Web Critique and Analysis: The Battle of the "Swans" Theatre


For my web critique and analysis, I am going to compare the websites of Black Swan State Theatre located in Perth, Australia and Cygnet Theatre in San Diego, CA.  Let the battles of Swans begin! FYI, Cygnet means a baby swan.



  1. What are the communication objectives of the site? Is there one purpose that is primary?
    • Both communication objectives are very similar in their website design. The main purpose is to purchase tickets to the the theatre show.
  2. Who is the target audience for the site? Is there an audience who the site excludes?
    • Target audience for both companies include: subscribers, theatergoers, and donors. Both website have a call to action button to donate. However, Cygnet takes a step further by acknowledging their donors with a scrolling image feature of donors. 
    • As for excluding any target audience, I don't potentially see any exclusions. Cygnet takes advantage in being a center hub of all walk of live. They have included theatre-on-tap nights, wine-nights, and LGBT nights to attract a broader demographic.
  3. What is your rationale for believing the communication objectives and audience are what you claim?
    1. My rationale was looking what I can see first from the landing page. Cygnet had a pop-up screen when you are going directly to the website. While Black Swan currently showed their current play immediately. Both had call to action buttons that were very easy to pin-point. 
  4. What is the aesthetic look and feel of the site? Why do you suppose the designer choose this look and feel?
    1. Cygnet Theatre has a darker aesthetic design incorporating black, red, and yellow throughout. I suppose the designer wanted to make Cygnet edgier and appealing to variety of audiences. While Black Swan has more whitespace layout. Both also showcased current and upcoming plays. I found it interesting that they are both showing the same play, HIR, but during times of the year.
  5. Does the look and feel support the communications objectives? Why or why not?
    1. Cygnet Theatre tagline is "See Things Differently" while Black Swan's tagline is showcased through their plays, so it's always going to be different. I think both the look and feel are supported in the communications objectives. Cygnet is a little more organized in the structure of the website. I can easily navigate the hierarchy.  Some parts of the Black Swan's website have a display-view that's a little ascrew but can be easily fixed in the coding. 
  6. Does the site have a theme?
    1. Cygnet mains their structure with each page and stays within the color theme while Black Swan does not.
  7. How do the design elements (composition, use of color, choice of fonts/typographic design, use of graphics and photos, textures, animation, sound, interactivity, video, etc.) function to reveal the themes and objectives of the site?
    1. Cygnet maintain the logo fonts throughout the website in the seasons scrolling images, title heads for the plays, and call to actions buttons are either red or yellow. All photos were from past plays and they position images according to the content. Black Swan uses more whitespace and deviates from the color palatte or at least I don't see one as I go through each page.
  8. How are principles of design such as harmony (repetition, consistency, pattern, rhythm, unity); variety (contrast, differentiation, elaboration); balance (symmetrical, asymmetrical, radial); movement (sense of movement, direction, rhythm); dominance (focus and emphasis, sense of hierarchy); and economy (cleanliness, clarity, ease of understanding, purity) applied to reveal the themes and objectives of the site?
    1. Cygnet has a solid grid structure from page to page. Black swan maintains its typography throughout the website. I think Cygnet uses the website space while to attribute to a lot of content with ease.
  9. Are the design elements and principles appropriately applied? Does the design complement (or compete with) the communication objectives? Why or why not?
    1.  The critque I have with Black Swan is the inconsistent with the structure of each page. They have brilliant designed marketing materials for their season. The style and design doesn't translate into the website.
  10. How is information structured on the site? What is the site's basic information architecture? How are files and categories organized? Does the site apply a naming convention?
    1. Both sites uses icons and name architecture. Both navigation information is easy to understand and use font size accordingly with what's most important on the screen and what customers are mainly looking for and what customers use to either purchase tickets or seek more information. 
  11. What is the site's navigational scheme and structure? Is the site easy to navigate? Do you ever get lost or confused? Does the interface present information clearly? Does the interface allow for a logical flow of information?
    1. Both websites are easy to navigate. Cygnet is easier with the logical flow easily viewed on the left-column section and clearly visible throughout. Black Swan hides the info in the hamburger menu.
  12. Can you easily accomplish any tasks that you might want to accomplish on the site? If yes, how did the site make it easy or obvious? If no, what got in your way?
    1. No problems with both. 
  13. What technologies (HTML, Flash, Javascript, CSS, XML, ASP, PHP, Shockwave, CGI forms, streaming (or progressive downloading) video or audio, etc.) does that site utilize? Does it utilize web technologies effectively?
    1. I think both use the automatic scrolling images to show all their plays, so javascript feature maybe even jquery?
  14. Can you discover any incompatibility problems with the site for people using different browsers, platforms, screen sizes, fonts, modem speeds, etc.?
    1. none for both
  15. Is there anything unique about the site and sets it apart from other sites and/or competitors? Are there special features that the site employs?
    1. nothing special
  16. How do you suppose the site markets itself? Does it do anything to drive traffic to itself (such as viral marketing) and/or provide reasons for return visitors?
    1. My personal experience I know Cygnet uses video trailers to maintain audience engagement in a different way. 
  17. What is your overall impression and assessment of the site? Does the site accomplish it's objectives? Can you think of design ideas or solutions that would be interesting or more effective alternatives?
    1. I think Cygnet website is far superior than Black Swan State Theatre due to it's consistent branding and grid structure. Black Swan State Theatre has a very dynamic branding in their marketing materials for the showcasing their season.

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