Website
The brand colors from the Brand Guidelines are incorporated on the website. The images used on the website reflect business, professionalism, personal development, leadership, and networking, which are consistent with the use of images in the Brand Guidelines. The messaging used on the website includes words like “business”, “success”, “career”, “network”, “membership”, and “conference”, which are consistent with the organization’s mission, vision, and values.
The website lacks a clean, modern design. It is box-heavy with a lot of images in boxes, white space, and copy. The Homepage incorporates 12 sections, all with different layouts. It’s isn’t cohesive while scrolling. This makes the homepage less visually appealing and harder for a visitor to process. The website is heavy with copy. Some pages have close to 1,000 words (ie. Homepage has 984 words, About Page has 885 words). The layout of content on some pages doesn’t look as appealing or inviting to read (ie. Homepage, About Page, and Program Pages). The combination of images, copy, headings, and color aren’t arranged in a way that visually flows well while scrolling. It feels cluttered. There are two navigation menus (ie. Main Menu and Submenu) on certain pages. This makes finding information more difficult to a firsttime or returning visitor. The submenus on certain pages get lost on both desktop and mobile. These menus should lock to the top of the browser screen while scrolling, but they do not.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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