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Using directgov, Comet Business Services and a business to Consumer Company of your choice describe the use of visual media designs features below, you should use the range to comment on the companies.

Use of colours


Sainsbury’s has the most interesting and appealing website of all, it uses bright orange colours to incise the viewer to browse more and inclines the viewer to stay on the website for a long period of time. Direct gov use very plain and straight to the point colours this is because they are providing a service and they want people who use their service to be able to access it quickly using simple colour like whit enable this to happen. Comet use very futuristic colours like they blend two colours together to give a more sci fi affect this is because most of their customers are large organisations who want to access their information quickly as possible.

Fonts and graphics

Comet use a font called Tahoma size 10 this is consistent through out their website as it easy to read and because it is size 10 which doesn’t occupy too much room and isn’t too small that people can’t read it. Direct gov use the font Verdana size 9.5 this is purely because they have more information to fit onto on web page and making it smaller means more can fit in. Sainsbury’s also use the font style Tahoma however the size is 8.5 this is because they want to fit as much as they can onto one web page and at the same time make it easy for their customers to read.

Advantages and disadvantages of using media

Direct gov use no multi media what so ever on their website this is because the purpose is to provide information as appose to entertain this is why they are more verbal, they do have one or two images on their website which I would describe as mature images.

Sainsbury’s use much less you r face images this is because their logo is in your face as it is orange which a bright eye catching colour is they have to calm down the over all mood of the site by evening it out, the advantage of this is that it gains the users maximum attention his disadvantage is that it slow the website down.

Comet don’t use any illustrations or media what so ever this is because their customers are big business who don’t have the time to wait for the page to load they want to load instantly the disadvantage of this is that the business do not know what their products look like until they receive it.

Page transitions

Sainsbury’s have a number of page transitions such as video clips and multimedia images this it for the customer to get a feel of what they are buying before they actually purchase it also it gives the customer the sense that they are physically in the store. Comet have no page transitions what so ever each page is dedicated to itself the main focus is only on one this is because their customers want straight to the point accurate responses their customers are businesses who are not looking to entertained whereas consumers are. Direct gov do have page transitions this is purely occupied by their sponsors these sponsors interlink with the service they provide e.g. they have a transitions with which include the jobcentre plus this is because the direct gov have a link on job seekers allowance therefore everything ties together nicely.

Page consistency

To me the direct gov web page has no consistency what so ever everything seems to be splashed on to the page with a border around it the main body of the site is in the middle and the things around it seem to be there just to look pretty. The Sainsbury’s website has a very consistent feel about it this is because everything is categorised and the whole web page seems to marriage with each other whereas with direct gov it doesn’t. With Sainsbury’s website you can take a glimpse at the web page and you would know where you want to go. The comet website is also very consistent each page and sub page look exactly the same, information is easy to find and they don’t use any platforms such as Java which makes the website much quicker than the other three described.

Use of White space

I would say that 60% of the Sainsbury’s web page is white in some people eyes this may sound like a lot but because their logo is such a strong vibrant orange colour is balances it out and the consumer hardly notices the white in my opinion if less white spaced was used the website would have been too in your face. The comet website is occupied by 85% white colour predominantly in the middle this is far too bland for the average consumer but because they are targeting businesses they are keeping it more formal as appose to informal. The Direct gov website when you look at it all you can see it mostly white however they have put their font in a different colour rather that black this evens out the two and makes it more eye catching, I would say that they have done the opposite to Sainsbury’s as their font is Orange and their background it white.

Appeal to target group

Comets target group is big businesses, their website despite it being a company is more informative rather than eye catching, and this is because their target market doesn’t want to be entertained they want to buy the products as quickly as possible using less media means that the web page will load quicker. The Sainsbury’s website young middle aged professionals who don’t have the time to go into their brick and mortar, they have kept their website entertaining and contained at the same time therefore it isn’t to over powering and not complicated for elderly people to use, also they have a font enlargement facility which is for the elderly people. Direct gov is a non profitable organisation which proved information to the public this is why they have a simply laid out website the is easy accessible and easy to read this appeals to their target market as they are looking for information that is quick, easy to access and understand.

Consistent with brand image

The way that a websites image is established in the minds of consumers is a complex interaction of real and perceived attributes. Success of retailers depends on consumers having positive associations that allow them firstly to try the retailer, and secondly to remain loyal to them. Identified location convenience, price level, product assortment, service and quality as important marketing mix attributes of store image across a number of retailing types, with aspects such as quality being more important for food retailers. Some websites attributes such as store location, merchandise, price, advertising and promotion, personnel, services offered, physical design and nature of store clientele have been found to have a consistent influence on store choice.

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Kylie Garcia

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