Comparison Of Duracell Vs. Energizer

Duracell vs. Energizer

Brandie M. West

Columbia Southern University

A consumer’s perception has everything to do with how the content of a website influences them. There are a multitude of factors that play into the consumer’s perception. A website appeals to the visual perception (and sometimes the audible perception of the viewer). Being that a consumer is sensory impaired, or not able to utilize all senses, for impact in most media type advertising it is imperative for the company to ensure they are capitalizing on the senses they can reach. Knowing this a successful strategy is to use rich media to attract the viewer. Both Energizer and Duracell attempt this in the homepage of their site. Energizer uses a more subtle approach with the trademark spinning bunny at the top center of the page, while Duracell uses a busier approach by including rotating slides much like a newsreel. While a consumer may be able to grab the slide they want by subconsciously using perceptual vigilance, I personally feel that my perceptual defense walls were completely up from the overload of unnecessary content on a page with such a seemingly simple topic.

Size, color, position, and novelty are all important to this process. Energizer does an effective job of sizing to grab attention, but not overwhelm. The color scheme is in alignment with the logo colors, and positioning is perfect at eye level without additional scrolling. They even do a good job at novelty with the rotating bunny in the unconventional circle in the middle of the page. Alternatively, Duracell comes larger than life with it’s large graphics, which are easy to see but large enough to also drown out some of informative information on the bottom of the page. Due to the use of rotating graphics there is not really a consistent color scheme, and they lack the unique novelty