The document discusses the importance of visual design in digital products. It emphasizes that good design creates preferences and becomes memorable, leading to a great product. However, design is a team effort that requires communication and collaboration between visual designers, developers, UX designers, and account owners. The goal of design is to give products personality, not just make them pretty, with art direction being how the UI expresses itself.

1. ART HARDER Of the importance of visual design in digital products.

2. HELLO!
MY NAME IS
ZÉLIA SAKHI
@ilovegraphics

3. I AM A
DESIGNER.
!

5. GRAPHIC
DESIGNER
!

6. INTERACTION
DESIGNER
!

7. UI
DESIGNER
!

8. UX
DESIGNER
!

9. PRODUCT
DESIGNER
!

10. ART
DIRECTOR

11. ART
DIRECTOR
WTF?

12. “DO YOU JUST STAND THERE
AND YELL 'ART HARDER!!!’?
-YEAH, BASICALLY.”
! @STHURSBY

14. PIXEL-PERFECT
IS DEAD

15. FUNCTION
BEFORE FORM

16. NO DESIGN IS
THE NEW FLAT

17. SO
WHAT’S THE
POINT?

30. GOOD DESIGN
CREATES
PREFERENCES

35. GOOD DESIGN
BECOMES
MEMORABLE

39. GOOD PRODUCT
GREAT PRODUCT

40. AND IT’S A
TEAM EFFORT.
!

41. YOU ARE
THE VISUAL
DESIGNER:

42. GET RATIONAL
COMMUNICATE
EARLY
PROVIDE DIRECTION
LET GO OF THE
THINGS OF THE PAST
LEARN HOW TO
CODE
!

43. YOU
ARE THE
DEVELOPER:

44. GET THE BIG
PICTURE
IMPOSE YOURSELF
EARLY ON
SHOW
INSPIRATION
LEARN THE RULES
!

45. YOU ARE THE
UX DESIGNER:

46. DISCUSS THE
VISION
GET THE VISUAL
GUY TO WORK
DON’T
OVERDESIGN YOUR
WIREFRAMES
!

47. YOU ARE
THE ACCOUNT
OWNER:

48. SELL DESIGN
AS A
DISCIPLINE
SHIELD FROM
THE CLIENT
!

49. FRAME
WORK
FTW
DESIGN
CONCEPT
DESIGN
SKETCHES TILES STYLEGUIDE

50. IT’S NOT
ABOUT MAKING
THINGS PRETTY

51. IT’S
ABOUT GIVING
YOUR PRODUCTS
PERSONALITY

52. ART DIRECTION
IS THE WAY YOU
UI IS THE
SENTENCE
SAY IT

53. ART DIRECTION
IS THE WAY YOU
UI IS THE
SENTENCE
SAY IT

54. ART HARDER

55. THANKS FOR
EVERYTHING.