rowid,title,contents,year,author,author_slug,published,url,topic 53,Get Expressive with Your Typography,"In 1955 Beatrice Warde, an American communicator on typography, published a series of essays entitled The Crystal Goblet in which she wrote, “People who love ideas must have a love of words. They will take a vivid interest in the clothes that words wear.” And with that proposition Warde introduced the idea that just as we judge someone based on the clothes they are wearing, so we make judgements about text based on the typefaces in which it is set. Beatrice Warde. ©1970 Monotype Imaging Inc. Choosing the same typeface as everyone else, especially if you’re trying to make a statement, is like turning up to a party in the same dress; to a meeting in the same suit, shirt and tie; or to a craft ale dispensary in the same plaid shirt and turned-up skinny jeans. But there’s more to your choice of typeface than simply making an impression. In 2012 Jon Tan wrote on 24 ways about a scientific study called “The Aesthetics of Reading” which concluded that “good quality typography is responsible for greater engagement during reading and thus induces a good mood.” Furthermore, at this year’s Ampersand conference Sarah Hyndman, an expert in multisensory typography, discussed how typefaces can communicate with our subconscious. Sarah showed that different fonts could have an effect on how food tasted. A rounded font placed near a bowl of jellybeans would make them taste sweeter, and a jagged angular font would make them taste more sour. The quality of your typography can therefore affect the mood of your reader, and your font choice directly affect the senses. This means you can manipulate the way people feel. You can change their emotional state through type alone. Now that’s a real superpower! The effects of your body text design choices are measurable but subtle. If you really want to have an impact you need to think big. Literally. Display text and headings are your attention grabbers. They are your chance to interrupt, introduce and seduce. Display text and headings set the scene and draw people in. Text set large creates an image that visitors see before they read, and that’s your chance to choose a typeface that immediately expresses what the text, and indeed the entire website, stands for. What expectations of the text do you want to set up? Youthful enthusiasm? Businesslike? Cutting-edge? Hipster? Sensible and secure? Fun and informal? Authoritarian? Typography conveys much more than just information. It imparts feeling, emotion and sentiment, and arouses preconceived ideas of trust, tone and content. Think about taking advantage of this by introducing impactful, expressive typography to your designs on the web. You can alter the way your reader feels, so what emotion do you want to provoke? Maybe you want them to feel inspired like this stop smoking campaign: helsenorge.no Perhaps they should be moved and intrigued, as with Makeshift magazine: mkshft.org Or calmly reassured: www.cleopatra-marina.gr Fonts also tap into the complex library of associations that we’ve been accumulating in our brains all of our lives. You build up these associations every time you see a font from the context that you see it in. All of us associate certain letterforms with topics, times and places. Retiro is obviously Spanish: Retiro by Typofonderie Bodoni and Eurostile used in this menu couldn’t be much more Italian: Bodoni and Eurostile, both designed in Italy To me, Clarendon gives a sense of the 1960s and 1970s. I’m not sure if that’s what Costa was going for, but that’s what it means to me: Costa coffee flier And Knockout and Gotham really couldn’t be much more American: Knockout and Gotham by Hoefler & Co When it comes to choosing your display typeface, the type designer Christian Schwartz says there are two kinds. First are the workhorse typefaces that will do whatever you want them to do. Helvetica, Proxima Nova and Futura are good examples. These fonts can be shaped in many different ways, but this also means they are found everywhere and take great skill and practice to work with in a unique and striking manner. The second kind of typeface is one that does most of the work for you. Like finely tailored clothing, it’s the detail in the design that adds interest. Setting headings in Bree rather than Helvetica makes a big difference to the tone of the article Such typefaces carry much more inherent character, but are also less malleable and harder to adapt to different contexts. Good examples are Marr Sans, FS Clerkenwell, Strangelove and Bree. Push the boat out Remember, all type can have an effect on the reader. Take advantage of that and allow your type to have its own vernacular and impact. Be expressive with your type. Don’t be too reverential, dogmatic – or ordinary. Be brave and push a few boundaries. Adapted from Web Typography a book in progress by Richard Rutter.",2015,Richard Rutter,richardrutter,2015-12-04T00:00:00+00:00,https://24ways.org/2015/get-expressive-with-your-typography/,design 217,Beyond Web Mechanics – Creating Meaningful Web Design,"It was just over three years ago when I embarked on becoming a web designer, and the first opinion piece about the state of web design I came across was a conference talk by Elliot Jay Stocks called ‘Destroy the Web 2.0 Look’. Elliot’s presentation was a call to arms, a plea to web designers the world over to stop the endless reproductions of the so called ‘Web 2.0 look’. Three and a half years on from Elliot’s talk, what has changed? Well, from an aesthetic standpoint, not a whole lot. The Web 2.0 look has evolved, but it’s still with us and much of the web remains filled with cookie cutter websites that bear a striking resemblance to one another. This wouldn’t matter so much if these websites were selling comparable services or products, but they’re not. They look similar, they follow the same web design trends; their aesthetic style sends out a very similar message, yet they’re selling completely different services or products. How can you be communicating effectively with your users when your online book store is visually indistinguishable from an online cosmetic store? This just doesn’t make sense. I don’t want to belittle the current version of the Web 2.0 look for the sake of it. I want to talk about the opportunity we have as web designers to create more meaningful experiences for the people using our websites. Using design wisely gives us the ability to communicate messages, ideas and attitudes that our users will understand and connect with. Being human As human beings we respond emotionally to everything around us – people, objects, posters, packaging or websites. We also respond in different ways to different kinds of aesthetic design and style. We care about style and aesthetics deeply, whether we realise it or not. Aesthetic design has the power to attract or repel. We often make decisions based purely on aesthetics and style – and don’t retailers the world over know it! We connect attitudes and strongly held beliefs to style. Individuals will proudly associate themselves with a certain style or aesthetic because it’s an expression of who they are. You know that old phrase, ‘Don’t judge a book by its cover’? Well, the problem is that people do, so it’s important we get the cover right. Much is made of how to structure web pages, how to create a logical information hierarchy, how to use layout and typography to clearly communicate with your users. It’s important, however, not to mistake clarity of information or legibility with getting your message across. Few users actually read websites word by word: it’s far more likely they’ll just scan the page. If the page is copy-heavy and nothing grabs their attention, they may well just move on. This is why it’s so important to create a visual experience that actually means something to the user. Meaningful design When we view a poster or website, we make split-second assessments and judgements of what is in front of us. Our first impressions of what a website does or who it is aimed at are provoked by the style and aesthetic of the website. For example, with clever use of colour, typography, graphic design and imagery we can communicate to users that an organisation is friendly, edgy, compassionate, fun or environmentally conscious. Using a certain aesthetic we can convey the personality of that organisation, target age ranges, different sexes or cultural groups, communicate brand attributes, and more. We can make our users feel like they’re part of something and, perhaps even more importantly, we can make new users want to be a part of something. And we can achieve all this before the user has read a single word. By establishing a website’s aesthetic and creating a meaningful visual language, a design is no longer just a random collection of pretty gradients that have been plucked out of thin air. There can be a logic behind the design decisions we make. So, before you slap another generic piece of ribbon or an ultra shiny icon into the top-left corner of your website, think about why you are doing it. If you can’t come up with a reason better than “I saw it on another website”, it’s probably a poor application of style. Design and style There are a number of reasons why the web suffers from a lack meaningful design. Firstly, there are too many preconceptions of what a website should look like. It’s too easy for designers to borrow styles from other websites, thereby limiting the range of website designs we see on the web. Secondly, many web designers think of aesthetic design as of secondary importance, which shouldn’t be the case. Designing websites that are accessible and easy to use is, of course, very important but this is the very least a web designer should be delivering. Easy to use websites should come as standard – it’s equally important to create meaningful, compelling and beautiful experiences for everyone who uses our websites. The aesthetics of your site are part of the design, and to ignore this and play down the role of aesthetic design is just a wasted opportunity. No compromise necessary Easy to use, accessible websites and beautiful, meaningful aesthetics are not mutually exclusive. The key is to apply style and aesthetic design appropriately. We need to think about who and what we’re designing for and ask ourselves why we’re applying a certain kind of aesthetic style to our design. If you do this, there’s no reason why effective, functional design should come at the expense of jaw-dropping, meaningful aesthetics. Web designers need to understand the differences between functional design and aesthetic design but, even more importantly, they need to know how to make them work together. It’s combining these elements of design successfully that makes for the best web design in the world.",2010,Mike Kus,mikekus,2010-12-05T00:00:00+00:00,https://24ways.org/2010/beyond-web-mechanics-creating-meaningful-web-design/,design 26,Integrating Contrast Checks in Your Web Workflow,"It’s nearly Christmas, which means you’ll be sure to find an overload of festive red and green decorating everything in sight—often in the ugliest ways possible. While I’m not here to battle holiday tackiness in today’s 24 ways, it might just be the perfect reminder to step back and consider how we can implement colour schemes in our websites and apps that are not only attractive, but also legible and accessible for folks with various types of visual disabilities. This simulated photo demonstrates how red and green Christmas baubles could appear to a person affected by protanopia-type colour blindness—not as festive as you might think. Source: Derek Bruff I’ve been fortunate to work with Simply Accessible to redesign not just their website, but their entire brand. Although the new site won’t be launching until the new year, we’re excited to let you peek under the tree and share a few treats as a case study into how we tackled colour accessibility in our project workflow. Don’t worry—we won’t tell Santa! Create a colour game plan A common misconception about accessibility is that meeting compliance requirements hinders creativity and beautiful design—but we beg to differ. Unfortunately, like many company websites and internal projects, Simply Accessible has spent so much time helping others that they had not spent enough time helping themselves to show the world who they really are. This was the perfect opportunity for them to practise what they preached. After plenty of research and brainstorming, we decided to evolve the existing Simply Accessible brand. Or, rather, salvage what we could. There was no established logo to carry into the new design (it was a stretch to even call it a wordmark), and the Helvetica typography across the site lacked any character. The only recognizable feature left to work with was colour. It was a challenge, for sure: the oranges looked murky and brown, and the blues looked way too corporate for a company like Simply Accessible. We knew we needed to inject a lot of personality. The old Simply Accessible website and colour palette. After an audit to round up every colour used throughout the site, we dug in deep and played around with some ideas to bring some new life to this palette. Choose effective colours Whether you’re starting from scratch or evolving an existing brand, the first step to having an effective and legible palette begins with your colour choices. While we aren’t going to cover colour message and meaning in this article, it’s important to understand how to choose colours that can be used to create strong contrast—one of the most important ways to create hierarchy, focus, and legibility in your design. There are a few methods of creating effective contrast. Light and dark colours The contrast that exists between light and dark colours is the most important attribute when creating effective contrast. Try not to use colours that have a similar lightness next to each other in a design. The red and green colours on the left share a similar lightness and don’t provide enough contrast on their own without making some adjustments. Removing colour and showing the relationship in greyscale reveals that the version on the right is much more effective. It’s important to remember that red and green colour pairs cause difficulty for the majority of colour-blind people, so they should be avoided wherever possible, especially when placed next to each other. Complementary contrast Effective contrast can also be achieved by choosing complementary colours (other than red and green), that are opposite each other on a colour wheel. These colour pairs generally work better than choosing adjacent hues on the wheel. Cool and warm contrast Contrast also exists between cool and warm colours on the colour wheel. Imagine a colour wheel divided into cool colours like blues, purples, and greens, and compare them to warm colours like reds, oranges and yellows. Choosing a dark shade of a cool colour, paired with a light tint of a warm colour will provide better contrast than two warm colours or two cool colours. Develop colour concepts After much experimentation, we settled on a simple, two-colour palette of blue and orange, a cool-warm contrast colour scheme. We added swatches for call-to-action messaging in green, error messaging in red, and body copy and form fields in black and grey. Shades and tints of blue and orange were added to illustrations and other design elements for extra detail and interest. First stab at a new palette. We introduced the new palette for the first time on an internal project to test the waters before going full steam ahead with the website. It gave us plenty of time to get a feel for the new design before sharing it with the public. Putting the test palette into practice with an internal report It’s important to be open to changes in your palette as it might need to evolve throughout the design process. Don’t tell your client up front that this palette is set in stone. If you need to tweak the colour of a button later because of legibility issues, the last thing you want is your client pushing back because it’s different from what you promised. As it happened, we did tweak the colours after the test run, and we even adjusted the logo—what looked great printed on paper looked a little too light on screens. Consider how colours might be used Don’t worry if you haven’t had the opportunity to test your palette in advance. As long as you have some well-considered options, you’ll be ready to think about how the colour might be used on the site or app. Obviously, in such early stages it’s unlikely that you’re going to know every element or feature that will appear on the site at launch time, or even which design elements could be introduced to the site later down the road. There are, of course, plenty of safe places to start. For Simply Accessible, I quickly mocked up these examples in Illustrator to get a handle on the elements of a website where contrast and legibility matter the most: text colours and background colours. While it’s less important to consider the contrast of decorative elements that don’t convey essential information, it’s important for a reader to be able to discern elements like button shapes and empty form fields. A basic list of possible colour combinations that I had in mind for the Simply Accessible website Run initial tests Once these elements were laid out, I manually plugged in the HTML colour code of each foreground colour and background colour on Lea Verou’s Contrast Checker. I added the results from each colour pair test to my document so we could see at a glance which colours needed adjustment or which colours wouldn’t work at all. Note: Read more about colour accessibility and contrast requirements As you can see, a few problems were revealed in this test. To meet the minimum AA compliance, we needed to slightly darken the green, blue, and orange background colours for text—an easy fix. A more complicated problem was apparent with the button colours. I had envisioned some buttons appearing over a blue background, but the contrast ratios were well under 3:1. Although there isn’t a guide in WCAG for contrast requirements of two non-text elements, the ISO and ANSI standard for visible contrast is 3:1, which is what we decided to aim for. We also checked our colour combinations in Color Oracle, an app that simulates the most extreme forms of colour blindness. It confirmed that coloured buttons over blue backgrounds was simply not going to work. The contrast was much too low, especially for the more common deuteranopia and protanopia-type deficiencies. How our proposed colour pairs could look to people with three types of colour blindness Make adjustments if necessary As a solution, we opted to change all buttons to white when used over dark coloured backgrounds. In addition to increasing contrast, it also gave more consistency to the button design across the site instead of introducing a lot of unnecessary colour variants. Putting more work into getting compliant contrast ratios at this stage will make the rest of implementation and testing a breeze. When you’ve got those ratios looking good, it’s time to move on to implementation. Implement colours in style guide and prototype Once I was happy with my contrast checks, I created a basic style guide and added all the colour values from my colour exploration files, introduced more tints and shades, and added patterned backgrounds. I created examples of every panel style we were planning to use on the site, with sample text, links, and buttons—all with working hover states. Not only does this make it easier for the developer, it allows you to check in the browser for any further contrast issues. Run a final contrast check During the final stages of testing and before launch, it’s a good idea to do one more check for colour accessibility to ensure nothing’s been lost in translation from design to code. Unless you’ve introduced massive changes to the design in the prototype, it should be fairly easy to fix any issues that arise, particularly if you’ve stayed on top of updating any revisions in the style guide. One of the more well-known evaluation tools, WAVE, is web-based and will work in any browser, but I love using Chrome’s Accessibility Tools. Not only are they built right in to the Inspector, but they’ll work if your site is password-protected or private, too. Chrome’s Accessibility Tools audit feature shows that there are no immediate issues with colour contrast in our prototype The human touch Finally, nothing beats a good round of user testing. Even evaluation tools have their flaws. Although they’re great at catching contrast errors for text and backgrounds, they aren’t going to be able to find errors in non-text elements, infographics, or objects placed next to each other where discernible contrast is important. Our final palette, compared with our initial ideas, was quite different, but we’re proud to say it’s not just compliant, but shows Simply Accessible’s true personality. Who knows, it may not be final at all—there are so many opportunities down the road to explore and expand it further. Accessibility should never be an afterthought in a project. It’s not as simple as adding alt text to images, or running your site through a compliance checker at the last minute and assuming that a pass means everything is okay. Considering how colour will be used during every stage of your project will help avoid massive problems before launch, or worse, launching with serious issues. If you find yourself working on a personal project over the Christmas break, try integrating these checks into your workflow and make colour accessibility a part of your New Year’s resolutions.",2014,Geri Coady,gericoady,2014-12-22T00:00:00+00:00,https://24ways.org/2014/integrating-contrast-checks-in-your-web-workflow/,design 28,Why You Should Design for Open Source,"Let’s be honest. Most designers don’t like working for nothing. We rally against spec work and make a stand for contracts and getting paid. That’s totally what you should do as a professional designer in the industry. It’s your job. It’s your hard-working skill. It’s your bread and butter. Get paid. However, I’m going to make a case for why you could also consider designing for open source. First, I should mention that not all open source work is free work. Some companies hire open source contributors to work on their projects full-time, usually because that project is used by said company. There are other companies that encourage open source contribution and even offer 20%-time for these projects (where you can spend one day a week contributing to open source). These are super rad situations to be in. However, whether you’re able to land a gig doing this type of work, or you’ve decided to volunteer your time and energy, designing for open source can be rewarding in many other ways. Portfolio building New designers often find themselves in a catch-22 situation: they don’t have enough work experience showcased in their portfolio, which leads to them not getting much work because their portfolio is bare. These new designers often turn to unsolicited redesigns to fill their portfolio. An unsolicited redesign is a proof of concept in which a designer attempts to redesign a popular website. You can see many of these concepts on sites like Dribbble and Behance and there are even websites dedicated to showcasing these designs, such as Uninvited Designs. There’s even a subreddit for them. There are quite a few negative opinions on unsolicited redesigns, though some people see things from both sides. If you feel like doing one or two of these to fill your portfolio, that’s of course up to you. But here’s a better suggestion. Why not contribute design for an open source project instead? You can easily find many projects in great need of design work, from branding to information design, documentation, and website or application design. The benefits to doing this are far better than an unsolicited redesign. You get a great portfolio piece that actually has greater potential to get used (especially if the core team is on board with it). It’s a win-win situation. Not all designers are in need of portfolio filler, but there are other benefits to contributing design. Giving back to the community My first experience with voluntary work was when I collaborated with my friend, Vineet Thapar, on a pro bono project for the W3C’s Web Accessibility Initiative redesign project back in 2004. I was very excited to contribute CSS to a website that would get used by the W3C! Unfortunately, it decided to go a different direction and my work did not get used. However, it was still pretty exciting to have the opportunity, and I don’t regret a moment of that work. I learned a lot about accessibility from this experience and it helped me land some of the jobs I’ve had since. Almost a decade later, I got super into Sass. One of the core maintainers, Chris Eppstein, lamented on Twitter one day that the Sass website and brand was in dire need of design help. That led to the creation of an open source task force, Team Sass Design, and we revived the brand and the website, which launched at SassConf in 2013. It helped me in my current job. I showed it during my portfolio review when I interviewed for the role. Then I was able to use inspiration from a technique I’d tried on the Sass website to help create the more feature-rich design system that my team at work is building. But most importantly, I soon learned that it is exhilarating to be a part of the Sass community. This is the biggest benefit of all. It feels really good to give back to the technology I love and use for getting my work done. Ben Werdmuller writes about the need for design in open source. It’s great to see designers contributing to open source in awesome ways. When A List Apart’s website went open source, Anna Debenham contributed by helping build its pattern library. Bevan Stephens worked with FontForge on the design of its website. There are also designers who have created their own open source projects. There’s Dan Cederholm’s Pears, which shares common patterns in markup and style. There’s also Brad Frost’s Pattern Lab, which shares his famous method of atomic design and applies it to a design system. These systems and patterns have been used in real-world projects, such as RetailMeNot, so designers have contributed to the web in an even larger way simply by putting their work out there for others to use. That’s kind of fun to think about. How to get started So are you stoked about getting into the open source community? That’s great! Initially, you might get worried or uncomfortable in getting involved. That’s okay. But first consider that the project is open source for a reason. Your contribution (no matter how large or small) can help in a big way. If you find a project you’re interested in helping, make sure you do your research. Sometimes project team members will be attached to their current design. Is there already a designer on the core team? Reach out to that designer first. Don’t be too aggressive with why you think your design is better than theirs. Rather, offer some constructive feedback and a proposal of what would make the design better. Chances are, if the designer cares about the project, and you make a strong case, they’ll be up for it. Are there contribution guidelines? It’s proper etiquette to read these and follow the community’s rules. You’ll have a better chance of getting your work accepted, and it shows that you take the time to care and add to the overall quality of the project. Does the project lack guidelines? Consider starting a draft for that before getting started in the design. When contributing to open source, use your initiative to solve problems in a manageable way. Huge pull requests are hard to review and will often either get neglected or rejected. Work in small, modular, and iterative contributions. So this is my personal take on what I’ve learned from my experience and why I love open source. I’d love to hear from you if you have your own experience in doing this and what you’ve learned along the way as well. Please share in the comments! Thanks Drew McLellan, Eric Suzanne, Kyle Neath for sharing their thoughts with me on this!",2014,Jina Anne,jina,2014-12-19T00:00:00+00:00,https://24ways.org/2014/why-you-should-design-for-open-source/,design 59,Animating Your Brand,"Let’s talk about how we add animation to our designs, in a way that’s consistent with other aspects of our brand, such as fonts, colours, layouts and everything else. Animating is fun. Adding animation to our designs can bring them to life and make our designs stand out. Animations can show how the pieces of our designs fit together. They provide context and help people use our products. All too often animation is something we tack on at the end. We put a transition on a modal window or sliding menu and we often don’t think about whether that animation is consistent with our overall design. Style guides to the rescue A style guide is a document that establishes and enforces style to improve communication. It can cover anything from typography and writing style to ethics and other, broader goals. It might be a static visual document showing every kind of UI, like in the Codecademy.com redesign shown below. UI toolkit from “Reimagining Codecademy.com” by @mslima It might be a technical reference with code examples. CodePen’s new design patterns and style guide is a great example of this, showing all the components used throughout the website as live code. CodePen’s design patterns and style guide A style guide gives a wide view of your project, it maintains consistency when adding new content, and we can use our style guide to present animations. Living documents Style guides don’t need to be static. We can use them to show movement. We can share CSS keyframe animations or transitions that can then go into production. We can also explain why animation is there in the first place. Just as a style guide might explain why we chose a certain font or layout, we can use style guides to explain the intent behind animation. This means that if someone else wants to create a new component, they will know why animation applies. If you haven’t yet set up a style guide, you might want to take a look at Pattern Lab. It’s a great tool for setting up your own style guide and includes loads of design patterns to get started. There are many style guide articles linked from the excellent, open sourced, Website Style Guide Resources. Anna Debenham also has an excellent pocket book on the subject. Adding animation Before you begin throwing animation at all the things, establish the character you want to convey. Andrex Puppy (British TV ad from 1994) List some words that describe the character you’re aiming for. If it was the Andrex brand, they might have gone for: fun, playful, soft, comforting. Perhaps you’re aiming for something more serious, credible and authoritative. Or maybe exciting and intense, or relaxing and meditative. For each scenario, the animations that best represent these words will be different. In the example below, two animations both take the same length of time, but use different timing functions. One eases, and the other bounces around. Either might be good, depending on your needs. Timing functions (CodePen) Example: Kitman Labs Working with Kitman Labs, we spent a little time working out what words best reflected the brand and came up with the following: Scientific Precise Fast Solid Dependable Helpful Consistent Clear With such a list of words in hand, we design animation that fits. We might prefer a tween that moves quickly to its destination over one that drifts slowly or bounces. We can use the list when justifying our use of animation, such as when it helps our customers understand the context of data on the page. Or we may even choose not to animate, when that might make the message inconsistent. Create guidelines If you already have a style guide, adding animation could begin with creating an overview section. One approach is to create a local website and share it within your organisation. We recently set up a local site for this purpose. A recent project’s introduction to the topic of animation This document becomes a reference when adding animation to components. Include links to related resources or examples of animation to help demonstrate the animation style you want. Prototyping You can explain the intent of your animation style guide with live animations. This doesn’t just mean waving our hands around. We can show animation through prototypes. There are so many prototype tools right now. You could use Invision, Principle, Floid, or even HTML and CSS as embedded CodePens. A login flow prototype created in Principle These tools help when trying out ideas and working through several approaches. Create videos, animated GIFs or online demos to share with others. Experiment. Find what works for you and work with whatever lets you get the most ideas out of your head fastest. Iterate and refine an animation before it gets anywhere near production. Build up a collection Build up your guide, one animation at a time. Some people prefer to loosely structure a guide with places to put things as they are discovered or invented; others might build it one page at a time – it doesn’t matter. The main thing is that you collect animations like you would trading cards. Or Pokemon. Keep them ready to play and deliver that explosive result. You could include animated GIFs, or link to videos or even live webpages as examples of animation. The use of animation to help user experience is also covered nicely in Val Head’s UI animation and UX article on A List Apart. What matters is that you create an organised place for them to be found. Here are some ideas to get started. Logos and brandmarks Many sites include some subtle form of animation in their logos. This can draw the eye, add some character, or bring a little liveliness to an otherwise static page. Yahoo and Google have been experimenting with animation on their logos. Even a simple bouncing animation, such as the logo on Hop.ie, can add character. The CSS-animated bouncer from Hop.ie Content transitions Adding content, removing content, showing and hiding messages are all opportunities to use animation. Careful and deliberate use of animation helps convey what’s changing on screen. Animating list items with CSS (CSSAnimation.rocks) For more detail on this, I also recommend “Transitional Interfaces” by Pasquale D’Silva. Page transitions On a larger scale than the changes to content, full-page transitions can smooth the flow between sections of a site. Medium’s article transitions are a good example of this. Medium-style page transition (Tympanus.net) Preparing a layout before the content arrives We can use animation to draw a page before the content is ready, such as when a page calls a server for data before showing it. Optimistic loading grid (CodePen) Sometimes it’s good to show something to let the user know that everything’s going well. A short animation could cover just enough time to load the initial content and make the loading transition feel seamless. Interactions Hover effects, dropdown menus, slide-in menus and active states on buttons and forms are all opportunities. Look for ways you can remove the sudden changes and help make the experience of using your UI feel smoother. Form placeholder animation (Studio MDS) Keep animation visible It takes continuous effort to maintain a style guide and keep it up to date, but it’s worth it. Make it easy to include animation and related design decisions in your documentation and you’ll be more likely to do so. If you can make it fun, and be proud of the result, better still. When updating your style guide, be sure to show the animations at the same time. This might mean animated GIFs, videos or live embedded examples of your components. By doing this you can make animation integral to your design process and make sure it stays relevant. Inspiration and resources There are loads of great resources online to help you get started. One of my favourites is IBM’s design language site. IBM’s design language: animation design guidelines IBM describes how animation principles apply to its UI work and components. They break down the animations into five categories of animations and explain how they apply to each example. The site also includes an animation library with example videos of animations and links to source code. Example component from IBM’s component library The way IBM sets out its aims and methods is helpful not only for their existing designers and developers, but also helps new hires. Furthermore, it’s a good way to show the world that IBM cares about these details. Another popular animation resource is Google’s material design. Google’s material design documentation Google’s guidelines cover everything from understanding easing through to creating engaging and useful mobile UI. This approach is visible across many of Google’s apps and software, and has influenced design across much of the web. The site is helpful both for learning about animation and as an showcase of how to illustrate examples. Frameworks If you don’t want to create everything from scratch, there are resources you can use to start using animation in your UI. One such resource is Salesforce’s Lightning design system. The system goes further than most guides. It includes a downloadable framework for adding animation to your projects. It has some interesting concepts, such as elevation settings to handle positioning on the z-axis. Example of elevation from Salesforce’s Lightning design system You should also check out Animate.css. “Just add water” — Animate.css Animate.css gives you a set of predesigned animations you can apply to page elements using classes. If you use JavaScript to add or remove classes, you can then trigger complex animations. It also plays well with scroll-triggering, and tools such as WOW.js. Learn, evolve and make it your own There’s a wealth online of information and guides we can use to better understand animation. They can inspire and kick-start our own visual and animation styles. So let’s think of the design of animations just as we do fonts, colours and layouts. Let’s choose animation deliberately, making it part of our style guides. Many thanks to Val Head for taking the time to proofread and offer great suggestions for this article.",2015,Donovan Hutchinson,donovanhutchinson,2015-12-01T00:00:00+00:00,https://24ways.org/2015/animating-your-brand/,design 58,Beyond the Style Guide,"Much like baking a Christmas cake, designing for the web involves creating an experience in layers. Starting with a solid base that provides the core experience (the fruit cake), we can add further layers, each adding refinement (the marzipan) and delight (the icing). Don’t worry, this isn’t a misplaced cake recipe, but an evaluation of modular design and the role style guides can play in acknowledging these different concerns, be they presentational or programmatic. The auteur’s style guide Although trained as a graphic designer, it was only when I encountered the immediacy of the web that I felt truly empowered as a designer. Given a desire to control every aspect of the resulting experience, I slowly adopted the role of an auteur, exploring every part of the web stack: front-end to back-end, and everything in between. A few years ago, I dreaded using the command line. Today, the terminal is a permanent feature in my Dock. In straddling the realms of graphic design and programming, it’s the point at which they meet that I find most fascinating, with each dicipline valuing the creation of effective systems, be they for communication or code efficiency. Front-end style guides live at this intersection, demonstrating both the modularity of code and the application of visual design. Painting by numbers In our rush to build modular systems, design frameworks have grown in popularity. While enabling quick assembly, these come at the cost of originality and creative expression – perhaps one reason why we’re seeing the homogenisation of web design. In editorial design, layouts should accentuate content and present it in an engaging manner. Yet on the web we see a practice that seeks templated predictability. In ‘Design Machines’ Travis Gertz argued that (emphasis added): Design systems still feel like a novelty in screen-based design. We nerd out over grid systems and modular scales and obsess over style guides and pattern libraries. We’re pretty good at using them to build repeatable components and site-wide standards, but that’s sort of where it ends. […] But to stop there is to ignore the true purpose and potential of a design system. Unless we consider how interface patterns fully embrace the design systems they should be built upon, style guides may exacerbate this paint-by-numbers approach, encouraging conformance and suppressing creativity. Anatomy of a button Let’s take a look at that most canonical of components, the button, and consider what we might wish to document and demonstrate in a style guide. The different layers of our button component. Content The most variable aspect of any component. Content guidelines will exert the most influence here, dictating things like tone of voice (whether we should we use stiff, formal language like ‘Submit form’, or adopt a more friendly tone, perhaps ‘Send us your message’) and appropriate language. For an internationalised interface, this may also impact word length and text direction or orientation. Structure HTML provides a limited vocabulary which we can use to structure content and add meaning. For interactive elements, the choice of element can also affect its behaviour, such as whether a button submits form data or links to another page: Button text Note: One of the reasons I prefer to use