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Adonis Durado: Good Vs. Great

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Adonis Durado: Good Vs. Great

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A good page is respectable; a great page memorable. A good page reaffirms reader's expectation; a great page churns out surprises. A good page is achieved by mixing the right ingredients; a great page by reinventing the formula. Yes, good is not bad, but it's not as good as great. A good page is the marriage of content and form. So does a great page. But how do you tell one from the other?

A good page is respectable; a great page memorable. A good page reaffirms reader's expectation; a great page churns out surprises. A good page is achieved by mixing the right ingredients; a great page by reinventing the formula. Yes, good is not bad, but it's not as good as great. A good page is the marriage of content and form. So does a great page. But how do you tell one from the other?

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Adonis Durado: Good Vs. Great

  1. 1. GOOD VS. GREAT speaker: adonis durado @adonisdurado snd foundation syracuse student symposium 3 february 2012 / S.I. Newhouse School of Public Communications New York, USA
  2. 2. GOOD IS NOT GREAT.
  3. 3. In a professional environment, it is expected that designers produce at least good, decent pages.
  4. 4. A good page is a marriage of content and form.
  5. 5. The formula of a good page is:
  6. 6. The formula of a good page is: GOOD GOOD CONTENT + DESIGN
  7. 7. GOOD DESIGN
  8. 8. GOOD HEADLINE GOOD DESIGN
  9. 9. GOOD HEADLINE GOOD + DESIGN
  10. 10. GOOD HEADLINE GOOD + DESIGN GOOD ART
  11. 11. GOOD HEADLINE GOOD + = DESIGN GOOD ART
  12. 12. GOOD PAGES...
  13. 13. GOOD PAGES... but are these GREAT?
  14. 14. Does this page instantly grab your attention?
  15. 15. Does this page instantly grab your attention? Does this page excite you?
  16. 16. Does this page instantly grab your attention? Does this page excite you? Does this engage you to read on?
  17. 17. Does this page instantly grab your attention?
  18. 18. Does this page instantly grab your attention? Does this page excite you?
  19. 19. Does this page instantly grab your attention? Does this page excite you? Does this engage you to read on?
  20. 20. I used to think that there is a thin line dividing a good page and a great page.
  21. 21. But compelling evidence shows that there is more to it than meets the eye.
  22. 22. A GREAT PAGE IS A WOW PAGE.
  23. 23. Design is visual manipulation. And a great designer is a great manipulator.
  24. 24. HOW TO SPOT A SPINNING BLACK HOLE?
  25. 25. Great design is not boring. A great designer embraces eclectic visual treatment.
  26. 26. There are many ways to skin a cat.
  27. 27. And a great designer knows when to exercise restraint.
  28. 28. A GREAT PAGE IS FULL OF CONCEIT.
  29. 29. In literature, conceit is defined as an extended metaphor with a complex logic that governs a poetic passage or entire poem, by juxtaposing, usurping, manipulating images and ideas in surprising ways.
  30. 30. Visual conceit is a method of dressing up, enriching, adding layers or dimension to a story.
  31. 31. TYPES OF CONCEIT
  32. 32. TYPES OF CONCEIT Conceptual conceit
  33. 33. TYPES OF CONCEIT Conceptual conceit Stylistic conceit
  34. 34. Conceptual conceit
  35. 35. Conceptual conceit Concept as controlling metaphor
  36. 36. America is entangled by debt crisis
  37. 37. America is CONCEIT: entangled by Using the thread debt crisis in the illustration
  38. 38. When financial adviser becomes ineffective
  39. 39. Getting rich by legal means
  40. 40. Stylistic conceit
  41. 41. Stylistic conceit Visual style as the dominant force
  42. 42. Retro-looking page design
  43. 43. An illustration that imitates a graphic
  44. 44. Headline as illustration
  45. 45. To design with conceit gives added value to its textual form.
  46. 46. It gives context and allows easy association to better understand the story.
  47. 47. A GREAT PAGE EMBODIES ORGANIC AND ARCHITECTONIC QUALITIES.
  48. 48. Design is not just a vessel or container. It is the physical shape of the story.
  49. 49. STUTTERING IS IN THE GENES, NOT HEAD
  50. 50. HOW SECRECY UNDERMINES CREDIT REFORM
  51. 51. Designing is storytelling.
  52. 52. Nothing should be there that does not contribute to the page.
  53. 53. THE END OF DVD ERA
  54. 54. SAY IT IN YOUR LANGUAGE!
  55. 55. CRAFTSMANSHIP Execution is critical. Concept alone is not enough. Style alone is not enough.
  56. 56. RESOURCES coverjunkie.com behance.net visualize.us dailypoetics.com booooooom.com illustrationmundo.com illustrophile.com designobserver.com
  57. 57. RESOURCES THE FIVE OBSTRUCTIONS (2003) Director: Lars Von Trier and Jorgen Leth
  58. 58. THANK YOU! adonisdurado@gmail.com behance.net/adonisdurado linkedin.com/in/adonisdurado facebook.com/adurado @adonisdurado

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