As soon as someone opens Nixon’s website, www.nixon.com/us, they will immediately notice the beauty of the site’s graphic design. If I had to use one word to describe the layout of the website’s graphic design elements, it would be “clean.” Every aspect of the website, no matter how big or small, seems to have been created with specific intentions in mind. The font sizes, font colors, pictures, graphics, color schemes, and page links all seem to fit perfectly together under an overarching design theme. This gives the user specific emotions while navigating the site, and ultimately convinces that user to purchase the company’s products.
Nixon is a California-based company that started off primarily as a wristwatch retailer, and eventually evolved into a “global lifestyle brand.” Their website perfectly exemplifies this company culture through pathos techniques. The contrast between the laidback surf culture and the premium lifestyle culture can be seen through the site’s contrasting design elements. Pictures of surfers and skaters seem to create a sense of recklessness, but the website designers balance this out with an aesthetically pleasing layout. Each picture is placed in a way that gives the user a sense of harmony and calmness. I believe this gives online shoppers a better overall experience when navigating Nixon’s website.
In addition, the website’s layout becomes much more simplistic as the user navigates from the homepage into areas where products are listed. For example, if the user clicks on the link for men’s watches, they will notice that this page has much smaller text and very few colors. Large pictures of the watches are displayed in rows of three, which allows the user to easily views all of the products without getting overwhelmed. Also, the simplistic style of the product pages effectively gives much more attention to the actual products themselves. I believe this was done so that the user will pay much more attention to all of the small details within each product. This ties into the fact that the company wants to convey a sense of a top-notch quality.
The general layout of Nixon’s website makes the user want to navigate through every page. This is done through the specific placement of each picture, word, link, and graphic on the site. Every element of graphic design is perfectly aligned, and the slight contrast of colors draws the user’s eyes from the beginning to end of each page. Also, I believe the website’s creators believe pictures and graphics have a bigger impact on the user than words and numbers. The oversized and vivid pictures of the company’s products are complemented by very subtle black and white text. This is very user-oriented because it allows the user to get a great sense of the products, without being bombarded by cluttered words and numbers. This might also lead to more sales because there is a better chance that the customer will catch site of a product they want to purchase.
Overall, Nixon’s website is a perfect example of how graphic design can give the customer a great shopping experience, and also give the company more sales. The site’s elements are clearly aligned with the company’s culture, which shows a mix of laidback and professional lifestyles. The placement of each element on the website was done so with specific intentions in mind. For example, the company’s “free shipping and returns” policy can be seen at the top of the homepage in subtle black text. Overly bulky and colorful text is not needed to display this message because the user’s eyes are automatically drawn to this through the website’s layout. These types of little details are what make Nixon’s website a prime example of excellent graphic design.