And getting to the content is not a formidable challenge: it’s built to let the user navigate, and there are multiple “connections” throughout the site, i.e., there are no dead-ends where the user is left with nowhere else to go. It’s quick and easy to jump from artist to exhibitions to related multimedia. The site uses a familiar but sleek top navigation bar to provide the user with a menu of areas to click to. The navigation menu is only revealed when the user needs to click to another portion of the site. When the mouse is not near the top of the site, it fades away. The effect is not only to clear up space on the page, but to encourage the user to spend time scanning the page they are currently looking at. With no links at the top to distract the eye, the user doesn’t feel like he/she has to rush off to another portion of the site. The site itself features an all-white background and the only color comes from the art featured on the site; all links and text are either black or a soft grey, while exhibition images pop with contrast and color. The clean white background highlights the artists work; it doesn’t compete with background images or other navigational elements. There are numerous methods of getting to the content. Users can browse by exhibitions—either current, past, or upcoming. Or, if a user is looking for information on a particular artist, there is an “Artists” page with the full list of exhibited artists featured. The artists currently being exhibited are featured with a thumbnail image at the top. The “Shop” section offers access to all the publications, editions, and catalogue raisonnés that Gagosian has produced; it’s an invaluable resource for collectors, art lovers, and historians alike.
The Art World and the World Wide Web. Essays, Interviews and Case Studies.