Emma and Sam is one of the major brands sold in the store LF. The clothing can be characterized as basics with a twist, and it is very popular with young adult women. The growing trend of uniquely cut up T shirts, and bodysuits with mesh and lace-up detailing can be tracked back to the unique styles of Emma and Sam. The company boasts themselves for being high quality and being on the leading edge of clothing with novelty design. Emma and Sam is a company quickly growing in popularity, and what was once a brand and style unique to the West Coast, is now taking over the whole country.
Pathos The layout of the website Emma and Sam creates pathos through its design and visual aesthetic. When browsing Emma and Sam’s website for clothes, you will find two major elements Dave Underwood mentions about the pathos of graphic design, contrast and white space. The site utilizes white space to bring the clothing to the focus of the page, and provides a clean background to the site. Whether it is on the browsing page or the individual product’s page, the white space ensures the viewer’s focus is on the product and the information about the product rather than drawn to irrelevant areas. The site’s use of contrast also is a major factor in establishing pathos. The contrast, much like the white space, is visually pleasing to the viewer. The contrast between the white background and the featured clothing or text provides interest on the page and draws the viewer’s eye to the darker points on the page.
Ethos Emma and Sam’s website does a really good job of establishing ethos in a variety of ways. The alignment system on the site is very basic and clean, following a grid for displaying the clothing that is easy to follow. The Emma and Sam website has a very clean color scheme that consists almost entirely of black and white which even further evokes professionalism and a sense of authenticity. There is no clutter on the site and as I mentioned before, there is white space but it is used in a way that diminishes trapped space, and adds to the design rather than detracting from it. The type faces used on the site are also very clean and stay in line with the company’s modern and clean aesthetic.
Logos Through the use of the various elements on the Emma and Sam website, the viewer is able to follow the site and easily access all the different aspects it offers. The site not only makes it obvious where to go to view and product, but it also makes it extremely easy
to add the item to your cart with a large black button that greatly contrasts with the white background. By having the clothing and important text pop out, it prevents the site from appearing monotone and it really grabs the attention of the viewer.
Tying It All Together Emma and Sam is targeting young adult women who are interested in new, casual fashion. This same audience that is drawn to their unique basics is also drawn to websites that are simplistic in design and easily navigable. By designing the website to mirror the clothing sold, Emma and Sam is able to remain consistent with the image they are trying to present. By accenting what is important and leaving everything else out, the brand is appealing to what their market is seeking out. It is that simplistic design the Emma and Sam website that showcases the new and unique clothing options this brand provides.