Post-Renaissance but in the world of Beyonce.com
With Beyonce being one of the biggest stars in the world, and finishing off her record-breaking world tour on 10/1, she is definitely someone that many look up to and a brand that many want to invest into. Whether it be tour tickets, merch, or even buying physical versions of her music, people are drawn to her, and by proxy, her website.
Once you type in her url (Beyonce.com), you are taken to a website that looks very simple to navigate. On the homescreen, you see a trailer for her upcoming tour documentary and three tabs at the top that are self-explanatory. The tour tab shows all the pictures taken of the sets, costumes, behind the scenes of the crew and the fans in the audience. It also houses the merch page and the credits page for all of the crew involved in the show. The music tab only includes her current album but it is interactive in the way that you can select the clean or explicit version of each song and pick a streaming platform to listen on. The credits for each song are also there to click on and read. The final tab on the page was for her perfume. She includes the item description and ability to preorder it on her website, she also includes pictures of fans from some of her shows sampling the product. Beyond these tabs, there is no mention to past products or anything other than RENAISSANCE or her future film and perfume.
Evaluation
I believe that Beyonce’s website definitely serves its purpose in promoting her brand and all of the content that she is producing now and in the future. Every tab is dedicated either to her most recent album, tour and merch she is selling.
I don't believe though, that her personality is really able to shine through her website. We can see that she cares a lot about the art and content that she is producing and that she also cares about the people around her and her fans, but I feel like her website still lacks that personal touch.
When it comes to the usability and aesthetics of the website, it is very simple and straight to the point with what the links do and what to expect once you click on them. The color scheme is black and white, with the background being black and the text being white. The font used on the website is the same used across all her current releases such as her album, and tour promotional items. The photos and videos are a really engaging part or the content on the website and they take up the entire page. With them taking up the entire page, it can be hard to find the links on the top of the screen if you're scrolling through because they blend into the background of the pictures.
When the website transfers to mobile, it is still as accessible as it is on desktop. The pictures are resized and still in high quality and the pages are fully functional. On the mobile version, there is also an accessibility popup that allows users to change the fonts and sizes so that they are easier to read, to stop automatic playing of the videos and animations and other features that helps to make it even more user friendly.
Overall, I think that this website and it's design are really sleek and professional. It displays what a fan of Beyonce would want to see, especially with her being active as of late.
