Homepage of Bloomberg Business had a new look recently. From my point of view, the new design philosophy is fragmentation. Texts and images are cut into small squares. Some news pieces are even highlighted on the homepage by a simple but impressive quote.
Krug suggested that to follow the convention unless designers make sure that the innovation is good. The most unconventional part of the new look is the color. Traditionally, orange is the main basic color of Bloomberg products. But the new website is based on a dazzling bright blue. Colors are used to mark different topics like politics, pursuits, markets, oil and so on. All of the colors are of high saturation, which makes texts look dazzling and striking. Although the new look doesn’t comply with Kruger rule of being conventional, I think the coloration is still successful because the bright colors represents a strong voice that Bloomberg is an audacious and vivid news agency, with firm stands and unique opinions.
Krug also mentioned that readers are easily distracted by motive elements like video advertisements. On this website, dynastic ads are indeed separated from the main page and only displayed in the video page. But a window of Bloomberg live news is fixed at the top of the screen no matter how readers scroll down the page. It’s small enough not to distract attentions but it makes use of the fact that readers tend to see what keeps moving, and it’s a good promotion on their own multimedia news products.
Krug emphasized the important of “text hierarchy”, which refers to the organization of visual elements. I think Bloomberg is unconventional on this point as well. The organization of the website indeed makes me confusing at the beginning. But when I give up looking for a “hierarchy”, I find that it strongly complies with the principle of “intuition”, which means that the design should let readers themselves decide what to look at, and make readers control by themselves. With such fragmentary news pieces, I’m indeed able to pick up the news that attracts me most instead of being guided to a specific column.
In addition, all articles are not allowed to make comments. It’s a good way to minimize noise. I think it’s also very practical that all comments are guided to social media rather than on the website. This action elucidates that this is a news website, where you should read more than speak. The symbol of social media links are available everywhere, and it guides readers to make comments in their own social media platform and discuss news on social media, where there should be discussions.
Overall, I really like this new look. The design of unconventional colors and text organizations is successful because it strengthens the characteristics of Bloomberg news. Essentially, it is intuitive and provides more entries and options to readers.