It was love at first click.
Black Negative uses its website to show off their work of branding and marketing. They SHOW you what they do at the same time they are TELLING you what they do. I’ll explain more of this a little later.
This page was unique. And I don’t mean regular unique. I mean it’s a uniquely unique page. You start out here:
And then you are instructed to click and drag to find out more about what blacknegative.com is. The navigation is so simple, but it stands out so much from your typical up and down scrolling navigation. Another thing that is great about this navigation and layout, is that the viewer is getting a different experience with every click and drag…there is literally no room for boredom or loss of interest. You want to keep looking because you have absolutely no idea what could be next. No worries if you get lost though. If you want to go back to another page, just click the “menu” item at the bottom, and you can scroll through to find your desired page (see picture below)
All that being said, there really isn’t that much cohesiveness to the whole layout. Since every page is different, the viewer is always looking at different fonts, alignments, and so on. What I think is so great about Black Negative is that each slide utilizes different methods of design to draw in the viewer. For example, on the slide that I have pictured below, you aren’t just getting photographs; there is video and music as well. Everything about the page helps you to jump into that individual atmosphere. You get totally sucked in…until you go to the next slide and then you are somewhere else entirely.
I suppose that there is a certain amount of similarity between the slides. The colors are all soft, there is a lot of transparency and layovers. Nothing screams out at you, everything is more like a lullaby. I know this all sounds pretty cheesy, but once you check out the site, you’ll probably understand what I mean.