Continuing an annual tradition on this site, I will begin with a shameless plug on behalf of my employer: The National Association for Interpretation’s 2011 International Conference will be held in Panama, May 4-7, at the Gamboa Rainforest Resort about 30 minutes outside of Panama City. NAI’s International Conference on interpretation is one of the best events in the field and you should make it a point to be there. (I began this tradition last year, when NAI unveiled dates and a location for the 2010 event in Australia, and I made some promises in a post titled “Free Beer (in Australia) for Interpretation By Design Readers.” Little did I know that you can’t get Fosters in Australia.)
Because I like the NAI International Conference so much, I enjoy developing the website and publications associated with it. We’ve done surveys and know that the location is one of the primary reasons participants attend, so creating a sense of place when publicizing this conference is important. One of the challenges I run into, however, is that NAI is now six for six in selecting places I have never been to hold this event.
So once again this year, I set about the process of trying to make meaningful decisions with only my own preconceptions and what I could find online as background knowledge. I put together a template for the event’s website and posted it on the Interpretation By Design Facebook page with a note asking for feedback, some of which I’ll share below (with last names changed to initials to protect the identities of the snarky).
Using expressive type is something of a departure for me. It’s even more of a departure for me to use expressive typefaces that are meant to emulate handwriting, because I find them insidious and stupid (not to put too fine a point on it). However, for Panama, I wanted something that conveyed a sense of fun and energy—a sort of typographic salsa dance. I think the typeface Luna Bar, which I found for free on one of our favorite free font websites, almost does the trick. (See our post, “Free Fonts!” for more about websites with free fonts.)
One of the reasons I hate handwriting typefaces so much is that they don’t look like handwriting. For instance, when a character is repeated, as with the letter “a” in the example above, handwriting typefaces start to take on an even, un-handwriting-like cadence.
One solution to this problem is to use multiple typefaces. In the example above, I’ve set the second and third “a” in the typefaces Christopher Hand and James Fajardo, both found on the site DaFont. So while I normally try to limit myself to two typefaces for an entire identity system, I’ve used three in one six-letter word for this event. (To quote Buster Bluth on Arrested Development, “We have unlimited juice? This party is going to be off the hook.”)
I thought this was a pretty good solution, though my wife pointed out that the style of the first “a” is so different from the second two that it still looks weird. But she doesn’t read this blog so I’m not going to worry about that. Some comments on the type that came in from our Facebook page include:
I like how you combined two different typefaces…;) (Amy F.)
I think I actually see three different fonts?? (Linda S.)
Amy and Linda are so clever.
Color and Image
An image of a palm leaf by John Nyberg found on the free stock photo website stock.xchng is the foundation for the color palette. I used red highlights because red is the complement to green and I wanted to create an intense, high-energy palette. The screen capture to the left above is what the site looked like when it was posted on Facebook. To the right is how it looks now, with some modifications made after comments came in. Some of those comments include:
I’m waiting for the Christmas comment. (Shea L.)
Shea, In Arkansas, is lime green a Christmas color? (Paul C.)
The red is just pink enough not to be Christmassy. (Amy F. )
I like the colors (even if they are sort of christmassy – is that a word?). (Linda S.)
Maybe add a toucan or something up in the left or right corners. (Jeff M.)
I’ve got to agree with Shea and the Christmas comment (slight reminder of Christmas) but a bird (maybe parrot?) in the corner as Jeff suggested would eliminate that issue. 🙂 (Lynda D.)
The idea that the particular green and bright red I had used might evoke Christmas had not occurred to me, but the comment came up enough that I thought I’d add some photos with other colors. Thankfully, photographer extraordinaire Jerry Bauer generously provided us with some of his photos from Panama, which will be extremely helpful as we continue to promote this event. I’ve used some of Jerry’s photos in the new website template and in the magazine ad pictured at the top of this post.
The Facebook comments continue:
I love the palm/palmetto leaf. I don’t have a strong feeling one way or the other about the color or style of the text. (Rachel D.)
The design makes me want to put on lime green tights, grow my hair long (well, at least on the sides of my head), and sing Panama or Pa-na-ma (with hyphens). (Shea L.)
Excuse me while I go take a cold shower to get that image out of my head. (Amy F.)
Things can get weird on the IBD Facebook page.
This particular identity system has gotten a generally positive response (which, trust me, is not always the case). I was lucky to find a strong, high-resolution image for that eye-catching, top level of visual hierarchy, with expressive type and colorful supporting images to establish a sense of place. Still, the comments came in:
I like the colors and texture. But, to quote Shea: “There seems to be a heirarchy issue.” Is Panama the most important thing to see? I had to make a point of finding “NAI” and “international conference.” (Kelly F.)
I’m in agreement with the Kelly/Shea concern with hierarchy. (Linda S.)
To borrow a term from Jebediah Springfield, I embiggened the phrase “NAI International Conference” on the website and in the magazine ad. The palm leaf and the word Panama are still the most important, but the name of the event is not far behind.
One final comment:
Like the design, like the layout, like the colours…. hate the fact it’s in tables – any chance of getting some lovely semantic html and css to shape that layout? (once you learn css you will love what it can do for design!) (Charlie W.)
Charlie makes an excellent point. It’s all too easy to rely on comfortable technologies, so by the time we unveil the next NAI International Conference website, I’ll see about implementing some lovely semantic HTML and CSS. CSS offers a lot more control over typography online than does a typical HTML editor like Dreamweaver, so it’s definitely the designer’s friend. (And we don’t have many of those.)
One final note: If you want to present a session at the NAI International Conference in Panama, the Call for Presentations closes October 15. If you make it to Panama and I’m lucky enough to be there, too, I’ll buy you a Fosters.