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Jovino: Relatively Speaking

In audio mixing, sometimes the best way to turn up a guitar solo is to turn down every other instrument. After all, loud is only loud in relation to what's not loud. The same is true in design. If every navigation button and every swooshy logo is screaming, "Check me out!", then it's time to pick the element you want to be the loudest and turn down everything else.

Jovino.com (see Figure 12) is an excellent example of how a single, colorful, oversized element can "roar" when set in an otherwise "quiet" context. The classic commercial example of this technique is the much discussed apple.com (see Figure 13). Whether you like or dislike Apple's site, you will never accidentally overlook its featured special.

Figure 12 jovino.com.

Figure 13 apple.com.

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