WEb ANalysis Article
I wrote a web analysis for a company called Proof Eyewear. I had to analyze the best parts of the best parts of the website and discuss the specific terms and concepts we had learned in my visual rhetoric class. Since I am interested in magazine publishing, I decided to design my paper as if it were an article. I applied concepts I had learned in visual rhetoric and my other design classes. I also added visuals to make it more interesting.
DO GOOD Proof Eyewear, a growing company in Idaho, works hard to accomplish both. In 2010, Brooks Dame founded Proof Eyewear in Eagle, Idaho. He later invited his brothers, Taylor and Tanner, to join the company. The company produces environmentally safe and friendly glasses crafted from wood. They have also recently created glasses from old skateboard decks. Proof has added other products, such as shirts and accessories (mostly for branding), marketing their company’s name and mission. The main focus of this company is not only to make environment friendly products; Proof donates money to an eye clinic in India for eye surgeries. They have a “Look Good. Do Good” idea to focus on this goal of helping others. Though the company is fairly new, it is growing rapidly. The targeted audience ranges, but usually younger consumers. The products are hip, and appeal to youthful males and females. Originally, the company wanted to target consumers who loved the outdoors and outdoor sports, such as skiing, snowboarding, skating boarding, etc. But, Proof discovered their products appeals to a broader audience. They made a recent appearance on the TV show Shark Tank, and have experienced an increase in sales ever
since. But, they still want their focus to picture more often. Since younger remain on their charity work. generations usually don’t want to The purpose of Proof ’s website is focus on one picture, a changing to have a location where consumers picture would appeal more to them. can purchase the product. It is simple It makes the company seem new and and easy to navigate. Proof ’s simple, cutting edge, for Proof is using the colorful website uses emphasis, unity, newest technology in their website and classification, pattern, and contrast emphasizing certain products. to make the website usable and interThis website also uses unity to create esting to users. Proof also wants to a simple, interesting and consistent appeal to a younger, hip audience. The design that is very user friendly. Unity products look like is seen when a user first Proof donates money to enters the site. Using they fit into the hipster fad that is an eye clinic in India for hierarchy, the website puts popular in our culeye surgeries. They have the different subject tabs at ture today, which the top of the page. These is reflected in the a “Look Good. Do Good” tabs—collection, dealers, website. idea to focus on this goal media, family, and about Proof uses us—are easy to see and of helping others. emphasis on navigate. They all use the the main page same font and color, so it of the website to draw readers to the is easy for the user to know that they products. When readers first enter can click each tab to find out more the site, a large picture that changes information. The website also uses every few seconds can be seen on the unity with the calendar on the home main home page. This emphasizes page of the website. The calendar is set the different products that Proof up in the same format, so the reader sells, ranging from their wood glasses can easily review and understand the to their newest product. Since the information on it. This united format pictures are large and drastic, they will make it easy for readers to underare also aesthetically pleasing to the stand, since they don’t have to try to eye. This also appeals to a younger figure out a complex design. Also, it is generation, who like pictures to recognizable. When new pictures and be large and attractive. This image articles are posted, readers can easihighlights the featured products ly find what they need because they on the site. Many companies and already know the calendar. The unity websites use this idea of a rotating of the website design makes it easy to
Photos courtesy of Compfight
navigate and read. Along with unity, Proof uses classification in the website to easy for users to find the products. After the users click on the collections tab, the products are separated into sections. These sections are full of individual products, also classified into specific collections: sunglasses, skate, wood, eco, prescription, accessories, and apparel. When users click on these individual categories, they can see the collections located in each one. This classification makes the website easy to use. The users can just click on the collection and see the different glasses or products in that category. Proof uses a few different patterns on the different areas of the website to appeal to the users and reveal the company’s values. These patterns makes the website seem more interesting and hip. The first pattern Proof uses is the pattern of the circle. This pattern is used in their logo, with two interlocking “os.” This symbol is meant to show connection, which is a value and strong belief of the company. They translate this idea to their other designs on the website. On the main page, the rotating picture shows a picture of the three different glasses collections: wood, skate, and eco. The picture associated with each collection is in a circle. This repeated image and pattern shows that the company wants users to understand their belief in connection and doing good for others. Another pattern is seen at the top of the page, which has all the different social medias that Proof uses. Each button is made to look like a piece of wood, since wood is the major element used by Proof. Each button uses the symbol of the social media on the “wood” (pintrest, facebook, instagram, twitter, and youtube). It is important that that they put their social media buttons is a cool design because than they are easier to for users to find. Like many other websites, Proof uses their logo as a repeated pattern. It is at the top of the page as well as a few more
times on the main page. This reminds reader of the company, and helps them to recognize the logo. Along with pattern, this company uses contrast to keep users intrigued with the site. The logo combines red and black. These two colors also contrast against the white background. The headings and product names are always in the same, all caps font. This contrasts with the logo and lowercase body text. This is a good contrast; if the company used uppercase for the body text, it would be difficult for the users to read. But, since the uppercase words are short, they are easy to read. Proof uses these design elements of emphasis, unity, classification, pattern, and contrast to make the website usable and interesting. They want to create a website that is simple but still exciting. Much like the simple wood they use, their website is not overly flashy or colorful; it seems to adhere
to the natural colors. Proof uses these individual design elements to make the website easy for people to navigate while also making it interesting. Some websites don’t practice the design elements of classification and unity, making the website very difficult to use. If it is difficult, users will leave the site. Emphasis, contrast, and pattern help to entice the user and keep their attention. If a website is interesting, users will return to it more often. The youthful feel of the website also reflects the audience. Overall, the website conveys a hip, natural feeling. Since the targeted audience can vary, it was probably harder to find the correct overall feeling of the site. But, since Proof has a unique product, they wanted to convey that unique, cool idea in their website. Their design elements convey this feeling, drawing in a more targeted audience. Website: http://www.iwantproof.com/
I wrote a web analysis for a visual rhetoric class. I redesigned the article as a magazine.