Types and archetypes
Serious name, is not it? That of psychology or archeology … In fact, I want to again touch on the psychology of perception regarding our design attempts, or more precisely, the relationship of our attempts with this topic.
There is in our life the concept of “type”. In cinematography is a type. That is, the role chosen such an actor who looks like the type of character. Say, Schwarzenegger is a powerful action hero who can blow everything down and dust. And in many films he so exactly fits his imaginative character, which is understandable – it was he, and no one else. And in the detective film “Without Compromise,” he is in the role of an ordinary police officer (although he also smashes everything), but already getting into the wrong place, there could have been another actor in his place. That is, the type asks for something else. Well, respectively, our perception does not really believe, because they are accustomed to his other images.
In our subconscious mind, the connection between the person’s appearance and his character, actions, and ways of self-expression is clearly delayed. It is this connection that the image-maker of politicians is trying to use to the full, trying to make a politician in elections not what he really is, but what viewers and voters want to see him positively. Well, does not pull the type of Zyuganov to the role of the president … and even if he cracks, but does not get a full house.
In general, I started this conversation with the aim to touch on the topic of web design. It is clear that there are common types of site design at the level of conceptual tasks. Corporate site, informational, entertaining, personal page … The general appearance, the structure of the site should at a glance determine the belonging to one or another type. Longing, if the hare is changed into a wolf … Not yet a wolf, but no longer a hare. The first impression is the strongest, even if subconscious. Namely, belonging to a particular type is the first impression.
The main progenitor of the type of corporate sites in Russia, of course, was Artemy Lebedev. He was able to clearly isolate the characteristics of this type and translate it into a figurative graphic form. And it is not his fault that thousands of imitators tend to incite this type on personal business cards. The type of corporate site should include a clear, understandable structure, corporate visual style (its adaptation to the web), a clear software core and high-quality tools for updating and supporting (meaning not a method of downloading information to the server, but creating a high-quality update at the site content level ). According to the last point, there are a lot of examples when a company, ordering a style, website development, undertakes to update it independently, destroying the templates, style and program mechanism of the website, and sometimes not doing it at all.
There is another concept – the hierarchy of the site. What is it? A small little company can give everything to the last and create a cool and featured website like Microsoft or Adobe, creating a deceptive illusion of its polysemy. A potential client builds his conclusions on this basis, and is disappointed by direct contact with the company. Compliance with the hierarchy and there is an additional way once again not to hang noodles, even if sometimes unintentionally. Of course, this is achieved not through the level of design and visual style, but at the expense of many trifles, not always clear and visible to the mind, but clearly fixed and interpreted by the subconscious mind.
What is the archetype? This is the initial level of division of sites into types (corporate there, informational …) The concept is general and rather conditional, because there are no such sites in their pure form, or rather, there are many more divisions into types within a particular archetype. Corporate (mostly Internet sites of firms and corporations – well, that’s why they call it so) can be computer, software, industrial, banking, or even cultural, because there are comm. firms building their activities in the field of culture. In general, a business class.
The second archetype is purely informational. Ordinary media, virtual media, websites of TV channels – that is, their essence is in the presentation of news, analytics and advertising information. The third archetype is entertainment sites. Again, these are jokes, useful tips, and sites with all sorts of pictures. The fourth archetype, in essence, is not such because of its extreme diversity – personal sites and personal pages. At the type level, almost all sites have a fairly mixed structure, that is, one archetype with elements of another or several.
How does this division affect the psychology of perception of the site?
If a business class website is designed as entertaining, it will significantly reduce the advertising, prestigious effect of information about the company. The home page in the “business class” style looks funny (but this is very rare). I’m not talking about those themes at the front page or other visual editors. Tolerant on someone’s grandmother’s home page, on a firm site such a blank does not take root.
The prototype is the less specific sample that became the basis for the site concept. Using a prototype doesn’t mean cloning someone’s site. For prototypes are structural, conceptual, design (this is when certain techniques are used, already developed by someone, tips, for example) … Usually, the prototype is either the previous version or the developed version of someone else’s independent development. But the line between the use of the prototype and the plagiarism of someone else’s decision may be so thin that you can even unintentionally fall into a clone. An example of a prototype of an artistic solution is colorful letters on a black background, used on tens of thousands of sites. Who is anyone who plagiarizes – no one knows (and uninteresting). It so happens that the talented development of a specific designer over time becomes the prototype for many sites with the loss of information on the original prototype (it becomes a massively used technique). A certain direction is born in the style …
Design in different types
Design can be constructive, stylistic, artistic, textual and sometimes not very good: o)
Constructive design. It is discreet in color, mainly with elements of one color of different shades with accents of another, more active color. Elements basically have a geometric (although not always rigorous) form. The basis is the structure of the page, photos are most often stylized as dvuton or greyskal.
Style design. The visual style of the site’s owner is preserved or adapted to the web; a special style is often developed specifically for the site. Logos, fonts, photos are processed and placed in accordance with the visual corporate style.
Art design. Collages, the active use of color in order to create a certain emotional background, non-standard artistic fonts, well, rather free structural schemes.
Text design. Design created using layout elements. The main focus is on headings, subtitles, font size, rulers. The brightest representative of this direction is Ivan Boyko. One of the most complex types of design, because it has a hidden beauty that not everyone and not always understand.
Again – mixed types, because in its pure form, each type is rarely used (except for the type of “bad design”).