Research of Websites 1 - Vogue

British Vogue Website Research

The masthead is conventionally placed at the top of the website in the centre, it is quite large and catches your attention straight away. It is in the recognisable font that is always used on Vogue magazines, therefore it creates brand identity as you know instantly what it is just from the font. It is in a serif font so looks classy and elegant, representing the actual magazine as those things also. This is the British Vogue website so they have chosen to include the word "British' in the 'O' of 'Vogue'. This works effectively as it means you are aware of which version of the website you are on, yet it is subtle, so doesn't take away the elegant effect of the masthead.

As you begin to scroll down on the web page the logo appears in the top left corner which is conventional of a website. It is the normal logo so doesn't have 'British' inside of the 'O'. I think it is good that it remains in the top corner even when you scroll because this way you would always be reminded of what website you are on. It is also useful because when you press on it, it takes you back to the top of the homepage which is a quick, effective way of navigating around the website.

The navigation bar also remains at the top when you scroll which is useful for the audience because it saves time as they don't have to scroll back up to locate it. It has several links that appeal to different audiences. For example, there is a link for fashion news which would interest some people, but also a link for arts and lifestyle which may attract a different kind of audience. The navigation bar is a conventional feature of a website. There is a link at the end that says more, and this brings up several links. Some being, 'magazine' and 'subscribe'. The 'magazine' link takes you to a page that displays front covers from every month and it gives you the option to buy them. This is clever because it persuades people to buy the actual magazines as you are able to see the covers and read the text on the front, but you cannot see what is inside.


There is a moving advert just below the navigation bar and when you press on it, it takes you directly to the website. The advert is very large compared to the rest of the features on the website, which makes it seem important, therefore it encourages people to press on the link and buy from the website. The products it is advertising are rather expensive and for a higher demographic which tend to be the audience that Vogue targets. The advert looks very elegant and it works as a visual sign to signify class and sophistication, representing the magazine as those things. This advert is actually displayed 7 times before you scroll to the bottom of the website.

Furthermore, the website then has top stories displayed, which you are able to select and read in more detail. You are informed of the writer before you click on the story, so this is effective because people may chose to read certain stories if they recognise a writer that they like and follow. The news differs quite a lot, with stories ranging from news about high end brands (Chanel) to news relating to the World Cup. I really like how the images are square as I think it looks quite classy and unique so therefore I might also use squares for some of my images on the website.

There are several features as you scroll down that you are able to press on and they are very diverse. All are about fashion but are still very different. For example, there are helpful features such as the one to the left which are very appealing to those who are very into fashion. These features give tips to improve a persons style which some people would really enjoy to read and learn from. These type of features are more aimed at the younger audience of Vogue, possibly girls aged 18-21. But there are also features that appeal to a different audience, possibly older - 21-28. This feature about Garbiñe Muguruza would appeal to a more specific audience - tennis fans. Personally, I wouldn't chose to read  this article because I do not know who the woman is as I do not know a lot about tennis, however there will be a group of people who would enjoy reading this, therefore a diverse audience is created.

In the article, she mentions buying herself a Rolex watch and so the article not only works as a way of informing the audience about her journey, but also as a way of advertising Rolex watches. There are adverts that have been placed alongside the article for Rolex which further promote the brand and encourage people buy watches from them. You are able to press on the advert and it directs you straight to a women's Rolex page, where you can actually purchase them. Therefore, again, like the other advert, Vogue is promoting other products and encouraging their sophisticated audience to buy them.