|Point at a word and it answers you straight away. Use the switch above to try five ways it can answer: the tilt we started with, and four quieter ones. Then a cream band slides open beneath the row with a few things from that word. Move along the row and the band stays open and swaps what's inside it.
On a phone there's no pointing, so the first tap tips the word and opens the band. A second tap on the same word, or See all, takes you there. Tap anywhere else to close it.
Each switch changes all three rows below at once.
Why here: these big serif words are already the page's front door. Today you have to click one to see what's behind it; the drop shows six covers first, so a reader knows whether Art or Style is for them before they commit.
Why here: “Podcasts” or “Magazines” means little until you see names. This is the quiet version, names only and no pictures, so it sits under the sector words without competing with them.
Why here: the shelves are objects, and objects sell themselves on sight. A peek at six things from the Spice Drawer does more than the word does, and it's the closest to a shop menu, which is where this hover was born.
No brands are showing to readers yet, so the drop would open onto nothing. It slots in here the same way once brands are on the page.
That menu sits on every page of the site. You asked for anywhere, not everywhere, so it stays calm and the hover lives inside the reader pages.
Titles, covers and objects are read live from the same public pages readers see (Media Diet and the Library). Type: IvyPresto light and Helvetica Neue. Colours from Brand Standards.