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A Comparative Analysis of Jamieoliver.Com and Nigella.Com A Comparative Analysis of Jamieoliver.com and Nigella.com Jessica Marsden Sheffield Hallam University Page 1 of 25 Abstract The form, structure and aesthetics of a website, can impact whether it is perceived as successful or not. This report comparatively analyses jamieoliver.com and nigella.com, with regards to the utilisation of typography, imagery, colour and layout. Research was gathered through a multi-method approach, which involved studying theorists’ concepts about these particular design elements and also an exploration of rhetorical and technical design. Furthermore, both websites were evaluated using an existing framework, in order to draw conclusions from a personal perspective. The findings first analyse how typography has been used for titles, page tabs and bulk text. Secondly, it discusses the effectiveness of imagery in relation to photography, advertisements and logos. Additionally, a rhetorical analysis of colour scheme is discussed, along with the application of colour for interactive and navigational features. Finally, in terms of layout, how the websites use ‘white space’, scale and position are also considered. The conclusions confirm that both websites have positive and negative aspects, nevertheless on the whole, they are relatively successful. Parallels are drawn with regards to layout and typography, however imagery is visually more appealing on jamieoliver.com and colour is more considered on nigella.com. Page 2 of 25 Introduction The purpose of a website is to showcase and market content to the appropriate target audience. The role of both nigella.com and jamieoliver.com is not only to provide recipes, competitions and cooking tips, but more importantly to exhibit the cook’s personality and online presence. Therefore, how a website is conducted is crucial to capturing the audience and maintaining interest. Notably there have been many texts discussing the design of websites, in particular Cyr (2010) and Pepper, Hurm, and Brizee (2011). Both of these texts, along with several others, have been studied to support the writing of this report, which compares nigella.com and jamieoliver.com in terms of their typography, imagery, colour and layout. Literature Review The aesthetics and structure of a website is fundamental to whether it is a success or not. It is important to compare the use of typography as Pepper, Hurm and Brizee (2011, p.1) explain that “Fonts can give visual clues about the order a document should be read in and which parts are more important than others”. Similarly, a comparative analysis of imagery, including logo’s and photography is noteworthy, as “Imagery is essential to appeal, communication and use” (Schlatter and Levinson, 2013b, p.213) in websites. Furthermore a juxtaposition of colour in nigella.com and jamieoliver.com is important, because colour “has the potential to affect our perceptions, physiological reactions, emotional reactions or behavioural intentions” (Cyr, Head and Larios, 2010, p.1). Finally, layout influences the success of a website as it “helps people know where to look and when” (Schlatter and Levinson, 2013a, p.103). Therefore, a discussion about how scale, white space, alignment and position are used in both websites will be included in this report. In order to successfully compare Nigella.com and Jamieoliver.com, it is important to consider perspective and how the discussion will be approached. By analysing typography, imagery, colour and layout from not only a personal perspective; but a technical one too, it will help develop a stronger juxtaposition. Additionally, the discussion will touch upon visual rhetoric as “rhetorical analysis…demonstrates your understanding of how the piece communicates its messages and meanings” (Pepper, Hurm and Brizee, 2010, p.1) Page 3 of 25 Methodology The purpose of this study was to research into personal and technical perspectives around whether the content displayed on jamieoliver.com and nigella.com is successful. Furthermore, research into the meaning of visual rhetoric was also necessary to fully understand the approach of this discussion. Firstly, using a framework to examine both websites was essential to gaining valuable research from a personal perspective. ‘The Multimodal Framework For Analyzing Web Phenomena’ (Pauwels, 2012, p.252), shown in App.1, provides a complex breakdown for the critical analysis of websites. It encompasses “looking at rather immediately manifest features…to more in-depth interpretations of the constituting elements and their intricate relations” (Pauwels, 2012, p.251). This framework was used to conduct a comparative analysis (shown in App.2) of jamieoliver.com and nigella.com from a personal perspective. However it also considered secondary audiences, master narratives and dynamic structure. The framework was extensive and some phases were not entirely relevant to this discussion. For example; a negative analysis of absent features isn’t needed as attention is to be focused on what is present, and phases involving analysing sound were irrelevant as both websites are sound free. Therefore, by excluding certain phases from the framework, a simplified model was completed to ensure maximum applicable research. As well as drawing conclusions from a personal perspective, it was important to explore website design from a technical perspective, as “making the right web content decisions is critical to effective web design” (Rosen and Purinton, 2004, p.787). Rosen and Purinton (2004, p.793) also present the idea of “information overload” and how it is important that, the content of a website avoids inundating the user with excessive information. Similarly, “Content design also involves deciding on the placement of… elements to facilitate their use.” (Rosen and Purinton, 2004, p.788). These theories have impacted the conclusions drawn in this discussion, because they have developed and influenced personal knowledge of website design. Pepper, Angeli and Brizee (2010) give a highly regarded explanation of visual rhetoric and the principles of rhetorical analysis. The purpose of rhetorically analysing jamieoliver.com Page 4 of 25 and nigella.com is to develop the understanding of how both sites communicate their messages and meanings (Pepper, Angeli and Brizee, 2010, p.1). It involves looking at both websites, from a design perspective, and examining it in terms of audience, purpose and context. However, an analysis focusing solely on purpose is more relevant to this discussion as it consists of looking at imagery, colour, layout and typography and studying how these factors “persuade the audience to feel, think, or do.” (Pepper, Angeli and Brizee, 2010, p.3). Discussion Nigella.com and jamieoliver.com are both cookery websites that showcase the cooks’ recipes, achievements and online personalities. As well as allowing users to keep up to date with the chef, they also provide a wide range of services such as; discussion forums, competitions and membership registration. Nigella.com has adopted a rather specific female target audience, in particular ages 30-50 or mums’ cooking traditional homey foods. In comparison jamieoliver.com attracts a wider audience of males and females and people of all ages, reflected by the variety of recipes provided. Typography Typography refers to the style, appearance and composition of text and how it helps convey a particular meaning or message. There are two key font types, Serif and Sans-Serif. Serif fonts are distinguished by having ‘feet’ or in other words “little lines at the end of particular line strokes” (Pepper, Hurm and Brizee, 2011, p.3). These include font’s such as; Times New Roman and Century. Sans-Serif fonts are simply types that are without ‘feet’, for example, Arial and Comic Sans. Sans-Serif fonts are typically easier to read in electronic contexts and also “provide a nice contrast with Serif fonts” which can help to emphasise part of a text (Pepper, Hurm and Brizee, 2011, p.6). The title on jamieoliver.com (see Fig.1) is made up of Serif and Sans-Serif fonts which Pepper, Hurm and Brizee (2011, p.6) explain is “the ideal situation”. Fig.1 – jamieoliver.com Title By using a Sans-Serif font for the first part and applying a bold effect it helps highlight the importance of the website and how it is about ‘Jamie’. The contrast in fonts is also cleverly Page 5 of 25 used as the Sans-Serif font is typically informal and therefore reflects Jamie’s light-hearted easy approach towards cooking. However, this is most definitely an association based on personal knowledge of Jamie as conclusions “may be based on awareness and instinct” (Pepper, Hurm and Brizee, 2011, p.7). Nigella.com conforms to the concept that “fonts can give visual clues about the order a document should be read in” (Pepper, Hurm and Brizee, 2011, p.1). Any text related to recipes encompasses capital letters; sizing, colour and the use of bolding (see Fig. 2). Fig. 2 – nigella.com Recipe font The capital letters used for the two headings, in comparison to the lowercase text below, informs the reader of the hierarchy of the text. However, by applying a grey colour to the recipe name, it instantly becomes more prominent and therefore is of most importance. Pepper, Hurm and Brizee (2011, p.6) suggest that San’s-serif fonts “provide a nice contrast with the serif font used for the extended text below”. Similar to jamieoliver.com, this idea has been applied to nigella.com on the text shown in Fig. 2; a Sans-serif font has been applied for the ‘What we’re cooking today’ title and has been paired with a Serif font for the text underneath. The juxtaposition between font types allows for easy reading and naturally helps the user to focus on the text; therefore nigella.com uses typography to great effect. Furthermore, font types also contain personality and it’s appearance can “give of a certain mood and feel” which can change how a document is perceived (Pepper, Hurm and Brizee, 2011, p.7).
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