Whenever Apple refresh a product they tend to refresh the pages which accompany that product on Apple.com.
These pages are extremely important marketing materials. As an example, on a usual day [Alexa tells us that] Apple.com reaches about 1% of all people on the Internet, 1.5% after the launch of something new.
What design decisions have the web design team over at Apple made this time? Are they better or poorer decisions? Will they help or hinder the marketing of product? Perhaps more importantly, what can we learn from them?
The Apple.com Home Page
This has received a straightforward change of images. They already have spaces ready to just fill with whatever new images they feel like.
I am glad that they’ve gotten rid of the boring grey box and replaced it with more interesting and visually exciting images.
As well as this iPod nano remastered home page, they’ve got an iTunes 7 homepage. Both feature simple, rich graphics and very little text, which is probably ideal.
It draws the user into researching more information and becoming involved with the products. Once someone is involved with the product, they’re much more likely to purchase.
The iPod and iTunes page
The first thing to note is that Apple have ditched the iPod-only page (/ipod/) and stuck all of their efforts into /itunes.
Because they’ve cut out a load of information about iTunes and given it’s own little microsite alongside the iPods, the new iTunes page is just about completely different, and certainly for the better.
It’s tonnes lighter than the original. Less text, less graphics, less of everything in general.
The iPods and iTunes take clear prominence, thanks to a ligher background and not so many heavy images or colours to distract the user.
I think this is very successful redesign.
The iPod with Video
Alas, the girl didn’t have much done to her this time round. But Apple have taken one clear design decision with their iPod website pages.
It’s grey text on black, and it’s very uncomfortable to read.
They’ve also simplified the iPod page, taking the six paragraphs which were along the left column and sharing them among two wider columns. That helps a little, but it does make the user wonder where to start reading a little.
It’s a sexy design, but not really one I want to read from. I don’t really like the main graphic at the top of the page, either… it’s a little too busy.
The iPod Nano in Colours
This is a really bright redesign.
You get to see the products instantly, in high quality and at different angles. The page is now halved and text has been placed into one of the wide columns.
It’s simple, easy to read and with a light/grey background which really makes the pictures and colours stand well out.
Conclusion
The redesign of the iPod nano page seem to stand out the most, because the great design helps the even better photography and illustrations to flourish. It makes the page feel very rich and exciting.
Apple clearly is learning to use the high-quality product images to its advantage in marketing materials. take a look at the iPod nano ‘Sync with iTunes’ page for proof - it’s stunning.
Perhaps that’s the key to making great online marketing materials for products? It might be, but I’d always say it’s more important to show the user what they want to see, and in this case, with a lot of information in a little amount of text on the iPod product pages, Apple does just fine.
What are your personal thoughts about the redesigns? Are there particular things you like/dislike?
Tell us!!! Just leave a comment below…