Information Technology Reference
In-Depth Information
store or showroom is never left wide open for passers-by to enter at will. The
door is often closed but the store uses the window displays and the visible
store decoration to invite the visitor to come in. The welcome page serves
the same purpose. First, it reinforces the web visitor's arrival at the brand's
territory through visual displays such as the logo, colors, symbols, images
etc; then it validates the brand's identity using the brand's signature codes
in the page concept; then it invites the user to come in and experience the
world of the brand through the ambience evoked on the page; and finally the
visitor is ushered into the world of the brand through a personalized expe-
rience promise from the choices given for location, languages and content.
I've seen too many luxury brand websites that present the welcome page as
if it were an unnecessary page or a make-do page for language and location
choices. In this case, the brands use this page to plaster their logo and pro-
vide a list of a few language options without considering the brand identity,
the evoked atmosphere or creating the desire to explore the website. What a
wrong approach! Other websites portray the welcome page as an excuse for
presenting heavy (and often long) flash animations without providing con-
trol tools. The welcome page serves both symbolic and functional objectives
and should therefore have a high visual impact through images and other
visual elements. It should make the right first impression and also emanate
a specific ambience linked to the brand's core identity and should evoke the
desire to explore the brand's world. Saying that there should be a balanced
integration of both the functional and symbolic elements that support these
objectives would be stating the obvious. A luxury website that has integrated
an effective welcome page without “overdoing” or “underdoing” it is Swiss
jewelry brand Adler (Figure 4.4).
Figure 4.4
Swiss luxury jewelry brand Adler is one of the few brands that have
effectively incorporated the visual elements that support both the requirements
of the luxemosphere and functionality on its welcome page, without 'overdoing'
or 'underdoing' it
