Reference List & Links

Reference

Destination Queenstown. (2013). Queenstown New Zealand: Official Site. Retrieved 29th May, 2013 from http://www.queenstownnz.co.nz/information/AboutQueenstown/

Nielsen, J. (1997). Concise, Scannable, and Objective: How to Write for the Web. Retrieved 29th May, 2013, from http://www.nngroup.com/articles/concise-scannable-and-objective-how-to-write-for-the-web/

Nielsen, J. (1997). How Users Read on the Web. Retrieved 27th May, 2013, from http://www.nngroup.com/articles/how-users-read-on-the-web/

Nielsen, J. (2007). Writing for the web: Research on how users read on the web and how authors should write their web pages. Retrieved 27th May, 2013, from http://www.nngroup.com/topic/writing-web/

Parkes, J (2009) .Teaching Visual Literacy. Retrieved 29th May, 2013, from
http://www.slideshare.net/rjp152/visual-literacy-1992223

Posadas, S. (2004). The Meaning of Colours. Sibragraphics. Retrieved 28th May, 2013, from http://www.sibagraphics.com/colour.php

Warnick, B. (2006). Rhetoric on the web. In P. Messaris and L. Humphreys (Eds.), Digital Media; Transformations in Human Communication, pp. 139-146, New York: Lang.

Wysocki, A. F. (2004). The multiple media of texts: How onscreen and paper texts incorporate words,       images and other media. In C. Bazerman and P. Prior, (Eds.) What writing does and how it does it: An   introduction to analyzing texts and textual practices, pp. 123-163, Mahwah, NJ, Lawrence Erlbaum.

Essay

"Destination Queenstown" is the official tourism website for Queenstown, New Zealand, and is the regional organisation responsible for the marketing of Queenstown as the Southern Hemisphere's premier four season lake and alpine resort. The website in question offers a range of helpful resources and options, for tourist's visiting the region, as it's main purpose is to market Queenstown as a Prime Destination. The intentions of this essay are to outline the various elements of the site, and why they are effective.

Color

The function of color on the site acts as a reference to the blue and yellow, Destination Queenstown logo itself. The blue image in the background of Lake Wanaka and the surrounding mountains, relates to the pristine image associated with Queenstown as a world-renowned tourist destination. In a modernized, web-based context 'blue is best suited  to web sites involving and promoting cleanliness, tranquility, air, sky, and water (Posadas, 2004)', in doing so, these aspects relate to the nature of Queenstown. The ambiance constructed from the combination of the blue background and golden-yellow headers, create's the image of spring (Posadas, 2004), which in itself relates to tranquility and melancholy.

The vast use of color on the home page is outlined by the blue background. In the website, the use of white is applied, to bring forward the "Queenstown New Zealand - pure inspiration" logo, however the brand itself is blue with a white background. Posadas (2004) states that, combining dark and lighter shades with blue creates a conservative, and most importantly in this case, sophisticated look. As this aspect conforms with the marketing of Queenstown as a four star premier tourist destination. On the other hand, in the Westernized world, blue can also create feelings of melancholy when used too often. This is substituted by the various images of scenery. The use of the blue background in this case successfully imbues the site with a fresh cold character. This is very appropriate for the ice and snow of the ski field environment.

Font

The font used for the majority of the page's content, is a basic sans serif type. This makes the headlines clear and distinct. "Writers are advised to write for easy scanning, as website users appear to be less inclined to ponder dense tightly structured. They tend to be restless (Farkas & Farkas, 2002, as cited by, Warnick, 2006, p. 140)", which the designer achieves with the standard dark text applied to a lighter background. This is important as people barely read word-for-word (Nielsen, 1997) and is relevant in that it allows the website visitor, to factor in the various resources available, as a consumer. This is accomplished through the 'liberal use of white space applied to the simple short sentences, that are concise and highlight's the main feature of attraction, which is highly recommended by Nielsen 

(2007).

Photograph's

The photograph's displayed on the home page, are used to make the site look alluring and create an atmosphere which displays the seasonal characteristics of Queenstown. Snap shot's of tourist's in the midst of activities and seasonal event's are are displayed, as 'caught moments of reality', when in fact "they have always been the result of a photographer's attentions, choice of framing, and technological knowledge (Wysocki, 2004, p.133)". The significant amount of photographs, effectively allow for the website to reveal a range of services provided in Queenstown. The main photograph in the website of Queenstown and the mountainous surroundings, is an example of a "High Angle - Where the represented participants are depicted from above - that is viewed from above - the participant is in a position of power (Parkes, 2009, pp. 28)". This supports the views of Wysocki (2004) who claims that, each of these aspects of photographs, that has used various compositions - involves choices made for achieving persuasive ends. These elements effectively support the purpose of this website.

Visual Media

The site demonstrates visual media, with changing slides that display Queenstown during Winter, Spring, Summer and Autumn. The slide show below effectively exploit's the target audience, catered to various demographics; by displaying images of, a young family, an older couple, a young tourist and a group of friends each doing different activities. This is effective because it reflects that the site is up to date and efficient. Using modern web technologies make it more visually appealing for internet users, particularly in terms of younger. Wysocki (2004) states that transitions create visual relationships, meaning that the changing of the slides is an optical tool that positively affects the viewer. This device is also useful and operational, because it allows a range of articles and information to be presented in one area.

Headlining Links

The links across the top of the page provide instant access to different components of the site. This can be helpful to people who are unfamiliar with the navigation of the site, while allowing others to efficiently find the activity, attraction or service that is needed. "As the Web has become more of a commercial platform, it has become more structured and more influenced by commercial forces. Consumers expect to be able to find what they need quickly and easily and to have their questions readily answered (Warnick, 2006, p. 141)". The links are presented in black text on a golden-yellow background, therefore making the text more prominent. The position of the links is a sign of their importance. They appear at the top of the page, as readers generally only pay attention to information appearing above the fold.

External Links

The site provides links to other things that may be of interest to the demographic. Its showcases other businesses such as Air New Zealand, Jet Star and other airlines. As well as links which directs the user to the businesses providing 'Activities & Attractions' in Queenstown i.e AJ Hackett Bungy, Shotover Jet & NZONE. This benefits their credibility, and most likely works both ways, in promoting Queenstown as a tourist destination, which is good for their publicity. Especially as it is also world renowned for it's adrenaline activities and it's reputation as the adventure capital of New Zealand.

Links to Trip Adviser and social networking sites, such as Twitter, Instagram and Facebook, are also present. This offers the website recognition from global enterprises. "The use of Internet portals, advertising, networking links, hosting services and other resources has reintroduced hierarchy into the internet environment. Authors must be strategic and deliberate in hosting their sites, attracting visitors and keeping them interested (Warnick, 2006, p. 141)". It also shows that it’s supporting and keeping up with current internet developments. 

Conclusion

It is clear that the website is very visually engaging and attractive.The use of a variety of interesting and panoramic photographs allows for the consumer to view the different services, attractions and activities on offer in Queenstown.   It is modernized and advanced, with the use of visual media and  external links. The colors coincide with the "Queenstown" logo.These visual effects on the website are definitely paramount to the user's perception of Queenstown. 

It provides essential information, and does so in a competent straightforward way. Even without the use of compact textual information, the user can easily find out about Queenstown on the website page. The use of Internet portals and other resources, act as a great supplement to the website; through the construction of design, it is very easy to get an overview of the content, this is important for the trustworthiness of the page (Nielsen, 1997). The dynamics of the website are helpful to users of all classifications.