This week I am reviewing the design of the blog “Mel’s Lavish Luggage”. This is a blog dedicated to travel and local culture reviews. The blog focuses on the creator (Melody’s) personal travel experiences. The content posted so far appears to be very informative and well written. However, today I am evaluating the design, not the content. I will do so taking into account the five design elements (balance, rhythm, proportion, contrast, and unity).
The website is very organized and uses script fonts, images, and colour to bring the page to life and keep the viewer intrigued. The most successful design principle being used is rhythm. The way Melody has constructed the user interface design on her website allows the viewer to move through the space and view the hierarchy of information correctly. Upon opening the home page, the eye is drawn to the sites title, then it flows to the navigation menu where visitors can view content based on their own preferences. Lastly, the eye will flow to posts and other content. This rhythm ensures that readers first understand who/what the brand is, and then they can move down the page and consume content.
I propose that melody consider the following design elements in order to improve her website. First, the scale of the banner behind the site title is extremely large, and when viewed on a computer, prevents any content from being shown right away. It is smart to have a banner as it draws attention, however, the proportion is to large in contrast to the rest of the site’s content. You may also consider using colour, texture, size, or shapes to contrast certain elements from one another. In addition, the image being used in the banner does not reflect the sites content, nor does the site title. At first glance, due the title and image of palm trees I assumed this was a website devoted to luxury luggage, not travel. Considering most of your posts are about Europe, perhaps a photograph from one of the cities there would be more appropriate. It is important to design based on who your target audience is and how you want your brand to be perceived. As a designer, we have full control over this process, but it is important to see beyond our own likes and dislikes. Travis Gertz makes an interesting point on this part of the design process by stating “We now have seemingly god-like access to the ways people use our products. It’s like having an all-seeing eye gazing directly into the hearts and minds of our audience” (Gertz, 2015). Thus, I suggest Melody carefully examine who her audience is/ who she is targeting and design for that perspective.
The unity is quite strong with the exception of the font used in the title. I really like the other fonts used on the site for the headings and body text. The font used in the title does not harmonize well with the other fonts used as it is very thick and over dramatic. However, the consistency of the colours and weights of fonts is very strong and adds to the unity of the site.
Gertz, T., & Travis. (2015, July 10). Design machines: How to Survive the Digital Apocalypse. Retrieved from https://louderthanten.com/coax/design-machines.