Christine, our design lover and advertising concept creative director shares why streamlined information, provocatively presented are key elements of successful mobile app design.
Coming from a traditional print design background I am particularly happy when I see clean, streamlined information provocatively presented in mobile apps. It doesn’t happen a lot but when it does, it makes quite an impression. Designing for small yet high-value real estate in a mobile app is not an easy feat. Unlike an iPad or tablet app, mobile apps have a very small amount of space to accomplish their task – capture a user’s attention.
I liken the approach of mobile app design to the challenge of designing book covers. Because increasing amounts of people shop for books on digital devices the cover is now displayed at a size not much larger than that of a postage stamp. As a result, the type usually dominates along with a visual that must be simple and iconic to communicate quickly and easily.
The same challenge holds true for mobile apps and clean, strong graphics, good typography and conceptual execution always attracts users.
Starbucks, so beautiful and so functional, it’s almost a joy to get sucked into their cleverly presented marketing schemes. There’s a pay in advance functionality, rewards program, store locator, menu, nutritional information, social network, even a job board. The reason they can communicate all this varied information so well is that categories are distinguished with fresh, simple, iconic illustrations on the home page. Deeper pages are just as cleanly designed.
Maurizio Cattelan: All HD, at the Guggenheim. This app highlights the artist’s exhibition as well as houses extensive videos and documentation. Like the Starbucks app, this is a good example of containing a great deal of functionality beautifully and easily in an easy to navigate format.
Weather Quickie. Nice typography and colors simply tell the weather in the context of current conditions. This is a sheer delight for users.
MUJI Apparel Catalog. Super simple presentation and shopping. Large graphics and no extraneous detail. Users can jump to an online shop or map for current store locations.
Christine Sullivan is an art director, designer and a fIfteen-year advertising veteran in New York City having worked for clients as diverse as the Guggenheim Museum, Restaurant Associates and The New Press as well as advertising agencies DDB, Grey G2 and Bozell. Christine began her career as an advertising copywriter. Before long, she realized she wanted to direct - art direct, that is. During a brief stay in L.A. Christine took classes at one of the world’s most cutting edge communication arts schools, Art Center. She also studied computer graphics at UCLA. The experience sent Christine back to New York a bona fide advertising art director, where she eventually worked her way up to Associate Creative Director at Merkeley Newman Harty Heathworks. Today, Christine continues to work mostly in the corporate, arts and nonprofit arenas. Forever enticed by new opportunities and developments in the world of communications, Christine’s strong foundation in and love for great concept and design is at the forefront of any new project she takes on.
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