Your Higher Education Marketing Link of the Week… Leeds Beckett University: “Bold Typography” Sets Home Page Apart…15 April 2022

Leeds Beckett UniversityThis week we visit a second university home page design included in the TerminalFour article on “7 website design trends for 2022.” And it is quite different than last week’s “Scrollytelling” home page at East Anglia University.

What we have today is a striking departure from anything I’ve seen on other home pages in Canada, the U.S. or the U.K. TerminalFour tags this design trend as “Bold Typography”:

  • “Oversized typography, often brutalist in style, is a fresh and versatile trend that we’re seeing more of. It’s a sure fire way to make the big impact, setting it as a focal point of a page rather than as a means to just deliver supplementary content.
  • “Bold fonts are now sometimes overtaking images as the main design elements of pages, allowing opportunities to inject more personality into layouts.”

The unconventional opening…

For a university seeking to lead with a home page design that immediately stands out from virtually all others, this does the trick. Differentiation, for sure. Beneath the bold type two links that are prominent in many U.K. home pages continue to stand out: “Explore our Research” and “Find Your Course.”

The conventional continuation…

Leeds Beckett UniversityScroll below the unconventional opening and page content becomes more familiar with an edge to student recruitment starting with “Visit Leeds Beckett” information. That’s followed by a “Study with Us” invitation with another “Find A Course” search box and links to undergraduate and postgraduate study, online study, and international student content.

We smiled when we saw that someone could not resist adding, in small type, a very ordinary note found throughout higher education home pages: “Begin Your Adventure” just above the “Study With Us” heading.

Speed on mobile…

Google PageSpeed Insights measures home page time to first view on a mobile phone as a rapid 1.9 seconds, well below the recommended 5 seconds. Complete interactivity, however, measured as a slow 25.2 seconds. The first response time is much faster than the other higher education sites visited so far.

Once again the primary offender in this case is not the usual excessive java script use (that’s 2nd on the list of recommended ways to improve speed) but “Reduce initial server response time.”

Website Carbon Calculator…

This week we continue with carbon calculator index reports. Thanks again to Gerry McGovern and his efforts to reduce “world wide waste” for the referral.

The Leeds Beckett results: “This web page is dirtier than 88% of web pages tested.” This site, unlike last week’s home page, does not run on sustainable energy

See the carbon use details for Leeds Beckett and test your own home page at “Website Carbon Calculator.”

Follow the Link of the Week…

React to the use of “Bold Typography” as the primary home page design characteristic when you visit Leeds Beckett University.

Recommend a future Link of the Week

Always eager to get recommendations of websites that dare to be different… or just do something ordinary in a special way. Write a comment with link here or send me the link at bob@bobjohnsonconsulting.com.

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