CutePixel

Design principles and goals for web ads and print ads are similar—but the constraints seem starkly different. We can only benefit from standing back and taking a fresh look at our approach to these areas of web pages that need to pack a lot of punch within their tiny dimensions. We’d recently seen Alexander W. White’s gorgeous new book, Advertising Design and Typography, so we thought he’d be just the right person to explore this advertising niche for us.

Without a grounding in traditional design principles and elements, designing for the Web can be an arbitrary exercise. Dig into Joshua David McClurg-Genevese’s second Design in Theory and Practice column and get a grip on the real tools you can use in the practice of Web design.