Use of Photography
Condé Nast Traveler
Images have become even more critical to Condé Nast Traveler’s brand voice, especially because photos seem to be central to traveling itself. Photography has become the primary portal for experience and storytelling and Traveler has invested in their workflow and talent to continue to enhance their digital photo assets. In August 2014, Traveler re-launched their website with even more of a focus on the power of images. The new site design allows for full-bleed photography and larger images. They also stripped the layouts and UI down to the bare elements, reducing noise and allowing more room for the photographs themselves. The new site minimized their global navigation bar as well as the search field – which only displays when a reader clicks on the icon. On the homepage, specifically, this allows the photography to take over as there are far less elements competing for reader attention. The large image sizes are especially significant as screen resolutions are getting better in the marketplace, and Traveler is constantly optimizing their images to fit across all resolutions. These site changes and redesign have been successful for the brand, with seven out of ten page views now coming from galleries. In the past few months, Pinterest has also overtaken Twitter as the second biggest social referral back to the Traveler site. Traveler’s new design is a more immersive experience, with a focus on responsive images that are key to maintaining steady traffic growth.