Before&After

Continued
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A site of unusual clarity 0653
A site of
unusual
clarity
A portfolio site shows
that pure design is
beautiful design. Continued
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A site of unusual clarity
Design Hovie Studios portfolio site shows that pure design is beautiful design.
Is it just us, or is the Web improving? Were seeing
more beautiful sites than ever. This one belongs to
Design Hovie Studios, Inc. of Seattle. Its a site of
mostly light, open space, unusually spare, and star-
tling in its clarity. What we especially like is that its
beauty is achieved purely with layout. The site has
no popups, nothing moves; theres not even a roll-
over. Lets see what we can learn.
A place for everything
Everythings in the open on
Hovies site; it has no hidden
menus, popups or rollovers.
All the text is a single size, all
highlights are a single color
(green), and the format is con-
stant from page to page.
Body copy Caption
Image
Main
menu
Logo Sub
menu
Cities
www.hovie.com
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A site of unusual clarity 3 of 7
Structure
The site is built in ve columns; stories are told in the middle column. Its focal center
is a permanent green eld atop a photograph that changes from page to page.
Main Menu
Home
Recent Work
Web Design
Print Design
Identity / Logos
Company
Contact
Sub Menu
Creative Process
Culture
Designing Green
The Hovie Name
Client Listing
Its pure. With no clutter
ghting for attention, details
can be equally minimal. Above,
tiny green arrows guide
navigation; white lines divide
links. Handsome here, neither
could succeed on a busy site.
Like a gallery Each column contains one kind of copy.
If on a page theres no copy for that column, it remains
empty. You can see this above, where Sub Menu links
are now visible, and the caption column is empty. Whats
interesting is that each page has less data than struc-
ture. It presents its material one small bite per page, like
paintings hanging on gallery walls. Very easy to read.
The medium is part of the message. Conveying the
studios design aesthetic is a beautifully minimal site. Its left
four columns are light as air; the white, right-hand col-
umn is a phantom that we perceive only because of its
tiny bit of text (and on the home page, a model); expand
the window, and its white expands endlessly (below).
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An International
Graphic Design
Boutique
Main Menu
Sub Menu
Seattle | Milan
Type
Two similar, sans-serif typefaces are used more or less as a single facelight Helvetica
heads set the design style, and Verdana makes the small text clear and readable.
Light Helvetica is the
quintessential minimal-
ist Swiss style. Helvetica
makes an excellent display
face, but at low Web reso-
lution its a poor text face.
So here, its use is limited
to the hovie logotype
and the small, style-setting
heads (below). Opposite is
Verdana (far right), which
is ho-hum at display sizes
but excellent as Web text.
Together they work as one.
Verdana is the Webs most legible
text typeface. Sans-serif Verdana pairs
well with Helvetica. Two qualities make it
clear at small sizesits wide apertures
that remain open, and normally similar
letters (cbe, below) that look different.
Helvetica
At low resolution, identical roundness
makes small letters hard to differentiate,
and narrow apertures close (above).
Verdana
Wide apertures
Flat junctions
Open
ends
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Color
Spring green, the color of new life, is the only color in the design and does double duty;
its visually vivacious and also conveys the studios interest in environmental issues.
Medium is best. Rectangular green eld is the visual anchor for the site.
Because this eld is always present, key was to nd a color that would
work with the ever-changing images beneath it. Thats a lot to ask, and it
helps that there are more hues and shades of green than any other color.
It had to be the right value, too. Note above that too light has insuf-
cient presence; and too dark, while it looks good with many images,
would become cloying with repetition. Apply the color throughout.
The green is eyedroppered and applied site-wide to heads and links
(right). The single-color motif makes a simple, beautifully coherent look.
Light: No presence Dark: Too strong Medium: Just right
An International
Graphic Design
Boutique
An International
Graphic Design
Boutique
An International
Graphic Design
Boutique
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An International
Graphic Design
Boutique
Photos
Photos are limited to a single, xed-width eld beneath the green rectangle. This
restriction means that the space is sometimes shared and must be purposefully arranged.
No zig-zags One key to the sites clean look is that sight-
lines run only vertical or horizontal and edge to edge in any
eld (above, left). There are no zigzagged or diagonal arrange-
ments; nor are there overlapping shapes. (All would add
complexity.) Photos that share space, therefore, must be in
full rows or columns. But in a space that holds 12 photos, the
site uses only 10 (above). Key is that theyre arranged not in
a zigzag but scattered (right), and the two empty spaces lled
with the sites trademark green. Nice.
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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
Vincent Pascual Staff designer
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
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may not charge for it. You may quote brief sections
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