Website analysis
Analysing Websites:
Assessing what works and what doesn’t work online in terms of design can help you as you develop your own web projects. It is also important to evaluate the content validity of a website.
What is the purpose and audience of the website you need to design?
What websites have you looked at that are of similar purpose to your own?
What is the purpose and audience of the website you need to design?
What websites have you looked at that are of similar purpose to your own?
Ed Sheeran:
Ed Sheeran’s official website features an advert for his new album before being able to access the home page. This picture of the new album also includes the artists that he has collaborated with. This is effective in appealing to a larger demographic and therefore interests the audience enough to go to the home page at the same time as encouraging them to buy the album. Furthermore, the visual style of the home page is quite basic – it includes: the menu bar, artist logo, music video of latest single, advert for tour, tour dates, latest news and latest merchandise. This format allows the audience to get snippets of information so that they are hooked enough to look at other parts of the site. Having the menu bar at the top of the page and having links to the other pages throughout the home page makes it easy to find and understand information.
In addition, the website shows consistency. The colour scheme of black and white is shown throughout and matches with the album cover shown in the advert that you see before accessing the website. The background is in white while the font is in black. The white background highlights each picture and information making them appear bold and drawing attention to the audience. Also, the black font matches the artist logo and album cover – the album cover shows an inky/messy typography while the logo uses a traditional type writer font that is a trademark for the artist (which is why he doesn’t need a biography). This type writer font shows that Ed Sheeran is ruff around the edges (therefore matching with the album cover) but also traditional. The rest of the text on the website follows the serif font that is featured on the album and logo but with less bold and more formal – showing that it is informative text. This font is used throughout emphasising the consistency of the website and creates a formal and tone. Moreover, the only other colour that is used is light blue. This colour matches his last album, Divide and is used for the information surrounding his tour dates. This is done because it draws the attention of the new audience as the ‘ticket’ button stands out but also appeals to longer standing fans who are aware of his other music.
What kind of information determines purpose, audience, and audience needs?
PBS for kids
- The purpose of this site is shown through the colour scheme and layout. The colour scheme includes bright yellow, green, blue and pink creating a happy and fun mood that appeals to a younger demographic. Furthermore, the layout on this page is more crowded and interesting: the top of the page includes pictures of popular CITV shows such as Curious George that are animated to hook the audience and is then followed by a grid focusing on games that they can play with bright pink buttons encouraging the audience to click on them and watch videos and play games – this shows that this website is designed for fun and appealing to a young demographic between 7-12 year olds. However, this website isn’t just aimed at a young demographic but also parents: at the top and bottom of the home page they have buttons for parents that sends them to a page that includes information such as ‘parenting resources and tips on raising children’ showing that this website is also informative.
PBS for adults
- In contrast this website has a different purpose then the PBS for kids. The layout and colour scheme is more basic and the mood and tone is formal rather than fun and exciting. The menu bar at the top of the page shows a sign in section and a donate section suggesting that this is aimed at an older demographic who are aware and can donate to PBS. The menu bar is followed at a range of slides of different TV programmes such as ‘Endeavour’ and ‘Rivers of Life’. These programmes follow more serious themes, reinforcing that this website is for adults. Furthermore, instead of games this website gives the audience the opportunity to ‘join the conversation’ on Twitter and other social media platforms, showing that the audience is more mature and interesting in topics that they can debate. This is a complete contrast with PSB kids as it deals with more serious themes in the news and TV programmes it advertises whereas PSB kids is there to appeal to kids and offers a place for them to have fun.
Evaluate three music artists' websites for design and content:
Beyoncé:
Visual layout –
The most eye catching visual elements on this home page include the logo of the artist and the advertisement for the film that she is featured in. This is because the trailer for the ‘Lion King’ film takes up the whole of the first section of the home page and is therefore the only thing (other than the menu bar) that you can see before you scroll down. Also, the logo is eye catching because it is positioned in the centre of the white menu bar in a bold, black font to make it stand out. Furthermore, a gif including Beyoncé and Jay Z in a music video follows the trailer. This is useful in advertising the artist’s other music videos but also when paired with the flashing ‘Never have to hide love’ bold lyrics acts as a decorative feature of the website and appeals to fans who are aware of her marriage to Jay Z. The decorative feature is also useful in adding bright colours to the bold colour scheme. The main colour scheme is black and white creating a formal and bold tone – whereas the red, orange, yellow, green and blue flashing on the page creates a fun tone that mimics a beat. Moreover, the overall layout follows a clear and appropriate structure – the menu bar is always shown even when you scroll down, giving the audience easy access to parts of the website. Also, through the gallery of images and trailer it is clear that the home page is about advertising the artist.
Consistency Structures-
The subsequent pages are very consistent as they follow the same layout of a scroll of images of the artist. This repetition is helpful to the audience as they can easily find the information. In addition, the font size and typography stays the same throughout which highlights to the audience that this website is mostly informative. The black and white colour palette is also repeated to keep the tone the same.
Colour Scheme –
The main black and white colour scheme creates a bold tone that is associated with ‘Beyoncé’s’ image of confidence. The black font also shows that this website is mainly informative. There are also decorative features such as bright colours being occasionally used in gifs which draws the audience’s attention making them hooked.
Representation of artists –
Throughout the website numerous images of the artist are shown as you scroll down on each page. The majority of these are close ups of the artist showing that this website is all about her. One of the images shows a medium shot of Beyoncé and Jay Z appealing to the fans of Beyoncé who know they are married. Furthermore, her name is only shown in the logo at the top and there is no biography – only a montage of pictures of her day to day life in the ‘vault’ section. This is because she is well known and doesn’t need to tell the audience who she is – the repeated bold tone and pictures throughout reminds them. Also, the montage of pictures of family life appealing to the audience as she is connecting with them and appears for human. Moreover, she also tries to use her fame as a way to help people – she has #BEYGOOD page which promotes her charity and encourages people to donate.
Overall –
The overall impressions that the website creates is that the artist is very successful and involved in a lot of projects: #BEYGOOD, Lion King, own music, pictures of life. The most effective section is the home page as is advertising a lot about the artist: her film, her songs, her married life and photoshoot pictures – this is important as it is the first thing that the audience sees and so they need to be hooked. Whereas, the least effective section is the merchandise pages – these pages only take you straight to Adidas. Although this could be seen as a positive as the artist is promoting fitness it could also be disappointing to the audience who are expected a personalised clothes line. Overall, when planning my own website, the ideas I could incorporate from this website is the range of images and the position and size of the logo and video so that it is the first thing that the audience sees.
Taylor Swift:
Visual Layout –
The most eye catching visual elements on this page is the image of her new single and the button to stream and download it. This is because of the completely white background that highlights the bright pastel colours of pink as well as the image and button being positioned in the centre of the screen. Furthermore, this image is followed by a black background that promoted the upcoming new album. There is no text other than “pre-order”, “stream/download” and “deluxe versions”. This home page is purely advertisement and has no decorative features. This basic layout is effective in highlighting to the audience the main information so that they are more likely to buy the album/single.
Consistency Structure –
The only subsequent page is the merchandise, the other menu bar sections link to other parts of the home page. These sections show consistency as the same background in the new album cover is used as backgrounds in the section to buy a deluxe copy of the album. This consistency in the use of a pink colour palette helps maintain the purpose of the website: promoting the new album. Furthermore, there is very little decorative features – the bright colours and backgrounds used are used for advertising the new album and the animation of the merchandise is to reinforce the idea of buying them. The repetition of these features is used to convince the audience to buy/stream her music. The fonts also show consistency (showing that they are there to inform the audience) – the only typography that is different is the logo for the album and Taylor Swift’s name. This has been done to make them stand out and again to perform the purpose of the website = the advertisement of her new music.
Colour Scheme -
The colour scheme is white and light pink. The white is used as a background/border (a conventional trait in artist websites) while to range of pastel and light pinks are used throughout in backgrounds, images, and typography of the album. The pink I successful in conveying the tone of the website – it is used in the image of the clouds (which is repeated on subsequent pages) from the single cover to connote a dream like feeling. This image is also used on the new album cover ‘lover’ which fits in with the dream kike feeling of being in love. Furthermore, this repetition of the colour reminds the audience to buy the new song/album.
Representation of artists -
On the home page the same medium close-up is repeated – this is the photo for the new album. By repeating this photo, it reminds the audience to buy/stream it. The only other photo on the website is on the merchandise page – this includes her using a phone case in her latest music video ‘you need to calm down’. In addition, her name is only used once in the whole website (in a very faint cloud light typography in the menu bar) and she doesn’t have a biography. This is because she is an extremely well-known artist whose website’s only purpose is to give a platform to sell her songs. However, the image of the tattoo of a snake turning into butterflies on her back in the single cover hints to her previous album reputation – which took a spin on the reputation of the artist being a snake. This is the only piece of information used about her and would only be recognised by fans. Reinforcing the concept of the website only existing for people who know the artist and want to buy her music.
Overall -
Katy Perry
layout
The first thing that catches your eye is the advertisement of her new single before you access the page. By doing this it ensures that the audience are aware of it and encourages them to look through the home page and rest of the website to get more information. Once you enter the home page you see the new album cover again and the bold logo in the top left of the page. This is effective in reminding the audience who the artist is. As you scroll down there is access to the music video of the new single and a gallery scroll for other music videos, a link to the merchandise section with a preview and a photo gallery. This layout is quite simple and has no decorative features – it focuses mainly on advertisement and informing the audience. Even the colour palette reflects the album cover and is there to reinforce the idea of buying/ streaming her music. Furthermore, the layout of the text is like other artist websites.
Consistency Structures
This website is very consistent: the advert, homepage and other subsequent pages such as ‘news’ and ‘tour’ follow the same layout, fonts and colour schemes. The only variation in typography is the artist logo and album cover title on the picture. This repetition helps the overall purpose of the website = advertising the new album and reinforcing the idea to buy it and listen to other music she has created.
Colour Scheme
The colour scheme is white and orange. The white is used as the background colour and is effective in making the text look bold and highlighting the images. It also compliments the bright orange which is seen on all borders of images and texts. It is incorporated on all subsequent pages. This has been done to remind the audience of her new album – the colour orange in used in her outfit and matches with her golden hair. This colour is added to create the tone of summer and brightness which is highlighted in the album cover by the bright sky and light shining on the artist.
Representation of artist
The artist is represented on the webpage through a range of medium shots of her on her own. The only images you see of her with someone else are in music video covers which feature a love interest – a common theme in pop music. There are a lot of images including previous album covers and a ‘photos’ section. In addition, her name is only used I the logo and on the album cover. There is also no biography – probably because she is a well-known artist and doesn’t need one.
Overall
The overall impressions the website creates are a summer tone (appealing to young demographic who are starting their summer holidays) and is purely informative with no decorative features. Even the colour scheme is used to reinforce the idea of buying the new album. The most effective section is the home page as it gives all the relevant information and interests hooks the audience by highlighting the new single. Whereas, the least effective page is the photos section as it only shows photos of her music and tour which you have already seen in other subsequent pages – in this page you would expect some personal photos to show her day to day life so that you can connect/relate to the artist (appealing to demographic). In conclusion, for my own website I could incorporate the use of an advert at the beginning to encourage the audience to stream the music and incorporate the same colour scheme throughout which links with the album cover to reinforce this idea to listen to it.
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