old mom
used to—nay, come to expect—simple, elegant and easy- and my four year-old daughter both use Instagram. They
to-use digital interfaces. And it is spreading into the have different creative takes on the world, but it doesn’t
platforms and sites we use on a daily basis. matter. The beauty of this and all increasingly visual web
experiences: it doesn't reward the most savvy or those with
Look at the most recent web success stories. Pinterest: the most time on their hands; but the most passionate. And
visual, elegant simplicity. Instagram: it makes everyday isn't that what we should always strive to do?
moments look like high art with the simple touch of a
"tree". About.me: it gives everyone an online portfolio Leesa Wytock is VP, Digital Director.
Tyra Banks would smize over. Even Facebook, arguably
one of the most non-aesthetic places on the web, added Footnote: Instead of saying “I need an app,” what you
a timeline that puts the photos in your life at the really should be saying is “I need a mobile strategy”. An
forefront. app is just one component of a larger campaign.

As a person who follows the KISS approach to UX
design (keep it simple stupid), this is an exciting time for
the web. I feel it must be like when (insert smart yet
relevant analogy to architecture or art). 

Out: gradient metal sheens on over-animated sites. In:
understated simplicity that allows people's lives and
stories to take center stage. If you think about it, this is
such a natural progression for our hyper-connected,
global world. Not everyone speaks the same language,
jargon, nomenclature, but we can all understand and be
immediately affected by a photo.

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