Begin Thinking About User Experience As Your Brand


By: Drew McManus

In: Design & Branding, Design & Development

Does your organization still design print material first then use that as the basis for your online design? If so, you’re not only behind the marketing curve, you’re losing ground at record speed.

Case in point, take a good hard look at Google’s Material Design language, their formal effort to begin standardizing user experience with specs that continuously evolve. Without getting into too much of the geeky details, Material Design shatters the notion that brand is first and foremost shaped by static print design material and instead, relies more on user experience (UX) elements.

Simply put: UX = Brand

It doesn’t matter which artistic medium your organization focuses, your digital experience is an increasingly critical element related to how patrons perceive and interact with your mission driven activity. Whether it’s purchasing tickets, interacting with member content, or any of the host of digital points of contact arts organizations offer, a patron’s interaction with your UX defines the overall experience.

In Google’s case, Material Design has been a lengthy process for the company that began, arguably, in 2011 and ultimately produced their official Material Design library.

It’s a remarkably engaging resource that arts managers, regardless of tech expertise, can use to begin understanding well-defined brand experience that breaks free of old-school print-first dominion.

Material Design

Although the entire resource is worth exploring, there’s quite a bit there, so here are some shortcuts highlighting some of the most obtainable and applicable resources broken down by level of experience and understanding.

Casual Understanding and Entry Level

Intermediate Level

Advanced Level

  • Everything! But keep the What’s New section bookmarked to make sure you stay on top of changes and fresh content.
Drew McManus
Drew McManus
In addition to my consulting business, I'm also the Principal of Venture Industries Online but don’t let that title fool you into thinking I'm just a tech geek. I bring 20+ years of global broad-based arts consulting experience to the table to help clients break the cycle of choosing one-size-fits-none solutions and instead, deliver options allowing them to get ahead of the tech curve instead of trying to catch up by going slower. With the vision of legacy support strategy and the delights of creative insights, my mission is to deliver a sophisticated next generation technology designed especially for the field of performing arts. The first step in that journey began in 2010 when The Venture Platform was released, a purpose-designed managed website development solution designed especially for arts organizations and artists. For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, lead a team of intrepid arts pros to hack the arts, lead an arts business incubator, and love a good coffee drink.
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