The idea of hierarchy in Lupton's book is the idea of creating an emphasis through changing the text and characteristics of the text. The emphasis that stands out to me most through hierarchy is changing the color of the text. Francesca's Collections website does a great job of this. It highlights each category through an all-caps purple font, and distinguishes subcategories through lower-case white font. It creates both a clean cut and easily read website that attracts attention of the consumer. Their use of hierarchy helps keep the reader interested and allows them to easily find what they are looking for.
Thursday, February 4, 2010
Week Three│PHALEN
The idea of hierarchy in Lupton's book is the idea of creating an emphasis through changing the text and characteristics of the text. The emphasis that stands out to me most through hierarchy is changing the color of the text. Francesca's Collections website does a great job of this. It highlights each category through an all-caps purple font, and distinguishes subcategories through lower-case white font. It creates both a clean cut and easily read website that attracts attention of the consumer. Their use of hierarchy helps keep the reader interested and allows them to easily find what they are looking for.
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The hierarchal techniques that this website used remind me of the BCBG example I posted. I think that Francesca's does even a better job than BCBG because of the bright color differentiation and typography differences of upper-case and lower-case type between the categories and subcategories of clothing.
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