Week 10: Inquiry Activity – The Visual Consumer (ASOS)

For this week’s inquiry activity we were to consider ourselves as visual consumers of a website/brochure/magazine. I chose to review and the ASOS fashion website in relation to this week’s study guide.



The study guide, supported by further research, suggests that the most effective logos are those that have a simple message and a simple design. In the case of ASOS, this is most certainly the case.

The logo has been clearly designed with simplicity in mind, using only the two contrasting colours of black and white, in what could be described as a ‘cursive’ or ‘decorative’ font. While the use of text will be discussed later in this blog post, the sheer size and boldness of the lettering in the logo make the use of this font acceptable as a logo typeface (Ames 2015; Clancy & Krieg 2009). Additionally, Janiszewski (2001) suggests that logos are most successful when they appear timeless in design. In this case, the logo is both easily recognisable and effective in its message in advertising ASOS as a place to ‘discover fashion online’.

Colour/White Space/Balance

Smith (2015) is one of the most important features in successful marketing and advertising. Colour on the ASOS website, is used in a number of ways to both aid the visual presentation of the items and available, and also to present a distinct stylistic tone throughout the website. While the use of colour is largely limited to the use of black and white (specifically in the creation of white-space) pops of colour are used throughout the website to draw the views eye to key points of interest and to create visual balance.

On this home page we can see deliberate attempts to draw the reader’s eye to the ‘mint green’ section of the top of the website (which is advertising the current sale) and also pops of blue colour to the bottom right (linking users to both the women’s and men’s clothing sections). Moreover, the predominant use of black and white colour, also allows the image of the models to ‘pop’ highlighting their clothing. Seonsu and Barnes (1989) argues that colour is one of the most critical elements of successful advertising websites, particularly in the fashion industry.


The study guide suggests that fonts are crucial in not only setting the context of written work, but also in the delivery and receiving of messages (Ames 2015). In the case of the ASOS website, all three examples of font types (Serif fonts, Sans Serif fonts and cursive fonts) are used throughout the website.

For instance, the website primarily uses ‘cursive’ fonts to highlight key messages. Almost always displayed in larger type sizes, these examples conform the standards outlined through-out the study guide.

Alternatively, Sans Serif fonts are used throughout the website, primarily in the descriptions of items for purchase. Where this type face can be used for ‘headlines’, it may also be appropriately used as ‘caption’ text – as seen within the image below (Ames 2015). This again, conforms the expectations highlighted throughout the study guide.

Finally, the use of Serif fonts are used throughout the website to display important points of interest, in an easy to read font. The primary example of this may be seen on the homepage, where the site’s key navigational links are written in Times New Roman.


As a clothing website, there are many examples of photos of items on sale. Each of these images are thoughtfully labelled, complimentary the imagery used. The only other real graphics on the website are promotional images of models wearing clothes from the website – which again, reinforces the messages and intent of ASOS.



Ames, K 2015, Week 10 – Impact of Design and Structure, COMM11007: Media Writing, CQUniversity e-courses, http://moodle.cqu.edu.au

ASOS n.d., ASOS – Home Page, viewed 16 September 2015, http://www.asos.com/au/?hrd=1

Birkner, C 2015, ‘What’s your type?’ Marketing News, vol. 49, no. 7, pp. 10-11.

Clancy, K, & Krieg, P 2009, ‘Five marketing tips’, Sales & Service Excellence, vol. 9, no. 1, p. 6.

Janiszewski, C 2001, ‘Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment’, Journal of Consumer Research, vol. 28, no. 1, pp. 18-32.

Seonsu, L, & Barnes, J 1989, ‘Using color preferences in magazine advertising’, Journal of Advertising Research, vol. 29, no. 6, pp. 25-30.

Smith, J 2015, ‘It’s a color-coded world’, Marketing Insights, vol. 27, no. 3, pp. 18-19.

Week 10: Inquiry Activity – The Visual Consumer (ASOS)

5 thoughts on “Week 10: Inquiry Activity – The Visual Consumer (ASOS)

  1. Hi Heather

    Your blog is really informative and very detailed.

    I would recommend you adding a link to the website to help enhance viewer engagement.

    Also see if the Logo is registered? It does not have the TM or (R) so it appears to be not registered (CQUniversity 2015, mod, 10, p. 3).

    Marricka Clancy

    CQUniversity 2015, COMM11007: Week 10 – Impact of design Module 10: study guide, CQUniversity, CQUniversity e-course, http://moodle.cqu.edu.au/

    Liked by 1 person

    1. Hey Marricka. Thanks so much for your comment. Maybe it is difficult to see, but all of my pictures on my website link direct to their respective sources – so if you were to click on the logo, you would find it would take you to the ASOS website. I also checked to see if the logo was registered and it isn’t. But that is potentially something I could discuss further. Thanks for your comment.


  2. Hi Heather,

    I can tell you’re a shopper of ASOS from one of your pictures haha.

    Just a few thoughts:

    – The ASOS logo: I would have said this was a sans serif font, especially with the motto ‘discover fashion online’. The ‘ASOS’ part due to its heavy visual weight may lead into the decorative category, but it still happily fit in either. I don’t know if I’m right on this one though.
    – ‘This again, conforms the expectations’ – Should this be ‘conforms to the expectations’?
    – ‘Finally, the use of Serif fonts are used throughout the website to display important points of interest, in an easy to read font’ – perhaps this should read instead, ‘Finally, Serif fonts are used throughout the website’. You’ve used the verb ‘use’ twice, just in different forms, very close to one another. I read the sentence twice to try and make sense of it. I should admit here that I’ve done the same thing with using consistently and consistency in the same sentence. Perhaps I should think about rewording it. I’m not sure.

    Apart from that, great job!



  3. Hi,

    You have completed a lovely post. Your blog is really informative and very detailed.
    Possibly include a link to the website to allow your blog to be more interactive. Also have another read through to ensure that your writing is clear and concise. Overall, you have done a wonderful job.

    Liked by 1 person

  4. Rebecca Somerville says:

    Hi Heather
    This is not a formal review as such, as I have already finished my reviews. I did want to point out that you haven’t included ASOS in your reference list. As you refer to it in the blog post I think you need to do so.

    Liked by 1 person

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