Visual System Analysis

Website: www.jeffreestarcosmetics.com Thit Hansgaard, MMD 2015 Logo The logo is a five pointed outline of a star, with a gradient effect to make it look golden. The stylized letters JJ appear inside the star. The style of the logo is thin, sharp and pointy. This makes the company seem edgy and young. The golden color gradient is very “tacky” and “ghetto” but in a cool way that is clearly on purpose.

Jeffree Star Cosmetics appeal to the extravagant over-the-top customers who want to look “fake” and glamorous, like a drag queen.

Images The website is full of large images. They are , decadent and colorful. The photos prominently feature the company’s creator Jeffree Star himself, along with models who all wear the makeup products. The photos are very sexual and everything is extremely stylish and outrageous, from the hair to the clothing, tattoos, piercings and general setting.

The company sells the product as a lifestyle. The images are key components in making the customer fantasize about a glamorous life. The customer buys a to become a sexual, edgy, over-the-top alternative individual. Graphical Elements

Every product headline has the graphical effect of a tearing in the page, like ripped paper. This gives a raw feeling to the site. A lot of focus is still on the large photos. Even the map is stylized to fit the color scheme of the site. Everything is hot pink and magen- ta, with a large gold star on the location of the company. This visual coherence makes the company seem dedicated to their message.

In the site’s shop, every product is shown how it looks on the lips. This is a choice that puts major focus on the product itself and how it performs. The lips are all the same, to make it easy to compare. Colors The colors used are high in contrast and saturation. Each color supports the message of the brand in it’s own way. Dark black: Strong, mysterious, dramatic, alternative, nightlife. Hot pink: Playful, girly, young, tacky, loud and attention seeking. Shimmering gold: Glamorous, extravagant, fake on purpose. Skin color: Sexual, dolled up, sweaty and shimmering from partying. Language

All products have names from pop culture. The language is young, direct speech and For example: Posh Spice, Redrum, Anna edgy, using slang and exclamation marks. Nicole, Jawbreaker, Unicorn Blood. This gives the company a personal feeling, This gives a product identity and sells the like you are being spoken to by a cool customer a story along with it. friend. Typography

The logotype is a tall and slender sans serif font in capital letters. This makes the brand seem elegant, determined, young, edgy and glamorous.

Fonts used: - Fjalla One - Oswald - Oxygen - Raleway - Source Code Pro - Source Sans Pro

All other fonts are sans serif, which is more modern and informal than serif fonts. Menu items, headlines and product names and colors are all capital letters, to make them seem strong and important.

Product descriptions are in lower case, to make it easier to read. The font is a little rounded and friendly, and very light and modern.