Week 3/ Markland

I also looked for examples of Lupton's explanation of the strategic use of hierarchy. The website for BCBG, a high-end clothing line, makes great use of hierarchy to make their website easy to navigate. There is a separate section for each type of clothing, which drops down to a list of different subcategories. While the typeface itself is consistent throughout each category and subcategory, the subcategories are a smaller size font and are highlighted in an opposing color from everything else when the mouse is scrolled over them. Also, the images are extremely bright and contrast with the black/white typography of the different clothing lines, which adds to the organization of the site. One other thing I noticed is that the SALE section of the website is the only category that is written in red rather than white, which is a useful strategy because most consumers search for those good bargains when shopping.

http://www.bcbg.com/home/index.jsp