Critique on Tazo: The Effectiveness of a Consumer-Related Website

Over the past twenty years, the internet has amassed countless consumer related websites which provide customers with persuasively displayed product information. In a study done on the trends of internet usage, the Pew Internet and American Life Project asserts that not only are there about 147 million American adults using the internet on a daily basis, but 78% of them are online to research a product or service before buying it. Even more staggering is information from Forrester Research, Inc. at The Network for Retailers Online which has found that online sales will surpass $200 billion during the year 2006. Companies can infer from these statistics that web design can be an effective and influential method of advertisement. There are different types of advertising, as outlined in Mary Ellen Gordon and Kathryn De Lima-Turner's scholarly article entitled, "Consumer Attitudes towards Internet Advertising." They have found that "some marketers attempt to make their Internet advertising entertaining to attract consumers...," while "other commercial messages focus on conveying information." The Web Style Guide, an authority on web design, explains that the most effective website is one which combines both while maintaining an emphasis on content and simplicity. Although the Web Style Guide claims knowledge in adequate web design protocol, the actual success and value of the website is ultimately decided by the consumer.

The preface to the second edition of the Web Style Guide explains, "[T]oday, the field of Web design is seen much more as a craft than an art, where function takes precedence over form and content is king." I believe that this is the basic tenet with which a website's quality is judged. Indeed, there are two notable associations which drive the importance of imagination tempered with functionality: the Webby Awards and the Web Awards. These web sites critique and evaluate multiple sites, ultimately announcing one as superior within its category. While browsing the winners of the 2005 Web Awards, I found one in particular which highlights the good and the bad of contemporary web site design: Tazo Tea. This site is the recipient of the Standard of Excellence award. This means that Tazo was awarded over 60 points within a rubric of 0-10 points in 7 categories: Design, Innovation, Content, Technology, Interactivity, Copywriting and Ease of Use.

Tazo presents the peaceful, yet exotic world of Tazo tea. First and foremost, the purpose of this site is to advertise Tazo's tea creations to the general public, making them seem desirable and unique. This site relies on the viewer's modern interpretation of Zen Buddhism, Shamanism, and Mysticism to convey an "other worldly" sense of spirituality and relaxation which the viewer can only experience through enjoying Tazo tea. This ambition is also achieved by incorporating spices and herbs found in foreign countries used by foreign peoples with whom Americans are unfamiliar. In addition, Tazo uses calming ocean sounds, drifting sand, exotic characters and earrth tones to increase the reader's impression of relaxation. This style of website offers the contemporary person a refuge from their hectic life.

The Webby Awards, an award site similar to the web awards, outlines good content as "engaging, relevant, and appropriate for the audience." The content of Tazo's website not only embodies these three qualities but is extremely credible as well. They incorporate the histories and principles of various foreign religions to enhance their plausibility. For instance, the writer explains that the word "tazo" means "river of life" in the Roman language, "fresh" in the Hindi language and the name of a magical, rejuvenating elixir in Babylonia. To further enhance their reputation, Tazo claims to have a master shaman who travels to various countries, sampling herbs and spices from their native lands. One element included within this site which does much to elevate its credibility and gain respect from its viewers is to make no claims on the health benefits of Tazo. Instead, the consumer is redirected to a website which possesses proper authority on the topic.

In addition to providing a wonderful array of informative content on the production, history and benefits of tea, Tazo proves that they are actively working to better the world community. This not only enhances their reputation and credibility, but further establishes them within the concepts of spiritual Zen ideology which permeate their website. As their product is derived from nature, they feel it important to give back to nature, which is a basic tenet of the various religions with which they identify. They interact with the Mercy Corps, a partnership for hope and advancement in India. This corporation improves the living and working conditions of the inhabitants of tea producing villages. This initiative focuses on "providing vocational and leadership training for youth; training community health workers to provide...basic...healthcare...;and supporting social development projects." Tazo also takes part in the Ethical Tea Partnership, an alliance of tea companies who promote ethical sourcing of tea. Also, they believe in renewable energy from windmills, hoping to reduce carbon dioxide emissions. These are only two of their humanitarian and environmental efforts. Additionally, Tazo contributes to local charity campaigns such as Ethos, Inc., an educational program focusing on music; Schoolhouse Supplies, a non-profit store which gives free school supplies to teachers; and SCRAP, an organization that takes items out of landfills and sells them to be reused in creative ways.

Among the many positive design qualities found within the Tazo tea website, there are a few negatives as well. Most of which though, are due to over elaboration and creativity. The muted earth tones and ancient, etched handwriting is appropriate for this site, but the interface lacks the tranquility of the product being offered. For instance, the tea selector is designed in a circular, gliding, frictionless form, but it is difficult and frustrating to use. Furthermore, once one selects their favorite tea, one is bombarded with a short noise representing the tea they have just chosen. What might have been more effective is a longer, softer tune which relaxes the viewer into the next screen instead of a short burst of startling noise. It would seem that the web designer's desire for smoothness and relaxation has backfired somewhat into a very complicated mess of animated graphics and noises. Redeemably though, once the user passes the hustle and bustle of the flavor selector, he is presented with a cup of visibly steaming tea with the prominent flavors and aromas highlighted and easily accessible. Not only is the consumer told the flavors, but as he interactively scrolls over the each name, he is shown the country from which it originates along with a picture of that spice in bulk. This greatly contributes to the site's credibility and other worldly spirituality.

The Web Style Guide stresses the importance of clear navigation aids by explaining that "the main interface problem in web sites is the lack of a sense of where you are within the local organization of information." This is especially true in Tazo. It was not until my second visit that I could navigate freely and uninhibitedly through the network of complex graphics and animations. They also explain that "users are not impressed with complexity that seems gratuitous." Although the animations enrich the site, they provide nothing more than interactive ability and a measure of frustration. The Webby Awards judging criteria agree with the Web Style Guide, describing good navigation and structure within a website as being "consistent, intuitive and transparent."The clarity of navigation and overall effectiveness of the site would be improved by simplifying animations and navigation buttons. Consistency, another important element of website design which the Web Style Guide emphasizes, is impressively utilized. Through countless blends of tea, the structure of design is identical making comparison and comprehension simple.

Most importantly in the critique of a website is what the Webby Awards calls the "Overall Experience." Essentially, this is the impression that the sum of each individual aspect of the website such as content, userability, functionality, etc., leaves the viewer with. It states that "one has probably had a good overall experience if (s)he comes back regularly... or stays for a while, intrigued." unfortunately, Tazo does possess elements of the challenges contemporary web designers face such as over-animation and a confusing interface. However, while visiting this site I felt welcome and comfortable. I was so impressed with the animations that I later returned to the website to find new graphics and interactive images. Most importantly though, I was persuaded into visiting my local grocery store to purchase a box of Tazo tea. Clearly, this website has achieved its goal of promoting Tazo tea intriguingly, entertainingly and effectively.

Current Events in Culinology

The bright field of Culinology is growing at an exponential rate. With technology being at the forefront of modern world thought and food being not only a necessity but a universal comfort, it is clear why the amalgamation of the two is being met with much success and praise. I have done research, exploring various blogs on the topic of food technology and have found two to be particularly intriguing. One, by David Ponce, is entitled "Restaurant Sells printed Food." It is an introduction to Chef Homaro Cantu's Inkjet printer which he fills with fruit and vegetable "ink." He then inserts edible paper upon which his menu is printed. The second, "Moto (Chicago) - Lab Rats," is a thorough review of a restaurant, WD-50, which is known for its culinoligical leanings. It presents the question of whether or not technologically altered food is a actually an improvement to the culinary arts. I have addressed both topics and offered my opinions as comments within the blogs.

Warm Ice Cream: A Taste Sensation

I have yet to meet someone who does not adore the cold, thick, velvety concoction known as Ice cream. The delectable treat of sweetened cream has an appealing texture as its light, airy consistency slowly melts on your tongue into a cool, gooey puddle. Once gently warmed, it becomes an explosion of intense flavor which tempts you to another bite. How can ice cream, a perfectly choreographed taste sensation, be improved upon? Methyl Cellulose might be the answer. Wylie Dufresne, chef of restaurant WD-50, teamed up with Ron Jolicoeur, Thomas Klimstra and Mark Jarrad. Together, they discovered a ground-breaking use for this plant based cellulose: the key ingredient in warm ice cream.

Methyl Cellulose is a tasteless, odorless thickener whose unique properties allow it to melt in cold water instead of hot. Thus, the ice cream will remain viscous at higher temperatures while maintaining its characteristic creamy texture. The question remains, though; why would anyone want to eat warm ice cream? The answer is two-fold. Firstly, taste becomes muted in cold and frozen media. Thus, this innovation will give a chef more control over flavor nuances and provide the eater with a more intense and complex experience. Secondly, the novel mouth-feel sensation of warm ice cream is simply intriguing. In his article entitled, "The Scoop on Ice Cream,” Lawrence E. Joseph explains that although vanilla is by far the most popular flavor of ice cream in America, it has “little fragrance.” This is “surprising since vanilla normally has such a distinctive scent.” This frustrating reality owes its foundation to the fact that chilliness numbs sensation.

In addition to being used as a thickener, Methyl Cellulose also acts as an emulsifier which allows two incompatible liquids to combine and remain as one. This attribute is indispensable in ice cream production as it provides a catalyst, allowing milk fat and water to become a stable, homogenous mixture.

Methyl Cellulose gives culinary creators permission to let imagination be their guide. Subtle tastes such as florals now have the opportunity to pack a punch. Chefs can also include stranger flavors to highlight more prominent ones with out deterring consumers. For instance, a delicate and faint basil essence can be added to a strong strawberry ice cream. Hopefully, though, this innovation will not be used on such novelties as garlic or lobster ice cream; two unappealing flavors which I have recently tried and thanked their flavor dulling chill!

Flavor Sprays: Are They Really A Dessert-Lover's Dream?

Imagine an attractively decorated spray bottle filled with a light, texture-less substance devoid of carbohydrates, calories and fat. This liquid, when sprayed on a fat-free and nearly calorie-free cracker, imparts the perfectly sweet and delectable flavor of cheesecake. David Burke, an acclaimed Culinologist and master of the culinary arts, has made this dream a reality. His achievements with these novel flavor sprays fall into the scientific field of Culinology. Culinology is newly coined term meaning the area of culinary creation which combines food science and gourmet culinary traditions.

David Burke explains that “we are living in a health-conscious society where people are constantly searching for a way to a healthier lifestyle – Flavor Spray is the solution.” This water-based solution contains only two other ingredients: flavorings, both natural and artificial, and preservatives. Natural flavorings, according to the U.S. Code of Federal Regulations, are “the essential oil, oleoresin, essence…which contains the flavoring constituents derived from a spice, fruit…vegetable…meet…dairy.” Meanwhile, artificial flavors are “chemically synthesized compounds…” The scientist in the back of the kitchen creating these flavorants is known as a flavorist. He studies the chemical reactions which take place on ones taste buds to produce what we perceive as flavor. He then locates organic or chemical products which contain these flavor-producing agents. The final product is taste-tested against the actual food the scientist is trying to emulate. For instance, a scientist has discovered a caramel flavorant which is now commonly used in packaged foods. Without going into the chemical properties of this equation which I can not even begin to understand myself, this compound is known as, “4,5-Dimethyl-3-hydroxy-2,5-dihydrofuran-2-one”

The word, "Culinology" is so new in fact, that it is not even in the dictionary yet! Nonetheless, it is building a strong following among respected chefs such as David Burke and Stephen Kalil. Hopefully, with the aid of such celebrity chefs, creativity, scientific background, devoted weight-watchers and healthy eaters, Culinology will achieve their vision of being a “universally recognized discipline,” in 2010.