VISUAL HIERARCHY
Topic Title > Logo > Brand name. The purpose of the content is always paramount.
How do they structure their content?
MAGAZINE
WEBSITE
National Geographic’s publication covers have always placed a strong focus on the image, sometimes even above the iconic yellow border. Whilst their text logo is always large, it tends to be of secondary importance to the editorial story of the issue, which sits largely central to view.
Of all major touchpoints the website includes the largest amount of information immediately presented to the user. This is presumably an effect of attempting to capture the widest variety of people accessing the site who all have varying needs. Here, brand elements, stake a back-seat while large titles and yellow graphic boxes work to direct user attention.
APPS Apps for National Geographic, display a modern and minimal graphic layout. The brand logo is not accompanied by the company name as seen in almost all other touchpoints and excessive information is removed. Large open font titles with clear subheadings and information draw users down the pages and create a fluid and usable narrative.
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ADVERTS Due to the nature of TV advertisement, National Geographic only have a few seconds to sell the user a show, as well as provide enough information to access it. Clearly the show title takes precedent as to allow users to carry out further research if necessary. Viewers are then guided through the time and date information before finally encountering the brand name and logo.
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