I have never denied that apple in my eyes is that God, because it is the godfather of the brand-level, like apple with the faith. Just like my first two days will always see iPhone TV ads, had no idea that a product can be made in this way, did not expect a product advertising can be a simple product to consumers say so clearly. IPhone TV ads by clicking here.
Said today is the apple website. Accurately be said that morning found the specific reform when I do not know, a week before the time of the visit has not changed (later confirmed to Beijing on the 12th, and WWDC2007 with the reform). I used to always look on the apple. . Com, because there are always a lot to learn, such expression means selling products, such as product photo camera angles, such as page layout arrangement, and so on.Apple Web site and the content is likely to taobao is several thousand, almost static, but the other visits has been the TOP100. Many people like apple apple. .com's products as works of art to enjoy.
Look at the home, the biggest change is here, simply, become black, that is, Leopard's style. I take the current apple. . Com. . Cn websites to compare (basically this is the original apple.. Com's English Version). Looks cool, right? At first glance the color is changed, in fact, very large changes. .
First of all, the pages become fat. Taobao had gained when our UED also has an article on record. Before the actual width is suitable for apple 800 pixels, now is a full-screen 1024 wide and more spacious. You can put more things.
Navigation re-organization redesign, and this is the biggest change. This not only redesigned, the most important thing is to re-organize the navigation. We see below, a former two navigation, select a layer of unspoken needs after the election. Now do not. The first layer, apple in accordance with the main product categories, that is, the user in mind, that apple, will think of the product: Mac, iPod, iPhone ... very simple and very intuitive. .
A year of activity, and concluded, "dashaoye to categorize" should be the most important aspects. Help users faster and more easily find what they want, this is the design.
Navigation on the increase of search. This has long been the one by now. Mac-style search bar is very simple. .
Always think that apple's Home is very nice, simple drew a Home of iBoard (interpreted by dalson Taiwan GG told me that the word in general I said sheet Layout and Visual route). We will find that it has good graphic design, good Web design to be key conditions.
Only a visual line: we say that a good website to guide the user's attention, the user would not know where to look, does not know when to pull the scroll bar should not be. At the same time, users spend the most time in the most important information on understanding the important elements in the visual line of the longest. .
Only one Visual Center: apple website vision Center too obvious, it is the middle of the big map, often, is always pushing their most important products.
Next, we look at the contents page. Home of the Mac computers on the points go, we were content to see the same interface. I have the impression inside the white version of the Mac home page is already after the fat. Fat, the sub-column way into the average, a former left-right-3 7. Remember anything else said, a wide homepage Zuocheng 1024, is particularly important breakdown divided into four, then the user will not find anything. So 163, sina after revision took three fat.We found that apple is now a 2 column, we can experience again took the scroll bar from the top down, the eyes are not required around Akira, like 3 or 4 columns, which would let users more easily.
An important finding in the content page changes. The following pages are placed on the navigation area, such as the following. Including all the related content navigation. Some sites have done so, like flickr. Guys put together several lines of text but also so beautiful really not easy. Noting that his information classification into effect? Here is divided into the Mac hardware (Macs), software (Mac OS X), Web services (.. Mac), applications (Applications), annex (Acceseries), then every one is divided up.Looks a bit like our catalog, but clearer. Do not allow users to get lost, it is possible that the design is the most important consideration.
(Read the comments after this period of increase, thanks mimiqiao): the first saw an article in NetEase, said such a Tabbed Breadcrumb Navigation (see here), also found the original. Yahoo is doing, but I am sure the more the essence of apple. .
Introduction: Tabbed Navigation Breadcrumb, original look at the comments here, and Chinese.
Next point, see also made a small change Store. Widened after the page is divided into three major series, namely product navigation, product prices and pictures, store information. This is a brand product sales page, it can not be made of a strong marketing sense, but I really thought quite understand, so a lot of blank space, like to do the same plane is issued if the page is difficult to do this directly contributed to sales, But do not expect this place apple sales. .
IPod + iTunes this page change is too big, Nice. Apart from the cool I really no language to describe the page. It is worth noting that the product has a horizontal scroll bar to see yet? at first glance, the landscape is a Russian website, but do not have this feeling. Someone once said a taboo, that is, do not allow users to pull down while at the same time to the right, that was a shit. Apple is a bit daring to tell the truth, the horizontal scroll bar is not a user habits tools. Users do not know, they do not mind, know, or feel good cool, or that garbage. So, if our design does not meet this water apple products, so many things to think about risk woven. .
Another place, Home of the iPod Shuffle II, in fact, the old version, there is a very charming place. Also when it comes to marketing a product on the "charm", which means that the attribute is an attribute of the product, and if not, the user does not feel that it should not, however, if you have, the user will feel quite considerate, further, if the original has subsequently lost, the user will think you extremely SB. As following this, each refresh will randomly appear one color Shuffle, the upper right corner you can select colors, super picture will show you the Shuffle, buy now and then the following picture and product packaging will follow you into election color. A lot of fun, will once again completely in love apple. .
Another way that this thing. Top design, the following saying this matter see the apple brand management and marketing communications.
Apple was well-deserved "fast brand" ("fast brand" is the book, details, purchase), the first iPod in 2001 listing, apple started it strictly to the BT brand management. All contact with the company know that apple, apple store which are each a single-page direct mail from the United States, China and overseas companies are not eligible for any print or distribute any information made. This is what we have seen anywhere in the apple store are the same, any single page of a product are the same.This is what we say "spreading consistency." For apple's brand, which was faster in the year of the "disappeared" 199x the brand, the rapid development process must do is strictly keep spreading consistency. Apple to do so, in any place, any one can be local, so that consumers clearly identified (recognize) this is apple. Century-old brand to brand, high-speed growth, particularly in the after Foundation lost growth.
To maintain consistency, so we can see 5 generations of iPod did not much change, so we see the Mac, no matter how they change are the "Simple", so we see the apple of the mouse in any case is only one key looks ... ... because the apple must ensure that its brand essence penetrates every product in every place.IPod is a brand that has a dot in the middle of the box on the basic styling will never change, because the consumer's mind, this is the iPod, any one of 10 seconds with a pencil to draw an iPod, in communication, consensus is more important than innovation.
To maintain consistent communication, so apple must in every point of contact, both to maintain the same spread. Point of contact is the IMC (Intergrated Marketing Communication Integrated Marketing Communication) in an important concept, that is, to establish communication between the brand and consumers can place. The same time, in different points of contact to maintain consistent dissemination of information is very important. Therefore, apple launch Leopard in WWDC2007 the same time, the apple website, and on into the Leopard look.Just because a site is an important communication and consumer touch points. WWDC may simultaneously with more than 3000 engineers, communication, and millions like apple can only communicate through the Web site and store. Therefore, when the Aqua style apple Mac into history, it is the Aqua's website. This tells consumers two things: 1. Apple Leopard is the most important products, we are all of the image because of it. 2. It's time you say goodbye to Aqua. In other words, website, and the significance of the apple is much larger than practical significance. .
There is not the same, and that is to see the contents of the main navigation, many people also guess is not apple's organizational structure. It does not matter, the key is that this is from the consumer's point of view of classification, more inclined to a product classification. It also spread to consumers a message: You think of all the apple on these things: Store, iPod + iTunes, iPhone, Mac ... at least I used to want to see some Mac computer hardware products from the two categories which re- Tap to see, not used now, because why should I care about Mac in the eyes of a hardware or software apple? In other words, revision, so that apple and consumers to communicate more smoothly, from the more near. .
Here, too many things, wanted to share a set of advertising. The next time.
