In an article published by FastCompany, traditional homepages are dubbed obsolete by Quartz, a global online business news publication and a digital-only publication built primarily for tablets and mobile devices. The article explains that when Quartz was first debuted in 2012, it deliberately chose NOT to have a homepage, which was a decision influenced by the fact that the majority of the site's web traffic was coming directly from social media sites. Rather than force users to navigate through a homepage, Quartz decided to send them directly to the content they were looking for in the first place.
Eventually Quartz established a real home page, but FastCompany reports that Quartz has just unveiled a new version of their landing page, which is meant to be representative of the Quartz brand as a whole. "The idea of a strictly traditional homepage that people bookmark to find stories is, we think, outdated," says Quartz Executive Editor Zach Seward, explaining the redesign. The homepage looks more like a print publication, with heavy emphasis on design and typography. The design also takes into account the fact that advertisements need to be more seamlessly integrated, rather than in your face. "Advertisers will have the opportunity to synchronize their creative within the homepage, which will produce more cohesive, more vivid storytelling."
This shift in homepage design is an interesting advancement in prominent role design and visuals are playing in the marketing world. It is no secret that visually-based platforms are on the rise and brands and marketers are realizing greater ROI in terms of consumer engagement with visual content and campaigns.
- Olympia
Source: http://www.fastcodesign.com/3054334/traditional-homepages-are-obsolete-says-quartz-heres-what-they-built-instead
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