www.aveda.com

The first website I choose is aveda.com and it is designed to sell their line of hair, skin, and body care products.  When the first screen loads you are presented with a very appealing, organized layout.  The main screen opens quickly and you don’t have to search around to find what you’re looking for.  At the top of the screen there is a bar with all the possible product segments.  By clicking on one of the segments you can further narrow your search.  To make it even more simple, there is a product search engine on the first screen.  I also feel that the animation and graphics are to a minimum and not overwhelming.  When talking about the use of white space, there is plenty of this on this website.  There is a lot of white space being used on the left and right margins of the screen.  The use of headings is also fluent throughout the first screen and there are no paragraphs, there are just words or phrases.  Sometimes this website uses capital letters.  I’m not sure if it’s too much, but it has never seemed to distract me before.  The font that is used also varies.  However, all the different fonts are clear and easy to read.  There are no crazy looking fonts.  As far as the margins, on the home screen all the information is boxed and going down the center of the page.  Inside the box the information is organized.  Also, there is a little animation box at the top underneath the bar of product segments, which I believe is just enough to add life to the page.  In determining the audience, we first have to consider that this is a company that sells beauty products.   I think that this website is trying to reach mostly women, but some men.  Also, we have to consider the pricing of these products which I believe to be moderate to high.  Most college students may not be able to afford it and most elderly people are not familiar with the brand.  The age segment is probably anywhere from the age 25 to age 55.  So, this website is targeting a middle class female from age 25 to 55.  I think the website catches the audience’s attention.  The web page’s colors and style represent a more mature, calm, and peaceful tone.