The Art of Reduction

THE BOLD AND THE BEAUTIFULOn the Art of Reduction

By Oliver Reichenstein, @iA

DIGITAL AND “DIGITAL”

DESIGN AND “DESIGN”

“Design is if I like it.”-- Everybody

“Design is not just how it looks but how it works.”-- Steve Jobs

GOOD DESIGN AND “GOOD DESIGN”

“Good design is if it works well.”-- Robot Steve Jobs

“Good design is if I like it a lot.”-- Robot Everybody

THE AXIS OF STEVE JOBS IS NOT THE COMMON AXIS OF EVERYBODY.

THE COMMON AXIS OF ALMOST EVERYBODY

TH

E A

XIS

ST

EV

E J

OB

S

WORKS

BROKEN

PRETTY UGLYTHE COMMON AXIS OF ALMOST EVERYBODY

TH

E A

XIS

ST

EV

E J

OB

S

WORKS

BROKEN

PRETTY UGLY

Beautiful

WORKS

BROKEN

PRETTY UGLY

Bold

WORKS

BROKEN

PRETTY UGLY

Phony

WORKS

BROKEN

PRETTY UGLY

Nasty

WORKS

BROKEN

PRETTY UGLY

NastyPhony

Beautiful Bold

FROM BOLD TO DEADThe Terrifying Story of Altavista

FROM NASTY TO BOLDThe Mischievous Story of Google Inc.

FROM PRETTY TO DEADThe Heart Breaking Story of...

FROM BOLD TO BOLDERThe Bad Ass Story of Reddit

FLASH IS DEAD, LONG LIVE FLASH

SO THERE IS THAT.AND THERE IS THE OTHER THING.

“If you just make an HTML-Document and you put it on the Web it’s already responsive.”--Jeremy Keith

Why do we screw it up then?

Because pretty is nice.

FUCK NICE.

M

BE BOLD FIRST.

FIRST

BE BOLD FIRST.

FIRST. THEN ADD DETAIL.

Then add detail.

WHAT DETAIL?

CSS.

JAVA SCRIPT.

AND WHAT ABOUT THE ART OF REDUCTION?

HTML - BOLDJava-Script - NICECSS - VERY NICE

HUH? WHAT’S THE TRICK?

YOU START BY MAKING THINGS WORK-- IN HTML---, THEN YOU MAKE THEM BEAUTIFUL WITH CSS AND JAVA SCRIPT.

LAME.GIVE US SOMETHING WE DON’T KNOW.

THE ART OF REDUCTION IS NOT JUST BEING BOLD. BEING BOLD IS JUST THE REDUCTION PART.

THE ART OF REDUCTIONIS THE ART OF BEAUTY.REDUCE AND POLISH.

BOLD STEPS. THEN SMALL STEPS.

FIRST BE BOLD. THEN CARE FOR DETAIL.

COMEON,THERE M U S T BE A TRICK.

THE COMMON AXIS OF ALMOST EVERYBODY

TH

E A

XIS

ST

EV

E J

OB

S

THANK YOU.