Dunkin’ Donuts
https://www.dunkindonuts.com/Default.aspx
On the home page of Dunkin’s Donuts, there are six primary navigation systems while there are another 4 big tabs in the center of the home page, it is quite confusing if you do not know what information you are looking for. Although the groups are easy to understand what they represent, some navigations appear more than one time on home page really confuse the browsers. For example, “shop online” has two similar navigation systems both shown at the same time. Good thing is that the top banner and navigations never disappear, and the rollover drop-down means are very handy. The navigations on top of the page also shows which category you are browsing, so you always know where you are. Like most of the commercial websites, the logo of Dunkin’ Donuts always remains the same place, which easily direct you back to the home page, and you never worry about finding a way back to home page.
The content of the site appears to be a bit overwhelming as the site has s fairly deep architecture and attempt to show its browsers lots of information at once. The rollover menus basically show all levels of navigation before you click on all navigations. You can access any page within the site at anytime. This is beneficial to the site’s browsers if they desire to find out some information quickly before really searching for it.
The typography here seems to have a apparent hierarchy. The heading shows very different and prominent from the body paragraph. Heading uses bold fonts with vibrant colors while the body paragraph in slim fonts and grey color. The labels within the site are all clear as the brand targets almost everyone in their daily lives.
The site is nicely structured from page to page. Some categories share the same grid while some are more unique. However, the structure change throughout the site is not major. You have a sense of connection from page to page. The focal point of almost every page is the imagery. For example, the photos shown in the “shop online” page are eye catching because of the quality of the photos and how they deliver messages to the browsers without saying a word. The imagery of the site is critical as the photos show you something you are familiar with yet something you may not know so well before. The imagery attract the site browsers to stay longer in this site. There are already fair amount of photos shown in the site, and therefore I would not suggest to show more photos. There are some icons always stay with the primary navigation on top of every page. The icons do not function in this website but rather tell store about the brand. It is not difficult to understand what these icons represent for.
The color palette covers several colors, such as pink, orange, red and brown. Pink and orange are largely used as colors for heading and make the heading stand out and very easy to read. These colors are selected as the color palette because pink and orange are originally colors of Dunkin Donuts’ logo, and the rest of the color work well with these two colors and they together create a warm, bright and welcoming site.
The site is meant for selling Dunkin Donuts’ food and products. Also, it promotes their events and helps locate stores near you. Surprisingly enough, the site does not allow you to search. Generally the site works well and provides lots of information, it would be better if the home page does not give two sets of primary navigations at the same time.
