Why print designers have an edge with Metro…

01 Aug

It’s ironic that as everyone keeps reminding us “print media is dead”  that designers who have skills with print media, may very well be best equipped to design Metro UX apps. 

Ever take a look at a Metro App or web site?  Swing on over to the Dev Center at MSDN…


  Take a good look.  Its not a web page look – and it’s not an application look…

It’s all content.  In fact, if it looks like anything it looks like a magazine or a brochure more than an application or a web page.

Like a magazine,  there’s very little chrome there – as the UX Guidelines point out many times.   In fact if you look at like a print type design, it actually looks more like that – than an application.   It’s literally Content over Chrome. 

That’s a concept a lot of people haven’t quite wrapped their head around yet.  Content driving the users experience, directing it, as opposed to the Chrome of the app.   The confusion in many peoples minds comes from the concept that Chrome is buttons, graphics, and pretties, etc., and to some extent it is all of that.  But more accurately, Chrome is also buttons and navigation menus and all kinds of things we’ve come to expect on applications.

But the Metro interface is really more like a magazine or something from the printed media world.  Content is what fills a magazine.  When you turn to a page in a magazine you don’t come to a page which has a banner that tells you how to get to everywhere else in the magazine.  In fact, if every article in a magazine started with a table of contents for the entire magazine it would pretty annoying wouldn’t it?  

Here’s a few actual magazine layouts – look at them and see if you can identify a ‘Metro’ look or similarity…


What you expect when you go to an article in a magazine, are pictures and text that tell a story or provide information.  “Content” people often fail to realize that just as a magazine page has images, and  charts and data and text – that’s the content.  What’s in the text of the article isn’t the content on a printed page… it is everything on the printed page.

In Metro, Content is everything on your apps ‘page’ if you will.  Simply put, content is what the user wants to see.   Its what the user came there for.  The actual ‘point’ of your application, of your web site, of the tool your creating.   So, “content over chrome” really means to remove the extraneous, remove the unnecessary, the unneeded elements of your app, and leave behind what the user wants.

It’s in this paradigm that designers with print can really excel over web or traditional software designers.  They aren’t carrying with them the baggage of buttons, scrollers, data grids and objects.  they can say more with a compelling photo and a single line of text than someone who thinks it’s necessary for all that baggage we call Chrome.

They think in terms of typographical elements, understanding the need to punch up titles but keep them short, and that one good picture says more than 100 words.  So yeah, those with a print background have a real advantage over those of us that have to learn to break all the conventions we’ve learned.  This isn’t’ to say that a Web or conventional software designer can’t do it – but for us, there’s a lot of extra weight to carry with all that chrome.

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Posted by on August 1, 2012 in Uncategorized


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