Recently, a group of senior AVMA staff members participated in a creative exercise aimed at providing guidance to the graphic designer who eventually will craft the visual look of our new website. We’re still a long way from actually applying a creative design to the new site, but we wanted to kick-start the process by getting some agreement on the image and tone the site should project.
To do this, one of the designers in our graphics department walked us through a series of questions to define the “personality” of the new website. It was an interesting discussion, and one that I thought members might enjoy hearing about. Here are some of the highlights:
- Like our member veterinarians, we are both scientists and people. We’d like to avoid projecting a purely “clinical” image and instead emphasize the “human” side of the veterinary profession as well.
- In our zeal for professionalism, we fear that we’ve ended up seeming too “formal” and “stuffy.” We’d like to avoid this in our website redesign.
- The overall tone of the new website should be engaging and collegial. When asked to provide adjectives to describe the new site, staff agreed on “professional,” “collegial,” “clear,” “engaging” and “human.”
- We hope to use more imagery on the next-generation website than on the current one, especially to emphasize the bonds among animal owners, animals and veterinarians.
What do you think? Do you have any suggestions for other adjectives that we should be aspiring toward in our website look and feel? Please let us know in the comments section.