Pop Tarts’ Website UX: Focus on teens between 12 to 17 years old
“The future belongs to those who believe in the beauty of their dreams.”
-Eleanor Roosevelt
Hello, welcome to this week’s blog. I am Mengning, and I’m going to share with you the amazing web design made by Pop-Tarts Company.
Is It Useful?
First, it is very useful. You have a top menu that directs to five different categories: “Our food”; “Our Story”; “Contact Us”; “English/Espanol”; and “Where to buy”. Meanwhile, there are five sublinks under “Our Story”: Favorites; New; Limited Time Only; Bites and Crisps; and All Pop-Tarts flavors.
Therefore, as you can see, the website’s content is very clear. It has everything a customer wants to know about Pop-Tarts. From 1964, Pop-Tarts puts its target on the audience and makes clear that its target group is teens from 12 to 17 years old. This differentiates it from other snack food brands whose websites aim at parents.
Content, Design, and Purpose
Pop-Tarts uses a very cartoon-style web design, the gradients, fonts, textures, color, and light elements look just as if it is a static animation. The purpose of Pop Tarts’ website is mainly to connect with customers and to get the information flow on its platform.
The content distribution on the website mainly focuses on its products, such as signature collection, limited edition, and new for this season. When you click on an individual product, there appears customer reviews and ratings under the product image. Pop-Tarts tells you how good it tastes, but more, they use the customer reviews to prove that it really tastes that good. Some of the products have relatively low ratings, but will it affect Pop Tarts’ brand image? Absolutely no. Because this builds trust. I’d rather believe Pop-Tarts than companies that give me all positive reviews. That I’d be thinking if they have “optimized” the reviews.
Its User-Centered Strategy
Pop Tart’s website is very user-centered and pleasant to use. They think very much from the user’s point of view. What do users want to know most eagerly? Who is the audience and what style impresses them most? Pop-Tarts answers these questions very well on their website.
The design is innovative and reflects its brand personality. Pop-Tarts designs its website cute and funny. The spacing, color palette, typography, and page layout look like a children’s book. Unlike other brands such as Starbucks, Pop Tarts’ website is full of pictures of its product, looks very appetizing. Undoubtedly, it attracts children and young teenagers. However, as an adult, I would prefer a simpler website with a simple, colorful, and geometrical design.
Convincing And Converting?
The content is entertaining and convincing. For example, the description of my favorite flavor Brown Sugar Cinnamon is “The very tasty combo of brown sugar and cinnamon comes through in every single bite of frosting, filling and golden crust”.
That sentence makes me hungry for Pop-Tarts! And try another one, their brand story is written as: “There was a time when breakfast was boring. Why? Because it wasn’t Pop-Tarts toaster pastries. So we reimagined toast and jam as a rectangular, toaster-ready treat. Then we thought, “You know what this really needs? FROSTING.” But we didn’t stop there — we did the same thing with dozens of other flavors. You’re welcome world. And you’re welcome to help yourself to delicious Pop-Tart-y goodness morning, noon, and night. Out of the toaster. Out of the foil. Out of the freezer even (if you’re one of those people). Because we don’t make the rules. Just Pop-Tarts.”
To me, it is absolutely convincing. They introduce their products and brand story from the customer experience perspective. It feels real. No wonder why people say that marketing is actually psychology.
Artificial Intelligence For Web Design
Pop Tarts’ website isn’t using AI or ADI to optimize the user experience and to ease conversion. But due to the nature of its website — — the website doesn’t generate direct sales — — they don’t really need website AI and machine learning. Their website is used for informing and glorifying brand image.
Fascinating Message That Children Would Love
In my opinion, Pop-Tarts incorporates the hallmarks of a fascinating message. It stands at a very clear position in the snack food market, and its content conveys useful information for people who are interested in its products. Moreover, the phrasing and visual design are worth reading, attracting, and convincing. Lastly, I just edited my to-do-list for tomorrow. The first to-do now is to buy Brown Sugar Cinnamon Pop-Tarts!!
