I'd like to bring attention to the brilliant excellence of IBM Design's website. IBM Design have created a new frontier for 2D design. As of early August 2014, when you visit the front-page, you are treated by transparent turquoise blue squares. Underneath the blue squares is something amazing: you can see the people at IBM Design studios moving about! There is no static picture underneath the layer! When I saw this in motion, everything makes sense: This is what IBM coins "Design in Motion". Indeed, to see IBM utilize this effect is amazing. To draw an Apple design analogy; it's like taking Apple store footage and putting that underneath an transparent gray canvas. However, it's not Apple that pulled this effect off; it's IBM. And that's where I get intrigued. This is some revolutionary techniques!
Of course web-page design is not without function, especially for one of IBM Design's caliber. This webpage uses the tried and tested method of using scrolling slides because people are inherently more comfortable with scrolling. Now here's where it gets interesting. As you transition to the next "slide", the menu bar also changes. The pane that says "Studio, Work, Career, Blog" changes both color, font and transparency to blend in with the dominant yellow background of the second slide. Because only using color and fonts are boring, IBM Design brought in some nice photographers and aesthetic sense to convey design (rulers, pencils, erasers, mac keyboard) to bring in the requisite design schema for this particular slide. Not only that, they integrated the bee motif into the lower right hand area. This is what inspires the color yellow in this particular slide. Finally, the turquoise-blue to yellow transition works because those colors compliment each other, so the color transition is not jarring.
The usage of red on the next pane are not purely based on aesthetic sense; IBM Design brings the first two slides with claims of "redesigning space". Well, they added something little more concrete: On the red slide, they put emphasis, with large font to convey that IBM Design also "craft great experiences". Combined with the red color, it is meant to convey a change in tone using color shifts. So not only does yellow contribute to a liberating feel, the red color emphasizes the special key point about "crafting great experiences". Because white is such a powerful color, the menu bar's background color stays consistent until...
The final pane suddenly shifts from red to white in such a manner as to create a lighter atmosphere and integrating the white menu pane into the white background seamlessly. IBM Design introduces itself on the first blue pane and then transitions to yellow and red and then reaffirms it's mission by asking potential designers join the movement. The changing people on the final pane is yet another tribute to the notion of design in motion. In addition to the non-formal text, this page is a perfect splash page for cursory visitors. The consistent inclusion of the menu bar means that more advanced visitors can access those functions anytime. Finally, at the top of the page, there is a changing master IBM menu pane that connects to the rest of the organization's websites. if you hover your mouse over that very top pane, it expands itself to include more information so that the user is not bombarded with unnecessary links. At the top and bottom ends of the page, the black background serves as a corporate reminder that IBM means serious business - that the IBM Design department is only one segment of the entire company. This increases the contrast between IBM Design's homepage versus the other corporate pages. In fact, this revamp of the IBM Design homepage also demonstrates a demographic shift. The bright colors and minimalism along with the young faces all pander to the young adult population. Because the general population are unaware of IBM Design, the people who view this homepage are likely young design hopefuls. This homepage successfully appeal to that group of people while promoting their design tenets. This is truly one of the most surprising webpages I've visited.
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