Visual rhetoric is a form of graphic design that includes the three main elements of pathos, ethos, and logos. Successful websites are able to take these elements and apply them to their brand, in order to create a well functioning, popular website. For example, the makeup company “Sephora” has an extremely prosperous website.
In order to include the element of pathos in a design, it must be eye catching. Sephora definitely does a good job of making their site look attractive to its audience. When you first visit the site, it has a very clean and sleek appearance. It is clear that the designers took contrast into consideration when designing. The colors of sephora are black and white, so the background is a sleek white, and in contrast, the font is black. This simple contrast adds a nice appeal. In addition to that, the makeup displayed on the page adds pops of color and contrast, which are also visually appealing.
The designers of this website also took advantage of their use of white space. With so many different products for sale, the page could be completely filled with items available for purchase. However, the products are spaced out in such a way that each page has a certain amount of products shown, and is surrounded by whitespace. This allows the customers to not feel extremely overwhelmed while shopping. There is also the option to view more or less products at once, allowing customers to add or minimize the whitespace.
Because the website is divided into different categories by product, there is a nice sense of rhythm/repetition. The site allows you to shop by item such as “foundation” or “mascara”. When you click on “foundation”, all of the products that fall under that category are presented on the page in a clear way. This page set up is the same for every product offered. This repetition allows the customers to shop easily.
Ethos is all about making the website look professional and competent. If the content or layout of the website does not look professional or reliable no one is going to want to buy products from it. For example, sometimes on Facebook there are ads for clothing websites that are based in China, with clothes that look very expensive but only cost about $9.00. The fact that the clothes are so cheap make people wonder if the site is reliable. If you look closer at their content, you can tell that the photos showing the clothing do not look very professional.
With Sephora on their other hand, all of their photos look like they were professionally taken, and therefore gives customers comfort in trusting the company. Additionally, the website uses classic fonts that optically balance and flow. The type of font displayed on a website can show customers and viewers just how serious and qualified they are.
Sephora does an excellent job when it comes to logos on their website. Logos are all about making sure that everything makes sense and communicates well to the audience. The designers of the website clearly knew what the customers would be looking for, and the best way to go about helping them. Immediately when the website is loaded it is simple to see what is going on. The page is headed with different categories such as “makeup”, “skincare”, and “fragrance” which allow customers to easily and efficiently find what they are looking for.
Sephora also does a great job with hooking their customers. Right in the middle of the home page, there are large photos of their new products and in large text it reads, “The Latest Line Up”. This is putting their important information in the front, and promptly grabs the attention of the customers and draws them to looking at their new merchandise, which leads them to perhaps making more purchases than they had originally planned.