Todd Cross' Interface Design

Rationale

Name – Todd Cross
Project – Interface Design Project
Date - 8/14/09

Not-For-Profit Site Audience – Save the Children is an organization that attracts the socially conscious. The audience is sensitive to the difficulties and hardships of society and they desire to act, contribute or at least, educate themselves on issues beyond the U.S. Parents and child health care providers gravitate towards this website. I think viewers would use this site to inform themselves on how they can help, donate, and/or volunteer. The not-for-profit site serves children in need on a world scale.

Website visual identity - I am looking to convey the personal nature of this organization that works intimately with children, families and communities. The visual plays to the “middle-of-the road” emotion experience – not too heavy and sad but at the same time, not comical or disconnected from the organization’s purpose. The design approach is almost neutral; however, it is intended to be accessible – it is really important to connect with viewers and get them to care about people and issues presented.

Design strategy – Through hierarchy, the design shows that this organization in on-the-go. There is a sense of calm and professionalism – important for those who want to give and might be afraid of untrustworthy not-for-profits. The navigation bar is about immediacy, news, and action. In seconds, you are able to find information about this organization and there are catch phrases directing the viewer (almost rewarding them for the click – Learn More, Go, Sign Up) . The type plays off the organization’s long established logo. The main feature switches to serif type to hint at a journalistic feel. The visual indicators are underlined links and small text units that change to red when selected.

Style sheet –
Logo – Gill Sans MT Bold, 39- Auto Leading, Tracking 0
Navigation bar - Gill Sans MT Bold, 14- Auto Leading, Tracking 0
Feature Headline – Georgia, Bold, 28 - Auto Leading, Tracking 0
Feature Subhead – Arial, Reg, 18 - Auto Leading, Tracking 0
Secondary boxed features–headline: Gill Sans MT, Bold 24 - Auto Leading,Tracking 0
Secondary boxed features – text: Gill Sans, Reg, 12 - Auto Leading,Tracking 0
Caption – Arial, Reg, 10 - Auto Leading,Tracking 0

Document grid – The grid is based on five columns, each at 140 picas with 15 pica spacing.

Sources – All images were shot by me.