Section Breakdown
This is the hero section for “Paris By Emily”, the travel brand of the Netflix show “Emily in Paris”. In the center is a nearly full-screen video cutout showcasing the experiences they say you’ll have if you book with them. The visual weight of the other elements in the hero section center your eye around the video. You can see the navigation, read the headline, and click the call-to-action all while still watching the main video, which makes perfect sense for an agency based on a Netflix show.
Why It Works
1) Strong focal point: The video in the center acts as a focal point, bringing the visitor into the website. The elements around that video reinforce the focal point without adding strain.
2) Copywriting that shares a secret: The headline and call-to-action speak directly to a world-traveler that wants to avoid the tourist traps. They want to feel like they’re being shown the secret Paris most people don’t get to see. This is one of the most common luxury travel requests and the copy in this section does a perfect job of making them feel understood.
3) Typography and colors that build a world: The typography is a chunky sans-serif (specifically Roslindale Condensed by David Jonathan Ross) and the colors are warm creams and pastels. For many travelers, these design choices reflect how they want to feel when they’re in Paris. At once modern and timeless. These design choices again work to bring the visitor into this “secret Paris” they’re trying to sell you.
Key Takeaway
Bring your visitors in. Create a strong focal point, share a secret, make them feel welcome. This is the hero section of the website, which is designed to make your visitor understand your value proposition. The value of “Paris By Emily” is a secret Paris others don’t get to see. They do tremedous work to let that visitor in on the secret as quickly as possible. If you want to form a fast connection with your visitor, let them in on the secret.
