Presentation of Information
#1: Purpose
Magnum’s main purpose is to impress people about their product through its website. This includes the premium selection of flavors and the origins of its ingredients.
#2: Visual Appeal / Personality / Audience
Magnum applies the signature colors of gold, white and brown to its website similar to its product packaging. It gives off a very classic, exquisite and stylish feel to its customers. This vibe tends to resonate more with the middle-age crowd in their thirties to forties. Magnum has also made an effort to try to reach the younger crowd by featuring celebrity Kendall Jenner in their webpage endorsing a new storefront in Cannes.
#3: Accuracy / Credibility
Magnum’s aim is to produce quality in their product particularly chocolate and this derives from the primary ingredient of cocoa beans they use. To boost their credibility, they have collaborated with the Rainforest Alliance, a Non-Governmental Organization which connects with cocoa farmers in different parts of the world. Magnum beans are sustainably sourced from these cocoa farms and the farmers are remunerated fairly in return.
Site Design
#4: Starting point / Navigation
Magnum’s first touch point begins as the user lands on the first page with a full bleed of its iconic pint of ice- cream and its tagline “Carefully Made to Be Broken New Magnum Pints”. The user scrolls down to another two bleeds which brings them to different parts of the website. It is a simple yet bold design to pique interest. There are no breadcrumbs however in this site and the only way to navigate through the website is through a drop-down button at the top right hand corner.
#5: Layout & Placement of Elements
The layout of the website is very clear with the main page divided into four bleeds. In each bleed, the element to proceed to the next link is centralized and has a zooming in effect if one were to scroll over, prompting the viewer to click further.
#6: Loading Speed / Search
The loading speed of the webpage is optimally fast for its pages as the images embedded will smoothly appear with every scroll. There is no search option available on its website due to its limited range of products offered.
#7: Readability / Color
The website has applied its flagship colors in its background, fonts and images. This allows viewers to easily recognize and associate with the brand. If one were to stumble onto the site without knowing its website name, the colors should create a brand recall of Magnum.
#8: Utilities
The website does not have a shopping cart function which means users are not able to purchase online. However they do have external links placed on their products which redirects the viewer to an external shopping platform that carries the same product. Some of the links appear to be non-functional and should be addressed.