I had signed-up with Edinburgh Gumtree (http://edinburgh.gumtree.com) and they have sent me this job posting of ChewChew via email:
|Requested: Web Designer for ChewChew - online food ordering service|
|Hi Willem,I have had a look through your profile and it looks very impressive. We may very well be interested in working with you....Keep the site very clean and simple and keep the orange as the main colour throughout the page. The things that will sway it for us are things like professional icons, good fonts and a simple yet quirky feel....If we like what we see you could potentially be getting a great deal more work from us in the future and the site develops.I very much look forward to seeing what you have to offer.Kind regards,Simon|
Basically, they want their site to look more polished.
The two screens below are
(1) ChewChew's current web page
and (2) an example of CampusFood, another food-online service, as how ChewChew would like their look to resemble.
So, I will start out with highlighting the main areas of improvement as I see it..
First, I will use the underneath star diagram to determine the 'style' that fits best with ChewChew.
Stylizer; what describes the required style best.
* Formal doesn't always mean tux or evening gown. Think of formal as being "proper", "conventional", or "traditional".Some fonts can manage to be both Formal and Casual, depending on how you use them. And since everything really is relative, there are degrees of both formality and informality. The trick is finding just the right degree-finding what's appropriate.
|All typefaces give the reader a certain feeling, or impression. While most readers won't consciously notice that the font is conveying anything more than the words on the page, they do make a subconscious, emotional difference. (http://www.will-harris.com/esperfonto/impressions.html)|
Along with the style comes the Font (of which the texts are made up). There is a handy Font chooser which I have incorporated below:
In sum, I have to do the following:
Here's the star diagram for ChewChew:
Stylizer for ChewChew
Why formal; because ChewChew is a company, not a bunch of friends.
Why modern; because they have chosen 'orange' as a color, which is associated with energetic and innovative (e.g. EasyJet). Also they bring a new service on the Web, something that replaces the traditional ordering of food.
Why friendly; because the customer 'trusts' his or her delivery of food to ChewChew. One trusts friendly people over serious people.
Why warm; because we are dealing with food. The smell, taste, and heat of the soon-to-be-delivered food should be communicated through ChewChew's design.
Feeding the Font chooser (see above) with these criteria (formal, modern, friendly, and warm) resulted in the following list of appropriate fonts.
Fonts that would suit ChewChew [note: the ones in grey, I haven't got the font on my computer]
From these I consider choosing 'Gill Sans', as it is the most neutral font and it is supported in most web browsers.
Gill Sans for ChewChew !
|Gill Sans, Humanist 521|
|Relationship:||Formal and Casual|
|Impression:||Modern, Traditional, Warm, Serious, Friendly, Business-like, Elegant, Stylish, Classic, Cute, Fun, Old-fashioned, Soft, Official|
|Type:||Body and Display|
|Pairing:||American Typewriter, Gill Sans, Bembo Humanist 521, Gill Sans, Bembo, Aetna EC, Caslon, Cheltenham, Cooper, Korinna, Souvenir, Times New Roman, Book Antiqua, Bookman, Village OldStyle EC|
Continued (see Food for Thought)