Sobre layout e tipografia e produtos digitais

Thiago Esser
Feb 25, 2018 · 3 min read

Minhas notas a partir do texto Web Typography & Layout: Past, Present, and Future, um bate-papo com Jeffrey Zeldman, Jen Simmons e Roger Black.


Sobre usar coisas/soluções prontas:

I think we really need to move away from using frameworks that we download from some third-party website and just kind of dropping everything into the layout that everybody else is using, and ask this question of What’s the job of the page we’re building? Maybe it’s an article, maybe it’s not. Maybe it’s an interface, maybe it’s a store, maybe it’s something else. How is it that people are trying to use it? It’s design. What are they trying to do? What do our users want? What do they need? What are they struggling with?

Sobre customização do design por usuário:

I think the most exciting thing about graphic design right now is the connection with the user and the reader. We’re beginning to understand who they are and what they want, and I think that ultimately the machine learning that we’re trying to do on the server side will start informing page layout so that people can read it more easily, with more enjoyment. Not that we’re asking them any questions about it; we’ll just watch what they like and give them more of that, and see what’s working, how the session time is being extended by different kinds of things. The metrics will start talking back to us and start transfiguring the pages. If we allow a variable format, then we can get amazing things. I mean, they can pick their own fonts, they could do their own kinds of colors and layouts if we collaborate with them. And as soon as we do that, as soon as we get the reader on board, then we’re geniuses. Then the design is great. That’s a huge challenge.

Sobre multi-dispositivos:

And yet you meet web designers every day who don’t think that way at all; they’re designing fixed things in PDF and then they’re holding that thing up to the final result and they’re going, “I wanted 15 pixels and I don’t have 15 pixels. You’re not doing what I’m telling you to do.”

I still feel like the industry is struggling very hard with understanding what this creature is in this multidimensional… You don’t control it, but you do program it. So, you can create sort of a minimum and a maximum, and you can sort of say, under these conditions, this is what I want, and under these other conditions, this is what I want. And I can’t control it and I can’t necessarily predict when those conditions will be in place, but I can say some things and I can set some limits around what that means.

Sobre quebrar regras (de layout etc.):

Facebook’s layout was original when they came up with it. There’s other folks that want to go ahead and do something new. A lot of people say to me, “But what about usability? You’re talking about creating a whole new mental model for layout. No one’s going to understand how to use it. You’ve got to do things the way we’ve always been doing it because that’s how users are going to know how to use things.”

Quem está fazendo algo a esse respeito? Projeto:

Thiago Esser

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Product Experience Manager @ Linx | | Co-founder of