Before&After

Continued
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Focus your presentation
Apple knows that a perfect presentation is made
with the audience in mind. Heres what we can
learn from its brilliant iPhone site.
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Its just you and the iPhone and nothing else. This keyboard page shows
how the absence of distractions is important to a clear presentation. Note
whats here: a plain typeface, blank background, neutral colors, nothing ash-
es or blinks, no frames or gingerbread. And another thingvery few words.
Result? Youre focused on the product, relaxed and ready to learn.
We continue to be impressedblown away is more
like itby the focus of Apples design. Its new
iPhone site, in particular, is so direct and clear that
it makes the iPhone obvious to even a casual viewer.
Yet because the iPhone is so different, the potential
for misunderstanding is high. How do they do it?
The site designers have plenty they could say.
They could gush (truthfully) about the technical
innovations, the 200 patents, the coolness of it all.
Instead, they condently show you the phone as
a friend would, put it in your hand, explain how it
works. They present the phone from your point of
view, calmly, lightly, naturally. Result: You under-
stand it, and you like it.
Understanding is our goal, too, when we present
our idea/product/program to others. We want our
audience to get it. Lets see what Apple can teach us.
Focus your presentation
Apple knows that a perfect presentation is made with the audience
in mind. Heres what we can learn from its brilliant iPhone site.
www.apple.com/iphone
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The basic structure
The site is designed as a presentation stage. It has a large main eld for stills and
video, and four small links beneath. All ve elds look alike, a visual tie.
Five elds comprise the page. Five is enough;
more, and attention would be dissipated by
choices. Two visual contrasts are at work: scale
the main eld is huge compared to the links
and value; ones black, and the others are white.
Result: The similarities tie the page together,
while the differences keep parts distinct.
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Type and photos work together
Each eld has one headline and one photo. There are no text only sections
nor any photo only sections. One topic, one photo, every time.
Keep them apart. Each eld is divided in half,
type on the left, photo on the right. The type is
minimaljust a word or twoand aligned left;
each photo is simple (one object, no background)
and dark. Note in the main eld (left, top) that
the white headline ties to the white phone face,
while in the link elds the ties are black.
Note alignments. Because the four links are the same kind of thing, repetitive layout adds clarity
and comprehension speed; the viewer processes one design, not four.
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Myriad is one of the worlds clearest type-
faces. Its open and minimal with no ne detail,
ideal for low-res use. Because Myriad is not
universally available as a system font, Lucida
Grande, a lookalike, is substituted for small
html text. When using two similar faces, you can
differentiate the two using scale (big-small) and
value (dark-light). Note above that the smallest
type is also the lightest.
One typeface
One clear typeface is used throughout. One is all you need. Type is for support, not
pizzazz. You want it to release its information quickly and not draw attention.
Spacious simplicity The presentation is minimal and spaciousjust the iPhone and a couple
choices alone in a whole screen. Result? Note how easy it is to read instantly.
Watch it
Download it
Small Medium Large
Large (71.5MB)
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Angled objects appear more lifelike than at ones. Note that some
face this way and others that, some are viewed from above and others at
table level, yet all are basically the same size. Each pose was chosen for
expressive impact and clarity.
Dimension
Flat elds are given life by subtle gradients that mimic the sheen of aluminum and
the ambience of real light. Reections and angles convey surface and depth.
Gradients mimic reality. Look around at your desk and ofce walls.
Youll see that light plays off all surfaces, so no surface is truly monotone.
Reections are everywhere. By mimicking this ambience with gradients,
the site feels real and warm while at the same time remaining neutral.
Gradients
Gradient
Reections
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No barriers Video presentation is
more natural than reading, and usu-
ally more effective. But its design is
just as important. Note here that the
narrator is centered in the screen, the
strongest position (think of a target).
He never drops eye contact (hes
talking to you). And nothing visual
comes between you and his presen-
tationnot his looks, not his clothes,
not his voice, not his surroundings.
The design is deliberately (even relent-
lessly) pleasant but neutral so that all
the emotional hooks come from the
iPhone. The result is easy on the eyes
and incredibly easy to understand.
Natural presentation, no distractions
The heart of the site is video; the iPhone is explained in a natural, conversational way.
Even in motion, the design remains focused; every detail contributes to clarity.
Black background
Black shirt, plain. No collars,
lapels, buttons or cuffs
Black hair
Glasses, but nearly invisible
Pleasant but average looks,
average size, average build
iPhone is the only product
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One . . . thought . . . at . . . a . . . time . . .
When the narrator shows an iPhone function, the screen changes to a closeup with
voiceover. The iPhone appears, then the action, one at a time, clear as a bell.
Centered, centered, centered. For a closeup, the iPhone replaces the narrator in
the center of the black eld. A nger appears and touches the glass. Note that only
one element is onscreen at a time. Because in the closeup the nger is the key actor,
it too was chosen for its neutral qualitiesadult male, but smooth, not hairy, wrinkly,
bumpy, spotted, tattooed, glossed or anything else that would draw attention away.
Note, too, that phone and nger are perfectly lit and cast no shadows. Is this attention
to detail worth it? Absolutely.
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Quick tours, bite-size information
Efcient Features section splits the screen in two and adds text; this requires reading,
but its quicker than pure video for those who want the Cliffs Notes version.
Four icons represent four main
features. Color is brilliant against the
gray. Nav triangle is tiny but is all it
takes on the clean page.
Short headline and description
give a brief summary. Flash demo
on the far left shows the feature in
action. Your eyes follow the animated
dot. No sounds, no blinky lights.
Visual chapters Each of the four
categories are broken down into
short demos. Note the icons are sim-
ply small versions of the big demo
window (left); black indicates active.
The white triangle points to a short
description, which is set in smaller
type with tighter leading to differ-
entiate it from the main description
above. Nice.
Keep them apart
Visual on the left, narrative on the right. Note the visuals black, the text white.
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Focus your presentation 10 of 11
Typefaces
1) Myriad (Apple uses a customized
version called Apple Myriad thats
minutely different.)
2) Lucida Grande (Lucida Grande is a
screen version of Lucida Sans.)
Gradients
Article resources
1
2
(Bottom, left) Values shown are for
print. The actual RGB gradients are
minutely different.
100%
42%
0%
10%
42%
18%
Before&After
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Before & After magazine
Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
able, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer

Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail mailbox@bamagazine.com
www http://www.bamagazine.com
Copyright 2007 Before & After magazine
ISSN 1049-0035. All rights reserved
You may pass along a free copy of this article to others
by clicking here. You may not alter this article, and you
may not charge for it. You may quote brief sections
for review; please credit Before & After magazine, and
let us know. To link Before & After magazine to your
Web site, use this URL: http://www.bamagazine.com.
For all other permissions, please contact us.
Subscribe to Before & After
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more capable, condent designer for pennies
per article. To learn more, go to
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E-mail this article
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Join our e-list
To be notied by e-mail of new articles as
they become available, go to
http://www.bamagazine.com/email
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suitable for one- or two-sided printing, is provided on the following pages.
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