Published in 1997

Graphic Design USA asked several design firms to submit short articles about a web site they had designed. I was working at John Brady Design Consultants and John Brady asked me to write the article for them. We submitted it and it was one of the few chosen to be published in the magazine. I wrote the article, but John Brady got the byline (as is usual in those cases). This article was written in the earlier days of the web, before DSL or cable modems were available to the general public.

Article:
When asked to design an invitation for a technology symposium a few years ago, we searched for the best medium to communicate to a group of technically savvy individuals. This led to the creation of our first web site through which invitees could view the symposium agenda and even register online. Today, the web has a much more diverse group of users, and is one of the fastest growing mediums. Each site has to be specifically targeted to the audience and developed to clearly communicate the message. Because of this, the role of the communications professional in web site development has become more than a luxury, it is an absolute necessity.

Web site are no longer technology showcases, where busy in-your-face graphics are impressive. Web designers need to use the cutting edge technology to push each message, but not let it obscure the point. Although our own site includes Java, Shockwave, HTML, scripting, graphics and animation, they all work together to create a clear and consistent message for our audience. The technology is almost invisible as it works behind the scenes to accentuate our message. Careful thought was given to how the information is structured in the site, and how the visitor will access it. Visual appeal, ease-of-use, and clear communications are also key components – which doesn't differ from any other communications project we design.

With the move towards web access via television, audiences will become extremely large and more diverse. As access speeds improve, and couch potatoes become couch surfers, the web designers' role will become more important, and much more difficult.