The NorthernLife website targets people aged 30 and above who live in or want to visit northern England. The colors used are neutral whites, blacks and oranges to represent northern England generally without focusing on one specific region. Images on the homepage represent articles and draw attention to the featured piece, while their lack of bright colors suggest calm, relaxing content. The fonts, layout and content are simple and easy to read, targeting older audiences and encouraging readers to explore featured articles. Overall, the website effectively conveys its content and audience through design elements like color, images and fonts.

1. NorthernLife Website
Deconstruction
Sophie Smith

3. Colour
o The colours used are neutral and not very bright. The
main colours used are white, black, and orange.
These colours are neutral because the website is
about the the north of England in general rather than
one particular region. The colours are not generalised
to specific locations because the North has regions
that are very different to each other. The colours are
generalizable which fits with the content of the
website.

4. Target Audience
o The primary audience for this website is people that
live in the north of England, at the age of 30 and
above. The secondary target audience for this
website is those who intend to visit the north of
England. The secondary target audience are also 30
years of age and above. The website attracts this
target audience with the fonts used, images, and
colours.

5. Image
o There are several images on the home page of
NothernLife website. Each image represents an article
on the website. The images help to attract the
audience to the articles as the colours that are used
draw attention. The larger image is the feature article,
and is bigger to draw reader’s attention to that linked
article rather than the other articles. The images do
not have many bright colours, which can suggest that
the articles are calming and relaxing to read.

6. Font
o The main fonts used for the name of the website
are bold but traditional. This attracts to the older
target audience. The two fonts used for the one
title contrast both in colour and font, which attracts
the audience to the title so they are well informed
of the name of the website, and so can look it up in
the future. The sub fonts used on this home page
are simple and modern. This makes the page easy to
read so readers will be able to read the titles of the
articles even at a quick glance. This suggests the
websites articles will be as easy to read.

7. Content
o The content of the magazine is clear by the
corresponding images on the web page. The lack of
colour from the images and the main colour
scheme of the website suggests the content is
calming to read. The lack of theme from the
website suggests that the website does not focus
on particular subjects for their articles, and that
each article is about a completely different issue.

8. Layout
o The layout is very simple and easy to follow, making it
easy for both the primary and secondary audience to
navigate the website. The simplicity of the website
suggests the content is also simple, and not so exciting to
read. The feature article and other articles on the website
are advertised clearly on the front page using images. This
makes it convenient for the audience, and will encourage
the readers to read the featured articles. The layout works
well for the magazine and attracts the audience to certain
parts, as well as giving them a suggestion as to what they
will find on the website.

9. Representation
o The website clearly and appropriately targets its primary and
secondary audience through the use of fonts, layout, colour,
images, and content. The websites knowledge on semiotics has
helped it to convey meaning to the audience. The images tell the
audience that the content is interesting but also calming and
relaxing. They do not however denote a strong link to the
northern region. The layout attracts the audience to the featured
articles by including images that link to the article the image
represents. The layout is simple and easy to follow encouraging
the readers to keep looking at the website. The colours allow the
website to be generalisable to the North of England including
multiple regions. It also helps with the simplicity of the layout.