Initial Look: The Under Armour website has a wide selection of options that I browse quite frequently in my online shopping endeavors. As a place to buy through, the website represents the products well with a 360 degree toggle of many of them. From the standpoint of the buyer it is very user-friendly and allows for quick and painless browsing.
Ethos: As Dave Underwood explains in his videos, having an effective format that can convey the information in a clean manner is important. On the Under Armour website, the professional aspect shows. The typeface is all aligned to give a satisfying experience, that inspires the shopper to want to explore more. The was things are spaced out to provide the most relevant information in the places where the eyes are drawn to.
Clarity: Dave’s explanation of the crowding in his ethos video, is something that is striking on the Under Armour website. There is a wealth of information on the site, but it is put together in a manner that remains headache free. The important information that helps navigate the site is broken down into tabs rather than displaying things in a list format, allowing for more visuals. The main page is a scrolling page that allows for pictures to be front and center.
Logos: The quality in the display keeps things simple. As Dave states in his logos video, the cluttering of the screen makes the message mixed. The message that is displayed on the Under Armour website is kept simple to convey the message of what they sell. This leads the buyer to learn information while simultaneously enjoying the experience on the main page.
Specific Items: The logos that is established also works in the specific products. Each singular product has a well laid out section of pictures and part labelled product DNA. This gives a visual experience of a product first, then allows further investigation if the reader deems it appealing. This layering of information eventually leads to sizing and a place to add items to the shopping cart.
Pictures: The layer of effects that are implemented on Under Armour fall in line with Dave’s explanation of visual pleasing design. A website with this much product could easily have things lost and lose the browser quickly. Instead, the use of pictures draws the shopper in. Looking at visually appealing images, many with big name athletes gives a sense of buying a high-end brand. These pictures do more than the text information as visually appealing products seem to be the first line to draw the shopper in, with the credibility following up with the text after.
Visual Browsing: As someone who cruises through the website see newly released lines of clothing on a regular basis, this browsing format is well-tailored to the shopper. Instead of breaking things down with text it is again visual driven. All items are given a large amount of whitespace, making shopper draw into the product at hand. All products are shown in a large spaces with only 4 products in the grid format that gives scrolling ability. This makes each product easy to see and well broken up.
Technology: One of the main components of the site is the new technology in products. Under Armour is known to be an innovative company that prides themselves on their product’s ability to perform. When the opening menu is shown, the scrolling main page leads to the breakdown of new technologies. The new technology is explained in lehmans terms, to help from alienating the shopper with complex jargon. Again the reliance on visuals in heavy as they are more pleasing to look at than blank text on a product driven website.