Information Technology Reference
In-Depth Information
a not-so-savvy web user may become utterly confused with the multiple pos-
sibilities presented and may easily get lost after a few clicks or worse still,
may not bother venturing into the website for fear of becoming lost during
the visit. Although not all web users will be deterred by the home page pres-
entation, the notion of a high impact and a promise of an elevated experience
have already been brought into question from the home page.
Figure 4.2 The visual impact of the accuracy, movement and precision of
Rolex's real-time Oyster Perpetual watch shown on its homepage contributes
to a positive online experience through arousing the curiosity to discover the
brand's universe online
Although both Rolex.com and Dolcegabbana.com have extensive content
on their websites, Rolex's website demonstrates a strong focus on driving the
discovery of its world through a focal point on the online experience, while
Dolce & Gabbana's website focuses on its content as a key driver of the dis-
covery process, at least on the home page.
To ensure an enhanced and positive online experience, it is essential to create
the right virtual environment on the website. The main influential component
of this online environment is its atmosphere, through which a specific mood is
generated and an overall ambience is derived. Creating a specific atmosphere
in the virtual world, although a challenging feat, is possible through the appli-
cation of specific tactics that are discussed in the next section. These tactics
are linked to webmospherics , the strategy of creating a unique atmosphere in
the online virtual space with the aim of influencing the mind and gearing the
subconscious of the online user towards a positive experience that ensures that
it remains an extension of the offline experience and vice versa.
Moving beyond the webmosphere to the luxemosphere
You probably know the importance of drinking at least three liters of water
every day. Our mothers tell us from childhood, our doctors reaffirm this
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