COIT20268 - Term 2: Evaluation of MCA Contemporary Art Website

This report provides a critical evaluation of the Museum of Contemporary Art (MCA) website, focusing on its responsive web design (RWD) and development principles. The evaluation utilizes Google Chrome's device simulator to analyze the website's responsiveness across various screen displays, including both portrait and landscape views on mobile and laptop devices. The report examines the website's interactive aspects and design elements, supporting observations with RWD principles. The analysis covers the website's content organization, navigation, and the effectiveness of its features in providing information about the museum's exhibitions, events, and historical background. Furthermore, the report discusses the website's target audience, its communication strategies, and its overall effectiveness in promoting contemporary art and engaging its audience. The report includes the identification of the different features like responsiveness, loading speed, and clear navigation. Finally, the report also mentions the importance of the website in the modern marketing landscape, including the relevance of contact information, logical roadmap, and other business-related aspects.

Running head: EVALUATION OF MUSEUM CONTEMPORARY WEBSITE
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EVALUATION OF MUSEUM CONTEMPORARY ART WEBSITE
Students Name
Unit Title

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Introduction
Currently, the state of affairs in the contemporary world as far as marketing is concerned,
experts do believe that the use of websites helps business entities. It is evident through how
organizations use sites to promote some of the services and the products they sell to their
esteemed clients. The contemporary museum art has developed its own website. They use it to
conduct promotional services about what they offer their target clients. One of their main
objectives and target is reaching a more extensive number of people across the globe. Some of
the objectives of this websites are; to impart knowledge to its primary clients about what the
museum entails, and the activities it does engage. The site also contains the museums' historical
background that may help viewers to understand the whereabouts of the museums, its upcoming
events, and exhibits which are informative (Proctor, 2010). The primary purpose of this website is
to make everyone aware that arts do exist in the museum. Online advertisement of products and
services is currently the most appropriate means of conveying information to a multitude of
people across the globe. Thus, for companies in any other business to achieve its business
prospects, it needs to develop or identify a proper communication channel they can use to convey
enthusiastic information to both primary, and secondary clients. Some of these clients are;
students, professionals, and the general public.
A mobile device of medium display was used in reviewing the website in the chrome device
simulator. A laptop computer with a large display was also used in the review. The different
display sizes were useful in analyzing the contemporary museum’s website in both portrait and
landscape view as well as viewing the organization of the content for both devices.

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Discussions
Indeed, the museum of contemporary art website is one of the well-known universal websites
that is committed to making art accessible to each soul under the sun. The site which is easily
accessible to the public allows their esteemed customers the opportunity to get access to all sorts
of artwork, ranging from collections and exhibitions of the present-day art forms. It is crystal
clear that contemporary museum art does render other services like lecture exhibitions, and
educative programs which will impart knowledge to their customers. The modern-day
architecture comprises all of the activities, which need to be brought to the limelight. Therefore,
for the contemporary museum art to move at the same pace as the way creative arts is being
established, it requires a lot of input so that the advertisements and communication campaigns
about the museum contemporary arts can reach its primary target audience. It is with no doubt,
the success of most of the business enterprises or organizations do depend on active
communication channel within the business entity or environ. Consequently, it is evident in the
public domain, without proper existing communication channel in an organization or a business
entity no commodity can be purchased by clients or no services can be offered to clients (Velthuis,
2015). Hence, a proper communication system is a necessity in each business as it makes the
enterprises to be lively, and productive. Inconsistence or failure to observe an appropriate
communication channels makes industries not to achieve their target mission, visions, and
objectives as intended.
Indeed for any business entity or organization to be known by all of its target audiences, it needs
to a lot on its ability to coerce, market a commodity, and instruct. For persuasion to be perceived
efficacious by business magnates, it has to be considered as something which is not a matter of
an opportunity, nonetheless something that requires proper planning based on recognition of how

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most of their target audiences access information conveyed to them. In the contemporary world,
them exists several media avenues, which can be used by organizations or business enterprises to
relay relevant information to their target audiences. One of the most universally used means of
disseminating knowledge is online advertisements (Gardner, 2011). Unlike outdoor advertising.
Thus, making it be the preferred avenue to disseminate information about product or market
promotions to reach a broad group of people within the universe. For that reason, websites are
widely used across the globe by various organizations, and companies to help them reach their
target clients. Apart from that, it also serves as a starting point of reaching other clients or
customers who never knew the organization or who never knew the products and services
offered by their said organization or company. Websites are always updated with relevant
information which will either attract new clients or retain the existing potential customers. In
return, this opens up a window where customers will enjoy their experiences and a tighter
relationship.
Predominantly, the museum contemporary art website was established as a promotional and
informational media tool for the museums in Australia, as the only way of conveying vital
information to their target audience with ease. It disseminates essential information about the
museum that is aimed at enticing the said target audience to partake on their exposes, and other
exciting services that they do render. However, the urge to identify the target addressees for the
website is a relevant factor aimed at these objectives. The museum of contemporary art website
is a website that has been established with the aim of soothing the interests of each soul across
the globe to attract and accommodate all lovers of modern techniques. The contemporary
museum websites attract and provide its audiences ranging from art enthusiast, students, and
professionals (Hussain, 2015). While on the other hand, their secondary clients or customers are

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the general public who at some point, may access the website for leisure activities or
informational purposes. Identification of the target audience of a website and the primary
objective of the sites gives the website establisher or the developer an opportunity to basically
know the relevant information which will captivate its target audience — taking an observant
look at the museum of contemporary arts in Australia. One can say that the MCA website has
done their best to include vital information that can help any of its audience to understand or to
know the museum. Websites developers or establishers also need to be wise, by making a
decision to categorize the website according to the services they do offer their esteemed clients.
The other important thing in the website which requires soberness when designing is the
homepage as is the places where all the target customers or audiences do visit to access all the
relevant information concerning the services, and the products the website is rendering to its
target audiences. So when the homepage doesn't entail all the vital or captivating information
which can sooth the eyes and the minds of the target audience, then the website should be
prepared to fail in its objectives, mission, and vision. It is upon the website developers to put all
the relevant information that may attract or accommodate customers. The homepage of the
museum of contemporary art contains the following details like exhibitions, and event, contact
details, and other scheduled that may be circumnavigated by the guest. Some of the critical
information provided in the contemporary museum website is a brief presentation of the history
of the museum, which entails the three main issues, namely; vision, mission, and objectives. This
conveys the historical background information to those target audiences who may become the
first viewers of the museums' website (Fung, 2016). Thus, this information allows the target
audience to know the primary purpose of the site, putting the client in the position where he or
she can provide feedback about the website they have interacted with.

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Moreover, an updated list of the services that the website covers can also be found in other pages
within the website. A complete list of both the current and the upcoming exhibit are vividly
written on the website, which guides interested parties who intend to follow some of the
available programs on the website. The website also contains information about the schedules,
accessible parking places within the museum, location of the museum, and precise roadmaps
leading to its location.
It is worth mentioning that the artistic period during the nineteenth century with both
impressions, and post-impression making the use of the old resources to reveal the urge or the
desire to abandon what existed during the olden days. The present-day art is believed to represent
the revolution in the field of artwork. This artwork represents the historical moments of both
intellectual and social challenges that have been existing in the world of arts. Besides that,
contemporary museum art has several features attached to it like fauvism, cubism, expressionist,
other vanguard, neoclassicism, abstract art, and futurism (McDowell, 2016). Some of the popular
features of contemporary museum art are surrealists which need to go beyond what is distinct
because it always aims to try to express what is unconscious with figurative style. The so-called
second vanguard owes their existence from the Second World War. They primarily give an
expression of a society which is under both capitalism consumption and revolutionized culture
— making it to poses a funny tone. It is evident that the other vanguard brought pop art music
into existence.
Lastly, futurism is another feature aimed at demonstrating the manifestation of the contemporary
art movement across the entire universe. It entails both rhythmic repetition and the speed of
items on the canvas. It is important to note that most of the websites do have features just like the
one of the contemporary museum art. Some of these features are contact information, crucial

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business information, logical roadmap, clear navigation, security, social media integration, and
FAQ. The main feature in the contemporary museum website is its responsiveness. After a series
of researches and studies, it is evident the site can be accessed from any internet-enabled device.
As most of the target users of this website access, it via their mobile devices as it gives the
appropriate opportunity to interact with the website at any time anywhere. Other features of the
site are; smooth loading of the site, and website goals.
Honestly, most of these features are essential for any website that needs to give the site all the
aspects it requires. A logical roadmap is necessary for a website as it needs to be pleasing,
contemporary museum art website has a coherent roadmap which is aesthetically pleasing to the
eyes of the viewers as it has mapped out how the website operates. It is an essential feature for
both the user and the SEO due to the fact that Google considers the structures, and the content of
the website when it ranks for search. Therefore, it is advisable to mock-up and map out a design
for a website. It is called wire framing by most of the experts in this field. The said feature needs
to be run by other colleagues or friends to make sure it is legitimate and intuitive. Crucial
business information is one of the most preferred elements or feature that needs to be given
adequate consideration, as individuals do fail to design the website to achieve what they need
rather than what they do want. Putting the right information or the required business information
is a necessity as it makes clients who visit the site to know the mission, vision, and objective s of
the website. Some of this information which they always ignore is; contact information,
directions, and menu. Lastly, a website is considered useless when it has no clear stipulation
about its navigation. Using some simple logical names will help a web designer to establish clear
navigation. The website may also contain other pages like; FAQ, contact, about, etc. Being
cryptic will turn off the desires or the urge of the users. When establishing or creating an

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excellent navigation strategy, an individual or the web designer needs to give consideration to
the call to action. It clearly, define what people need to do in the website, email a quote for any
query, place an order, make goals and objectives, and lastly how to become a member.
Also, the website has a well-planned information architecture. The museum’s website provides
an extensive range of information and resources that attracts their target market of art
enthusiasts. The website’s sections are well planned and its categories are carefully structured.
The information on the website is presented in a manner that is easy for users to find. While
navigating through the website, one can notice that it is developed from the perspective of the
users. In addition, the content on the website is well-formatted making it easy for visitors to scan.
Most internet users skim through the content on webpages rather than going through each
sentence from top to bottom. The contemporary museum’s art website contains appropriate
headings, paragraphs and lists that are well-formatted which assists in breaking up the text and
easy for visitors to scan through.
Researches that have been conducted about the positive impacts of contemporary museum’s art
website has revealed, most of the NEXT participants attested that the modern museum’s website
helped them absolutely express their identity. The other advantage that is associated with the site
is that it provides a safer environment for the youths and teenagers to socially interact and gain
knowledge (Roye, 2016). This website also helps people in the current society to socially relate
with their way of existence and the dynamic social attribute that is attached to it. The site also
gives people have a sense of belonging as they sojourn with life. Most of the superb cultures are
always being embraced hence making other people reciprocate on the same.
Aspects, as it is well understood, by all those people or individuals who are in dire need of using
the museum’s website, is something of high value when evaluating it. The website has several

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aspects attached to it, namely; photography which entails photo capturing by cameras with high
megapixels. Painting is also another aspect of the website, which involves the use of colors to
make paints and photographs cute. The performance also is another significant aspect of the
website that is worth mentioning as it means direct production by individuals or participants.
Besides those aspects, there are other aspects of the contemporary museum’s website, such as
video art, installation, and sculpture. The overall experience people have with NEXT is
observable below.
Review by participants:
The first active client who was a twenty-four-year-old youth who is knowledgeable in website
designs procedures, and works with some Information technology companies as a necessary
freelance website designer. Due to his level of expertise in this field, he does understand that for

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a website to be considered responsive. It needs to perform equally in each device. In giving the
site a review, he decides to use his own iPhone 6s to conduct the research. He makes an
observation that the site does perform efficiently. As he goes further to give the sites credit due
to its ease interacting with its sections. The images that have also been used in this website are
clear on mobile devices, and that is one of the primary critical factors in responsive website
design. When he went further to access the same website in a computer, he made findings that it
was quite fast in loading. The second participant was a twenty-nine-year-old lady who works in
the private sector. She had accessed the Australian museum contemporary art website on her
phone as well. The website conveyed its mission, vision, and objectives throughout the website
pages. The lady also found out the contents of the site she had accessed was explicable and
comprehensive. She also says that the navigation of the site is apparent and useful as it serves its
purpose to the latter. She could access the webpages even when the internet is low.
There are some real similarities and dissimilarities among the reviews from the participants. All
the participants do agree in unison that the website communicates its purpose of existence to all
of its users across the globe. The website's navigation was well organized and effectual. Besides,
the images which have been used on the website are vivid in various screen resolutions. The
reviews also reveal some of the primary characteristics match across all the participants. The
website gives its users the ease to access and using the website efficiently. The website's
accessibility is within a no time limit as the site is lightweight. Hence, the reviews of both the
participants who participated in the museum contemporary art website in Australia. Google
chrome simulator always give the website designer the permit to duplicate the mobile device
within the utilization device mode. It is therefore evident that it has replication attributes on
different methods used to access it. Additionally, it also allows the web designer to examine this

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specific website in various ways via screen resolutions. Google chrome simulator does have both
positive and negative impacts. Some of the definite advantages of Google simulators are; easy to
use, rapid debugging, and on the fly, style changes. While on the other hand, it has a
disadvantage as it conveys improper results.
Recommendation
The website needs to have a flexible grid-based layout that entails the following; navigation,
logo, header, body, content, sidebar, copyrights, and social links. Therefore, fixed based grid
layouts should be initiated at the initial stage of website development. As it is known that the
receptive summary is always attached in the relinquishing of an identifying, and clicking to grasp
its content. The main preliminary issue is the research which needs to be flexible conferring to
the plan. Making the website to have a smooth flow across all its sections or homepage contents
is something that is highly recommendable to be practiced when designing the website. Various
types of navigation need to be given consideration during the process of developing the website.
In addition, things like content reference, and inventory wireframes are always framed in
desktops, tablets, and mobile devices.
Conclusion
The above comprehensions conclude that museum contemporary art website of Australia is very
determined in achieving its mission, vision, and objectives. It is quite responsive for both big
screen, while it is not suitable for devices with smaller resolutions. The site was developed by as
per the RWD principles. Although, the contents of the MCA website can be managed effectively
to make it more visible, and structured particularly on a small screen. Sighting this case, it is
evident that the developer or the establisher of this website implemented the responsive web

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design. As the analysis of the same is seen in the preliminary procedures which have been used
to develop a responsive site. As it is known that the examination entails the same systems, the
research conducted can reveal that it is easy to actualize the website. Thus this study or research
has successfully led an evaluation on museum contemporary art of Australia. Though depending
upon Google chrome simulator is not sufficient. Nevertheless, the results which have been
obtained from various researches are worth to use in making a conclusion that the website has a
sufficient smooth flow.