In light of the recent events, and due to the fact that I am a Detroiter, the website that I chose that was both interesting and compelling in design to me was the General Motors website.
The first page of the website is a picture of a big old SUV (how American) in the middle of the woods (even more American!) with three blue buttons across the middle of the page, each a link. The first link is titled “Our Mission,” the second “Our Vehicles,” and the third “Our Company.”
Just as it is pointed out in Picturing Texts: Composition in a Visual Age, “All texts are created by a person or persons for some purpose. A good way to begin thinking about a text is to ask who wrote the words or created the image or designed the graphic, what the subject is, and who the intended audience is. When you identify this information, you can begin to draw conclusions about what the author or authors wanted to accomplish and why the text was created” (14). The texts on the homepage of GM’s website is very simple, from the images to the words. As I mentioned above, the SUV is in the woods and light is poking through the trees; this is a very simple image. As far as the words that are found on the image, “Our Mission,” “Our Vehicles,” and “Our Company,” I believe that GM is drawing our attention to the basics: what they’re about, what they’re selling, and who they are.
The three links in the middle of the picture are all symmetrical: placed an even distance from one another, in the center of the page both vertically and horizontally (26). Along with the actual image itself which has the SUV located on the right of the page at an angle towards the center and the light peering through the trees is located at the left of the picture shining towards the middle of the page.
By GM using three phrases, all two words each, and all beginning with the word “Our,” I believe that they are putting the emphasis on all of us and taking it away from the company itself. GM didn’t say, GM’s Mission, although it is obvious that is who’s mission it is (you are at gm.com), but the emphasis is on “our,” not “GM the company that just filed bankruptcy and is going to close down seven local plants.” “In most images, emphasis can be created by composition, by choosing and arranging elements in order to direct the viewers’ eyes to whatever the designer wants them to notice” (34). GM is clearly taking the viewers’ attention and directing it on the three things that it wants viewers to see the most, what they want to portray as what they’re all about: their mission, their cars, their company. That’s what matters to them, and that is what they want to matter to their consumers (hopefully). ![]()
Although their homepage isn’t telling much of a story with written word (remember, there’s only six words on the homepage), GM is telling their own kind of story, they’re telling viewers what they want them to see. There isn’t obvious sequence, but there is sequence. They’ve broken things down to the bare essentials, they’re telling everyone their story, they’re telling everyone what they’re about, their very own narration. Also, the image portrays this same story, the same narration, ” images can tell stories” (38). It is obvious that GM’s image is clearly reflecting the same narration that their words are telling…and it is all based on simplicity (getting back to the basics) and what this company stands for (or what they want you to believe that they stand for).
Anyway, check it out – GM’s website…and Picturing Texts: Composition in a Visual Age too if you’d like! ![]()
Citation
Faigley, Lester; Diana George, Anna Palchik, and Cynthia Selfe. Picturing Texts: Composition in a Visual Age. New York: WW Norton, 2004.
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