Aside from mere technical issues, design for online and offline media requires a fundamentally different mindset from designers. How different media work, and how designers need to adapt, are among the topics covered in our recently released Little Book of Multi-channel Design.

It’s one of three new Little Books recently released by Lateral Group. This latest batch also includes the Little Book of Trigger Marketing and an updated version of the first in the series, the Little Book of Integrated Communications Marketing.

While print is basically about control, digital design is about behaviour.
A print design is statically ‘baked in’. But online design is at the mercy of the device it’s going to be seen on, that device’s Operating System, the browser being used and even the version of browser.

Uncertainty rules, so when they’re working in the online media, designers need to think more like architects. They must create planes and grids that facilitate the dynamic ways people are likely to behave, then relinquish control. As one observer puts it, “digital media is as different from print as a speech is different from a conversation.”

For marketers strong in traditional offline media skills but less comfortable in the online world. This Little Book provides valuable insight into creating effective design for today’s multi-channel world. Order your copy of Little Book of Multi-channel Design here.