Research of websites: Vogue

Vogue

The last website I researched was Vogue. At the top of the website there is a large white banner dedicated to the masthead of the magazine/website. It is written using large, bold and capitalised letters in a black serif font. This immediately draws your attention without using any bright over the
top colours to draw attention to it. Instead, the monotone background and font used make a simple but daring statement. The font that is used for the masthead links strongly to brand identity as it has become a very iconic brand name and logo over time for high fashion looks. Inside the “O” of “Vogue”, “British” is written in a small, sans serif font. This establishes that “Vogue” is a multicultural brand that has international success as it would not say “British” if it was only well known in Britain, whilst also helping their audience to find the correct website for their location.

To the left of their masthead in the banner there is a small image of the magazine front cover of an edition of Vogue. This uses cross media convergence to advertise their magazine to their online readers and by offering a “FREE” gift when buying their magazine, it will entice viewers to purchase the magazine just for the gift as they will believe they are getting a better deal than if they were to purchase it regularly or buy a different magazine. The use of the buzz word “Free” would immediately draw the viewers eye towards the offer, especially as it is placed so highly next to the masthead, symbolising it is of importance unlike the other articles or offers on the page. Below the facts relating to the advert is a red puff containing the verb “subscribe” in a capitalised, sans serif font in red to further encourage the audience to be interactive with all aspects of the brand rather than just the online version.

Below this section of the webpage there is a navigation bar in the centre of the page, listed with  All these options are written in a bold, sans serif font in black, again following the monochromatic colour theme set so far. This gives the website a sleek and modern look.
topics such as “Fashion” and “Beauty” which are stereotypically feminine interests as well as “News” and “Arts & Lifestyle”, which are not traditionally related to women, but usually men. This portrays how they represent women and what the women who read this magazine are interested in. This links to Curran and Seaton’s theory that the brand would “respond to the concerns of the readers”. It also shows the variety of interests that the modern woman enjoys, whilst being helpful to the viewer as it makes navigating the page easier. Despite this, the “news” that the website offers is all related to fashion, such as “London fashion week”, suggesting it revolves only around fashion and beauty related topics rather than real world issues such as politics.

On the far-right corner of the navigation bar, there is a “follow” option. This links to the brands social media accounts such as twitter, Instagram and Facebook. This depicts them as a modern and innovative brand despite being quite old, as they know how to reach a modern audience using newer technology. It also encourages the viewer to support and be more interactive with Vogue overall.

The main focus of the webpage is the “top stories” section, which is under a bold, sans serif font in black. This again makes it one of the most noticeable points of the webpage, suggesting it too is important. Unlike other fashion magazine websites, this aspect of the page is not moving to show more options, instead it only offers four articles, highlighting their importance over other articles towards the bottom of the page.

 On the far right the article is directly linked to fashion and “JW Anderson on why collaborations get the best result”. This establishes the obvious link between Vogue and Fashion, whilst calling on the audiences’ knowledge of fashion and fashion designers such as “JW Anderson”. This helps to make the audience feel involved with the brand and their articles if they know who he is and his place in the fashion industry. There is a large image above the title for the article which is obviously the most distinct part of the article. The image uses a variety of pastel toned colours such as pink and green to stereotypically target women and make the image more interesting. The image does not feature any models, just the products of the collaboration mentioned. This gives more context about the article for the viewer to help them decide whether to read it or not.

Another article that is in the top stories section is “7 skin experts on how to treat acne”. Again, this  
will address the readers concern as many women are now conscious of their looks and skin. The image for this particular story is a close up shot, sideways, of a model with seemingly clear, flawless skin. This implies to the reader that if they read this article and follow the advice given, that they too will have clear skin like the models. The model in the image is not wearing heavy makeup, if any, therefore conveys the idea of natural beauty and purity. She is unconventionally looking out of the camera; however, this will be to keep the focus on her skin rather than on her facial features.

“The 13 best kaftans to wear this summer” is another featured article, however this does not convey stereotypical British beauty, instead it portrays women from a different cultural background and culturally different fashion. The image attached is a long shot of a black woman wearing alternative fashion, for the UK. This represents vogue as a multicultural brand that target women from every cultural background rather than just “British” women. It also portrays that they are accepting of all styles of fashion. Overall it again reinforces the idea that fashion is the main aspect of their brand and their stories.