Invisible Full Slides Oslo PDF

The Invisible Side of Design
Vitaly Friedman, @smashingmag

Tuesday, October 11, 11
Dear Web designers, something fishy is going on.
Inspiration.
in-spi-ra-tion
noun, \in(t)-sp-r-shn\
A divine influence or action on a person believed to qualify him or her to receive and communicate sacred revelation.
The inspiration that we seek online is of a different nature.
We spend too much time exploring what other designers do.
We collect reusable design examples.
We aspire to design trends.
We are drowning in an ocean of visual inspiration.
Our workflow is poisoned with search for existing solutions.
http://www.ruhotenuf.ca/
Such inspired designs are often generic or stuck in the trends trap.
We should strive for holistic designs.
When we look at a design, we dont see a design, we are experiencing it.
We cant see a design, we are experiencing it. We are just passive obser vers and there isnt much we can do about it because we laack context.
Its just solution to someone elses problem
It doesnt explain design decisions. problems. requirements. constraints. testing. context.
Every time we look at a design, we are reading the language of design expressed differently. We might understand the vocabulary of single words, but we don't understand the meaning of sentences. an unknown designer
What we miss is the invisible side of those designs.
1
Good Design Is Invisible
As designers, we tend to get distracted by aesthetics of our creations, and often do not pay enough attention to the other, invisible side of our work. This talk discusses the significance of purpose, substance as well as context in our design decisions. It argues about the value of storytelling, content strategy and thorough editorial work. It also provides practical examples of and insights into the invisible side of design. To recognize invisible design and understand how to create it, we have to look differently at the world around us. We have to open our mind to the idea that design is not only what we see, but also (and most importantly) what we don't see. Design is a constant in this life of ours. It surrounds us and touches us daily. It exists everywhere and it supports and guides us. The stage you are looking at right now has been designed based on certain criteria and aesthetics. You might have looked at colors and placement of things. Things you might not have considered as closely are the size of this stage, the position of the microphone, the lighting and the color of my shirt. Both of these are important parts of your user experience and the design of the stage.
Everything was designed at some point.
Some things are so well designed that we dont notice them anymore.
Our experience of them is invisible; almost beyond form and function.
...unless they break.
The same holds true for Web design.
Users stop noticing Web design if it works.
Users keep noticing design if its broken.
...or when it gets in the way.
...or when it just hurts.
Good design strikes a balance between elegance and invisibility.
Invisible design relates to function and purpose, rather than appearance.
Yet compared to visible design, the invisible layer is barely explored.
2
Elements Of Invisible Design
Invisible design forces us to approach design problems from a different angle.
It makes us think about the substance of our decisions.
Parallax / Nike Better World as the first example and many copycats. I actually asked one of the designers why he used it - and he replied because its trendy and cool. One of the most beautiful examples Ive seen in a while, but t doesnt mean that it performs better than a classic list of links. In fact, we know literally nothing about its usability. We can discuss the atmosphere the design creates, design of body copy, slider, placement of the search box, but the truth is that we have no idea about the core of this design: reasons for every single design element.
the power of Virtue the power of Idea the power of Utility
Substance combines six key qualities of invisible design.

the power of Measurement the power of Language the power of Ambition
The power of Idea

Invisible design is driven by a timeless idea. Its original, tailored to the clients needs.
The power of Virtue

Invisible design always has a value, a purpose, a meaning a character. It has a consistent, authentic voice.
Parallax / Nike Better World as the first example and many copycats. I actually asked one of the designers why he used it - and he replied because its trendy and cool. One of the most beautiful examples Ive seen in a while, but t doesnt mean that it performs better than a classic list of links. In fact, we know literally nothing about its usability. We can discuss the atmosphere the design creates, design of body copy, slider, placement of the search box, but the truth is that we have no idea about the core of this design: reasons for every single design element
http://www.ruhotenuf.ca/ If you had go to the next page in the slider, it wouldnt work.
The power of Utility

Invisible design never cries for attention. It stands to the side and serves its function. Its useful and usable.
The power of Measurement

Invisible design is never guesswork. It demands informed decisions. Its always tested, verified, measured.
The power of Ambition

Invisible design is committed to quality and improvement. It never takes shortcuts.
Quality of our design decisions.
Quality of our content.
Quality of our deliverables.
Quality of our code.
The power of Language

Invisible design communicates through the tone, voice and meaning of its copy. It informs and engages.
[...] the empty dog-kennel was filled up with a great dogdeep mouthed and black-haired like Him, and he was very angry at the sight of me, and sprang out to get at me. [...] Charles Dickens
Eating well is as important as living well. So everything we offer is made from great, fresh-tasting ingredients.
Fancy joining our family? Love, friendship but no pocket money.
By the way, we will never, ever pass your details on to anyone else, but you knew that anyway, didn't you.
With language, we can also engage users emotionally.
And the key to it is storytelling.
Stories can inspire and illuminate. They can help us empathize with users.
What if we approach design like writers approach stories?
Cliffhanger Flashback Reversed story Chekovs gun Game mechanics
Mystery Suspense Uncertainty Intrigue Romance
On the Web, we can seed powerful stories in our user interfaces.
Web designers are storytellers.
the power of Virtue the power of Idea the power of Utility
Substance combines six key qualities of invisible design.

the power of Measurement the power of Language the power of Ambition
All these attributes form a gateway to effective and usable interfaces.
Adhering to them consistently makes design invisible over time.
3
To Conclude
Our work would benefit from a stronger focus on its invisible side.

Good designers can see both the forest and the trees, the visible and invisible halves of design. Francisco Inchauste
We could all benefit from writing and talking about the ways we work, the decisions we make and the solutions we come up with. Thats the core of invisible design.
Lets start right now.
Thank you for your attention!
@smashingmag
Sources
Francisco Inchauste, The Smashing Book 2 Robert Mills, A Practical Guide to Designing the Invisible
Inspiration: http://www.flickr.com/photos/ashleyrosex/5121483039/sizes/l/in/photostream/ Inspiration 2: http://www.flickr.com/photos/sparth/4030081242/sizes/o/in/photostream/ Mosaic: http://www.flickr.com/photos/slavers/370944125/sizes/z/in/photostream/ Mug: http://www.flickr.com/photos/kelleyleigh/5144104014/ Theatre: http://www.flickr.com/photos/thisisbossi/3017227698/in/photostream/lightbox/ Painting: The Boyhood of Raleigh by Sir John Everett Millais, oil on canvas, 1870. Comic: http://www.flickr.com/photos/bampop/2690586982/in/photostream/ Tijuana: http://www.flickr.com/photos/terri0325/2432811458/sizes/l/in/photostream/ Black Box: http://bit.ly/nXuCAT Craft: http://www.flickr.com/photos/s-t-r-a-n-g-e/2239001689/sizes/z/ Ford model: http://www.atomicmall.com/view.php?id=1205765 Front cover image: Craig Henry

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The Invisible Side of Design

Vitaly Friedman, @smashingmag

Dear Web designers, something fishy is going on.

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

The inspiration that we seek online is of a different nature.

Tuesday, October 11, 11

We spend too much time exploring what other designers do.

Tuesday, October 11, 11

We collect reusable design examples.

Tuesday, October 11, 11

We aspire to design trends.

Tuesday, October 11, 11

We are drowning in an ocean of visual inspiration.

Tuesday, October 11, 11

Our workflow is poisoned with search for existing solutions.

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

We should strive for holistic designs.

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

When we look at a design, we dont see a design, we are experiencing it.

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

It doesnt explain design decisions. problems. requirements. constraints. testing. context.

Tuesday, October 11, 11

Tuesday, October 11, 11

What we miss is the invisible side of those designs.

Tuesday, October 11, 11

Good Design Is Invisible

Everything was designed at some point.

Tuesday, October 11, 11

Tuesday, October 11, 11

Tuesday, October 11, 11

Our experience of them is invisible; almost beyond form and function.

Tuesday, October 11, 11

...unless they break.

Tuesday, October 11, 11

The same holds true for Web design.

Tuesday, October 11, 11

Users stop noticing Web design if it works.

Tuesday, October 11, 11

Users keep noticing design if its broken.

Tuesday, October 11, 11

...or when it gets in the way.

Tuesday, October 11, 11

...or when it just hurts.

Tuesday, October 11, 11

Good design strikes a balance between elegance and invisibility.

Tuesday, October 11, 11

Invisible design relates to function and purpose, rather than appearance.

Tuesday, October 11, 11

Yet compared to visible design, the invisible layer is barely explored.

Tuesday, October 11, 11