„Don´t make me think.“
– Das würde uns vermutlich allen gut tun, einfach mal weniger nachdenken müssen…
Was uns aber so schwer fällt, weil der Kopf ständig rattert, ist für Websitebesucher eher ungünstig. Diese sollen nicht groß nachdenken müssen, sondern intuitiv die Website bedienen können. Genau darauf spielt dieses Zitat von Usability-Guru Steve Krug an. Er wusste schon, dass gerade das einfache hilfreich ist.
Und du siehst: Mit Zitaten lassen sich oft Sachen veranschaulichen und auf den Punkt bringen. Mit einem Zitat kann man ein Gespräch oder ein Artikel auflockern, den Inhalt bestätigen und Diskussionen beginnen, bzw. anregen.
Gerade in den sozialen Netzwerken wie Pinterest oder Instagram erfreuen sich schlaue Sprüche, Weisheiten, Zitate in letzter Zeit großer Beliebhteit – oft eingebunden in hübsche Bilder oder Grafiken. Zitate bringen Dinge auf den Punkt, sind einprägsam, inspirieren, emotionalisieren und machen nachdenklich…
Daher habe ich dir im folgenden eine Sammlung an Zitaten, Sprüchen und Aussagen von Grafik-Designern, Kreativen, Strategen und anderen bekannten Personen der Design, Werbe- und Onlinebranche zusammengestellt. Sie sollen als Inspirationsquelle dienen ohne den Anspruch auf Vollständigkeit. Sortiert nach den Bereichen Designzitate, Webdesignzitate, Kreatitivätszitate.
Inhaltsverzeichnis
Grafik Design Zitate
Design ist eine Disziplin, die seit Jahrzehnten von starken Persönlichkeiten geprägt wird – von Dieter Rams über Paul Rand bis Massimo Vignelli. Und so unterschiedlich ihre Handschriften auch sind: In den Grundüberzeugungen treffen sie sich immer wieder. Gutes Design ist ehrlich, funktional und auf Menschen ausgerichtet – und es fällt oft erst dann auf, wenn es fehlt.
Genau das macht diese erste Rubrik so wertvoll. Die Zitate gelten nahezu universell, ob für Grafikdesign, Kommunikationsdesign oder UI Design. Viele fassen in einem Satz zusammen, wofür andere ganze Bücher brauchen. Damit taugen sie nicht nur als Inspiration, sondern auch als Argumentationshilfe – etwa wenn du im Kundengespräch erklären möchtest, warum Design mehr ist als „hübsch machen“. Es ist zugleich der umfangreichste Teil dieser Sammlung. Also: Lassen wir die „Zitate-Spiele“ beginnen.
„Design is intelligence made visible.“
Alina Wheeler
„Everything is designed. Few things are designed well.“
Brian Reed
„Design is a formal response to a strategic question.“
Mariona Lopez
„Digital design is like painting, except the paint never dries.”
Neville Brody
„I strive for two things in design: simplicity and clarity. Great design is born of those two things.“
Lindo Leader
„The function of design is letting design function.“
Micha Commeren
„Design is not just what it looks like and feels like. Design is how it works.“
Steve Jobs
„Design is not a single object or dimension. Design is messy and complex.“
Natasha Jen
„Graphic design will save the world right after rock and roll does.”
David Carson
„Whitespace is like air: it is necessary for design to breathe.”
Wojciech Zieliński
„People ignore designs that ignore people.”
Frank Chimero
„Good design is honest.”
Dieter Rams
„Das Design sollte das Produkt sozusagen zum Sprechen bringen.“
Dieter Rams
„Gutes Design ist für die Ewigkeit.“
Dieter Rams
Alberto Alessi
„Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.”
Dieter Rams
„To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.”
Paul Rand
Gestaltung ist Haltung.
Helmut Schmid
„Recognizing the need is the primary condition for design.”
Charles Eames
„The goal of a designer is to listen, observe, understand, sympathize, empathize, synthesize, and glean insights that enable him or her to ‘make the invisible visible.“
Hillman Curtis
„If you think good design is expensive, you should look at the cost of bad design.”
Ralf Speth
„The details are not the details. They make the design.”
Charles Eames
„Great design is a multi-layered relationship between human life and its environment.”
Naoto Fukasawa
„Good design is obvious. Great design is transparent.”
Joe Sparano
„Wenn du das Problem richtig beschreiben kannst, hast du auch bereits die Lösung beschrieben.“
Chip Kidd
„Graphic design is the paradise of individuality, eccentricity, heresy, abnormality, hobbies and humors. “
George Santayana
„A computer without Photoshop is like a dog with no legs. Sure is fun, but you can’t really do anything with it.”
Benjamin Cavanagh
„Design is like a mom, nobody notices when she’s around, but everybody misses her when she’s not.”
Santiago Borray
„Good design is all about making other designers feel like idiots because the idea wasn’t theirs“
Frank Chimero
„The client may be the king, but he’s not the art director“
R. Glitschka
„The goal of design is to raise the expectation of what design can be.”
Paula Scher
„For me, there are no rules when it comes to what’s considered good design.”
Kate Moross
„Ein Design ruft drei Reaktionen hervor ja, nein und WOW! Wow ist das Ziel.“
Milton Glase
„Form folgt Funktion das ist oft missverstanden worden. Form und Funktion sollten Eins sein, verbunden in einer spirituellen Einheit. “
Frank Lloyd Wright
„Inhalte werden schnell vergessen. Doch der emotionelle Eindruck guten Designs bleibt stabil.“
Wolfgang Beinert
„Designer und Menschen fühlen sich im Allgemeinen zu sehr von ‚Neuem‘ angezogen, aber nichts altert schneller als ‚Neuheit‘. Alle meine Objekte spiegeln eine Ehe zwischen Vergangenheit und Gegenwart wider“
Marcel Wanders
„Nageln Sie zuerst die Grundlagen, später die Details.“
Chris Anderson
„Good design is good business.”
Thomas Watson Jr.
„Design is more than just a few tricks to the eye. It’s a few tricks to the brain.”
Neville Brody
„Bad design shouts at you. Good design is the silent seller.”
Shane Meendering
„Designers actually can change the world for the better by making the complicated simple and finding beauty in truth.”
Michael Beirut
„Make it simple, but significant. “
Don Draper
„Styles come and go. Good design is a language, not a style.”
Massimo Vignelli
„There is only one type of designer the type that cares about type.”
Rohan Nanavati
„Design is as much an act of spacing as an act of marking.”
Ellen Lupton
„Good design is like a refrigerator—when it works, no one notices, but when it doesn’t, it sure stinks.”
Irene Au
„The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.”
Paul Rand
„The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.”
Paul Rand
„Du kannst Kunst erleben, indem du dir einen Rembrandt ansieht… oder ein Grafikdesign.“
Stefan Sagmeister
„The alternative to good design is always bad design. There is no such thing as no design.”
Adam Judge
„A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”
Antoine de Saint-Exupéry
„Mit einem Computer kann man nicht besser entwerfen, aber man kann seine Arbeit enorm beschleunigen.“
Wim Crouwel
„You have power as a designer to change the relationship someone has with an object. Your challenge is to keep people looking. Build-in those little details. To some people, they might mean a lot.”
David Pearson
„Design can be art. Design can be simple. That’s why it’s so complicated.”
Paul Rand
„The soul never thinks without an image.”
Aristotle
„The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.”
Massimo Vignelli
Webdesign / Webdevelopment Zitate
Webdesign unterscheidet sich in einem entscheidenden Punkt von klassischen Designdisziplinen: Es wird nicht nur betrachtet, sondern benutzt. Besucher kommen mit konkreten Absichten, wenig Zeit und auf ganz unterschiedlichen Geräten. Dazu kommen technische Rahmenbedingungen, die ein Print-Designer nie kannte – Ladezeiten, Browser, Responsivität und nicht zuletzt der Code selbst.
Die folgenden Zitate greifen genau diese Besonderheiten auf. Sie erinnern daran, dass eine Website kein Selbstzweck ist, sondern ein Werkzeug: Sie soll die richtigen Besucher anziehen, ihnen Orientierung geben und für das Unternehmen dahinter arbeiten – rund um die Uhr. Und weil zum Web immer auch die Entwicklung gehört, findest du hier ebenso Aussagen übers Programmieren. Manche davon ernsthaft und lehrreich, andere mit einem Augenzwinkern, das jeder kennt, der schon einmal einen hartnäckigen Bug gejagt hat.
„Websites promote you 24/7: No employee will do that.”
Paul Cookson
„Great web design without functionality is like a sports car with no engine.”
Paul Cookson
„Things aren’t always #000000 and #FFFFFF”
Anonymous
„Websites should look good from the inside and out.”
Paul Cookson
„We don’t just build websites, we build websites that SELLS”
Dr. Christopher Dayagdag
„Website without visitors is like a ship lost in the horizon.”
Dr. Christopher Dayagdag
„To become successful online, you only need to remember the following : Good Heart + Passion + Web Design + SEO + Digital Marketing + Dedication + Positiveness + Patience = Success”
Dr. Christopher Dayagdag
„A successful website does three things: It attracts the right kinds of visitors. Guides them to the main services or product you offer. Collect Contact details for future ongoing relation.
Mohamed Saad
„A successful website does three things: It attracts the right kinds of visitors. Guides them to the main services or products you offer. Collect Contact details for future ongoing relation.”
Mohamed Saad
„Web design is not just about creating pretty layouts. It’s about understanding the marketing challenge behind your business.”
Mohamed Saad
„Responsive Web Design always plays important role whenever going to promote your website.”
Josh Wilson
„Your website is the center of your digital ecosystem, like a brick and mortar location, the experience matters once a customer enters, just as much as the perception they have of you before they walk through the door.”
Leland Dieno
„If You Think Math is Hard Try Web Design.”
Pixxelznet
„Learning to code is useful no matter what your career ambitions are.”
Arianna Huffington
„Whether we’re fighting climate change or going to space, everything is moved forward by computers, and we don’t have enough people who can code. Teaching young people to code early on can help build skills and confidence and energize the classroom with learning-by-doing opportunities.”
Richard Branson
„Reusability is key in reducing bugs and coding quickly. The more I use a piece of code, the more confident and familiar I become with it, which in turn significantly speeds up my development time.”
Robert Duchnik
„Learning HTML and CSS is a lot more challenging than it used to be. Responsive web design adds more layers of complexity to design and develop websites.”
Jacob Lett
„Code is read more than it is written.”
Daniel Roy Greenfeld
„Web development is difficult, only then it is fun to do. You just have to set your standards. If it were to be easy, would anyone do it?”
Olawale Daniel
„Your website is the face of your business. The first impression you make on your potential customers is through your official website and Allied Technologies understands that this first impression better be impressive. NameAllied Technologies”
Manish Akshay Rajput
„It’s not a bug. It’s an undocumented feature!”
Anonymous
„Software undergoes beta testing shortly before it’s released. Beta is Latin for ‘still doesn’t work.’”
Unknown
„Your website is the center of your digital eco-system, like a brick and mortar location, the experience matters once a customer enters, just as much as the perception they have of you before they walk through the door.”
Leland Dieno
Zitate von Steve Krug
Kaum ein Buchtitel hat das Webdesign so geprägt wie Don’t make me think. Steve Krug brachte damit auf den Punkt, was Usability im Kern bedeutet: Der Nutzer soll nicht rätseln müssen, sondern intuitiv verstehen, was zu tun ist. Krug ist dabei kein Theoretiker – seine Erkenntnisse stammen aus unzähligen Usability-Tests, in denen er echten Menschen beim Scheitern an echten Websites zugesehen hat.
Genau diese Nüchternheit macht seine Aussagen so wertvoll. Krug verkündet keine Design-Dogmen, er beschreibt beobachtetes Nutzerverhalten. Zwei Kernthesen ziehen sich dabei durch fast alle seine Zitate: Selbsterklärende Oberflächen schlagen raffinierte – und Testen schlägt Vermuten. Wer beides verinnerlicht, gestaltet automatisch bessere Websites.
„The problem is there are no simple ‘right’ answers for most Web design questions (at least not for the important ones). What works is good, integrated design that fills a need carefully thought out, well-executed, and tested.”
Steve Krug
„If there’s one thing you learn by working on a lot of different Web sites, it’s that almost any design ideano matter how appallingly badcan be made usable in the right circumstances, with enough effort.”
Steve Krug
„If you want a great site, you’ve got to test. After you’ve worked on a site for even a few weeks, you can’t see it freshly anymore. You know too much. The only way to find out if it really works is to test it.”
Steve Krug
„Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users are generally in such a hurry that they routinely miss subtle cues. […] It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
Steve Krug
„It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
Steve Krug
„Don’t make me think”
Steve Krug
„Making every page or screen self-evident is like having good lighting in a store: it just makes everything seem better.”
Steve Krug
„As a user, I should never have to devote a millisecond od thought to whether things are clickable or not”
Steve Krug
„Usability is about people and how they understand and use things, nor about technology”
Steve Krug
„The fact that the people who built the site didn´t care enough to make things obvious-and easy- can erode our confidence in the site and the organization behind it.”
Steve Krug
„What works is good, integrated design that fills a need-carefully thought out, well executed, and tested.”
Steve Krug
„Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users are generally in such a hurry that they routinely miss subtle cues”
Steve Krug
„Your primary role should be to share what you know, nor to tell people how things should be done”
Steve Krug
„After you’ve worked on a site for even a few weeks, you can´t see it freshly anymore. You know too much. The only way to find out if it really works to test it.”
Steve Krug
Zitate von Jakob Nielsen
Jakob Nielsen gilt als einer der Väter der Web-Usability. Der dänische Experte prägt mit der von ihm mitgegründeten Nielsen Norman Group und seinen Usability-Heuristiken seit den 1990er-Jahren die Diskussion darüber, was Websites benutzbar macht. Sein Ansatz war von Anfang an radikal nutzerzentriert – und stets durch Studien und Tests untermauert statt durch Geschmacksurteile.
Nielsens Zitate klingen oft verblüffend simpel, fast provokant. Doch gerade darin liegt ihre Kraft: „Designers are not users“ ist in vier Worten eine komplette Design-Philosophie. Wer diesen Satz ernst nimmt, hört auf, für sich selbst zu gestalten – und fängt an, für die Menschen zu gestalten, die die Website tatsächlich bedienen müssen.
„Three Tips: Simplify, Simplify, Simplify.“
Jakob Nielsen
„A bad website is like a grumpy salesperson.“
Jakob Nielsen
„Designers are not users.“
Jakob Nielsen
„Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.“
Jakob Nielsen
„Ultimately, users visit your website for its content. Everything else is just the backdrop.“
Jakob Nielsen
„A general principle for all user interface design is to go through all of your design elements and remove them one at a time.“
Jakob Nielsen
User Experience (UX) Zitate
User Experience geht einen Schritt weiter als Usability: Es reicht nicht, dass eine Website bedienbar ist – sie soll ein stimmiges Gesamterlebnis schaffen. Der Begriff stammt von Don Norman, der ihn in den 1990er-Jahren bei Apple prägte, weil ihm „Interface“ und „Usability“ zu kurz griffen. Genau darum geht es bis heute: UX umfasst jeden Berührungspunkt zwischen Mensch und Produkt – vom ersten Eindruck über die Nutzung bis zum Gefühl, das danach bleibt.
Die folgenden Zitate zeigen, was gute UX-Arbeit im Kern ausmacht: zuhören statt annehmen, beobachten statt raten, das Erlebnis der Nutzer über die Vorlieben der Gestalter stellen. Viele dieser Aussagen sind dabei erstaunlich zeitlos – denn Technologien und Tools ändern sich ständig, die Bedürfnisse der Menschen dahinter kaum. Wer das verinnerlicht, gestaltet nicht bloß Oberflächen, sondern Erfahrungen, an die sich Nutzer gerne erinnern.
„Culture eats strategy for breakfast.”
Peter Drucker, Management Consultant und Autor
„UX design is not Graphic Design; it’s Business Strategy.”
Shawn Roe, UX Content Strategist
„To find ideas, find problems. To find problems, talk to people.”
Julie Zhou, Former VP of Product Design at Facebook
„People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou, US-amerikanische Schriftstellerin, Professorin und Bürgerrechtlerin
„„If you don’t talk to your customers, how will you know how to talk to your customers?”
Will Evans, Design Thinker in Residence @ NYU Stern
„Like all forms of design, visual design is about problem-solving, not about personal preference or unsupported opinion.”
Bob Baxley
„If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.”
Albert Einstein
„„Every great design begins with an even better story.”
Lorinda Mamo, Designer
„„If a picture is worth 1000 words, a prototype is worth 1000 meetings.”
Tom & David Kelley, Creative Brothers at IDEO
„Users are not always logical, at least not on the surface. To be a great designer you need to look a little deeper into how people think and act.”
Paul Boag, UX Consultant und Autor
„Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.
Donald A. Norman
„Barrierefreiheit ist für 10 % der Menschen unerlässlich, für 30 % notwendig und für 100 % nützlich.“
Anne-Marie Nebe
„Accessible design is good design.”
Steve Ballmer, Former CEO of Microsoft
Typografie Zitate
Typografie ist das Fundament fast jeder visuellen Kommunikation – und im Web vielleicht mehr als irgendwo sonst. Denn eine Website besteht zum größten Teil aus Text: Headlines, Fließtext, Navigation, Buttons. Oliver Reichensteins berühmte These, Webdesign sei zu 95 Prozent Typografie, mag zugespitzt sein. Aber sie trifft einen wahren Kern: Wer Schrift beherrscht, hat den Großteil der Gestaltungsarbeit im Griff.
Auffällig ist, wie oft in dieser Rubrik Erik Spiekermann zu Wort kommt – einer der einflussreichsten deutschen Typografen, bekannt für klare Haltung und ebenso klare Worte. Ein Gedanke verbindet dabei viele der folgenden Zitate: Gute Typografie beginnt beim Lesen. Wer versteht, wie Menschen Texte aufnehmen, gestaltet Schrift nicht als Dekoration, sondern als Werkzeug der Verständigung.
„Web Design is 95% Typography“
Oliver Reichenstein
„You are what you are seen to be.“
Erik Spiekermann
„Inspiration. From real life. I open my eyes and I travel and I look. And I read everything.“
Erik Spiekermann
„Typomania is curable but not fatal. Unfortunately.”
Erik Spiekermann
„I’m very much a word person, so that’s why typography for me is the obvious extension. It just makes my words visible.”
Erik Spiekermann
„Designers like even grayness, which is the worst thing for a reader.”
Erik Spiekermann
„A good typographer is always a good reader.“
Stephen Coles
„We cannot alter the essential shape of a single letter without at the same time destroying the familiar printed face of our language, and thereby rendering it useless.“
Jan Tschichold
„You can do a good ad without good typography, but you can’t do a great ad without good typography.“
Herb Lubalin
„By all means break the rules, and break them beautifully, deliberately, and well. That is one of the ends for which they exist.“
Robert Bringhurst
„A life rich in reading is the only path to thinking and creating.”
Mandy Brown
„Type and typography—what you do and how you do it—are both science and art.“
James Felici
Branding Zitate
Branding beginnt dort, wo das sichtbare Design aufhört. Eine Marke ist eben kein Logo und kein Corporate Design – sie ist die Summe aller Erwartungen, Erfahrungen und Geschichten, die Menschen mit einem Unternehmen verbinden. Bemerkenswert an dieser Rubrik: Zu kaum einem Designthema äußern sich so viele Nicht-Designer. Unternehmer wie Jeff Bezos, Howard Schultz oder Warren Buffett wissen offenbar sehr genau, was eine starke Marke wert ist – und wie schnell sie beschädigt werden kann.
Für dich als Designer sind diese Zitate deshalb doppelt nützlich. Sie schärfen dein eigenes Verständnis von Markenarbeit, die immer Strategie und Gestaltung zugleich ist. Und sie helfen dir in der Kundenkommunikation: Wenn ein Bezos oder Godin erklärt, warum Marke Vertrauen bedeutet, überzeugt das manchen Auftraggeber schneller als jede Designer-Argumentation.
„Design is the silent ambassador of your brand.”
Paul Rand
„Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”
Howard Schultz
„Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.”
Elon Musk
„A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Seth Godin
„Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”
David Ogilvy
„Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.”
Richard Branson
„A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos
„Your brand is what other people say about you when you’re not in the room.”
Jeff Bezos
„Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.”
David Aaker
„Brand is the holistic sum of customers’ experiences, composed of visual, tonal and behavioral brand components, many of which are shaped by interaction design.”
Kate Kaplan
„When it comes to building brand awareness for my company, the method that’s worked best has been content marketing. Although it involves a lot of work, and it takes six months to a year for it to be effective, it’s been proven to provide the biggest bang for the buck.”
Neil Patel
„Brand: Is not logo, not what it looks like when I look at your product. A Brand is a shortcut, it’s a shortcut for all the expectations I have for what you’re about to do for me. It’s a shortcut for trust, for promises, for conversations. A brand that’s worth something, is worth something either because you can sell more of it, or make more of a profit for each one you sell. That’s it. If you can’t sell more, or can’t get a premium, you don’t have a brand. Cause people aren’t showing up investing their emotion in what it is you sell.”
Seth Godin
„Brand identity fuels recognition, amplifies differentiation and makes big ideas and meaning accessible. Brands are messengers of trust. Customers are reassured by brands that are recognizable and familiar. Great brand strategy is a basic building block of good business strategy. We build industry-leading brands with coherent and authentic messages. We utilize cohesive branding tools, connecting with your customers in a clear and impactful way.”
Alina Wheeler
„Your brand is a gateway to your true work. You know you are here to do something – to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand you attract people who want the promise of your brand – which you deliver.”
Dave Buck
„If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”
David Brier
„It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Warren Buffett
„Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?”
Paula Scher
„Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.”
Wally Olins
„You too are a brand. Whether you know it or not. Whether you like it or not.”
Marc Ecko
„Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.”
Simon Mainwaring
Content Zitate
Ohne Inhalte bleibt jedes Design Dekoration – so lässt sich die vielleicht wichtigste Erkenntnis dieser Rubrik zusammenfassen, die Jeffrey Zeldman einst prägnant formulierte. Content ist der Grund, warum Besucher überhaupt auf eine Website kommen. Das Design schafft den Rahmen, in dem Inhalte wirken können; ersetzen kann es sie nie. Das Webdesign Journal ist ja von Anbeginn für hochwertige Inhalte bekannt 😉 – also dürfen Content-Zitate hier natürlich nicht fehlen.
Die folgenden Aussagen stammen überwiegend von Content-Strategen und Marketing-Vordenkern wie Kristina Halvorson, Seth Godin oder Ann Handley. Sie zeigen: Guter Content ist kein Zufallsprodukt, sondern das Ergebnis von Strategie, Zielgruppenverständnis und Kontinuität. Wer Websites konzipiert, sollte diese Perspektive kennen – denn Content-Fragen entscheiden häufig früher über den Erfolg eines Projekts als Gestaltungsfragen.
„Content isn’t King, it’s the Kingdom.”
Lee Odden
„A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle.”
David Beebe
„In my experience, the content strategist is a rare breed who’s often willing and able to embrace whatever role is necessary to deliver on the promise of useful, usable content.”
Kristina Halvorson
„Focus on providing better answers for your audience: know that Google wants to have ‘answers’ for its audience, not just a lot of information.”
Cyrus Shepard
„Treat your content like a product.”
Drew Davis
„Here’s everything you need to know about creating killer content in 3 simple words: Clear. Concise. Compelling.”
Demian Farnworth
„Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it”
Joe Chernov
„Content that understands its audience will be good content. Content that doesn’t can’t be.”
Doug Kessler
„People don’t find content by mistake, or by accident. Every content plan needs a complementary promotion plan that combines paid, owned, and earned media.”
Matthew Gratt
„It comes down to access. Giving the consumer something they can’t get anywhere else.”
Jeffrey Moran
„Create content that satisfies your uber goals and desires.”
Tom Webster
„The key ingredient to better content is separating the single from the stream.”
David Hahn
„Content that builds trust is human, personal, and relevant. It isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.”
Seth Godin
„There is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want to achieve.”
Rebecca Lieb
„Content is anything that adds value to the reader’s life.”
Avinash Kaushik
„Curation is a natural and necessary extension of content creation. That is, as great as your content may be, your audience wants to learn from other experts and differing perspectives.”
Pawan Deshpande
„Content should ask people to do something and reward them for it.”
Lee Odden
„We need to create a business strategy for our content. That means saying no to many channels and content types, and focus on where we can build an asset, an audience, over time.”
Joe Pulizzi
„Content precedes design. Design in the absence of content is not design, it’s decoration.”
Jeffrey Zeldman
„The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.”
Mark Schaefer
„Quality, relevant content can’t be spotted by an algorithm. You can’t subscribe to it. You need people – actual human beings – to create or curate it.”
Kristina Halvorson
„The more content I put out, the more luck I have.”
Gary Vaynerchuk
„Create content that reaches your audience’s audience.”
Ann Handley
„Stop thinking about flat websites and get your content out of the domain.”
Robert Simon
„Content builds relationships. Relationships are built on trust. Trust drives revenue.”
Andrew Davis
„Just as your content needs to target customers at every step of their journey with you, it also needs to appeal to their rational and emotional sides. Every customer needs to have their interest piqued, engagement provoked and confidence built.”
Mark Wilson
„In the future I see a democratization of content creation through content relationships with famous influencers (brandividuals) and niche influencers alike. There’s upside to content co-creation for both brands and contributors. The influencers get exposure to the brand community and the brand gets exposure to better quality content shared with an entirely new audience.”
Lee Odden
„Pushing out content you want to publish is very different to executing a successful content marketing program- one that connects with customers by delivering meaningful experiences that are contextually relevant.”
Ardath Albee
„People use content to express identity.”
Ze Frank
„Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.”
Jay Acunzo
Kreativitäts Zitate
Kreativität ist der Rohstoff unserer Arbeit als Designer – und zugleich das, was sich scheinbar am wenigsten erzwingen lässt. Oder doch? Die folgenden Zitate räumen mit dem Mythos auf, Kreativität sei eine Frage der plötzlichen Eingebung. Sie erzählen eine andere Geschichte: Kreativität ist Handeln, Übung und Haltung. Ideen entstehen beim Machen, nicht beim Warten.
Das deckt sich mit der Erfahrung der meisten Kreativen: Wer regelmäßig gestaltet, beobachtet und ausprobiert, hat schlicht mehr Einfälle. Und – die vielleicht schönste Nachricht dieser Rubrik – Kreativität verbraucht sich nicht. Je mehr du sie nutzt, desto mehr steht dir zur Verfügung. Lass dich also von den folgenden Gedanken zum Weitermachen ermutigen.
„Eine kreative Idee ist nur eine Idee, so lange daraus keine Taten folgen. Du musst handeln, sonst bist du nicht kreativ.“
Glen Hoffherr
„Creativity doesn’t wait for that perfect moment. It fashions its own perfect moments out of ordinary ones. “
Bruce Garrabrandt
„Kreativität ist der Spaß, den man als Arbeit verkaufen kann.“
Andy Warhol
„Creativity is nothing but a mind set free.”
Torrie T. Asai, letterer
„You can’t use up creativity. The more you use, the more you have”
Maya Angelo
Designzitate, die dich inspirieren und unterhalten
Ich hoffe dir hat die kleine große Designzitate-Sammlung gefallen. Vielleicht kannst du gar das ein oder andere Zitat für dich und deine Arbeit nutzen. Falls du noch weitere interessante Designsprüche kennst, ergänze sie doch einfach unten in den Kommentaren.
Diesen Artikel hat die hahnsinn-Praktikantin Lisa zusammengetragen, strukturiert und ebenfalls die Grafiken erstellt. Vielen Dank dafür 🙂
