Abstract

We’ve got a great design talk lined up for March. James Fenton Digital Art Director at Tribal Group will be giving a sneak preview of his talk at http://futureofwebdesign.com/london-2012/ in May.

Art direction used to involve the careful and meticulous control of a visual style across a product, campaign or brand. An art director would oversee all aspects of design, ensuring page layout, typography, illustration and photography communicated a consistent visual message. The web has moved the goal posts however, handing over control and choice over to consumers and users.

So what role does art direction play in a world of choice, customisation and user generated content? In this talk, James will discuss the role of the art direction and brand control in large web projects, exploring the challenges of delivering brand consistency across multiple devices, operating systems and browsers, whilst looking at how art direction itself is shifting from a discipline of visual control, to one of experience design.