KIT KAT: The UX of Break Taking

We live in a fast-paced world without taking enough breaks. Have you ever noticed how rushing you are in your daily life? Or have you ever tried to give yourself an ideal break? Kit Kat, a chocolate-covered wafer bar confection brand under the Hershey Company, produced globally by Nestlé, wanted to tackle these problems and has also promoted break taking for years.

In order to best showcase its campaign theme of break taking, Kit Kat website is designed in an fun and modern way. The dominant colors in its site design are Kit Kat’s signature red and white, which come from its classical wrapper. Since Kit Kat is a snack brand, its target customers usually choose to buy its products in real stores, not online. Therefore, the goal of this site should be to introduce Kit Kat products, build up its brand image, and to communicate with its customers, rather than to play as a selling channel.


As a propaganda platform, Kit Kat’s website nicely fulfills its tasks. From my perspective, it has 2 impressive features that I want to give a big  “thumb up”.

First of all, Kit Kat creatively opens a new section on its website, the Recipes. On this section, visitors are able to explore some innovative baking recipes with Kit Kat bar, such as Kit Kat Brownie cookies, Brownie Bottom and Kit Kat Cheesecake Bars, Kit Kat Harvest Cake, and etc. It is very appealing to some foodies, like me, or people who are interested in baking, or housewives who try to bake unusual snacks for their children. This section is a perfect channel for Kit Kat to not only communicate with their customers, but add some fun to its brand image.

Kit Kat does do a good job on its recipes section, BUT it is not the pioneer  who first bring this idea to the website. I cannot deny that this section on Kit Kat’s website is still not mature, compared with the famous cookie brand, Oreo. Here, I want to give a suggestion as a Kit Kat lover that cooperating with some famous food bloggers on Instagram, Pinterest or WordPress, might be a good way for Kit Kat to add diversities to its recipes and increase its awareness.


Secondly, the Kit Kat Jingle should be the most interesting part on its website. To be honest, I thought it was just a common picture when first visited the About page on Kit Kat website. Surprisedly, a sound of piano appeared while I touched my keyboard. This is a virtual piano made up of Kit Kat bar! What a great idea! I tried to sing and play music following the guidance and videos under the “piano”, and almost spent twenty minutes there. I really adore this innovation which perfectly combines with its advertisement video and its campaign theme, break taking.

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Besides these two good performances, Kit Kat also has a user-friendly website design on PC, tablet and mobile phone. The web page layout is very concise that I am able to easily find the information I want. Some details are deserved to be praised. For example, the arrowhead is the breaking chocolate bar, and the block frame is Kit Kat wrapper’s shape. These designs are necessary for a brand website to build up a successful brand image.

Perhaps, Kit Kat is just a sub-brand under the Hershey Company so that its parent company doesn’t pay a lot of attention to its website construction. Don’t get me wrong. Kit Kat performs well among its competitors, but it is not the best. The recipes seem to imitate Oreo’s ideas,  and the “buy online” button besides the product pictures doesn’t work. The content of Kit Kat’s website, I think, is creative but too simple. Even tough it is a propaganda platform, Kit Kat should not ignore its role as a sale channel. For Kit Kat, it is crucial to attach importance to its website construction, especially in today’s digital world. A creative and well-designed website will be the strongest tool to propaganda a brand, no matter which industry it belongs to.

Okay, thank you for your time, and be happy!🤠