Brookline website designers
Hello and welcome to this website designers Web Designer Brookline video tutorial.
I’m Owen Corso from Google.
And today, we’re going to build a rich media expandable creative with video.
Let’s start by selecting file, New File.
This opens a dialog box where we will set up our ad.
First, let’s make out high of project.
We have four options– The default is Display & Video 360so we will leave that as is.
💸 How to budget for your web design project pt. 2 💸 - Web Design is Broken e06
WEB DESIGN IS BROKEN.
It's just crumbled tosand in your hands and it's just disappointing.
Today we are going to talkabout budget that the big one: budget budget BUDGET! It is such a huge topicbut I'm finally gonna lay down the final word on budget, specifically how much youshould spend when you're buying a website.
I've got the answer for you.
Youready you ready for it? 500,000 pounds a week! There we go! Did it!(that was easy) I'm out.
See you later.
(web design isfixed) No.
If you do have five hundred thousand a week to spend on a websiteyou should get in touch with me.
I think we could work with that.
Budget it's sucha huge topic no one's really kind of tackling the answers of a few there's afew articles on the internet that are like "well if you want this type ofwebsite you should spend around this much and if you want that type ofwebsite you should spend around that" Much it really comes down to a fewfactors namely your attitude towards risk, whether you're whether you'recoming from a gain or a pain perspective and how much you actually stand to makeout of it.
What you're really doing is investing in a website: you're lookingfor it to create a return you want it to be putting money back into your pocket.
If you don't want it to do that then it's only gonna be acting detrimental,it's only gonna be taking money or reputation or whatever out of yourpocket and you really need to rethink the reasons why you're doing this in thefirst place.
Go back to one of my previous videos wherewhat where I ask you the question why are you doing this in the first place.
Sothe first thing that we've got to understand when we're asking thequestion how much does a website cost, how much do I spend on a website, we'vereally got to appreciate that all you're doing is you'retrying to give yourself what they call an 'anchor' This is literally just apsychological stake in the ground so that your brain can go "okay well I'vegot a point to start from" It really doesn't matter what that number is butit becomes your anchor: the first price you hear becomes your anchor and aroundthat point you will base all value judgments.
So be careful when you'reasking this question because you might end up with another massivelyoverinflated number that completely puts you off of even going down that routewhen actually you could have got something that worked for you at areasonable price, and if you get a number that's too lowyou're gonna look around and think "hey well this is all way too expensive" andnot actually start engaging in the conversations to help you understand thevalue that it could bring there is.
Another thing that you need to be reallyaware of when you're trying to create a budget for our website and that is thatyou like me like everyone else on the planetwe are naturally risk-averse: yeah we have loss aversion.
Most people agree withthe statement that "it is better to not lose five pounds than it is to find fivepounds" It's the same five pounds! It's weirdwe're hardwired to avoid losses.
We try and keep what we have and thereforewe're less likely to risk that in search of future gains so this means thatyou're naturally going to be skeptical about the gains that you can create witha website you're naturally gonna want to spend as little as possible andthat means that you're at a risk of actually under investing when you'rebuying a website Yourisk of under-investing because you're averse to loss.
I'm exactly the same: theamount of times that I've bought things that I need on say Amazon and gone forthe cheapest possible one because I wasn't entirely sure if, you know, if itwould bring me the thing that I was looking for - the reality is that I endup spending double because, you know, buy cheap buy twice.
But you can actuallyunder invest and if you do especially in something like a website it's like underinvesting in in your team member: if you if you hire a new salesman andyou under invest in him well then he's not gonna do as good a job as hepossibly could do if you're picking if you're picking your teammembers based on the salary that they're willing to accept then you're probablyunder investing and you're not actually realizing that if you spend a little bitmore you can get like disproportionately larger returns.
The third thing that youreally need to be aware of but before you start thinking about your budget iswhether you're coming from a pain perspective or a gain perspective.
Areyou looking to this website to help you reach new markets to help you, I don'tknow, dominate the competition; to help you boost sales/Is it a gain thing? Are you launching a new business a new product? Or are youlooking at it from a pain perspective? Are you looking at it and thinking wellhow can I use this website to help me automate things, cut costs, reduceoverhead - things like that.
Maybe you've got a whole bunch of bad reviews on yourexisting website and so you're almost being forced by your customers forced byyour marketplace to up your game what you're really trying to do there ismanage losses.
You approach these.
you can buy the same thing in two different waysand your experience and therefore what you're willing to spend completelychanges depending on whether you're coming from a pain or a gain perspective.
The final line on it is using an analogy that we use sometimesit's based around cars basically.
Are you are you just trying toget to and from work or are you trying to win Formula One the Formula One GrandPrix you need very different types of cars to be able to do each of thosethings.
There's no point in buying a Formula One car because when you pull upin the Sainsbury's car park you're gonna have nowhere to put your shopping.
Likewise there's no point in buying a Fiat Panda and taking it to the track.
Sothe better you can understand what type of race is that your business is tryingto win, or what type of things your business are trying to do with a websiteand what that's worth to you is the better you're gonna be able to startcreating a realistic budget and get a return that's more in line with yourexpectations.
My name is Aaron Taylor I'm helping youto make better decisions and have better conversations when you're buying awebsite.
till next time.
[singing] I fixed webdesign, said I fixed web design.
Brookline website designers
Next, we can select the type of ad.
We want to make an expandable, so we select Expandable on the left.
Next, we can set again ad’s dimensions.
We are building a 320 by 50that expands to 480 by 250.
So I will make those changes.
We then assign the Brookline creative a name.
I will leave my Save ToLocation as the default, and leave the talk about set to Quick.
Once I’m happy with my settings, I click OK.
Google Web Designer creates the initial pages of the ad for me with the dimensions I defined.
The collapsed page already contains a Tap Area event to expand the ad and an expanded pageBrookline with a close tap area to collapse back down.
Does Going to the Dentist Make You Nervous?
When I joined Google a little more than 2 years ago, I was asked by a few people to tell the story of how I got there and what my experience was.
I promised I would but I never actually did. Maybe I was shy, maybe I didn’t have the time or maybe I simply thought, probably wrongly, that it wasn’t interesting enough.
I decided to finally honor that promise and write about it.
I hope this is not too late and that it will be useful to some people.
I will try my best to sum up my experience and stories and provide a few advices from them.
Oh, one more thing. This is not a guide on how to get a job at Google. Based on my experience, I do not think such a thing exists. It will not describe the interview process in detail (such as the questions asked) nor disclose any confidential information.
The sole purpose of this article is to talk about my pre-Google personal experiences. I hope this will be useful for you, at least a little.
Baguettes and berets
If you don’t know me, I’m a 27 years old Frenchman born in a small city in Paris suburban area called Lagny. I spent the first 6 years of my life there and then moved to the south of France where I lived and studied in various cities such as Toulon, Hyères, Arles and Marseille.
Today, I’m a visual designer for Google Chrome and Chrome OS, living in San Francisco.
I got a High school diploma in what was called “social and economics”, then I studied 2 years in a general technology school and 3 additional years in a multimedia project management school.
What these schools and courses had in common is that they taught you a general approach on various subjects. It didn’t specialize you. Thinking back, I think I was taught how to become an effective swiss army knife.
I started by learning the basics of social science and economics mixed with history and philosophy. Add a bit of math to that and you get my High school diploma.
The following two years were all about introducing you to everything you can do with a computer, a screen and a camera. From code to design to filming and photography. Very broad subjects.
The last three years that led to my masters degree were multimedia management. It was all about managing people, project, public speaking and… wearing a suit.
Looking back at it, the more I was going through these school courses, the less I was learning the skills I use in my current everyday job.I learned at school what I didn’t want to do.
School is not about teaching, not really. It’s about opening your mind. I forgot most of what I learned at school but it helped me visualize and understand the things that I wanted to do and the things that I wanted to avoid.It’s by learning a subject that you realize it’s not for you.
I had to learn math to discover that I hated it, I had to learn to code to discover that my appeal to it wasn’t as strong as my appeal to align pixels.
I had to wear a suit to realize that this is not something that I would want to wear everyday. I learned how to manage projects and people to understand that what I really wanted to do is to spend my entire day in Photoshop, listening to Hans Zimmer and Amon Tobin.
Maybe it’s not the best path to follow to learn things, but it was mine. Don’t get me wrong, I learned a lot of useful things in these schools but somehow, it’s the things I hated to learn that gave me the most beneficial lessons and drove me to my key skills.In any given project, I always volunteered for the design part, it was my refuge. In response to possibilities of acquiring more knowledge, I specialized in one thing.
In the 5 years following my High school diploma, I dismissed a lot of potential knowledge to obsess over details in interfaces.
Is it a good thing ? I do not know. I’m not a fast learner. I found what I was good at and instead of searching to acquire a broader range of skills, I maximized the strong ones.
Let’s summarize who I was after my studies:
An obsessed interface designer focused on web and mobile design. I was comfortable and self-confident enough to present my ideas in front of people.
I had a daily schedule made of an hour and a half of web browsing to discover, save and categorize inspiration across the web followed by 8 hours of visual design in Photoshop and Illustrator. Also, I was fluent in English, and this was key.
My work history is tightly linked to my school history. My 3 years of multimedia management were alternate. I had to spend a month at school and the other in any company nice enough to welcome and form a newbie.
I was lucky enough to work for companies who made me do some actual work besides bringing coffee and I will always be grateful for that. Here is the biggest thing I learned and that I have absolutely no doubt about whatsoever:The best way to learn is to work for real people, in real companies.
The benefit from working and learning at the same time with people who actually make a living out of what you want to do is by orders of magnitude more beneficial than school. Any internship will teach you more about real life work than any class.
Now I’m not saying that you don’t learn anything at school. You need it to give you the basics, the by-the-book approach of design and tech but being able to apply learned principles and confront them to real situations and projects is priceless. Combining school and in-situ internship is for me the best pedagogical approach to learning a subject, at least in our field.
The first Year
During the first year of alternation, I learned print, logo and identity design. From an intern perspective, I did a decent job. From a professional designer standard, I was terrible. My work was messy and full of mistakes. Thankfully, it was ok, because I was with the right people.During your life, if you’re lucky enough, you will meet people who will help you grow. People who will help you reach what you think was too far, by standing on their shoulders.
This was the kind of person my boss was during this first year. We were a two people company, he had a ton of experience and was eager to share it. He was patient and when he detected the smallest amount of talent in me, he helped me expand it.
I wasn’t expecting that, it think it’s rare to meet somebody who needs to make a living and is still available to help you grow professionally and personally. I’m trying to carry on this lesson, but I’m not there yet.
It takes a lot of selflessness.
The second and third year
I spent the second and third year of my alternation in another company. I left my first year one because I needed to make a little bit more money, he couldn’t assume an intern anymore and I was ready to move on.
The company was a small web agency created by one person who was sick of being given orders and wanted to make cool things by and for himself.
Now let’s take a break here for a quick advice to any aspiring designer who wants to land any job/internship:Smile and engage.
As simple as that. At the time I was a shy guy with a bit of confidence issues when it came to selling myself. Saying that my presentation was underwhelming is an understatement. If I wasn’t supported by an employee of this same company, I think I would still be searching an internship right now. Hurray for networking and string pulling.
Ok, back on the subject. You remember what I wrote earlier about my first boss ? Well you can re-apply this here. Two in a row can be considered lucky, and it is. Luck is an important factor in your career but I will get back to that.
These two years improved my visual design skills at an incredibly fast rate.
I was working on a large range of projects from complex web-design to phone applications. It was a balance of internal and client projects. A good way to keep some freedom in your work while making a living. I even did a few email design for mass mailing which I’m not very proud of but teach you the realities of the field. This is also important:
Following the same logic as for school, doing something you do not like builds you and defines you as a designer.
This work was thankfully secondary. A large majority was incredibly interesting projects with a lot of challenges for a young designer. I grew exponentially with every work because I had freedom and responsibility. My boss was a safety net, a knowledgable guide that was there when I needed him. But he trusted me from the start, giving me enough responsibility to feel involved in everything I was doing.Be a safety net for the person you want to see evolve. Make him feel impactful and in control of his decisions and projects.
I finished my studies and was hired full time in this company. I stayed another year before being hired by Google and I loved every second of it.
In addition to school courses and learning with pros, learning by yourself will be a great asset in your career. Some may say that it is all you need, especially in our line of work.If you have the passion about something, self teaching should come naturally. If you have fun learning stuff, you are where you’re supposed to be.
My favorite way of learning was by looking at other people’s work and learn from the .psds they were sharing, that’s why I’m still doing that to this day. A way to return the favor.There will always be more talented people than you.
Look up to them and try to catch up.
Networking and design communities
Something you need to know: I hate networking. Actually I used to. I’m getting a little bit better at it but even today, I’m awkward. I have this weird expression on my face that makes people think I’m obnoxious sometimes. I don’t know, maybe I am a little bit. But I think it’s mostly shyness.
Anyway, I learned very early that networking is important to develop your career, especially in our field. Dennis Covent will probably explain why better than me in his blog post so I will not spend too much time on it.
That’s the beauty of internet, you can network without engaging anybody in the real world. You can build yourself as a designer and build your web presence simply by participating in communities. If you are alone on an island, you have virtually the same chance of being recognized for your work as anybody else.
Of course this is not entirely true, an outgoing person living in San Francisco will probably network easier than a brown bear living in a south France cave with poor internet connection but you know what I mean.
Thankfully, I wasn’t a bear, I had a decent internet connection and a need to share things. So I started a little blog using Tumblr.
It was simply about sharing things about design and writing various notes about it. Some sort of personal Pinterest. Very few readers but that was fine. I enjoyed it. Heres an important note about that:
So I continued writing my little blog and I was eventually contacted by a bigger french site focused on web-design and various source of inspiration for designers. My audience suddenly exploded, of course. This blog had way more visibility. I started shifting from sharing inspiration to creating my own design resources, or “freebies”, after discovering the work of Orman Clark and his work on Premium pixel. I was and still am a huge fan.
It was a great way for me to improve, satisfy my compulsion for pixels and gave me things to share. I also learned a lot from reverse engineering other designers freebies, it was my way to give back. I even started writing tutorials.
And then the owner of the blog asked me this question:
“Do you need an invite to Dribbble?”
This deserves a section of his own simply to make a point. Dribbble played a huge part in my career and I think this is the case for a lot of people.
I joined it the 6th of March 2011 and published this shot:
My first shot made me rapidly get followers. At the time I was publishing a freebie per week. It took a lot of time, I was pretty much doing nothing else during the week besides working and creating photoshop goodies to share and updating my blog. Doing this created a lot more opportunities than I ever thought it would. Suddenly, people contacted me for work, outside of France.
Oh and also, it’s where Google found me.
A little bit of freelance
Remember that at the time, I was working in the web agency. That’s during my full time year that I started receiving work inquiries from companies outside of France via Dribbble. The first one I received was from a print company based in Sweden. That was a big deal for me. I was speaking enough English to understand them, but we were talking about business here. I was fresh out of school and not that confident about handling my own projects.
So I proposed to my boss to make this request a company project. He would teach me the business part of it and I would handle the rest.
This is how I started my first “sort of freelance project”.
It went smoothly, they were satisfied by the result, I delivered in time and we built a pretty good relationship. This project added to my portfolio, I was more confident because I went out of my comfort zone and did it.Going out of your comfort zone will greatly improve your confidence.
I was continuing my constant flow of freebies on Dribbble and spending half of my day in photoshop, designing mock-ups after mock-ups for sites, mail, iPhone apps and iPad apps. I was designing everything I could from video players to upload panels (why?! I’m not sure). I was getting more followers and more work inquiries.
I accepted projects from France, Denmark, and the United states. Each one opening new design horizons. From social platform to DJ-ing software.
As the inquiries got more numerous, I learned to choose the projects I wanted to work on, taking them both for the companies and starting a few projects on my own. Usually, everything went well for a simple reason: I got all my inquiries via Dribbble from clients who knew what they wanted and knew what to expect from me based on my previous work. Being able to choose your client is a luxury. I was able to do that because I had a full time job.If you have the time and if your situation allows it, taking side projects as a freelancer while you have a full time job is a good way to try it out and see if it’s something for you. Be careful though because you will not see the sunlight a lot.
Getting all these clients also helped me to do one important thing, build up a portfolio. Which brings me to this.
Working for free
Before anything else I suggest you read this article by Dann Petty.
I know this is a delicate subject. Every work deserves payment. There are a lot of people that will take this opportunity to exploit young designers and I received my share of “I need a design for a youtube-like site, $200 should be enough.” or “there is 5 other designers working on this, I will pay the one I pick”.Working for free is all about building your portfolio.
Now, you will only be able to do that if you actually manage to pay for your internet bill first of course. One benefit to it is that you will choose the project you want. You will work on what makes you happy and what you will be happy to show as a work reference. If you work with the right persons, it will open doors for you.
That’s why I accepted a lot of requests with no money involved, any student party that needed a poster, every little website design with very low budget because I knew the guy, this kind of thing.
Do it when you are a student, when you’re eager to do over hours and work on various stuff. Yes they will get something for really cheap or even nothing, but as a young designer you will get invaluable experience, you just need to be careful.
As for being able to pick your clients, working for free is a luxury, it is not for everybody. I was able to do it because I had a supporting boss, family and a full time job. If you can to, consider it but do it for the right people.
“Want to chat ?”
The year went by and I received my first recruitment email from a company in Spain. That was weird. For the first time somebody wanted me to work for him, in a big structure, out of my country. He wanted to know if I would consider “a chat”, and they would bring me to their headquarters for it.
I actually told my boss about it what he told me was: “go for it!”. Remember what I wrote earlier about the kind of people that will help you grow?
So I went for it and accepted to go there just to chat. Why not after all? I wasn’t that in love with the city I was living in, I loved my job for sure but I saw an opportunity to grow.If you see an opportunity, if you have the slightest doubt or “what if” in your mind, just go for it.
They paid for the plane ticket and the hotel just to talk to me. I know, now it sounds completely normal to some people but that was crazy for me in a world where I heard clients not willing to pay more than a few hundred bucks for a website design… when they were actually willing to pay anything.
So I did the interviews and got to know them a little better. Things were clicking and I was starting to consider the fact that I could move from France to Spain. It wasn’t that far after all and these people were pretty awesome. But a week after being back home I received another email.
I think this is spam
This email was from Google as you probably guessed. I really thought it was spam. It was completely out of the blue.
I answered… you know… just in case.
At the time it was during a US holiday so it took five days to receive an answer, reinforcing my spam theory in the meantime.
Turned out it was real and I couldn’t wait to know more.
After checking a few things like my willingness to move to the US in case this ever works, the recruiter told me that I was going to enter the process, starting with a call from a Googler.
At this moment I thanked the thousand of hours spent listening to various American TV series while working at home. Otherwise I would have struggled to understand anything during our conversation. It was still hard though, it is way different to passively learn a language than it is to have an actual human interaction, and my brief 2 weeks school trip in the US when I was fourteen didn’t really help.
I thought I did terribly on the phone but apparently not as they were willing to continue the process. The next step was a design exercise.
This part was very stimulating for me. I had the opportunity to demonstrate how I think and deliver polished visuals. It really wasn’t that different from what I experienced several times with clients, maybe the result was a bit more life changing…
So I sent the finalized exercise crossing my fingers hoping to get a positive answer and avoiding imagining them laughing at my work.
Around two weeks later, they told me they wanted to see me in person, in Mountain View.
What am I doing here ?
At the time I had a two weeks trip in New York with a friend planned 4 month earlier. Some sort of “we’re done with school” trip because we wanted to discover New York and the US.
The confirmation email came during this time. I was stopping twice a day at a Starbuck to get some Wifi and check emails. I mentioned I was in New York and that it would be a good idea to meet during these two weeks, you know, to avoid crossing the atlantic and come back again.
They agreed, set up my flight, two days later I was flying somewhere I’ve never been before, California.
I landed in San Francisco and before realizing what was happening I was driving a rental car on a highway that was going to become the one of my daily commute. The “What am I doing here” moment was when I realized I was driving for the first time on a Californian road, passing signs with cities like San Francisco, Palo Alto and Cupertino written on them. Big deal for me.
The next day were the on-site interviews. It went really fast and was over before I could realize it. One thing I do remember is that, between two interviews, I was asked when I considered joining Google. I answered that I never considered it and that I never imagined being here, it was just not a realistic possibility for me.
Retrospectively, this was a probably a weird if not bad answer but it was the simple truth. I was too tired and disoriented to start thinking about what could be a good answer.
Thinking about it, maybe it was what to do. It sounds cheesy but I think this applies to a lot of situations and to any job applications. You may talk your way into landing a job by finding the right answer at the right moment but you would be at risk of not finding the right thing in the end, something that is neither for you or your employer.
This time I didn’t forget to smile though.
And that was the end of it, I just had to wait for the final decision. I jumped in the plane back to New York, looking to San Francisco by the window, a city I would never enter until I discovered it for the first time, searching for a place to live.
If you want more information about the Google hiring process,
head this way. You will find some useful details on that.
I received the call on a Friday. I was asked if I was interested in joining Chrome. This couldn’t have been better. I didn’t hesitate a second and gave a positive answer. The web made me and now I was going to help make it better.My Dribbble announcement post.
One thing you may say if entering Google is one of your objectives is that I got really lucky. I was lucky to have the studies that helped me figure out what I wanted to do, lucky that I got two great bosses in a row, lucky that I got a Dribbble invite at the right time with a Googler looking at my work at the right moment, lucky that I was already in the US when they wanted to see me, lucky that there was still some visas available when I applied, and you would be completely right.
Luck played a huge part in this and I wouldn’t be writing this if it wasn’t for it. One addendum though:Be prepared for luck, if it ever happens, make sure you can take your chances.
Reading this article myself, it sounds like I described some sort of magical story made of rainbows and ponies and that I am a huge fanboy writing an advertisement. You may also not agree with what Google is doing, although reading this to the end would seem like a huge waste of your time. This is only my view of it.
I tried to stay true to what I felt at the time and how things worked out.
I feel grateful to be where I am surrounded by people way more clever than me. Is it awesome every day ? No. It can be frustrating and you may not agree with everything. You are part of a gigantic machine that makes things at an unimaginable scale. That’s also part of the thrill.
Will I be there forever ? I do not know, I had my ups and downs but I do love Chrome, Chrome OS, my team and Google.
For now, I’m not going anywhere.
I think it’s an extraordinary experience simply to be here, not just at Google but in the bay area. I’m trying to remind myself that when I tend to act like a spoiled kid. Deep-down, I’m still waiting for them to realize that I’m a fraud and put me on the first plane back to France.
Get in touch
I didn’t cover everything, it was a long story.
If you have any questions or just want to chat or connect, here is some shameless social network self-advertisement:
💸 How to budget for your web design project 💸 - Web Design is Broken e05
1. Gestures are the new clicks
We forget how hard scrolling webpages used to be. Most users would painstakingly move their mouse to the right edge of the screen, to use something ancient called a ‘scrollbar’:
As a pro, you probably used a mouse wheel, cursor keys, or trackpad, but you were way ahead of most users.
In 2015 it’s far easier to scroll than it is to click. On mobile, you can scroll wildly with your thumb. To click on a precise target is actually more difficult — the complete opposite of what we’re used to on the desktop.
As a result, we should expect more and more websites to be built around scrolling first, and clicking second. And of course, that’s exactly what we’ve seen everywhere:
There’s every reason to expect this trend to continue as mobile takes over more of the market. Modern sites have fewer things to click, and much more scrolling. We’ll see fewer links, more buttons, bigger ‘clickable’ areas, and taller pages that expect to be scrolled.
Websites which spread their articles onto multiple pages will soon learn this lesson. Expect these to turn into longer single pages or even, like TIME magazine, into infinite scrolling pages:
It’s too early to know if the web will expand itself onto devices like watches, but if it ever does, you can bet it’ll be almost entirely driven by gestures.
2. The fold really is dead this time
Now scrolling is so cheap, and devices are so varied in size, ‘the fold’ is finally becoming irrelevant.
Designers are increasingly free to not cram everything at the top of a page. This leads to a design trend popularised by Medium — full-screen image titles, with no content visible until you start scrolling:
With tall, scrolling pages, designers have the chance to do what magazines have taken for granted for years: fill their pages with big beautiful images. In 2015 expect to see more designs that take up much more space — especially vertically — and a lot of larger imagery like this.
3. Users are quicker, websites are simplifying
Today every young adult is an expert web user. And even the amateurs are acting like pros: using multiple tabs, and swiping to go back a page.
The result is that everything is faster. And we’ve all learned to become impatient. If you want to make a mild mannered person explode with annoyance, just make their Internet really slow for a minute.
Now websites are forced not just to become faster (a technical problem), but to become faster to understand. Designs which slow the user down have the same impact on their audience as these websites which don’t load at all.
Simpler designs are easier to scan, which means they’re faster to appreciate. It’s easy to see which of these two designs is newer, and it’s because it’s the one that user’s can enjoy the fastest:
This is the biggest reason for the death of skeuomorphic design: users are more perceptive, less patient, and clutter only slows them down.
Apps put most websites to shame with super-minimal, beautiful interfaces. And they’re doing this because minimal interfaces perform better.
Flat design is just the beginning. The real trend is towards simplicity and immediacy, and we expect that to go further than ever in 2015.
4. The pixel is dead
On a desktop, a pixel was a pixel. You even had an idea of how many pixels made up an average inch: 72 dpi. Nowadays very few people know what a pixel is.
With responsive design, we’ve seen a move towards grids and percentages. But one huge area remains still unchallenged: bitmap images.
Almost all of the web is built with images that have half the resolution of a modern display, and they don’t scale. With Retina displays and modern browsers, the time is right for vector images to become more popular in 2015.
We can see this trend already happening with the font-based icons and Google’s Material design. The website loads faster and scale the icons to any size without losing quality. That makes them ideal for designers and modern web browsers.
The technology exists now, but it will take time for professionals to change their habits to create for higher quality displays. Once the average desktop display becomes Retina-grade (like the new iMac), we expect designers to follow suit.
5. Animation is back
If you want to make a website look dated, cover it with animated “Under Construction” GIFs and Flash animation. But several things are coming together to make animation a rising star in modern web design.
Flat design can end up looking too consistent, boring even. Animation helps a website to stand out and to pack more information into less space.
Mobile apps have redefined what a user expects. Mobile apps use motion to convey meaning, and websites are just starting to do the same.
New technologies like CSS animation make it easy to enhance designs without plugins, speed or compatibility issues. And Web Components (#6, below) will only accelerate this.
GIF animation is back, and surprisingly effective. You’ll notice this article makes extensive use of GIF animation (if it doesn’t, you should view this version), which has never been easier to create or share.
6. Components are the new frameworks
Web technology continues to get more complicated, and less semantic. Designers must embed messy code onto their pages for simple tasks, like including Google Analytics or a Facebook Like button. It would be a lot easier if we could just write something like this instead:
And we can with Web Components, which aren’t quite ready to be used by most designers yet. 2015 is looking like their year.
Google’s Material design is here, and it may just be what gets this movement started. Powered by Polymer, and supported by all modern browsers, it provides the rich animation and interaction components from Android apps, with simple tags like these:
If that takes hold, it wouldn’t be surprising to see more component based frameworks appear in 2015. Perhaps Bootstrap 4.0?
7. Social saturation and the rise of direct email
Social media has been a huge success for consumers, but many content producers aren’t so happy.
The problem is saturation. With billions of posts every day, Facebook learns the posts that users are most likely to enjoy and shows only those. Unfortunately that means over time, what you post is increasingly seen by a smaller percentage of your followers. (A problem you can solve, conveniently, by paying Facebook).
Social isn’t going away, but in 2014 we’ve seen a lot of prominent bloggers like Tim Ferriss move their focus away from social and into good old fashioned email lists. They’ve realised that email has one significant advantage over social: a much higher percentage of people will see what you send them.
I expect this post-social trend to continue into 2015, with the under-appreciated trend of Web Notifications (which work much like notifications in a mobile app).
Bonus non-prediction: CSS shapes
This cool technology won’t get noticed, except by designers. CSS shapes allow you to flow layout into shapes, like circles:
It’s incredibly cool, but until browser support is guaranteed, this is likely to be too risky to put time and effort into it you’d need almost two complete designs, for old and new browsers. And outside of designers, we don’t think many users would notice.
It is really cool though.
What to expect in 2015
In 2014 we saw mobile use overtake desktop, but the general public hasn’t caught up. Most organisations still commission a website to look good on their computer first and work on mobile second.
In 2015 that strategy is likely to look out of touch and unprofessional. As the mobile becomes the main device for browsing the web, “mobile-first” will become less of a buzzword and more of a requirement.
Flat design may be everywhere, but when you look beyond ghost buttons the real trend is that simpler sites are faster at gratifying users.
Simplicity is not just a fashion: it’s the future. Expect it to only continue.
It will become more and more common to embed animation into blog posts, and for motion to signify both premium quality (for those who can afford it) and to support the user experience.
Pixels and the fold will slowly be set aside making more room for scrolling and click-second experiences. Web Components will make it easier to deliver app-like experiences in our websites.
Right now you see the best of mobile app design appearing in web design. With enough time, the difference between an app and a website might almost entirely disappear.
KENT: My name is Kent.
I'm the creativespecialist on the Google Web Designer team and I'd like to review dynamic exits in Studio A dynamic exit refers to the URL loaded when a dynamic ad is clicked on It's usually related to the product being shown and that URL comes from yourdata feed This video describes the workflow for setting up dynamic exits in Studio Now the simplest case is an ad which doesn't use a gallery or carouselcomponent Here's an example from another one of my videos titled Dynamic inStudio - Google Web Designer You'll see my creative contains only placeholder content But when I preview it in Studio you'll see it loading data from my feed Refresh it Now we're seeing product number 0 Look at my feed for product 0 we're seeing this name, this image and here is the URLfor my exit for this product Now when I set up this ad, I used the simple static exit So when I click anywhere on the ad it'll load a static URL like a landingpage What we want to have happen is this to exit to the URL associated for that product Let me show you how to do that in Google Web Designer First thing we'll do is select the current event and delete it Then we're going to look over inour components panel and open up Interaction and grab a taparea Then with the Transform control selected I'm going to stretch this out to cover the ad And in my Dynamic panel I'm going to click the plus icon to make a new binding We'll select that tap area We're going to look for Exit override URL And we'regoing to drill into our feed the first item, exit URL, and get the URL Click OK and we'llpublish this Now when that's done we'll switch over toStudio We'll reload our creative I'm going to click on the ad Now I'll see we'regetting product one Just to make sure this is really working let's reload itand get another image Here's number five Let's click on that Here's product fiveso that's good Now next thing you might want to do is combine static and dynamicexits in a single ad so you might want to have a logo up here which goes to a home page and maybe some disclaimer text down here which goes to a legal page So let's see how we can do that Back in Google Web Designer I'm going to double click this newtaparea and give it a new name exit-default then I'll copy and paste it I'm going to call that one exit-product and this layer is on top So I'm going tomake this just cover the product area and I'm going to select exit-default andchange the exit on that Now one trick over here in the Dynamic panel I can choose Selection and now I would just see the binding on that selection I'm going to select it and delete it With it still selected I'm going to move to the Events panel click the plus icon and add a new event Google ad, exit ad, gwd-ad I'm going to put an arbitrary ID in here and I'm going to put a full URL to mylanding page OK and we're going to publish again Now when that's done, we'll switch back to Studio and reload the page Now when I click in the corners I'm getting my static URL And when I click on the product I'm getting the correct product That concludes this demo, dynamic exits in Studio Thanks for watching.