Evidence-based design is based on the principle that decision-making is most effective when it reflects the available evidence. This evidence can come from many different sources, such as professional opinions, industry studies, company reports, and/or scholarly/scientific studies. Additionally, the available evidence can differ in quality and strength depending on the issue being considered. In newer areas, the evidence may not be as well established. However, over time, evidence is developed and becomes the basis for sound decision making. This assignment is intended too address one important area where evidence-based design is essential for effective branding: Website Design.

An analysis of the design features of a website is part of what we refer to as a ‘brand inventory’ and is one of the two fundamental components of a brand audit. Although a brand inventory can be a very comprehensive process (involving a multitude of assessment such as the brand name, slogans, product quality, prices, channels of distribution) this assignment focuses on the design characteristics websites (i.e., do they conform to the standards derived from the evidence). In doing so, it also assesses the extent to which there is continuity among competitors. That is, do competitors in the industry reflect evidenced-based design when developing their websites. Failure to do so indicates sub-optimal decision making.

The analysis is conducted within a single product category of retailers and the will cover a mix of between 8-10 competitors (half of these should be major chains and half regional stores). Each website is then evaluated for continuity with each standard. The intent is to understand the degree of variance in website design. In doing so, the analyst will identify the extent to which retailers have points of parity and points of difference in their website design. Websites that demonstrate superior design have an advantage in terms of a consumer’s experience when visiting the site. This contributes to brand equity (the value of the brand in the consumer’s mind).

Once the data have been assembled into a working template (provided for your convenience), a 1-3 page discussion of the results is presented to summary the results, provide an analysis of the implications (e.g., where retailers are falling short and where they are doing well), and provide any additional insights that you gained from the analysis.




Sample Solution

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.

God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.



Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.