Website evaluation criteria and methods

JASONALDEAN.COM

Website Critique Memo

When first arriving on the home page of the website for the country music artist, Jason Aldean, I was reminded of colored fluorescent lights commonly found in honky-tonk districts or at cheap roadside motels along lonely two-lane highways. This image was spurred by the background graphics that appeared to be an artistic rendering of a photo for an entrance to an old amusement park or county fairgrounds. The faded colors and rundown appearance of the entrance seem to convey a return to a bygone era when entertainment outings were limited to county fairs or traveling carnivals. This background image therefore sets the tone for visitors to the website and newcomers to Jason Aldean's music, which is a return to simpler times and the conventional values associated with life in small town America.

Aside from the background image of a carnival entrance, the most prominent feature is a large box to the lower left providing information on Aldean's accomplishments and access to an online vide premier of a music video. Clicking on the video link opens a new tab where the video can be viewed. The song in the video, Night Train, confirms that the theme of the website and Aldean's music as a return to simpler times and values. The free access to the music video was a treat and should provide a considerable incentive for visitors and fans to periodically return.

At the lower right is another box listing in chronological order notable news events related to Aldean's music career. This box is attractive and adds a professional design contrast to the background image of a decaying carnival entrance. Together, these elements remind visitors that this is a contemporary artist with values and music of a bygone era, which could be interpreted as a message that Aldean and his music can help relieve the pressures of modern day life by taking listeners through time to a simpler period. I assume this is the marketing strategy and the website is well-suited to acheive this goal.

Two other boxes are evident on the lower portion of the homepabe. One box provides a way to enter an email address for messages from Aldean, while the other lists upcoming shows. At the very top edge is a horizontal menu with buttons to help consumers quickly navigate to the online store, fan page, music ordering links, videos, photos, the tour schedule, and background information on Jason Aldean. Navigation to these pages is easy and the themes discussed above are maintained throughout.