One of my past clients, Kraft, needed to redesign it's global online experience. This example of the architecture and creative overlay for Kraftfoods.com, illustrates how a content-rich site can be made to be an enjoyable experience for the average consumer. While it seems like common sense that any site should be a positive experience, designers sometimes get too caught up in their own design, and forget who we are creating the web site for.
Have a look at the attached site for Kraftfoods.com. You will see that while it remains content-rich, it is also easy to navigate. The menu bars are designed so that a consumer can always retrace their steps without getting lost. All action items are distinctly marked with a hot color. In this example that color is orange. The design is light and contemporary, giving the consumer a sense of trust. A place where the consumer can take some time to explore.
