crowdSPRING

Creative brief

The following are a consultant’s comments. I would like these integrated into the concept.

1) Colors: the color are dirty. The orange reminds me of skin that was "tanned" with that skin-tinting lotion. The mauve in the logo looks very 1980s. There are too many colors, with orange, two shades of pink, purple, brown, green and a bluish grey. This needs to be shored up a bit. The colors are too dirty. The Martha Stewart website is made of colors that are fresh, light, inviting, feminine, strong, bold. This is where we want to be more than the colors of the proposed design. The MS website has many colors, but there is significantly more content and it's just a larger page. It can handle more colors. This design is small and compact. It needs to be treated differently than a large, new magazine style website.

2) Model: the model is just weird looking. I'm not sure what you're going for with her, but I would bet she's not it.

3) Background graphic: I would prefer to see the model's surroundings here instead of this graphic with flowers and butterflies that is sorta slapped in there.

See http://www.wholeliving.com/.

In each frame, there is a model on a background with text overlaying. Perhaps our model is sitting in a refreshing, cheery room on a couch reading a magazine sipping lemonade or something. Something very Southern Living-style. An image like that can fill the background here and the text can be overlayed to work with the surroundings.

Women are getting past the pretty, fluffy ornamentals that advertisers forced on us in the 1950s. We are independent and influential purchasers with strong opinions, and this graphic seems too young.

4) Fonts: The fonts need some attention as well. There are too many fonts on this page, first of all. I count 9 different fonts. We should trim this to four, at most: logo fonts, a sans-serif for all web text, a decorative font for titles, and a script font for subtitles.

a) Decorative fonts: These fonts are weak and poorly constructed. Choose something that looks a little high class.

i) ASK. ANSWER. SHARE.: I would like to see a font that is equally feminine, but is a little better constructed. This font is poorly shaped and badly spaced.
ii) "A resource for women, by women.": is equally poor. I understand what is needed, but this font is a poor choice. We want a font that is beautiful, soft, warm, inviting and feminine, but it also needs to be authoritative and strong. Women want to feel beautiful and be taken serious at the same time. Admire, but respect. Find a font that does both.