Architecture (the kind that uses steel and glass and stone) is also an apt comparison—or at least, more apt than poster design. The architect creates planes and grids that facilitate the dynamic behavior of people. Having designed, the architect relinquishes control. Over time, the people who use the building bring out and add to the meaning of the architect’s design.
Web design is the creation of digital environments that facilitate and encourage human activity; reflect or adapt to individual voices and content; and change gracefully over time while always retaining their identity.
Great web designs are like great buildings. All office buildings, however distinctive, have lobbies and bathrooms and staircases. Websites, too, share commonalities.
The experienced web designer, like the talented newspaper art director, accepts that many projects she works on will have headers and columns and footers. Her job is not to whine about emerging commonalities but to use them to create pages that are distinctive, natural, brand-appropriate, subtly memorable, and quietly but unmistakably engaging.
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