I got a bit of a surprise when I was checking out my stores a few minutes ago. One second I was looking at the familiar sight of the what has just become old Zazzle branded page and the next I am looking at a darker vision. Do I like the new look? Yes, I think so. Am I happy with the change? No. Reasons below.
Zazzle’s explanation for the change is… I’ll just post an excerpt below.
Zazzle is much less interested in promoting itself than it is in promoting our users and the content they generate. This overhaul of Zazzle’s identity is intended to create a brand that allows us to step back from the limelight so that your content takes the center stage.
If this is true how come the new Zazzle branding takes up more space than the old one? How come the new logo is bolder than the old one? Why is the Zazzle marketplace search bar featured more prominently than before? As mentioned in a previous post called 10 ways to improve Zazzle, I think that Zazzle has too much branding and too many leaks from our stores and now the leak that I hate most of all, the Zazzle marketplace search, is sure to draw more of our customers away from our stores than ever before. If Zazzle really wanted our content to take center stage they would really reduce the size of their branding and get rid of those leaks. I believe with Printfection and Spreadshirt you can remove branding totally from the page but don’t quote me on that. Even Cafepress’ branding is subtle compared to Zazzle’s.
That’s the branding and the search bar but there is also the web design here. A simple rule is to keep important content high on the screen but our content has just been pushed a little further down to make room for Zazzle’s new look and search bar. If Zazzle really wanted to promote us and our content why is our content being pushed down the screen?
This is the old branding below and what the header used to look like.
This is the new header with the new logo, look and more prominent search bar.
The Zazzle home page looks very good though and is much more attractive than the previous text heavy version. I prefer the image based home page but that is just a visual thing. I thought that the changeover was for SEO purposes. I wonder why the about face.