I love simplicity. That’s why I love this Pure Barre website, and not just because I love Pure Barre. I think the style of the website perfectly reflects the attitude and atmosphere of the Pure Barre company. The stores are decorated with the same color scheme, in the same black and white, sophisticated fashion. The work out itself is refined, characterized by small, simple yet effective movements. And that’s what this site is: simple yet effective.
Reddish emphasizes the importance of knowing your audience. Of all the aspects of website design, this is undoubtedly the most important. It’s not about what you think looks good, or what is most clear to you. If it doesn’t attract your audience or relay information in a way that is easy for the reader to understand, your site is irrelevant. In order to make sure you’re catering to your readers, here are some questions to ask:
- Who is my main audience? What are their main characteristics?
- What are they looking for?
- What do they need to know about me that relates to their interests?
- What kind of persona can I create that will attract them?
- What are my goals and tasks that are relevant to them?
Not only does the Pure Barre site address these questions, but it also follows the rule of being content-rich without being overly wordy. Typically, audience members read very little on the homepage. They usually have a specific question, so they will go to the place that most likely holds the answer. This homepage clearly directs to user where to go, without overloading them with information.
A totally different business, with a totally different goal. But, I would imagine, Anthropologie and Pure Barre have very similar audiences: wealthy, 20-40 year old women. While Anthropologie sells clothing and home décor, which is obvious as soon as you open the homepage, and Pure Barre sells fitness, I see a similar scheme on both sites. A distinct logo, complemented by simple, sophisticated, and interesting decoration. The page accessories are not overwhelming, but definitely noticeable. Both emanate a sense of effortlessness, something that people look for in both exercise and fashion.
I want my website to be a combination of these two websites. I want it to be creative, yet plain. I want my work—writing—to be the highlight. I don’t want overwhelming amounts of design or text, but I wanted to represent time and care put into both the appearance of my site and into the representation of myself. Anthropologie and Pure Barre just happen to be two of my favorite things, so I may be biased. But I just think less is more when it comes to selling yourself.