The Post-PSD Era

To be fair, I don’t think we’re in a post-PSD era, but I do think we’re moving towards a post-“full-comp” era. I can’t envision a project where I don’t use Photoshop. Photoshop isn’t the problem. It’s a great tool. My favorite, actually. It’s the stigma that comes with presenting a full comp (I define “full comp” as an image of a website viewed on a desktop, typically around 960px wide). By default, presenting a full comp says to your client, “This is how everyone will see your site.” In our multi-device world, we’re quickly moving towards, “This is how some people will see your site,” but we’re not doing a great job of communicating that.

As an industry, we sell websites like paintings. Instead, we should be selling beautiful and easy access to content, agnostic of device, screen size, or context. If you can get your client to believe in the sales process that you’ll do that for them, they won’t care what the site looks like.

Daniel Mall

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