Aesthetics The aesthetics of a web page are where the customers initial views of a website begin. If the welcome page is, as it should be, ‘welcoming’, it starts the viewing process in a positive manner. However, if the website creates negative first views, then potentially, sales could be affected. Aesthetics range from the general layout of a page, to the colours, fonts, sounds, videos and images used. Each website will be given a mark out of 5 in order to summarise the performances in relation to the websites Aesthetics. Furthermore, Aesthetics are not just influential in relation to the home page, every element of the website must have effective aesthetics.
Colours Each website has it’s own identity, and often or not, the identity revolves around particular colours, fonts, style and images used, just to name just a few. ASOS, Topshop and H&M share very similar colours and styles. Each of the three websites use simple colours of a white background with black and grey foregrounds and lettering. The simplicity of the templates allow the images that are used to stand out and look more vivid.
This isn’t the case for Very. The main background colour is a light grey, however there are a number of bright bold colours used in the foregrounds; especially pink. Although pink is coherent to the logo of Very, it could be the case that men will be put off and are unlikely to be drawn to a website which is predominantly this colour.
Although Very having a pink based website could be seen as a disadvantage towards males customers, it could also be seen as a positive due to it standing out from other websites. It is memorable due to the bright colours used, whereas more plain and dull websites could be easily forgotten. Topshop, H&M and ASOS have a very simplistic design with minimal colour used in the website template, however, they all capture attention through the use of bright, bold images and writing. This is where Very lacks. Very does have many strong images but the customer has to dig to find them. In this area, Topshop and ASOS excel as the images alternate through flash, each directing to particular sections on the site. Creating attention through emphasis on images and words is important as the customers are directed to specific areas of the website. This is vital when the websites are promoting sales.
H&M and Topshop both have strong images however there is an evident lack of emphasis on titles/important fields in comparison to the rival that is ASOS. ASOS has the boldest, most eye catching images on its site when compared to the other three sites. Every image grabs attention and due to the design of the site, the images are the main focus and take up a large amount of the screen. Additionally, ASOS also advertise their latest offers, sales and other beneficial elements for customers, better than the other three websites.
Instantly noticeable and easily accessible images are cleverly placed on the homepage of ASOS for maximum affect.