Text Color Example

Intent

What is the intent of the website? Use the intent to inform all of the other qualities. This should be a short and concise statement, as in to sell skills.

Sunny Wu’s website is a portfolio presenting her personal work (books, ceramics, editorial, etc.). It showcases her identity as an artist.

Voice

What is the voice of the website? Is the site’s voice impassioned, assured, energetic, or conversational? Pick a number of descriptive adjectives that capture the experience that whoever had the site built attempted to convey the intent.

I find the site to be very friendly and welcoming. It’s full of bright colors and the personal logo of a flower truly brightens up the website. I also think the personalized bubble font on her name is fun and unique. Under the page about herself especially, “hello” and a heart greets the viewer as it floats across the screen. It has a consistent, bubbly personality.

Tone

Whereas voice is consistent for the site as a whole, the tone is a contextual refinement that helps convey the content. An about page may have a different quality about it than the home page or a page in the shopping cart.

I find the tone throughout to be professional in addition to fun. I think it's because of the sans serif fonts, which feel more modern. Each page is also very minimal, in a concise and clean format with no additional elements other than what could be considered necessary.

Brand

How does the website establish its brand? Is it consistent? Is it upscale, casual, youthful, objective?

Minimalistic, clean, bright and youthful are words I would use to describe her brand. It’s pretty consistent, with clear intent behind what fonts and pieces she has decided to showcase. The simplicity of the design allows the work to stand out without distractions, giving it an almost editorial feel, as though each piece has been thoughtfully curated. The consistency across the site reinforces the brand’s identity, maintaining a polished and professional look while still feeling approachable and creative. It strikes a balance between being upscale and casual, making it both visually appealing and easy to navigate.

Personas

Think of the many different users this website is addressing. If we were to write down the characteristics of any of these users and the label them, we would create a persona. Personas are composite sketches that reflect real-world behaviors, attributes, and attitudes of end users. You can start with yourself, as you are one of the audiences targeted by the website. Take, for example, Naoto Fukasawa‘s website, a Japanese industrial designer. The audience can be personas representing museums, corporate clients, architects that may use his products in their work, end users, students doing assignments for a web basics class, and the list goes on.

(Fellow artists/illustrators, clients, students, customers who want to purchase her work) Each persona interacts with the site in different ways, but the overall consistency, editorial quality, and intentional design elements appeal to them all in some way.

Fellow artists/illustrators: These users visit the site to explore her work, drawing inspiration from her portfolio and unique personal branding. They might appreciate the attention to detail in the design, animations, and presentation of her work. Fellow creatives are likely to be interested in how she incorporates new techniques or trends, as well as the way she communicates her identity as an artist. This audience values authenticity, creativity, and the combination of artistic vision with web design.Students, particularly those studying design, art, or web development, may visit the site for inspiration or as part of an assignment.

Clients: Potential clients come to the website seeking a professional yet personal representation of Sunny’s skills. They want to see a well-curated selection of her best work, presented in a clean, accessible format that reflects her capabilities. These users appreciate the minimalistic, consistent design that speaks to a strong editorial intent, giving them confidence in her ability to deliver high-quality, thoughtful work for commercial or commissioned projects.

Customers: These visitors are primarily interested in the products she has available for sale, such as prints or original pieces. They expect a straightforward, enjoyable browsing experience, where the art is the main focus. This persona values the clean, user-friendly interface that allows them to easily view and purchase items. The site’s bright, youthful energy creates a welcoming environment, encouraging them to engage with the artwork and make a purchase.

Wireframe

Competition

How does this website stack up against the competition? What does it have that competitor websites do not, in terms of voice, tone, brand, style, design and so on? Can anything be learned from the competition?

I think this website establishes itself as a fun yet professional site, which seems hard to do. While there are playful elements like the moving text, the minimalist/editorial style assists in . It's also easy to navigate. However, it is very similar to other portfolio websites in terms of format. i wonder if there could be a way of customizing the navigation bar to make it more personal and push it's unique qualities?