Due 5/15

Focal point 1: https://www.apple.com/

On the Apple website, they have all the different devices that they currently sell, as well as detailed information on each device. The main focal point is a picture of four iPhone 14 Pros, each in a different color, and a tagline underneath saying “Pro. Beyond.” Underneath that, there are two links, one leading to a page that has technical details of the iPhone, and the other being a link to buy it. The audience for this product is anyone who is looking for or upgrading their phone, so it can apply to literally anyone; however, since this iPhone is being bought directly from Apple instead of a third party phone network, it’s more expensive, so the audience for this website is for someone who can afford a full price iPhone; the audience can also be someone who is just looking for the technical details of the new phone. I think that this is effective in marketing their new device, but since the product is so expensive, I feel like only a small portion of those who are visiting the website aren’t looking to purchase a new phone, especially if it’s the newest and most expensive phone. This specific focal point also takes up almost the entire webpage, and there’s nothing else that’s a huge standout for users. The other part of the website (without scrolling) is the menu on the top of the screen with links for all the other Apple devices, as well as a support link and a search bar. Since Apple would want to promote its most recent and expensive product to earn more profits, it makes sense that the iPhone 14 Pro would be the main focal point of the Apple home page.

Focal point 2: https://itsmarta.com/

MARTA is Atlanta’s main public transportation. On the website, there are updates and alerts for the other forms of transportation, including the buses, trains, and streetcars, and updates and alerts for the escalators and restrooms in each station as well. There are also links to help plan a trip, an FAQ section, and the prices of train tickets. The entire website has highlights in blue, orange, yellow, and white, which are the colors of the MARTA system, and makes the website look clean and put together. The main focal point of the Marta homepage is a picture of the new train car with text saying “Your new ride. Coming in 2025.” Marta has had plans on updating their trains for a while now, and their focal point is the new train. In this picture, however, the train is covered by a tarp, so users can’t actually see the new train model. On the car, there’s a conceptual image of what the new train would look like, but again, it isn’t the same as seeing the actual new train. Since the Marta website is mostly used for updating users on the status of different Marta transportation, this focal point is effective in that it’s updating the users the status of their main form of transportation. However, it may also cause some frustration for train-riders as this is a very small update for a huge project; the fact that it will still take another two years won’t help either. Marta is notorious for breaking down all the time and generally not being the safest. While upgraded trains are very appealing to users, myself included, the main picture being an uncompleted train can be slightly disappointing for people coming to this website for updates. However, I think that if Marta updates the picture every once in a while showing new progress of the trains, it can cause more excitement for people looking for updates.

Focal point 3: https://global.oliveyoung.com/

Olive Young is a Korean makeup retail shop (basically Korea’s Sephora/Ulta). They recently opened an online shop that makes it accessible for global consumers. As well as skincare and makeup, Olive Young also sells K-pop albums that ship directly from Korea, making them very appealing to international fans who don’t want to pay high shipping costs, as Olive Young offers free shipping over purchases that are $60.00. The main focal point is a large banner slideshow that displays different products that are either trending or on sale. The first four slides are all products or special gift sets that are on sale, the fifth, sixth, and seventh slides are slides showcasing products that can jumpstart a person’s skincare routine: one slide is titled “How to start Well-Aging Care” and another slide encourages consumers to start a sunscreen routine. The last two slides are coupons, offering new users to save $35.00 off a purchase. The audience is younger people, likely female, as young women are the target audience for any makeup or skincare. I think that since Olive Young has such a wide variety of products, a single slide as the focal point would not have been enough to appeal to their vast audience. By having a various amount of products and sales, as well as skincare tips and recommendations, there is a slide that showcases products for any consumer. Since the audience is likely to be younger, having a slide that offers $35 off can be very appealing, as younger consumers likely do not have as much disposable income compared to older consumers. The banners themselves also change and update based on holidays or special offers. I think that this is an effective way of showing the audiences what products they offer and what discounts they can take advantage of when they shop from this website.