Graphics Programs Reference
In-Depth Information
Creating a Site Concept and Metaphor
A good concept is the basis for developing an aesthetically cohesive Web site. A site
concept is a general underlying theme that unifi es the various elements of a site and
contributes to the site's look and feel. To develop a site concept, review some of the art-
work and Web sites that appeal to the target audience and look for common underlying
themes. Next, make a list of words that describes what you would like the site to convey.
Try to think of words that will reinforce the site goals and words that will communicate
something to the target audience. Finally, write down the concept.
After you have developed a site concept, you create a metaphor for the site. A
metaphor is a comparison in which one object, concept, or idea is represented
as another. For example, the expression “at that moment, time was molasses” and
Shakespeare's famous observation that “all the world's a stage” are metaphors. The site
metaphor should be a visual extension of the site concept, which reinforces the site
message and the site goals. The metaphor helps to create a unifi ed site design.
The metaphor you choose for your Web site does not have to be concretely repre-
sented in the site. For example, if the site concept is fl uidity, the metaphor might be a
river. The actual site does not need to be designed to look like a river, but instead could
integrate elements that are commonly identifi ed with rivers: a series of small, partially
transparent, wavy lines in the page background; a fl owing theme in the graphic design;
and cool colors such as muted blues and silvers. The river metaphor is an instrument to
focus the aesthetic choices.
For the new NextBest Fest site, Gage came up with a list of words to describe the site:
tribute , revival , logical , fun , campy , spectacle , nostalgic , artifacts , and intuitive . Some
words apply to a look that is popular with the target audience (campy, spectacle); other
words apply to the fl ow of information (logical, intuitive). Next, Gage reviewed the art
on the MySpace pages of some of the bands in the lineup at the NextBest Fest as well as
the art in the sites of other bands in the same genres of music to get a feel for the artwork
styles that are popular with the NextBest Fest target audience. Finally, Gage decided
on the site concept—theatrical replication propelling the nostalgic past into the pres-
ent moment—and the metaphor of “reclaiming.” In later sections, you will see how the
reclaiming metaphor helps to shape the site design by providing a foundation for color
choice, font choice, graphics choice, and layout.
Gage asks you to develop another concept and metaphor for the new NextBest
Fest site.
To develop another concept and metaphor for the NextBest Fest site:
1. List at least five words that describe the site.
2. Review your notes regarding artwork and imagery that appeals to the target
audience.
3. Choose a site concept, and then write a short description of the concept and why
you selected it.
4. Choose a site metaphor, and then write a short description of the metaphor and
why you selected it.
5. Write a paragraph that explains how you could integrate the concept and the
metaphor into the site.
 
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