How one sees things affects how one does things.
Therefore understanding how we see our role, as creative professionals, is essential.
I used to consider myself as web designer because I see my role as someone who designs web sites.
As we all know, in the early days of web design, web sites were basically just brochures on the screen. We borrowed a lot of conventions from graphic design.
Interactivity was not very important because it was very limited. We could only interact with the sites by clicking on links, images or fill out forms. Web sites were merely a digital “choose-your-own adventure” brochures. An electronic indexing medium (which is why the “home” page was named index.html).
Fast forward to present day. We have 2 big things in the web design world: AJAX and FLEX. Neither one of these are new technology. They’re just new ways of using existing technologies. One uses DHTML and the other uses Flash. Both use XML for data and work in similar fashion underneath the surface.
Why are these important?
Because they allow users to interact with computers in more ways than just clicking links. Interactions have to do with self-expression. The (relatively)new forms on interactions allow users to be more expressive which could potentially be used to create a meaningful inteactions between an entity (i.e. a brand represented by a web site) and its audience.
An important part of designing a web site is to make sure that it shows consistent look and feel. It needs to look and feel just like other manifestations of the brand that it carries.
Now that the form of interactions between user and digital media become more complex, consistent look is not enough to maintain the same feel of the brand.
For example, we have a web site targeted to sophisticated adults (i.e. Bose) that uses interaction models similar to Disney (bubbly, playful, hyperactive). The sophisticated look will feel Bose, but as the users interact with the site, they won’t feel like they’re interacting with Bose.
It’s like going on a date with a very classy lady who act like a 5 years old.
Going back to the first line of this entry, the role of web designers has evolved because web as a medium has evolved.
We do more than just translating brochures from paper to screen. We need to design how the site behave. Experience is the key word here. That’s what we design. Not only the look.
Another dating metaphor: going on a date with a gorgeous woman who curse you every five minutes creates an experience that you don’t want to remember.
A good experience encourages users to experience more (just like a second date). This is how a steady relationship is formed.