Tobi is a women’s online clothing store which uses several of the techniques Dave describes in his videos. I often find myself just browsing through all the products they offer. It makes a little more sense now after watching Dave’s videos why I like the site so much. Of course I like the products they offer, but I also enjoy the way they’ve presented it to me! I’ve only completed the purchase a few times, but that’s generally because of financial reasons rather than Tobi doing a bad job selling their product. The website is organized in a way that makes it appealing to look at, and easy to scroll through and navigate without being overwhelmed.
When on the homepage of Tobi, already they are pulling you in. There is not a ton of white space on the home page, but there are pictures which create tension. They utilize the two thirds rule with the picture they have chosen. Of course the women are wearing Tobi’s clothing, but you can’t see any of the full outfits until you reach the third picture closer to the bottom. All the outfits are different but I think they are slowly releasing the tension by having the picture be close up in the beginning and as you show more interest it slowly zooms out. This is good use of creative cropping to draw you in. It causes you to be curious about what else they offer. There is also a good use of cool palettes. They add the perfect pop of color and as you reach the bottom there are links to all their products. There is also a main menu at the top you can click to reach if you know what you’re looking for, but I think they do a great job of attracting new customers who had never visited the site before.
As you click the various links to the pages that display the products, Tobi utilizes white space to almost border each product, which allows the products to stand alone and speak for themselves. However, each product’s background color is the same one or two colors bringing the products together. The mixture of these two elements helps the clothes to stand alone while still creative a cohesive look due to the cool colors used. With that tension is also created because the page alignment is off-center to the right.
Ethos and Logos
Tobi utilizes several elements of ethos as well. Again, starting at the home page, there is use of alignment. The pictures I mentioned above are all the same size, but the alignment also stays consistent through to the bottom where the words begin. The alignment stays pretty consistent throughout the site. There is no unnecessary clutter, and everything that you see is there for a reason. Since there aren’t too many words on the site, I didn’t think there would be contrasting typefaces, but there were! They used only two that I saw, one serif, and one sans serif. They were easy to read and there weren’t more words than there needed to be.
As for Logos, the did well baiting the hook on the front page. They have a sale going on that is a 50% off summer sale which definitely drew me in! These are the first words you see on the homepage which is meant to make the customer want to know more, and hopefully go deeper into the site. Throughout the rest of the site, the target that is most obvious is the clothes.
I have enjoyed browsing through Tobi for quite some time, and it’s been interesting to analyze it and find out some of the reasons why I probably found it so appealing. It’s a well designed website which utilizes several of the pathos, ethos, and logos techniques Dave Underwood talked about. I hope I am able to start noticing these techniques when I see them in action!