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this section:
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It
should be possible to look across the room at a computer monitor and say "that's
our product on the PC over there." Very few companies achieve that level of
recognition today, largely because there is nothing to distinguish their product from
anyone else's. This is even true of many Web
sites, although it is getting better. To take an example, you can probably remember
what Microsoft's site looks like, but how many others can you describe without looking?
Even if you can describe the 'Company X' website, do their products and Web site share a
look and feel? |
What
is screen branding? |
| The ultimate goal is to present
one Brand across different media as a holistic, co-ordinated whole: the product/company
web site, screens displayed by the product itself, packaging, and printed materials.
To do this you must start from the perspective that the elements you
develop need to work on screen and in print. Whilst we are not suggesting you throw
away everything you already have, you cannot simply start from print and adapt everything
to the screen blindly. The medium is different, the technology is different. |
Holistic -
screen, web, packaging and documents |
| Your existing
Corporate Guidelines are almost certainly entirely print oriented. The rules and the
artwork were designed for the printed medium. Unfortunately rules for size and position of
artwork, artwork file formats, fonts and colour simply will not work On Screen.
For example, you probably have rules that state where your company
logo should be placed. Unfortunately you cannot place your company logo exactly at
the bottom right of the screen with a margin of exactly 10 millimetres below and to
the right. |
Corporate
guidelines are print, not screen oriented |
| On the other hand
PC's and Web Sites offer some interesting opportunities to Brand the interface. These
stretch from traditional splash screens through to animation that helps the customer use
the product itself. Such opportunities are not defined in the traditional glossy
print manuals of yesteryear.
There are some examples
below to think on. Each is taken from a real product.Click on each image to see the
full screen image and text |
New screen
branding opportunities |
| A splash screen is
meant to distract the user whilst your program loads. It is probably the only time you
should display a graphic image for its own sake. Otherwise a graphic image should serve a
purpose ... (more information) |
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Icons are shortcuts
to frequently used facilities. The more abstract the concept the harder it is to design an
image. A printer is OK, but what do "30 days aged invoices" look like? ... (more information) |
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Sophisticated
Branding demands an integration of colour, font and layout achieved within the constraints
of the operating systems facilities. A graphic designer experienced in screen design is required ... (more information) |
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In practice it
is usually programmers who will implement screens, without oversight by designers. A
design standard for this situation must fit the development tool and programmers'
capabilities. It must be simple to execute ... (more information) |
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Many products were
originally developed for MS Windows, but are being given a Browser front end, or are being
converted into Web products. For the FT Profile product we used a Browser look for a
standard MS Windows product ... (more information) |
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The practical
achievement of Branding and good Usability on the Web requires a good understanding of
Browser technology. This example of a transaction product shows extensive use of colour to
differentiate content and to aid navigation ... (more information) |
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