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The Turkish Online Journal of Design, Art and Communication - TOJDAC April 2012 Volume 2 Issue 2 [7] Wells, W, Moriarty, S., Burnett, J. (2006). Advertising Principles and Practice. New Jersey: Pearson Prentice Hall. [8] Gladwell, M. (2002). The Tipping Point. New York: Time Warner. [9] Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., Raman, N. (2004). ‘Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email’. Journal of Advertising Research 44(December): 333-348. [10] Golan, G.J., Zaidner, L. (2008). ‘Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel’. Journal of Computer- Mediated Communication 13: 959-972. [11] Aral, S., Walker, D. (2011). ‘Forget Viral Marketing – Make the Product Itself Viral’. Harvard Business Review June: 34-35. [12] Snoad, L. (2011). ‘3D Projection Mapping: Brand Theatrics’. Design Week 26 May 2011: 15. [13] Krautsack, D. (2011). ‘3D Projection Mapping and its Impact on Media & Architecture in Contemporary and Future Urban Spaces’. Media-N: Journal of the New Media Caucus 7(1). Available at http://www.newmediacaucus.org/wp/media-n-journal [12 December 2011] [14] Bombay Sapphire Re-powered (2011). ‘Bombay Sapphire Re-powered’. Campaign (UK) 24: 8. [15] http://tribalddb.withtank.com/2011/05/07/wrigleys-5-gum-launch-campaign-live [2 December 2011] [16] http://creativity-online.com/work/wrigleys-5-gum-3d-building-projection/23214 [2 December 2011] Copyright © The Turkish Online Journal of Design, Art and Communication 45
The Turkish Online Journal of Design, Art and Communication - TOJDAC April 2012 Volume 2 Issue 2 KURUMSAL K!ML!K TASARIMI BA"LAMINDA WEB TASARIMININ D!J!TALLE#ME SÜREC!NDE K!ML!K SORUNSALI VE SÜRDÜRÜLEB!L!RL!L!K Dide Akda! SATIR "stanbul Kültür Üniversitesi, "leti#im Tasarımı, Türkiye d.akdag@iku.edu.tr ABSTRACT The visual element of the Internet, which can distribute message to the mass, web design, at the end of the interaction it created on the receptive mass should be suitable to the aim and the style of the institution. Web designer and programmer should produce designs and software unique to the identity of the institution. Web sites that are ready made are far from being authentic and professional. Web sites are prepared in accordance with to the visual satisfaction to the institution that demands it, rather than the inclination of the clients or the visitors using them. This is an extremely wrong attitude. A professional web site should be prepared according to its aim. It should be functional, shouldn’t include unnecessary and improper items. An effective web design interface can be recognized clearly and consistently by the target group. The sustainability of the institutional identity design in the process of digitalization can materialize by protecting the factors that form the resource and values that are unique to the design while using them. The reason of being unqualified is not being able to have a good relation between web design interface design and sustainability in the process of visual identity design. The most important supplementary that forms the web design interface, typeface will be shaped with examples on the need of using it appropriate and in place. As a sample research that different aspects of a design can be detected relational screening model has been adapted. In this study, it is aimed that a new model is submitted to digitalization, with sustainability approach and by protecting the values of web design, which is included in visual identity design that is a part of institutional identity design, as the extension of identity in the Internet environment. With the model that is aimed to be submitted steps to solve to the problems of typography concord and identity towards progression are meant to be taken. It also aims to create an integrity by making the design more qualified and with to increase sensibility by schematic and social responsibility. Keywords: Digitalization, Web Design, Typography, Sustainability 1. G!R!# 1990’ların ba#ında World Wide Web (WWW)’in ortaya çıkı#ı ile internet, hem multimedya uygulamaları açısından uygun bir platforma dönü#mü#, hem de ticari kullanıma hazır hale gelmi#tir. WWW üzerindeki ileti#imin kurallarını belirleyen HTTP’nin (Hyper Text Language – Hiper Metin Aktarım Protokolü) ortaya çıkı#ı WWW’nin hızla yaygınla#masına neden olmu#tur (Ba#aran, 2010: 152). 1990’ların ikinci yarısından itibaren ise de!i#tirici ve dönü#türücü bir etki yaratan internet ve beraberinde gelen yaygın kullanımı ile web temelli teknolojiler; son yıllarda sayıları binleri bulan internet #irketlerinin ortaya çıkı#ı ile günümüz rekabet ortamı olu#mu#tur. Türkiye’de internet ba#langıçta, tüm dünyada oldu!u gibi, bilgi aktarımı amacıyla kullanılmı#ken; 1995 yılı içinde, dünyadaki geli#melere paralel olarak bir takım yapısal dönü#ümlerin ya#anıyor olması dikkat çekmektedir. Türk giri#imciler günden güne artan bir talep ile internet ortamını, web sayfaları, elektronik posta ve di!er servisleri ile, kullanıcıların beklentileri do!rultusunda, etkile#imli olarak, özellikle tanıtım ve pazarlama için kullanmaya ba#lamı#lardır (Tutar, 2005: 185). Copyright © The Turkish Online Journal of Design, Art and Communication 46
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