Last blog post I decided to write about the tactics that the news website “The Guardian” used to demonstrate their messages. Although I love that website and think they do a great job with their graphical design elements, I wanted to focus on a different site. For the sake of this week’s blog post I wanted to look at a website that I spend a considerable amount of time using, Netflix. A part of this assignment is to analyze the different ways that a site incorporates to convince its users to purchase something. Seeing as how Netflix is only usable if you’ve already subscribed and paid, I will be looking at the question in a different way. How does Netflix do a good enough job with their graphic design to convince its current customers to subscribe to another month?
Keeping it Simple
One element of effective design that Mr. McWade talks about is “keeping it simple” and something that I have always thought Netflix does an incredible job of, is keeping their design simple, specifically when you first go to the website. If you already have your login saved, it will take you to your family account page, or whoever you’re sharing it will. The only thing that’s on the page in front of you are boxes with the names of your shared account members. I’ve always found this really interesting for some reason. The screen is entirely black except for the differentiation in the color of the boxes, as well as the names below them. Such a simple element to incorporate into a login page but I think it’s very affective.
Another element Mr. McWade talks about is a version of creating a focal point called “Getting Extreme”. In the examples he gives he says this could be anywhere from a bold font to a bright picture to capture the viewers attention. Regardless of what the specificity is, he advises to avoid small visuals. Netflix does an incredible job of keeping their interface large. When you’re scrolling through potential shows and movies their can potentially be a maximum of fifteen titles on the screen at once. These titles are large and use images that summarize what the show is to the best of its ability. Imagine having sixty different titles on one page and how unappealing that would be to look through, you’d never want to purchase a subscription to Netflix again. Netflix keeps their titles bold, and while this doesn’t advertise the vastness of their selection, it does keep it easier for the user to navigate through shows and movies.
The last facet, that Mr. McWade talked about, that I thought Netflix employs beautifully is their use of color. John talks about using primary colors in contrast with each other, and although he never really mentioned the benefit of incorporating color combined with the absence of color, I believe Netflix combines black and red perfectly. I wish I had the writing ability to explain exactly why Netflix’s black background is so tantalizing but I can’t really describe it. Netflix’s website makes it feel like you’re in a movie theater and the lights have just turned off. They use a fully saturated red and pitch black to create their customer brand image (just like in the picture above).
Company’s that rely so heavily on graphic design to maintain a customer base are the best example to talk about, especially for this blog post. I honestly think that if Netflix didn’t employ their brilliant graphic design elements like they do now, they’d be overrun by Hulu or some other streaming service. They’ve created a brand reputation by using the strategies they do, and I am very glad that I actually took the time to acknowledge them.