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Aesthetic Analysis – E-commerce: Fernwood Coffee Roasting Company 4 May 2010

Posted by Toni Del Rio in Design, e-commerce, Examples, Websites.

Fernwood Coffee Company website shows a very clean and simple design using mainly black and white. This two colors are great for a Premium Coffee Company because they create an elegant design that reinforces the idea of a premium product.

The website main page opens with a picture of what appears to be a coffee expert. However, I think there is an opportunity to use that section of the website to visualize Fernwood’s main benefit better. Coffee is about experience, maybe visualize the smell, flavor, enjoyment and delight of coffee will communicate more about premium coffee than their current picture.

Navigation wise, they give equal hierarchy to all their pages within the website. One opportunity on this regard is to prioritize the “STORE” page. As this is an e-commerce site, the most important thing is to drive sales. As it is structured right now, it is equally informational and commercial. There is no “call to action” that invite the audience to try their coffee.



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