(RED)+Nights

= back to benchmark index = = = =(RED) Nights Benchmark Analysis=

www.joinred.com/rednights

**Description**
This site is an offshoot of the JoinRED site, part of the (RED) trademark, the initiative that helps fight aids through the purchase of products we would normally purchase. People have generally seen or heard of the Apple (RED) ipod nano or the Motorola (RED) phone. (RED) Nights is a concert series where part of the proceeds of the ticket sales goes towards this cause. The concert series and (RED) is explained on this site at the following link.

People who are interested in any of the concert series' artists (many are big names) would use this site for more information about the performances and concert dates. Also those interested in the cause might be drawn in to the events because of notices they received from the JoinRED site. (RED) Nights and Join(RED) are also up to date with all the current social networking sites, which is another means by which word would be spread. The demographic for events like these and these forms of information access could range from teens to adults. The events occur across the United States in various venues so the demographic is very widespread.

Information Architecture


The (RED) Nights site is built very simply, with two main sets of navigation that runs on the top and bottom of the main site page. It is somewhat visible in the image above.



Above is the top navigation for the website. The (RED) Nights serves as the main page link. The artists section provides a drop down menu to all the performers (below). By selecting an artist, the user is taken on the artist's specific page which is also reflected in the timeline navigation that is present on the bottom of the page.





The timeline navigation at the bottom shows consistency in the visual design with the bracketed numbers and the red type. Once the user discovers the scroll, he/she can peruse the different artists for each night by sliding the bar. This interactive timeline allows for an even more engaging visual experience. The sliding bar also automatically takes you to the nearest page when you scroll in-between different nights. Each night displays the performer's page with information on the performance and options for the user to get more engaged in the experience, such as by social networking options. The sliding bar is also present in the concert calendar section (mentioned further down).



This section that appears on the top left of every artist page gives the user several options to connect further with the concert series and other who might also be interested. By promoting this on every page, the site expands into a more realized social event for the user. It also gives vital information about the location and date of the performance as well as links to more information about the artist and a link to video on the concert. The concert experience log is youtube video, but visually much more refined and in line with the site's visual identity. There is also consistency in the presence of links to share the experience with other, even a twitter feed right on the page.



Visual Design
As mentioned in previous section, visually the site is very appealing. The images of the performers all blend together very effectively, as it makes it seem as though all the performers as you scroll through are actually on the same stage. There is also a consistency in the colour palette as red is present throughout, which links each image to the overall identity of the organization. The main image is the focus as it uses quality photography of the artists to draw in the user yet is still functional.



The type is simple and employs the signature typeface of the (RED) identity.



Hierarchy of size is used effectively to sort information as well as the (RED) red, which is employed to add an extra divide where necessary (as shown below). The simple and consistent colour scheme serves to remind users of the organization's identity while also being enough to create hierarchy that is user friendly in terms of finding information on their site.

One of my favourite aspects of this site is that there is the option to full screen the site. This makes it even more of an engaging experience as it feels as though you're actually at the venue or at the concert. This coupled with the option to watch video of the performances within the site created a unique site experience as it feels like an environment or actual space.

Usability


In terms of the organization of the information, the site is well laid out. The top and bottom navigation are simple and engaging. The focus of each page is clear as the most important information is always centrally located. On artist pages the most important part is the visuals to first draw in the user, so the image is in the middle, the first thing you see. On the other pages, typographic information is usually the most important so that is located in the middle of the page and the images, usually as subtle textures in these cases, take a back seat but still contribute to the page.

The scrolling option really helps because it is simple navigation easily picked up. On top of that though, it further encourages use of the site, which isn't just making it usable but also making its use more than likely.

Content
The main content you would want from such a site includes: information about the artists, information about the concert such as how to get there, where they are all being held, and how to get tickets. In this case, the events have already occurred but most of this information is still provided. One particularly effective use of the site after the actual shows is that it encourages people to add their photos of the concerts to the flickr photostream and has posted video of the concerts.



Above is the main calendar page where much of the primary event information is present including, again, links for your social networking pleasure. The scrolling navigation appears at the bottom as well so you can move quickly through the different dates. There aren't any months listed below near to the scrolling bar you to easily snap to when moving the scroll bar, which might have been nice since it took place over several months, but it is still effective. Dates are given the priority here and the information is well laid out. If anything is the most content heavy page and might seem a bit overwhelming, but it doesn't bother you much. I think separating the different months by using headers like 'September' might have been more effective. The design may have been going for a similar feel of continuity felt in the consistency of format throughout the main page's scrolling section.

Conclusion
As I was writing the usability section of the site it suddenly occurred to me that this site was actually one that was for an organization that about helping people, sort of the kind of site that you might see designers doing for non-profit work. It's that much more impressive (and kind of unfortunate for people who pay for their sites just to attract others for the purposes of personal monetary gain) that this is one of the better sites I've seen in a while. It's not difficult to pick up - it's actually fun to use and explore. It doesn't even matter to me that the events are all over now because I still want to look at the site. I think the site is very successful in that respect as it also encourages involvement in the cause and uses many different means to attract people on top of their very attractive site - these being social networking sites like myspace, flickr, facebook and twitter. I do particularly like that the site created is more of an experience than just visiting the usual site, formatted with the same old navigation on the top and left side. It takes elements of good hierarchy, obviously, but it is a refreshing break from the ordinary. Functionality sometimes seems solely linked to a certain format for visual design and this site shows that it doesn't necessarily need to be that way.

Materials Used
all images from www.joinred.com/rednights