he Internet is our fourth and newest media. Like print, radio and television, it offers ways to communicate that were not available before. Some challenges that Web site creators face are also the same as those of our predecessors. A big one involves how to best maintain the client's brand and current message while utilizing an emerging media's capabilities in the most effective manner possible.
For best results, existing visual strategies must be translated to the Web. It would be a loss for even the most modest marketing initiatives to discard those recognizeable word and image combinations that have already been used in the other media. They are valuable messages because the audience has come to understand them and may be on the verge of taking the desired action.
A careful review of all existing images to assess potential for repurposing should be a first step in the initial development or renovation of a Web site. Such attention to detail will help ensure that the use of appropriate elements are properly transitioned. So, rather than search for brand new looks to create compelling excitement, a discerning art director will consider how unique presentation qualities of the Internet itself might enhance existing creative momentum. Interactivity, unlimited space and instant changeability, for example, all have great potential to keep elements from original print and broadcast efforts fresh and memorable on the Worldwide Web.
A linked index page that stays open throughout an entire visit allows for great art direction.
Especially in an extremely large site with hundreds of pages. In such situations, scores of links on every page could be necessary for easy navigation. With so many distractions, the art direction of a design that focuses well on content is difficult to accomplish.