Canadian Magazine Industry News
19 December 2012,     TORONTO
Weddingbells redesign features new look and local ad capabilities
Weddingbells.ca unveiled a new website this week with a focus on larger images and softer colours. Angie McKaig, director, digital lifestyle brands at St. Joseph Media, described the revamp as primarily a "look and feel" redesign.

New sidebars feature geo-targeted vendor lists that refresh on every page view, enabling readers to find and contact local businesses that carry an article's featured products. Ad rates for these sidebars are $1260 a year.

As well, the site features responsive design for functionality on all screen sizes. "Between 20-25% of our traffic right now comes from mobile devices," McKaig said.

A screenshot of weddingbells.ca
A screenshot of weddingbells.ca

The makeover was helmed by freelance designer Alexandra Ishigaki and a support team of in-house staff.

"One of the challenges with the older site was that it didn't necessarily showcase our images to their best," McKaig said. Image sizes have been increased anywhere from 25-50%, and the site has implemented slider galleries like a "Gown of the Day" feature, allowing users to flip through images without reloading the page.

The new look is primarily black and white, which McKaig said allows the photography to stand out. Peach and magenta, brand colours for Weddingbells, are still used but with a greater emphasis on peach touches. "The site had been so heavily magenta coloured for the better part of six years, so we decided to go with the peach," McKaig said.

The wedding industry favours large images and "soft" art direction with pale colours, McKaig said. "We wanted very much to make sure that we were embracing that look and feel," she said.
— Jef Catapang
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