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BEST OF WEB
Best of the Web: Design Back to Best of Web Winners page Winner: Razorfish for WWD.comWWD's tough assignment for the Web—satisfy multiple audiences who expect from the legendary brand a range of business, fashion and beauty news. The site attracts multiple audiences: fashion industry professionals,  fashion-conscious consumers and journalists worldwide in search of authoritative takes on emerging trends. Longtime subscribers must be served with the premium, inside information they pay to get, and drive-by users need their own good reason to return on a regular basis without being rudely turned away at the upscale gate by a subscription wall bouncer. WWD keeps its free content top-most and available to all, creating a rich trove of information for non-subscribers that also whets their appetite to subscribe. The design puts fashion and imagery forward, filling the home screen with rich imagery that pulls the reader into the deeper content and yet segments the audience effectively into fashionistas, beauty mavens and media/celebrity hunters. Razorfish has succeeded in bringing a wealth of content paths to the surface of the site by using large pictures, light typefaces and emphatic bordering. Visually, the user recognizes in a second where their individual tastes in fashion news will be best served. This is a model of information architecture as haute couture. Honorable Mentions: Condé Nast Digital for Style.com: Even with a growing, diverse audience and expanding coverage, Style.com keeps it simple by layering blocks of images and clean type over deep, deep drop-down menus that let users drill efficiently into the designer or show they want. Fit Gourmet for gourmet.com: When people are hungry feed them big helpings of food imagery. Gourmet brings the layout sensibility of the magazine to life with wide-screen treatments and a polite navigation scheme that feels like print but acts like digital. New York Media for nymag.com: By clustering its relentlessly updated blog content around a marquee of feature content, NYMag balances the rush and hum of the city with an anchor in reflective editorial. Penton Media for Nutrition Business Journal: A softer design sense and warm palette make this site an open invitation for newcomers to explore the subscription opportunities and research products with a very clear but welcoming layout that surfaces a broad range of offerings. Pregnancy for fitpregnancy.com: In its use of a gentle color palette, generous white space and clean navigation bars, Fitpregnancy.com has a kind of calming effect for expectant mothers—design as a sort of therapy. Back to Best of Web Winners page COMMENTS
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