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Air compressors web site

Bennie C. Taylor is back to file this critique of the "Air compressors manufacturer and exporters india" web site.

This is a good start

top sites ... for a web site that is still under construction. The colors are attractive, the font is readable, and the images are appropriate and very clear.


There are several items on the banner, and all are just a bit too large - which makes the area appear crowded. Each item competes with the other. I adjusted the size of the items slightly to see how that would look. See: this example. Since there is a great amount of unused space on the remainder of the page, I suggest moving the main content down the page to create some white space between the banner and the message.

Page suggestions

Tell your visitors approximately when the new material will be added and invite them to return.

WDR shares a few other observations...

This site is off on the right foot and can only be described as "Honest." It presents product in a clean, straight way. Buyers looking for this kind of equipment can arrive here and instantly see they're in the right place.

Okay, here's some knit-picking...

  1. The lines under the logo serve no real purpose here. Whether they're part of the "official" logo or not is another matter. Here they seem to take up space and force the Air-Marshall logo further off to the right.
  2. The page is not flexible -- but rather is locked at that width. Eliminating the lines (as mentioned above) could open the way for a page that would scale with the width of the browser window.
  3. By combining "Contact Us" and "Email" one button could be eliminated from the navigation bar. While that's being modified, you may want to consider the message of the word "profile". Perhaps a better title for that button could be found that more clearly describes its function.

Another thing most people won't pick up is the use of two slogans. We believe one of them is not necessary. The whole idea of the "arrival" window is to

  1. draw the reader in
  2. leave a lasting memory
The problem with having too many logos, brand names and/or slogans is that it tends to leave no single memorable image or idea. "First and Final Destination for Air Compressor" and "Where Quality Always Counts" both sort of make bold but unproven statements. Any time you use such a statement you're leaving the reader to believe or disbelieve the statements on their own. Many might say these are both empty statements -- and that neither actually help reinforce anything about the value and benefits of this web site. You may want to reconsider using these and how they're used.
      Also be reminded that when things are put together, they automatically impress the reader that they belong together. Did the slogan "Where Quality Always Counts" apply to the whole site? To Gajjar? or to Air Marshall? We don't know the answer to this so the slogan doesn't hold much weight.
      In the same respect, does "Compressors, PVT. LTD." belong to Gajjar? If so then they should somehow be more closely integrated. Bennie picked up on both these comments, and while we both liked her suggestions let's take those suggestions one step further and see if we can help this arrival screen even more dynamic...


  1. Let's consolidate this header so the reader can quickly get to the name of the company and web site, then
  2. by moving the 'slogan' beneath the logotype, our reader's eye can quickly drop through the slogan and into the content well. (Click here for an eye-flow motion study.)
  3. Next, let's change the buttons slightly so they "fit" better with the overall interface of the existing site... we don't need the white outlines, and the first button should have some visual relevancy to the header. So, we'll make the curve go up rather than down. While we're at it we'll keep the shadow -- then add the shadow to the dark brown panel so they'll relate, and establish a logical dimensionality to the scene.
  4. Finally we'll move the second logo to the bottom of the screen and use it for a visual anchor and "endorsement" for the site. We didn't really need it up top because it is displayed on the products themselves. (Actually we could eliminate it all together but decided not to since it was included in the original site.)

Here's the "BEFORE" and here's the "AFTER". You can do a side-by-side comparison once both images have fully loaded into their pop-up windows. This may take a moment. If you've got pop-up protection turned on, you may want to turn it off for this presentation.

Why did we make those changes?

First, the similar shapes filling the header caused visual confusion. With only a single dynamic image in the header our readers now quickly drop into the content area. The 'negative' space to the right isolates the logotype and helps our reader focus on where to go next.
      By cleaning up the button bar and integrating it into the same view plane as the header it becomes less dominant and more functional as a button bar. Buttons on web sites should never hold a dominate visual position -- but rather should always be subordinate to the message. After all, they're navigation devices.
      Those two changes have now eliminated the need for the complicated image sliced table which was the underlying structure of the page. Too many people reach for the slice tool and create lots of added bulk for the browser to download and interpret. Now the logo can be optimized to occupy a single DIV across the top. We've eliminated several hundred characters of code. Then the row of buttons, whether rollovers or not, can be accurately positioned in the second DIV and eliminate much more code. If you're going to stress the browser loading the page, let's focus the stress on loading the pictures of the product -- the important part -- rather than needless, empty code.
      Finally, the page is now flexible. By eliminating the complicated slice table through the use of a DIV structure the whole page can compress to more narrow browser openings without destroying the layout. The button row in the next DIV can also compress eliminating space to the right -- but protect the page from "crushing" by limiting the width to the width of four buttons.
      There's a lot more we could have done but didn't -- as always we strive to keep what the original designer had in mind as the basis for our makeover. He was on the right track as Bennie pointed out, and all we needed to do is add some suggestions to make the arrival page more logical, a bit more pleasing to the eye, and more efficiently structured for reader usability and loadability.

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