Astroturystyka
- Visual identity & Website

Project designed as a part of my master degree diploma project. It was realized as a form of volunteering for Astroturystyka - the brand of a public benefit organization - Polaris OPP.

Introduction

Main Astroturystyka's goal is to activate society and popularise the astronomy by organising workshops and various events. Its offer includes a number of various tourist attractions addressed to people visiting the Beskid Mountains, mainly families with children from the age of 7 and above, and groups of school trips. The aim of the project was to design a visual identity that could distinguish the Astroturystyka among the Polaris Association's offer and could make it reach the target audience and build the brand awareness among tourists. The main purpose of the website was to give tourists a posibility to book their participation in the workshops online in a convenient way, which until now could only be done by phone. To provide the best and easily visible service, I decided to test different design solutions and evaluated four website versions using eyetracking methodology (Read more →)
The graphic sign representing a toy paper boat exploring space. It refers to the characteristics of the organisation that, just like their audience, combines the traits of a passionate and amateur astronomer willing to discover the magical secrets of the universe.

Illustration system and the icon set

Basing on the style of the graphic sign, I designed a set of icons representing various elements related to the topic of astronomy and Astroturystyka's offer. The goal was to develop the system that would allow to create various visual messages of the brand. Icons can be combined with each other and varied with additional elements to create more complex illustrations. Such a system can provide the possibility of further extending the visual identity to many different possible contexts.
Icon set and an illustration guideIllustrations - examples
Brand cotton bag and a t-shirt
Business papers
Tickets examples, pins, business card
Poster with an icon - cosmic disco
Poster with an icon - Cosmic table games
Poster with a photo of a group of kids in NASA uniforms - Feel like an astrounaut!
Poster with a photo of a group of kids with metal detectors playing outside - Look for meteorites with us!
LOOK AT THE BRANDBOOK (PDF)

Design of the website

The project contains:
- 14 subpages on four different versions of the project.
- A total of 96 different views in a desktop resolution.
version 1version 1
version 2version 2
version 3version 3
version 4version 4

2. To verify the second hypothesis, it was crucial to analyze the above mentioned differences in the number of clicks on the menu icon and fixations between the results for the third and the fourth version of the website. Comparing the scan paths in the results of the third and the fourth version, there were noticable differences in the length and frequency of the saccades. Scan paths in the third version were much longer, there were much less saccades then on the fourth version. On the third version, users turned their gaze from the text to the next striking element. Such behaviour led directly to clicks on the one of two gold-coloured buttons "All offers" or "Go to the booking". This type of long and uncomplicated saccadic eye movements also occured among those 5 respondents who had used the hamburger menu. This was a completely different situation than in the case of users who had used the menu in the fourth version. In this version, the respondents who had clicked on the navigation symbol were using the website creating eye paths in a much more chaotic way. They looked at the buttons referring to subpages with offers or bookings, but did not make clicks in these areas. The number of saccades was much higher and crossed over practically the whole website's layout. This situation may suggest that, as a result of excessive amount of elements, some kind of information noise has occurred and made users' perception overloaded. This has made it difficult for them to see the possibility of going to an important (for the task scenario) subpage. This phenomenon may also be the reason why respondents in the fourth version visited the menu more often. It can be assumed that the need to find the navigation became a kind of an emergency wheel in a situation where no other element initiated the will to click. A remark referring to too much information on the homepage was also present in the survey in the answer of the 8 of 10 respondents in the fourth group and was defined as a factor causing difficulty in performing the task.

The above observations allowed to confirm the second hypothesis concerning the impact of the simplicity of the homepage layout on the website usability. As it turned out, in the case where users did not have an access to clear and a visible side navigation, the factor that made it easier to navigate through the site was to provide a graphic layout that would make relevant elements simple to notice among the whole content.
Poster with an icon - cosmic disco
Poster with an icon - Cosmic table games
Poster with an icon - cosmic disco
Poster with an icon - Cosmic table games
Poster with an icon - cosmic disco
Poster with an icon - Cosmic table games
Poster with an icon - cosmic disco
Poster with an icon - Cosmic table games
Poster with an icon - cosmic disco
Poster with an icon - Cosmic table games
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