Visual Literacy Review #9–Website “Beluga Vodka”

http://www.vodka-beluga.com

The website for Beluga Vodka is based on a 1920s setting. The first page alludes to a Gatsby inspired geometrical arrangements, which produce the shape of a bottle, and gold color schemes. The corners of the first page are dark gold while the middle is light gold, almost white, with a large spark next to the logo. The logo for “Beluga” is centered and inside a rectangle making it look like it is framed (the product is so good and original it can be compared art). The font for the work “Beluga” is bold with a line of light gold in the middle that makes it pop and shine. While the font for “Noble Russian Vodka” is similar to the one of the word above it, the font for “made with pride” stands out and breaks from the golden patter. There is also a period after the sentence, which clearly sets it aside from the logo. In my opinion, this font is not very affective because it makes the sentence look like it does not belong or should not be associated with the logo (and this is obviously not the effect they wanted on the consumer). Still inside the frame-like rectangle are the icons for social media, which is an appropriate place to have it at since it is a clear space where the icons can be clearly identified.

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The website works on a scroll-down basis and the arrow pointing down is interactive to make it obvious to the consumer they should scroll down. As the pages change, the social media icons on the bottoms of the page accompany the consumer as they scroll down—this makes it clear that there are at least two layers on this website. As an intermediary between the first and second pages, there is a navy blue rectangle with wave-like patterns. The gold image in the middle reflects the pattern from the page above but also add a divine feature to the bottle that emerges from the clouds. This intermediary image is found between every page and changes according to the theme of the page to accurately and visually describe what the next page’s theme will be while using the image of the bottle. Sometimes the images and patters appeal to Greek and Roman designs, associating the product to the great empires.

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On the second page, there are several interactive features that can actually be distracting and difficult to manage. For example, while trying to scroll down to see more of the drawing on the right of the page, one ends up scrolling down to the next page. The description for each of the product times that can be selected on the top of the page are set apart from the bottle, which takes the center-stage and is depicted in more vivid colors. Each page has its own theme and double or triple layers that create an interactive atmosphere. Nonetheless, all pages have the same goal, which is suggesting an ostentations lifestyle, much like the one in “The Great Gatsby.” Although the product is Russia, they chose to base themselves on an American novel to appeal to the masses of the international community, which, more often than not, are not familiar with Russian culture.

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