Camarones Art Gallery
VISITAR SITIO
Camarones is a contemporary art gallery located in Buenos Aires, Argentina, that works with visual, audiovisual and performance art. It has an education department which gives courses and scholarships. The redesign of the web is based on the content that the gallery currently has with a focus on creating a new and consistent visual identity for it.
01
Problems found in the gallery's website
The gallery does not have a visual identity of its own, the website resembles that of other galleries.
Some links are broken, causing the user to leave the website .
The website generally feels outdated, with too much old information.
Usability is not good, users have difficulty navigating the website because the menu does not have well-defined categories to find what they want. The UI is confusing and inconsistent.
Accessibility could be improved, people with visual difficulties may not perceive the contrast of some colors in the menu buttons and the body of the text. The typography on the buttons is small.
Finding the application form for the gallery’s scholarship is confusing for artists to find, resulting in a low number of applications.
02
Improvements
A visual identity for the gallery was defined and reflected on the website.
Usability was improved by redefining categories and subcategories of the navigation menu so that the users can find what they are looking for, broken links were replaced.
For archival information, such as past exhibitions, a separate section was created to reduce the number of items on each page and thus reduce the loading speed to prevent abandonment.
A consistent UI was developed according to the new visual identity of the gallery.
Accessibility was improved by changing color contrasts and font sizes on buttons and body text.
The application process to the gallery’s scholarship was redesign and simplified.
03
Color scheme
The choice of fuchsia as the primary color in the visual identity of the contemporary art gallery redesign, inspired by its name "Camarones" (meaning shrimp in English), symbolizes creativity, innovation, and uniqueness. Fuchsia's vibrancy reflects the dynamic energy of the art world while maintaining a connection to the gallery's previous identity rooted in the color salmon pink. The duo-tone imagery featuring white and fuchsia enhances visual contrast and provides a minimalist backdrop, allowing artworks to stand out while creating a cohesive and modern aesthetic. This redesign effectively communicates the gallery's identity and values, distinguishing it within the art market landscape.
04
Results
The new website tripled site sessions, and had a 52% increase in unique visitors.
The average session duration increased by 10%
Users visit 3.2 pages per session on the site, higher than the category [Fine Arts in Argentina] average which is 1.8 pages per session on average.
Speed average on mobile devices is 2.5 seconds and 2.1 seconds on desktop ones. The score is average for the category of the site but could load faster if images in mobile version were optimized. The reason for this may be artwork pictures require to be in very high quality.
The scholarship page had a 49% increase in unique visitors.