WEBSITE ANALYSIS

intent

briefly showcase the content the magazine focuses around to attract viewers and also to get viewers to subscribe to the magazine. This is especially targeted towards people who enjoy design, especially architecture and interior design.

voice

I would say the voice is fairly calm, collected, soft, tranquil, relaxed, organized. This is communicated through the smaller and uncomplicated font and font size. Even the headers are not noticeable because they are bold, but rather they have a different line weight. The font size is much lighter but not bold which doesn’t make the ‘voice’ too loud and disrupts the more civilized and calm feeling of this website. I would describe the "voice" as the following...

• calm
• collected
• organized
• modern
• simplistic

tone

The tone is pretty simplistic. It’s very image heavy which makes sense because it’s an interior design based site and it’s not as effective to describe these areas with homes. It’s much more appealing to consumers through images. From this, I would say the tone is simplistic as well as somewhat organized and put together. It’s also a stereotype that people who do read architectural digest are very put together and organized people, so I would say that these attributes carry over to the tone of the website.

brand

The brand of this website is very consistent, there is no question that this was designed by the same person with a strong idea of how she wants to be represented in a professional setting. The modern look of the website, as well as the modernity of the interactions and movements, make it feel upscale and serious.

The photos that are displayed on the website have clearly been professionally taken, with all of the main ones having a white background. On top of that, the main color of the website is white, with all the text either pure black or shades of gray. The font also adds to the idea of this design being sleek and modern because every font used is sans serif.

The benefit of having a design like this is you are more likely to be taken seriously in the workplace, and that is helpful especially when you are an independent designer. The design is also calm and does not take away from any of the products that she is displaying, putting the emphasis solely on her work. The drawback of having this type of design is the idea that it could come off as cold, or lacking in personality. It is hard to judge Mowat’s character, especially if the viewer does not know her personally.

personas

this could represent those in the design industry, especially architecture, interior design, product, design, etc. It can also account for anyone who might be interested in design whether or not the person is involved in design. A person that would be on this site is most likely put together, and visits museums in their free time. Is cleanly, studious, more introverted and independent.

1. Sara is a 3rd year architecture student at Carnegie mellon. She’s an early riser who enjoys drinking black coffee in the mornings before going to the local library to finish her homework. She’s fairly studious, and while she may be a teacher's pet, she’s hardly stuck up. And While she may be an introvert, she’s not afraid to ask questions and argue with you. In her free time she prefers a night in with her cat while watching documentaries and eating a pint of caramel ice cream.
2. Lenny is a 20 year old girl living in New york. She’s currently taking a gap year to look at her life choices. She likes constructing and doing handy work. Even better, she enjoys interior design work, especially a maximist style with lots of shapes, colors and trinkets, around her apartment. Lenny works at the coffee shop and in her free time she likes to do some light drinking and read a romance novel with lit candles. Lenny is friendly and gets along with everyone. She’s cheerful and is probably a people pleaser.
3. George is a man in his mid 30’s with a stable job and decent house in the suburbs. He works as some kind of lawyer and is still the kind to read the paper every morning. He enjoys drinking whisky at the bars, but not too much because he needs to head to the office the next morning. George has a husband who also enjoys looking at the paper, and together they have renovated their home the past 2 years to be exactly what they want. George is clever, and is always calm and collected, he rarely will raise his voice. Maybe a disappointed nod every once in a while.

wireframe

"home" page

copy deck

Title:

AD it yourself

home

Header

63 Fireplace Ideas That Make a Statement and Dress Up Any Room

Body copy

Are you currently in search of fireplace ideas? Nothing feels more inviting and enviable than a stylish and statement-making hearth in your living room—or in any other space in the house, for that matter. After all, a good fireplace design can anchor any room, all the while offering the practical benefits that come with the cozy centerpiece. “The fireplace is another opportunity to connect the architecture of the house with the decor,” says Louisville, Kentucky, interior designer Bethany Adams. “The fireplace surround and mantle can be used to incorporate new colors, textures and patterns to your overall decorating scheme.” With these thoughts in mind, we reached out to top interior design pros and took a dip into AD’s own archive to uncover 63 truly stunning rooms, all of which feature a beautiful place in which to build a fire. The homes of Anne Hathaway and Diane Keaton are included, as are other abodes with noteworthy fireboxes, stone fireplaces, and eye-catching modern designs any homeowner would love. Whether you take inspiration from these design concepts to recreate your own rendition or hire an interior designer to help you along the way, you certainly won’t be lacking in exciting fireplace ideas for long. Now, you just have to stay on top of cleaning these beauties.

competition

This site is a lot more eye-catching when compared to AD just because it has a large display of a beautiful interior of a room. It was smart to use a large portion of the website to first display an eye-catching image.