Wk4A

     As a budding gardener, I quickly chose to compare the two nurseries.  Green Thumb is, in fact, my local nursery, although I have shopped at Tree of Life before as well.  I believe that these two nurseries share a fairly common demographic.  However, the psychographics of their clientele is very different from the layout of their websites.

    Green Thumb is a larger nursery chain that offers a wide variety of indoor and outdoor plants as well as general gardening supplies.  Their clean web design is similar to larger chain nurseries.  It's inviting and easy to search, with links to their regular blogs and plant information as well as their online shopping catalogs.  The pictures look like home magazine spreads--close up images of leaves and flowers.  Their target audience seems to be suburban gardeners looking to create well-manicured gardens and dress up their interiors with leafy palms.  Very Better Homes and Gardens.

    In contrast, local nursery Tree of Life leans heavily into the wild.  The site is just as cleanly laid out as Green Thumb's.  In fact, they are nearly identical in design.  But the difference in photography style is the key.  Tree of Life's photos are all nature-based.  Southern California coastal scrub and native wildlife are heavily featured in all photos, highlighting that the main bread and butter of this nursery is native plants.  Despite the very granola feel, it seems like Tree of Life is after the same demographic, suburban homeowners, but with a different psychographic.  Tree of Life is after the customers who want to return their homes to nature, who are eco-conscious consumers.  Their audience wants to have wild yards full of pollinator-friendly plants that are drought resistant.

    These two nurseries are after the same demographic: homeowners with land and money enough to spend on plants and gardening supplies.  The emphasis on outdoor gardening over indoor plants is clear on both sites.  Since plants, even native ones, are not an inexpensive purchase, it can be surmised that both companies are targeting homes with more money and time to devote to hobbies.  Tree of Life offers workshops that aim to better connect customers to the native soil, but those customers need to have the free time to do so.  

    It's fascinating to see how two businesses can be chasing the same demographic, but the psychographic is so very different.  Think Martha Stewart versus Stevie Nicks.  Economically they're in the same place, but their aesthetics are not.  Green Thumb also offers a wide array of native plants, but Tree of Life has made it their brand, whereas to Green Thumb it is merely a category of product that they sell.  this is not to suggest that one business is ethically superior to another, simply that the psychological profile of their intended customer are at differing ends of the spectrum. 

Week 3B: Developing the Brand

    The fictitious business I am hoping to build is a travel agency that caters to neurodivergent individuals.  Travel, particularly international travel, can be both exciting and daunting for those on the spectrum.  Navigating airports and meeting people in different parts of the world may seem easy for neurotypical travelers, but can be a major impediment for the neurodivergent.  I discovered through my own tourism journey that traveling with fellow autists who understood the unique way my brain operates made travel in foreign locales exciting instead of terrifying.  My travel companions and I hope to help others see the world they way we do.

    The tentative name I have given our business is ExplorAble, emphasizing the "ability" aspect of the word to highlight our company's promise to make travel accessible.  For a tagline I am opting for a quote I use on my own personal travel social media: "Big Adventures Are Possible."  I used to be terrified of wandering big cities.  I thought it was impossible for me to be in an unfamiliar place comfortably.  Once I learned how to work with my brain instead of trying to force it into the neurotypical "tourist" boxes, I realized that I could go anywhere and do anything I wanted to.  I want my customers to understand that this isn't an impossible goal for them.

    It took a moment to come up with a possible logo, but I settled on the silhouette of a bird taking flight from a tree. Aside from the usual iconography of birds traveling, I wanted a solo bird to put the image in clients' heads that solo travel is possible.  I also wanted to use the tree to illustrate leaving one's home to go somewhere far away. Everything is meant to evoke taking a big, exciting leap with confidence.

    For the main meat of the site I landed on a color scheme of teal and burnt orange.  Not only do I personally find these colors calming, but they also evoke combinations that speak to travel: sun and sky and sand and sea.  Font-wise I want to use a straightforward Helvetica, making the text easily readable.

    Hopefully these initial design ideas can help me fine tune an actual site should my business become a reality.  While it is certainly easier to hire a design firm to create one's business profile, it's great to stretch one's own creative muscles.  Doing it oneself lends a greater air of investment in one's own business in my opinion.  There's nothing wrong with getting help with one's weaker areas, but if possible, I believe in a real Do It Yourself approach.  It helps me learn to take big leaps of my own.

Week 3 Comments

 1. Anna Capozzoli

    I love the comment that communication between business and customer has become both more and less personal thanks to the internet.  I feel that we as consumers have also grown entitled to quick responses and that not only the response, but the quickness of the response will often have affect public opinion of a business.

2. Lesley Herrera

    We share similar approaches to writing reviews in that we say we are going to write them but the thought quickly passes!  I find that if I stew privately on a negative experience I will soon calm down before I write a public review.

3. Alexis Villalpando

    I really appreciate that Alexis leaves only positive reviews, knowing that everyone suffers from bad days at work.

Week 3 Part A: Aesthetics, Design, and Branding

    The homepage for the home renovation business Gates N Fences is an immediate eyesore.  The neon green header clashes horribly with the red and black endless sidebar while also obscuring their contact information.  In addition they have added cheap-looking animation flying in and out of the header that has little to do with their actual business besides telling the viewer in the most obnoxious way that they accept major credit cards.  The clashing bright colors used in their text makes it difficult to read.  There is no differentiation in text size.  The viewer is immediately met with walls of text without headers, making sifting through the information a slog.  The homepage suffers from excessive links in the sidebar which are repeated within the text.  Instead of an easy way to navigate the site, the viewer is confronted with too much information at once.  It is unclear where one needs to go for information.  The images used are a good representation of their products, but they lack cohesive captions and one is left wondering what exactly they're looking at.  Ultimately, the eye doesn't know where to go.

    Simplifying this page would fix many of the information overload issues it's struggling with.  The sidebar should be pared down to a simple menu, doing away with all the submenus.  Rather than listing every product they sell on the sidebar, the menu should be divided by product type, with the linked page going into further detail.  The additional links in the text should be eliminated entirely.  The garish neon header can be replaced with one clean image of what they believe to be their best product, with their logo and contact information highlighted on the upper left.  All text should be aligned to the left with a short basic introduction to the business followed by a brief description of the services and products they offer.  This should be followed by a brief section for each product, ie "Gates," "Fences," "Railings" accompanied by one or two images.

    What Best Electronics' homepage lacks in clashing color design it makes up for in wall to wall info dumping.  Instead of their own business logo, the first brand the viewer sees on the page is Atari in glowing animated letters, which would slightly make sense if there was any text in the header leading the viewer to believe that Best Electronics had anything to do with Atari games and consoles.  It isn't actually clear until the viewer starts scrolling what the purpose of the page is.  Is this a fansite? A club? Halfway down the page the business boasts that it is the world leader in Atari parts and supplies.  Nothing on the page thus far would indicate that this was true.  In lieu of a menu or sidebar, all page links are embedded into the bold, large font text.  Contact information is provided at the bottom of the page, but it's somewhat hidden within another wall of text.  All images seem as though they were haphazardly tossed in with no captioning.  If the viewer doesn't know the ins and outs of Atari consoles before going to this site, they won't find any explanation here.  This approach may be laziness, but it also smacks of gatekeeping behavior.  This site is only for those "in the know," not for anyone attempting to learn.

    This site is undergoing a major identity crisis that can easily be solved by clarifying absolutely everything.  A clear header with the company name followed by a blurb like "voted Best Atari Supporting Company by Worldwide Atari Users" would immediately clear up who they are and what they do while also adding legitimacy.  A header or sidebar menu linking to the products and services they offer would eliminate the need for embedded links while adding an easy locale for contact information and and About Us link where viewers could see the many awards the company has won. Below the header should be a simple introduction to the world of Atari consoles and products.  A brief history would not only lend credence to their claim that they're the best, but would make the site more accessible to new collectors as well as people not in the know perhaps looking for products on behalf of a loved one.  Posting images with clear captions would also go a long ways towards selling product rather than making the uninitiated guess as to what a part is.

    On the positive end of the spectrum, the homepage for the California Center for the Arts utilizes graphics in a clever way which does not distract the viewer from the site's main message.  The logo is prominently displayed in the top left corner of the page. On the opposite end of the header are two menus in different sizes.  This allows the page to boast a lot of information options while remaining uncluttered.  The site takes advantage of large imagery with overlaying text to present a clear message of the Center's purpose.  They continue the narrative of bold imagery further down the page to reiterate some of the links found in the header, but instead of feeling repetitive, it invites the viewer to click on a link they might have otherwise ignored.  The bottom of the page clearly highlights both contact information and social media handles and includes a handy link to Google Maps to help with navigation.

    Theatre is foremost a visual art, and the Center takes advantage of this to highlight its upcoming productions and draw the viewer in.  In contrast to the images of actors on stage, the links to the theatre space itself and the museum rely on photos of the spaces themselves in a way that makes them appear warm and inviting. Placing this image heavy content on a plain white background makes the pictures pop even more.  Aside from the imagery, the site takes advantage of contrasting color in its headlines to highlight key words like "mission" and "explore."  These buzzwords entice the viewer to not only explore the site, but consider donating.

    Headhunter Hairstyling uses a minimalist approach but still gets its point across.  The site is endearingly simple.  The two tone color choices suggest a relaxed, beachy vibe that meshes well with the business' Florida location.  There is a very easy menu in the header clearly directing viewers to where they want to go.  As a lovely added touch, the bottom of the homepage has a nice little About Us message emphasizing their connection to their community and features a staff photo that makes the business feel very personable.

    

    This site says a lot by doing very little.  From the moment the viewer sees the homepage they know everything they need to know about the vibe of the business.  If the viewer wishes to see actual work from the stylists, there's a link to that.  If they want to get to know the staff, there's a link to that as well.  The front page is meant to serve as a cozy introduction.  Its minimalist style makes the business seem trendy but welcoming.

    Ultimately what makes a good website is what makes a good business: knowing its purpose and executing that clearly.  Websites that suffer from poor design might hide excellent businesses, but the viewer would never know from a search on the internet.  A poorly designed site doesn't know what it wants to be, what it wants the viewer to know, so it tends to throw everything at the wall in hopes that it will stick.  A well designed site knows what it wants to say and doesn't waste space saying it.  A business does not have to sacrifice form for function.  There are beautiful, image heavy webpages that are still clear and concise.  The big difference is that they know what they want to say.

    

    

Week 2 Part B--Business Review

 Wildfang

    www.wildfang.com

    1. Wildfang is a national online clothing brand focusing on gender neutral and gender nonconforming             fashion.

    2. They post on a number of social media sites which are listed at the bottom of their webpage.

        a. Instagram: They are extremely active on Instagram, posting nearly every day and sometimes more than once a day in both Posts and Stories.  They boast 227k followers and are very active           in their comments section. Their latest post was 8/31.

        b. Facebook: They last posted on Facebook in November of 2023 and appear to have abandoned that platform.  They still have 66k followers.

        c. Twitter: As with Facebook, they have not made an appearance on Twitter since November of last year.  They have 15.8k followers on Twitter.

        d. TikTok: Their TikTok site is not listed on their webpage, but it s very active, with videos posted every few days.  The last video was posted on August 12.  The account has 3,371 followers.

    3. Focusing mainly on photo spreads and videos which highlight the style, fit, and function of their clothing, it isn't surprising that Wildfang favors the visual-heavy platforms offered by Instagram and TikTok over the wordier Facebook and Twitter.  As their audience skews younger, it also makes sense that they would gravitate more to these youth-oriented platforms.

Glamnetic

www.glamnetic.com

    1. Glamnetic is a national online and in-store brand that specializes in high quality false lashes and press-on nails.

    2. They post on a number of social media sites listed on their home page.

        a. Instagram: With daily posts and stories, Glamnetic has a large following of 597k subscribers. Their latest post was 8/31.

        b. TikTok: As with Instagram, Glamnetic posts on TikTok at least once daily. They have 186.2k followers and last posted on 8/31.

        c. FaceBook: They are less prolific on Facebook, posting a few times per month.  They have 119k followers and last posted on 8/8.

        d. Twitter: They seem to have abandoned their Twitter account, last posting in June of 2023.  They still have 23.6k followers.

    3. Similarly to Wildfang, Glamnetic's reliance on visuals to sell their product makes visuals-heavy platforms like Instagram and TikTok the way to most effectively advertise.  In the case of Glamnetic's products, formats like Instagram's Reels and TikTok highlight the special effects they use in their nails, which can be better seen while in motion.  Since their products necessitate an application and removal method, video formats are also the best way to post tutorials.

Smoking Glue Guns

www.smokingglueguns.com

    1. Smoking Glue Guns is a small, single person crafts business which makes custom gaming dice.

    2. All of their social media pages are linked to their main website.

        a. YouTube: This is the first business I have researched for this assignment that utilizes YouTube, although it looks as though the channel has been abandoned.  Containing mainly process videos, the last video was uploaded two years ago.  The channel still has 2.08k subscribers.

        b. TikTok: This creator is prolific on TikTok where I first discovered their process videos.  They post regularly, with the latest upload on 8/31.  They have 363.3k followers.

        c. Instagram: They post photos and small videos on Instagram regularly, the latest post being 8/31. They have 6,616 followers on Instagram.

        d. Facebook: The business posts sporadically on Facebook, but the business owner uses the platform as a hybrid business/personal site, posting not only product photography, but convention blogs.  They last posted on 8/31 and have 583 followers.

        e. Twitter: The owner posts regularly on Twitter, with the latest post being 8/31, but this account is another personal/business blog, used widely to discuss conventions.  They have 1.1k followers on Twitter.

    3. Smoking Glue Guns is a perfect example of a small business marketing the people who make up the business along with the product.  We buy the product partly because we like the person who is making it.  It's a business model that has come into fashion with the advent of the Influencer and small businesses are making good use of it.

Purple Light Vacations

   www.purplelightvacations.com

    1. Instead of a product, Purple Light Vacations offers a service.  It is a local travel agency specializing in vacations for members of the LGBTQ+ community.

    2. All social media links are listed on their homepage.

        a. Yelp: This is the first business researched that links to their yelp reviews.  In an industry that is made on its customer service, this is most likely the most important link on their site.

        b. Facebook: This business posts regularly on Facebook, with its latest post made on 8/31.  They have 2.9k followers on the platform.

        c. Twitter: The business also posts daily on Twitter, posting last on 8/31, where they have 2.4k followers.

    3. This is the first business researched that aims for an older audience and it's evident in the platforms they choose to advertise on.  Although their content is naturally very photo-based--posting picturesque scenes of exotic vacation spots--they have no presence on the platforms which are more popular with younger demographics, even though those platforms are full of young jetsetters travelling the globe.  This business knows who it is trying to attract.

Yes Asia

www.yesasia.com

    1. Yes Asia is an international online business based in Hong Kong that sells a variety of products from Japan, Korea, and China ranging from entertainment, cosmetics, clothing, and home goods.

    2. All social media platforms that they advertise on are linked on their homepage.

        a. Facebook: The company posts regularly on Facebook, with 198k followers.  Their latest post was on 8/31.

        b. Twitter: They also post regularly on Twitter, posting on 8/31.  They have 12.4k followers.

        c. Instagram: They post regularly on Instagram, posting on 8/31.  They have 9,831 followers.

    3. Yes Asia is unique in this group in that its products attract consumers from multiple demographics and age groups.  On the younger-skewing Instagram, the company focuses on the entertainment aspect, advertising the latest in KPop and anime while also featuring trending beauty products. On Facebook and Twitter, the emphasis is more on spa-treatment style skin and hair care, clothing, and home goods.

    A lot can be learned about a business's desired demographic by which social media platforms it utilizes.  In the case of this small study, businesses that are geared towards consumers in their teens to thirties post on trendy platforms Instagram and TikTok, while businesses looking for an older clientele stick closely to Facebook and Twitter, where the demographic skews towards users middle aged and older.  Politics may also play a factor.  A business like Wildfang, which is geared towards the trans and nonbinary communities, has abandoned its Twitter account like many LGBTQ+ users did after the platform was purchased by Elon Musk, who is openly transphobic.  Interestingly, Purple Light Vacations, and LGBTQ+ company, is very active on Twitter, suggesting that the company either chose to separate business from politics, or realized that the bulk of its customer base comes from that platform.  It is unclear whether company politics played a role in either of these decisions.  It is, however, a lesson in conducting business on privately owned social media platforms.  One must consider whether one's personal ethics and the ethics of their audience clash with the ethics of the platform and the publicity that may follow choosing to either stay or leave.

    Demographics and ethics aside, businesses must also consider what format best serves the product.  While all platforms provide options for videos and graphics, the platforms that focus primarily on visuals are usually the best option for advertising.  Products that are aimed at a young audience also benefit from the trend factor of these sites.  If a company can showcase their product using a trending sound or skit, millions of potential customers may see it, driving sales.  This makes sites like Instagram and TikTok ideal for small businesses.  TikTok is especially eared towards videos that highlight the creation of a product.  If the creator knows how to sell both the product and themselves in the right way, the algorithm will reward them.  While the production value certainly takes more effort that a photo on Facebook or a clever tweet, producing one's own content on Instagram or TikTok is essentially putting out a commercial on the cheap.  In a world that is glued to our phones more than our television sets, that's an opportunity that's difficult to bypass.