Information Technology Reference
In-Depth Information
expect to see a strong use of the color orange on Hermès' website as well as
red on Cartier's, green on Rolex's and sea blue on Tiffany's. In general, color
indicators also point towards the effect of certain colors on the brain, particu-
larly in an isolated environment such as on a website. Colors such as light
blue and green are perceived to be “intelligent” and aid in memory recall
while others like purple and pink are emotional and are therefore likely to
influence brand affiliation. Suffice it to say that color adoption on a website
should be strategically linked to the brand's signature colors and that main-
taining color scheme consistency throughout the website is essential. It is
also important to ensure the presence of some background white space where
possible as this has a calming effect on the brain and ensures a harmonized
online visual experience. The target audience should also be considered in
color adoption as well as the ease of the color on the eyes, particularly while
being viewed on a screen. In addition, since color may be displayed differ-
ently on computer screens according to the screen resolution, it is essential
to ensure that the effect of the color scheme chosen for a website remains the
same irrespective of screen resolution.
Text
on a website has two dimensions: the size and the style. It's common
practice for websites to feature text in minuscule text sizes, which in most
cases are illegible. Luxury brands are no exception to this practice and sev-
eral have justified this by the fact that they have little text on their websites.
In reality, however, text ought to be legible. In the case where a website pre-
fers to feature small-size text to harmonize the look of the visual elements,
it is suggested that a text control tool which aids in increasing and decreas-
ing text sizes is integrated. Where possible, dark text color should be applied
against a clear background, particularly for sections with extensive text, in
order to increase legibility. In addition, the choice of words, clarity of lan-
guage and consistency of tone should be in line with the brand's essence and
should also suit the tastes and expectations of the clients. The language of
the website should also be clear, concise and consistent in its tone through all
the pages and should be in line with the manner in which the brand expresses
itself.
Graphics
include drawings, traces, pictures, charts and tables. They not only
give clarity to the message of a website, but also contribute to memory recall
of the products, features and information provided on the website. Graphics
also aid in improving the feeling of human presence online through giving
the impression of interactivity and exchanges. For example, animated pic-
tures may be used to introduce special collections and sections of a website
as Louis Vuitton has done in the past with several new product launches.
Coach.com also uses graphics to show the size of the leather goods against
the human form, through one dimensional avatars of various sizes. Graphics
are most efficient when used to reflect interactivity and not necessarily when
left dormant. Graphics may also be used as the theme for a website's design
