This proposal is a guideline to making Northern Lights Tattoo's website a user centric experience. This slideshow will cover the target demographic, branding issues and competitors in the area. It will also include wireframes for 4 of the pages on the webpage.
2. ABOUT
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Northern Lights Tattoo is a tattoo parlor that takes pride in providing a clean environment and
friendly atmosphere. Northern Lights wants the customer to feel comfortable with allowing them a
private setting to get tattooed or pierced in at anytime.
Northern Lights also takes pride in the unique style of their award winning tattoo artists, providing
customers with endless options; with different styles ranging from flash design, celtic designs, realism,
original artwork and neo tattoo designs.
3. SITE OBJECTIVE
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
With a second tattoo and piercing parlor opening soon, what better way to get it out there then a
fresh new website that is simply modernized. Northern Lights is a basic promotional / tool tech for
interface for users who are interested in body modification such as piercings and tattoos. The site will
offer a way to view the artists latest work and progress in their portfolio page. The user will be able to
leave comments there for promoting the work of the in house artists. The site will also include a way to
schedule an appointment for a tattoo, piercing or to schedule a time to have a tattoo drawn up
ultimately bringing them more business.
The output medium will be a web standards compliant site accessible over the web at
www.NorthernLightsTattoo.com.
4. COMPETITION 1
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Bone Daddy's Tattoo is located in Aston PA, there site is effective & has a call to action making the phone number
and address the first thing you see. Big Daddy’s goal is to be clean and effective in shop. There website reflects clean and
simple however there website could benefit from toning down the background and side panel patterns so it does not
distract viewers from the main content of the page.
http://www.bonedaddytattoo.com/
5. COMPETITION 2
Northside Tattoos website reflects the brand they are going for, friendly and creative. The website is bring and colorful
giving the impression the studio is the same. There global navigation, content, call to actions and a footer presented on
there site. The website could benefit from toning down the background pattern so it doesn't take away from the featured
image of their immaculate friendly studio.
http://www. NorthsideTattoos.com
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
6. TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
COMPETITION 3
Agauta Tattoos located in Wilmington DE is located only a few miles from Northern Lights. This website is not very
effective, it does have all of the information you need to visit or make an appointment by phone but that information is
getting lost in front the pattern in the global navigation. The website is also lacking information, the only thing present on
the info / home are links to the artists seen above. Also lacking a footer.
http://www.agarutattoos.com/
7. TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
COMPETITION 4
Crows nest tattoo shop is an example of what not to do. Although the shop still exists there website reflect that of a
business that closed down. The style of the website is completely outdated and the information is scrambled all around the
page making it difficult to find a direction to go in.
http://www.crowsnesttattoo.com
8. TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
COMPETITION 5
Poppy Cock Tattoo & Piercings website is clean and simple, it have a light pattern in the background that does not
take away from the imagery. They give you a feeling of who they are just from the homepage. They have all the content
needed to make an appointment, get to know them and review their work so you can make a good decision.
http://www.poppycocktattoo.com/
9. Competitive positioning
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Northern Lights competitor Bone Daddy’s Tattoo is clean and easy to understand, I will
take away the simplicity of the website. Also Northside tattoos had everything you need on
a website, all content was present including additional call to actions. Although all of the
competitors of Northern Lights are different in the usability of their sites, some are cleaner
and more modernized then others. However all of the competitors have one thing in
common, all of them need to be toned down a bit because the information is getting lost
from the background. Northern Lights Tattoo’s website will incorporate all content and
featured content like Northside Tattoo’s website. Northern Lights Website will also be sleek
and clean, with different shapes and soft textures the website will feel very modern and
professional. The interface will be easy to understand unlike some of the competitors,
including a sticking global navigation and a footer so the user will have safe navigation
throughout the site.
10. TARGET AUDIENCE & MARKET
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
TARGET AUDIENCE
BROAD SCOPE:
• Male / Female
• Ages 18-25
• Primarily High School / college level education
• Military background
Business professionals:
• Income Range: $20K - $80K
computer use:
• Users will generally be Internet / Technologically
advanced. Mostly millennial will visit this site, have
grown up with the Internet and social media being
present in there lives daily this interface will be
extremely simple for them to understand.
MARKET
The users viewing Northern Lights website will range
in age, gender and education. Some examples may
include someone with a military background, a
blogger and a chef in a high-end restaurant. The
website should be able to cater to all different kinds of
people giving multiple topics to read about and also
many different styles of artwork to choose from.
The website will be easy enough for anyone to
understand and navigate through without getting lost
or confused. The website will allow individuals to
contact or book an appointment with a specialist at
anytime on any page of the website.
11. Persona
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Name: Jessica Hardy
Age: 27
Nationality: Colombian
Geographic: Philadelphia PA
Occupation: Fashion Editor at local news letter
Psycho-graphic: Thrift shopping, preparing raw vegan food & wine
Behavioral: Jessica goes to Wilmington every once and awhile for tattoo
conventions. She loves getting tattoos from the best artists around her area.
Name: Ryan Mestrodo
Age: 35
Nationality: Caucasian
Geographic: Bear DE
Occupation: Carpenter
Psycho-graphic: Metal shows, brewing beer ,beards & his wife & children.
Behavioral: Ryan drives to Newark to go to metal shows every other
weekend. Ryan dabbles in playing guitar. Ryan gets new ink when he can.
Name: CHAD WHITE
Age: 23
Nationality: Caucasian
Geographic: Dover DE
Occupation: Air force
Psycho-graphic: Fitness lifestyle, sports including football and baseball.
Behavioral: Ryan goes to football and baseball meets in Wilmington, he often
gets tattoos with his buddies
12. TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
current look Re brand ideas
branding
Northern Lights Tattoo’s current design is slightly outdated.
There website have a simple color scheme of grays, green and
white with a celtic influence. They have light textures in the
background that are subtle.
The current logo is also outdated. The chunky border and color
of the logo needs to be polished.
The re-branding of Northern Lights Tattoo’s website will be
more like an update. Keeping a similar color scheme of the a
range in grays, green as an accent. The colors will be richer in
color and will feel more modernized.
The logo above is a rough idea of the new logo. I think that a
new logo and website will push Northern Lights where they
need to be with a new shop opening soon. I will keep a similar
celtic style but update the font and symbol to make the brand
cohesive.
13. LOOK & FEEL
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Aesthetics
The User interface aesthetics will be clean and simple. I want the user to reflect the natural vibes of the shop using simple
dark earth tones that wont take away from the artists work. The fonts used will reflect the feel of the tattoo shop using clean
and modern font choices for the body copy and clean bold fonts for the headers and subheads. Color will and typography
choices will be show hierarchy throughout the page. Five unique custom colors to create a clean sophisticated vibe for
Northern lights. HEX and REG values will be used throughout the user interface
Descriptive words
HEAVY
sleek
Atmospheric
14. LOOK & FEEL
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
FROSTED Steel
Celtic green
Concrete Grey
INK DROP BLACK
HEX: 59643D R:89 G:100 B:61
HEX: 1B1E20 R:27 G:30 B:32
HEX: CCCBCB R:202 G:203 B:203
HEX: 58633C R:88 G:99 B:60
Color Choices TYPOGRAPHY
HEADLINES
Adam. cg pro
abcdefghijklmnioqrstuvwxyz
0123456789
36 pt font
SUB HEADLINE
Helvetica
ABCDEFGHIJKLMNIOQRSTUVWXYZ
abcdefghijklmnioqrstuvwxyz
0123456789
18 pt font
Body Copy
Helvetica
ABCDEFGHIJKLMNIOQRSTUVWXYZ
abcdefghijklmnioqrstuvwxyz
0123456789
12-14 pt font
15. LOOK & FEEL
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Images
The images will be spread throughout entire web-
site showing the work of the tattoo professionals and
piercers.
All images will be in frosted blacked and white
until hovered over. The image will then change to the
color version.
GRAPHICS
16. FLOWCHART
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
TATTOOS
FEATURED
ARTIST
ABOUT
APPOINTMENT
APPOINTMENT
BLOG FEED BLOG FEED
TATTOOS EMAIL
PHONE #
GUEST ARTIST
CONVENTIONSARTISTS
BLOG FEED
PIERCINGS
APPOINTMENT
FAQ
AFTER CARE
APPOINTMENT
ORIGINAL ART
FLASH DESIGN
LATEST WORK
BLOG FEED
APPOINTMENT
BLOG FEED
APPOINTMENT
HOME PORTFOLIO BLOG CONTACTSERVICES
A
B
C
17. Resources
TIFFANY BENNETT DESIGN PROPOSAL GWD 1511
Responsive Web Design
Tabor, K. (n.d.). Responsive web design
toolkit : Hammering websites into shape
(p. 232). Focal Press.
<www.http://ce.safaribooksonline.com/>
HTML & CSS: Design & build
websites
Duckett, J. (2011). HTML & CSS: Design
and build websites. Indianapolis, IN:
Wiley.
<https://play.google.com/store/books/>
Thinking with type
Lupton, Ellen (2007). Thinking with
Type: A Critical Guide for Designers,
Writers, Editors, & Students. Princeton
Architectural Press.
<https://www.brainpickings.org>
