Nike: As all of you know, Nike is the largest manufacturer of sporting and athletic equipment, apparel, and gear. The Nike brand has become one of the most recognizable and sought after brands in the world. Nike’s sales are generated because of the consumer’s needs and wants for its products. But a major factor in its large sales amounts is its website, Nike.com.
Nike.com: The graphic design of Nike’s website is amazing. It is easy to find what you are looking for because of its use of categories, sub-categories, and even more sub-categories. The home page is very intriguing through its use of images, videos, and large text. Their use of celebrity endorsers all over their website using the products further encourages the consumer to buy the same products.
How They Do It: It is simple, Nike uses the following three key factors necessary to attract people, get them to stay and return over and over. These three factors are getting people to look, getting people to believe, and getting people to understand. In other terms, these factors are pathos, ethos, and logos.
Pathos: Pathos is the aesthetic look of the website. This includes the beauty of the design, ease of layout and composition, and uniqueness. The use of photos, videos, text, and headings in a way that attracts the consumer makes Nike.com so graphically eye-catching.
Nike contrasts all of its images, videos, and text impressively with the background and other context on the pages. Its use of white space also makes it easy to read and find what you are looking for. Overall, the rhythm of the website is unmatched, and compels the consumer to keep returning.
Ethos: Due to the amazing aesthetic look of Nike’s website, it is easier for the consumer to believe in the website. Ethos involves getting the consumer to believe its voice. In order to do this, Nike uses a professional look and makes themselves look confident. There are no spelling, grammar, or technical mistakes on the website. They are thoughtful in every design move they make regarding the website. Everything is done in a certain way for a reason.
Because of this, Nike conveys a great sense of authority to the consumer. Its celebrity endorsers then further this authority and belief of the consumer. Overall, this authority makes the consumer trust the website and trust the brand. This allows the consumer to become a loyal customer.
Logos: Logos is the logic behind each graphical design decision. It is the designing of things that make sense so the viewer can sensibly pick up the information that needs to be picked up in a logical and rational way. Nike’s logic of how and why they do everything they do gets the consumer to understand the website, and the brand. Their core and immediate message is clear by putting these important messages at the front through the use of large headings.
There is significance for every design element being the way it is. For example, the white space allows the viewer to easily be able to read and see what they want, without the pages seeming too crowded. Furthermore, when you click on “Men”, then “shoes”, the shoes that come up are a variety of styles. This is because the visitor did not select a certain style, which they can do at any point. Even though this may seem obvious, it is logical and rational to give the consumer the best possible shopping experience.
Consumers Will Make a Purchase: Overall, Nike’s use of pathos, ethos, and logos is formulated perfectly to make the website an incredible shopping experience. In turn, these factors affect the consumers in a positive way. If a consumer is questionable about making a purchase, after visiting Nike.com, he or she will be largely persuaded to make a purchase. The graphical design of Nike’s website motivates the consumer to want to buy its products.