An interview with Michel Godts

Michel, who are you?

Well, for the past 26 years I have been a graphic designer and art director. I designed and produced graphic communication materials like logos and stationery components, capabilities brochures, advertisements, magazines, newsletters, annual reports, web sites, CD-ROM presentations and so on. I have been using computer graphics to help me in my work since 1984. In 1993, I became involved in web site design and online marketing.

You have an accent...

Mais oui! French is my native language. I began my career in Belgium—that’s in Europe. Late in 1987, I moved to the United States to be with my American wife.

Why this interest for electronic communication?

Starting with the development of multimedia technologies like PowerPoint and HyperCard, followed by the Internet explosion, most corporate communication materials is now offered through different electronic medias like Web browsers, emails, PDAs (Personal Digital Assistants), cell phone displays, CD-ROMs, computer-based kiosks, and probably in the future, high-resolution televisions.

The design approach for these electronic devices is different than for traditional print communication. It requires the designer to learn how the technology works, what its strengths and limitations are, and more important, how people are using—more exactly, interacting—with the devices.

Are you then designing for these people?

Yes. These people represent the audience with whom companies are communicating. It is critical to understand who they are. What do they really need? Which interactive technology do they use and how do they use it? All content organization and user interface development should be geared towards them.

What other key factors influence your design solutions?

A company’s communication message and purpose; their graphic identity or product brand; the choice of technology; anticipated content maintenance and updates.

Let’s go over them one at a time. Communication message?

Each project has a specific communication purpose for which a specific message will be defined. That message can be reinforced through visual metaphors, colors, typeface selections, graphics and, if technically appropriate, animation and sound.

Why is the company’s graphic identity important?

A graphic identity is the visual expression of a company. At its most basic, it is a logo that has a certain shape and color. At its most complex, it consists of a set of imposed elements like logo, typeface, color palette, page layout and visual expression rules. To be effective, a graphic identity needs to be consistent across all company communication materials. Hence, its influence on the design solution of a project.

You seem to give a lot of importance to technology.

Absolutely. The technology I am referring to is the one used in delivering and using the final communication solution. If budget considerations mean that a brochure must be printed with only one color and on inexpensive paper, the designer will create a design that works with those limitations.

The same is true for the factors involved in electronic media: our audience may use a large- or small-sized computer screen; a slow or fast internet connection; the latest generation browser or not; audio output or not. Will the project be published on a web site, distributed by email or CD-ROM, made accessible by a PDA or cell phone, etcetera? Separately or together, these technology issues will influence the final design.

And, as stated before, technology-related human behaviors will further complicate the design process: reading on screen is challenging; scrolling up and down a screen can be frustrating; moving a mouse on top of buttons can be difficult; having to install application programs will stop most of us in the review of an interactive piece.

Content maintenance. Updates. Why is this influencing a design?

With so many publishing solutions available today, it is increasingly critical for all content pieces—like text, images, animation, etc.—to be easily shared between different media. Also, the technology chosen should allow for easy content changes, additions and reorganization—very important for a web site where users expect its content to be up-to-date!

As a designer, I need to be aware of these possible requirements. For example, I may want to treat a text headline as a graphic to add some visual “punch” to a web page. But when my client wants to edit the headline, a new graphic has to be produced and copied to the web server, and some of the coding may need to change. This requires more expertise and time than just typing a new word into a content editor program.

So, successful electronic communication is challenging, isn’t it?

Very. And the most challenging aspect is making it so intuitive that users need only concentrate on the content.