HP Newgram Brilliantly Simple - Design Overhaul
 Examples:
  • Newsgram in red (Rnd 1)
    - This is the original design

  • Newsgram in green (Rnd 2)
    - This is the 2nd round design that has:
    - top and bottom HP grey bars
    - no article images to contrast how it looks with the original version
    - Call, Click, Visit and Rely message at bottom
    - Brilliantly Simple added

  • Newsgram in green (Rnd 3)
    - This is the 3nd round design that has:
    - stair step tiles removed, 2x2 grid added
    - article images added back in (great decision)
    - Left Nav removed, Shopping Ads moved up and 2nd Ad made bigger

  • Newsgram in green (Rnd 4)
    - This is the 4nd round design that has:
    - TOC links added back in
    - other small updates

  • Newsgram in Orange (Rnd 5)
    - This is the 5nd round design that has:
    - Actual October header
    - actual DE Banner
    - Outlet added to side Nav bar
    - "new design" blurb added
    - Date added (couldn't make it work)
    - Friendly titles removed

Description & Notes:
> Theme: Make it more SIMPLE and Brilliant.
Try and give the reader's eye a break. Increase white-space, white-harmony.

> Goal 1: increase article visibility and make it easier to scan layout.
To achieve this, we toned down the subject headers like SUPPORT and FEATURE TOPICS. We felt these were very dominate in the previous layout. Instead we're trying to turn up the articles. One big way to make the articles stand out more is to add a simple thumbnail to each. It doesn't really matter much what's in the thumbnail, it can be vaguely related to the article. Most importantly the user will scan to the graphics, this bringing their eye to the articles.

> Goal 2: make the tone more like "a trusted friend"
Article headers like SUPPORT and FEATURE TOPICS have been BrilliantlySimple-ized to be more human, more like a "trusted friend". For example, Support is now accompanied by "How can we help you?"

> This design overhaul is done almost completely within the current content-sections framework.

- We recommend removing one content section: Table of Contents.
Why? we feel that TOC's may not be necessary in e-mail. TOC's are necessary in multi page documents, but in a one-pager, the layout itself should function as one big TOC. Meaning... the user is able to quickly scan the entire layout and read article headers, just as fast as they would a TOC. Plus TOC's take up valuable real estate and they do not encourage message scanning.

- Links now are in the place of the TOC.
- These links may need to be evaluated. Perhaps instead of Projects, online classes, etc, you could have more valuable, ROI generating product categories or the ever popular SALE.

- The only other new section is the Headline integrated into the top color bar.
> Overall Dimensions have been changed.
Layout can be described as "overlapping halfs". Message is not divided in quarters nor quite half. Left "Rail", is now more wider (cue applause from the shopping folks). Right article section has a "step-up" as it breaks from the top color bar. This will serve to bring it forward.
HP Shopping Advertisment
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