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CHAPTER 20 THE SITE DEVELOPMENT PROCESS > 3. Develop the “Look and Feel”

3. Develop the “Look and Feel”

The look and feel of a site refers to its graphic design and overall visual appearance, including its color scheme, typography, and image style (for example, photographic versus illustrative). You may also hear the visual design of a site referred to as the theme or skin.  As in the print world, this phase of design is often referred to as art direction.

Sketch it

This is another chance to get out pads of paper and markers. Or perhaps you prefer to work out ideas right in Photoshop. Either way, it’s your chance to be creative and try things. The result is one or more sketches (sometimes called a look and feel study) that show off your proposed visual style for the site.

A sketch is usually just a flat graphic file in the approximate dimensions of the browser window. When it is necessary to show interactivity (such as a “rollover” button effect), some designers use a layer in Photoshop that can be switched on and off to simulate the effect.


  

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