Easton Associates
home page
I chose to do a case study on the Easton Associates website because I could potentially be employed by them next year, hopefully. They are a pharmaceutical, biotech, and medical devices consulting firm. The home page has two navigation systems on it that stay on every page of the site. You can tell the top is the primary nav, and the bottom is the less emphasized nav based on their position on the site and the font is bigger for the top primary nav. The site is designed this way to break up the information. The most important information they want to convey is in the top primary nav which is grouped into who we are, why Easton, our work, and careers. The main purpose of the website is to acquire new clients and potential employees. After you click on a link, the background of the link changes from dark green to gray to indicate the selected state and to let the user know where they are in the website. Also another row of secondary navigation appears after you click on a primary nav link, which also have their own selected state by changing font colors and adding an arrow next to it. There is never a point where you can’t get back to the home page, the EA logo itself is a link to the home page.
Who we are: History Page
The site does not have a deep architecture. There are a decent number of pages but it does not go deeper than the secondary navigation. The architecture is not flat; the secondary navigations are grouped specifically to the four primary nav links and only show up when you click on the primary nav links. I think it’s a good thing because the groups make logical sense and makes the website much more organized and structured.
There is a consistent hierarchy of typography on each page. The heading 1 is more prominent due to the larger font size, black color, and a non sans serif font. Heading 2 is a little smaller, also black but has a sans serif font. The paragraph typography is the smallest, white, and a readable no sans serif font.
Why Easton page
The structure of the pages stays consistent as you go from one page to another, just the middle content area changes from page to page. The layout of the website stays the same, but the long vertical picture on the left side of each page changes in order to compliment the content. The main focus of each page is the Heading 1 line because it is the most prominent typography and centered in the middle of the page.
The photos on the left side of each page serve to compliment the content on another level, for example the history of the company page has a large clock photo to represent time. The imagery seems like the right amount. The pictures do not take up a lot of space and the content is still the main focus on each page. The secondary nav has arrow symbols that are clearly for their rollover and selected states.
Who we are: history page
The site has a simple yet elegant color palette. It uses a light green, dark green, white, black, and grey. The light and dark green are used as a frame for the content, while the actual content is designated by residing in a grey box in the middle. The colors are compatible and definitely give the website a high level of sophistication which is necessary for a serious consulting company.
In my opinion the objective of the site is to promote and advertise their company as a serious player in the pharma, biotech, and medical devices consulting industry. There is no search option in the site but the labels are clear and accurate, so it’s easy to find and access the information you are looking for. I find the case studies page most useful, because it provides specific examples to not only potential clients but also people like me that are preparing for the interview process. The website is pretty straight forward with clear labels and accurate information on each label. It also has a crisp sophisticated look to it which is important in this field.
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