The Museum of Childhood is part of the V&A family of museums and has recently updated their visual identity. The new website is based on the Museum's new visual guidelines, in keeping with the Victoria and Albert Museum's look and feel that Tape created two years ago.
In order for the site to be appealing to both children and adults, it was important to avoid the stereotypical use of striking primary colour combinations. However, the site relies on large text and has a wide range of images to complement its stories, information and games. As on the V&A website, the pictures inspire the colour in the navigation of the site, though not in the exact same way.
"We designed a series of templates to cover all aspects of the information to be presented on the site. For both us and the Museum, usability and accessibility was just as essential as the design itself," said Ronny Ellefsen, director and creative consultant with Tape London.
The Museum receives around 230,000 visitors a year. The core audience is 5 to 11-year-old school groups during term-time and families with young children (under the age of 8) at other times. The Museum will soon close for a year of refurbishment to improve its visitor facilities, create a new front entrance and update its displays. During this period the website will be a key communication tool with the public.
Launching the site, Museum Director Diane Lees said: "The site, along with the new visual identity send out very clear signals that the Museum is changing for the better. At last we are able to better represent our collections online and widen access to those people for whom a visit to the Museum itself is not possible."
