Iva Magušić-Dumančić, Mia Kuzmić, Milan Balać: Visual communication of Museum websites...
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Transcript of Iva Magušić-Dumančić, Mia Kuzmić, Milan Balać: Visual communication of Museum websites...
Visual communication of Museum websites:
Analysis and comparison of European and Croatian
art museums
Students: Milan Balać, Mia Kuzmić and Iva Magušić – Dumančić
Mentor: Josipa Selthofer
„The most powerful, meaningful and culturally
important messages are those that combine words
and pictures equally and respectfully.”
Paul Martin Lester
What is Visual Communication?
• A way of conveying information using visual elements like typography, symbols, images, color etc.
• Visual elements provide context
• When used right, they make the messages more clear and believable
• When missused, they dilute the messages
VCD
• Process of „interpretation, organization, and visual representation of messages”
• It relies on the use of different principles and visual elements to create a visual language
• Visual communication needs to be appealing, appropirate, easily understood and memorable – it exists not only to inform, but to evoke interest.
VCD on the Internet
• Follows the same rules
• Home page is the anchor of the site – it communicates the big picture
• Home page should answer questions like:
• Where am I?
• What can be found on this website?
• How do I search through it?
• What are the current events?
Museums
Europe (Art Museums): Croatia (Art Museums):
- The National Gallery, London- Museo Nacional del Prado- Museo Nacional Centro de Arte Reina
Sofía- Musee d’Orsay- Louvre Museum- Rijksmuseum- Van Gogh's Museum- Natinal Gallery of Ireland- Belvedere- Kunsthistorisches Museum
- Mimara Museum- Museum of Arts and Crafts- Museum of Contemporary Art- Gallery of Fine Arts Osijek- Croatian Museum of Naive Arts
Visual Content Method
• Museum trademark
• Composition of the website
• Online collections
• Multimedia
• User communication
• Social network links
• Languages available
• Merchandise
Hypothesis
• Croatian museums have not yet recognised the importance of a well developed system of visual identity and communication with the users, making their websites less effective in conveying messages than their European counterparts.
Museum trademark
• Seven out of ten European museums have their logos displayed on the homepage
• All of the Croatian museums have some kind of a trademark
Online collections
• Significant differences in the quality and number of options available between European and Croatian museums
• Seven out of ten European museums - enlargement enabling the user see the finer details
• Croatian museums - limited options allowing users to only slightly enlarge the images
Online collections
• Download options:
- four of the ten European museums do not allow any kind of saving, while the rest do, but only two of them have a visible download button - four Croatian museums allow saving by right clicking
Multimedia
• Virtual tours: - two out of ten European websites provide virtual tours - none of the Croatian museums have virtual tours
Multimedia
• Audiovisual content and multimedia guides:- common in both European and Croatian websites - Apps - none of the Croatian, and five of the European museums have a mobile app - responsive site - none of the Croatian and only two European sites are responsive
Communication with the user
• Basic contact information: a telephone numberan e-mail address contact forms - all of the evaluated websites
Communication with the user
• Newsletters:- six out of ten European, and one out of five Croatian museums offer a subscription to the museums newsletter
Social network links
• Most commonly used network is Facebook
• Other frequently used networks are Google+, Twitter and YouTube
• Trip Advisor use two of the Croatian museums
Languange
• European museums - usually English, Italian and German
• Croatian museums – English and Croatian
Merchandise
• Online giftshop:- seven out of ten European museums offer souvenirs and promotional materials in online giftshops, while only one Croatian offers the same service.