Researching into Web Pages
Condé
Nast
The Condé Nast website follows codes and conventions that
allude to a typical style magazine whilst also reflecting its status as a
luxury and cultural publishing company. Firstly, the headline ‘Conde Nast’
appears in bold and is stretched across the page as you enter the website,
following by engaging subheadings including ‘The Conde Code’ which indicates
the company’s beliefs and values. At the top of the website, the search bar,
icons and sharing tools can be accessed to give full interactivity with active
audiences- This aligns with Clay Shirky’s ‘End of Audience’ theory, which
suggests that audiences are no longer passive consumers of media. Instead, they
have become active audiences with the ability to like, share and comment on
content, directly engaging with creators and companies. The website uses a mix of serif and sand-serif
fonts, creating a balance between modernity and sophistication, appealing to
its audience whilst also being easy to read. The website prominently features
themes like lifestyle and celebrity influence, with dedicated sections for
travel, fashion, food, and iconic figures, each having their own separate page.
The homepage layout features rotating banners showcasing major stories and
cover features, designed to capture the attention and immediately engage the
target audience. The article pages include a central column for content and
sidebars for recommended/ trending content to encourage deeper engagement. The
colour scheme is predominantly neutral, featuring white, grey and black to
reflect the company’s elegance and history. Throughout the website, Conde
Nast’s cultural identity and visual sophistication are reinforced by the model
images. Lastly, comment sections, newsletters, quizzes, and shoppable content
can be identified on the website which encourages the audience to engage with
the website and receive daily updates on new posts and ideas. Similarly, Conde
Nast Instagram page has around 180,000-211,000 followers with typical
engagement of about 0.15%-0.21%, whereas their Facebook page reaches just under
60,000 followers; this could be because the company channels most brand
engagement through its individual publications like Vogue and Vanity Fair.
The Marie Claire website shows the headline in bold and in
lower case, centered at the top of the page, immediately reinforcing brand
identity and ensuring it is unmissable to the audience. Social media icons and
share buttons which predominantly feature underneath the headline reinforces
the engagement of a modern, active audience as they can be directed to the
company’s social media platform to share, like, and comment on posts. Following
this, the website includes a top navigation bar with categories like health, hair
and beauty, fashion, culture etc. and a search and newsletter sign up; this
increases audience interactivity by allowing users to easily search up for
specific content and subscribe to updates, keeping them engaged and informed. Moreover,
a promo code section located near the bottom of the page encourages audience
engagement through persuasive prompts such as ‘save’ and ‘spend less’. The
colour palette of the website is predominately black and white for a sense of
sophistication whilst also highlighting the colourful images throughout the
website, showcasing models, travel, and lifestyle to dedicate the attention to
the contents. The theme and contents of the ‘Marie Claire’ website helps engage
the female target audience as it has a clear core focus of featuring contents
that will appeal them. With interactive themes and ‘shop’ themed content, audiences
are targeted and encouraged to stay on the website, clicking onto anything that
attracts them. The website accumulates an average of 104,000 daily visitors per
day with about 3.1 million visits per month globally. On social media platforms
like Twitter, marie claire has around 2.15 million followers in comparison to Facebook,
which has about 3.5 million followers.
On the ‘Elle’ website, the logo ‘ELLE’ is displayed at the
top-left on the website with a sleek sans-serif font to maintain elegance,
visibility and brand consistency. The top bar shows a range of categories like
fashion, beauty, culture, horoscopes, news and politics, and magazine contents to
direct the target audience to certain sections they are interested in. The main
target audience would be engaged in the ‘fashion’ and beauty’ categories as
they would typically be females who are interested in beauty products and
clothing as opposed to the secondary target audience where they would be engage
in the ‘culture’ and ‘news and politics’ categories. In addition, below the
category sections are distinctive images showcasing celebrity icons- the active
audience are visually guided to click on these images based on what catches
their eye, rather than having to read through vast amounts of text. These
images will further engage the audience as certain celebrities are instantly recognised
due to their fame and presence on social media. Linking to Shirky’s ‘End of
audience’ theory, noticeable prompts such as ‘subscribe’ and ‘order now’
immediately fascinates an active audience to engage with the website to receive
exclusive news and products from ‘ELLE’. This shows how passive audiences aren’t
so evident anymore as they are now interacting with popular brands such as Elle.
The main colour scheme consists of white and black with a few images reflecting
other colours like red, blue and pink. The white and black background of the web
page adds a sense of elegance and cleanliness, whereas, pink and red is often
associated with femininity, so these colours would appeal the female audience. The
webpage receives a total of 35.2 million visits from audiences with 60% being female
and 40% being male. On social media, Elle’s Facebook page accumulates a total
of 5.8 million followers with an average of 5.27 million likes, while its Instagram
account has an around 7 million followers, with posts typically receiving up to
90,000 likes.
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