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a brand and is likely to elevate the relationship with a brand from awareness to
intimacy. After all, when someone makes you feel good, you're likely to want to
be with that person as often as possible. A look at Chanel's website will confirm
what I mean by a website that focuses on the “eyes” and as previously mentioned,
Van Cleef & Arpel's website confirms what I mean by focusing on the “mind”.
Boucheron on the other hand uses an indirect approach to influence the mind
through a strong play on the “eyes” through visuals (Figure 4.3) (except if these
websites are re-designed before you read these lines!).
Figure 4.3 Van Cleef & Arpels and Boucheron, two high-jewelry brands with
extensive website content, have approached the luxemosphere differently on
their websites. The former focuses on arousing feelings in the “mind”while the
latter emphasizes influencing the website visitor through the “eyes, i.e. visuals
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