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Can Hollywood provide the web design
industry with a useful metaphor for
production values?

Craig Fotheringham, editor of thinks so and
has come up with a classification
system for website design values. These
are Studio, Dogma and Gonzo.

He stated:

"Studio films have high production
values, a cast of thousands, special
effects galore and the stars are
treated to personal trailers, champagne
on tap and pretty much anything else
they ask for. Studio productions are
capable of making big money, but if
they fail tens of millions have been
lost. If I say you begin to get
the point of the analogy.

"Gonzo is a form of homemade pornography
that has become hugely popular and
highly profitable over the last few
years. It is characterised by shaky
hand-held cameras and an
individualistic and idiosyncratic use
of techniques. Geocities is bursting at
the seams with classic gonzo homepages.

"Dogma is a film making style developed
in Denmark which describes itself
as ‘a rescue action’, encouraging a
back to basics approach which forgoes
any kind of special effects and insists
on the use of handheld cameras. At a
superficial level it can appear to have
some similarities with Gonzo. The
spiritual leader of the Dogma approach
to web design is ironically also from
Denmark. Jakob Nielsen is a ‘Usability
guru’ who believes in making sites
which are easy to use and fast to

The full text of this article can be
found at


Craig Fotheringham, Editor,

Tel: 01355 521489

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