Introduction
The following is an analysis of the Communication Arts homepage.
It utilizes the PARC elements as its basis. These elements are
proximity, alignment, repetition, and contrast.
Proximity
The eye immediately identifies the four column format and is drawn
downward within each column. The use of varied color in the
backgrounds of the four columns instantly assists the eye in
differentiating between the sections. The viewer can somewhat
relax upon realizing that there is a strong sense of organization to
this website. In the area of “common mistakes”, there does appear
to be an excessive use of the available space. At no point does
the view get the opportunity to “breathe”. Instead, the reader is
forced to continue directly into the following item throughout the
duration of the website.
Alignment
Alignment is a strength of this website. There is little, if any,
mixture of alignments; the designer maintains continuity of line by
left justifying site items. Objects like photographs, a map, and
graphics related to the column topic enhance the columns. In no
way do they appear to be arbitrarily placed. The fact that they
are centered within their individual columns highlights them. The
simplicity of the topmost portion of the website is an asset, though
there is some “dead space” on the right side that is out of alignment
with the left side.
Repetition
There is repetition within the first three columns as there are url
references above each column heading. Additionally, the use
of a graphic image each of the four column headings and the bits of
information within them brings continuity to the overall design of the
site. The first three columns are the same height allowing the
viewer’s eye to move to the right without interruption. The
blue/purple text color in three of the four columns also bonds the
website sections.
Contrast
The contrasts of light, bright, dark, and fairly neutral column
background colors present a unique, yet effective, combination within
the site format. Unfortunately, there is inadequate contrast
within certain text color and the background color within the same
column. Examples are, in the first column, “The Motoglyph
Installation”, “Rail Europe”, and text under “News” of the same color
blend seamlessly with the background. This causes the reader to
skip over much of this text.
The extreme variance in column headline fonts could be considered
somewhat distracting. The choice of the designer to capitalize
certain section headings like “New Portfolios” and “Student
Subscriptions”, but not others like “features” and “columns” is
likewise distracting. The reader may even wonder if the web
designer has made grammatical errors.
Gestalt
Wholeness
The elements of proximity, alignment, repetition, and contrast work
together in this website in several manners. The sense of
symmetry though the column use unifies the site for the viewer.
The graphics and text color variance, particularly in the third and
fourth columns, present focal points. The columns carry the eye
downward for a sense of continuation that gives overall continuity to
the site. Chaos is not a term that would enter the mind of a
visitor to this site.
Resources:
Communication Arts
Website:
http://www.commarts.com/index.html