Intro: Once summer begins to turn into fall, the first site I visit is burton.com. Throughout the entire season, I am constantly checking the site, adding items to my cart, seeing what is new, what is about to come out, and dreaming about being able to afford all of the clothing and gear on the site. Burton has some of the best snowboards, snowboarding gear, and durable clothing goods in the market. Not only are the company’s products high quality and well designed, Burton does an impeccable job of creating and maintaining their brand through their visual rhetoric.
Web Design: This company is known for having stylish, well manufactured, and unique durable goods. In some aspects they have an intimidation factor, with their intense outdoor imagery, leaving the customer intrigued. They have pictures of people carving down a rocky white mountain peak, hiking, hitting the edge of a half-pipe, all while supporting Burton gear. In order to keep this projected image, Burton’s website is clean and polished looking. The design is consists mostly of off-white backgrounds and black contrasting text, all of this of which is appealing to pathos.
Not only is the website ascetically pleasing, it is easy to navigate and interact with. The home page when you first enter the site consists of different pages and advertisements for the viewer to explore and scroll through. At the top of the page, the main menu is positioned at the left side of the website. At the other side of the page is a search button along with a shopping cart button. No matter where the viewer wanders off to within the site, these buttons are always accessible. This is important because of logos, the brand has to make sure their customers are collecting and communicating all the right information. They must also make sure that the customer can access exactly what they are looking for, effectively and efficiently.
While most of the site is based around their clothing and their snowboards, they also provide different ways for the customer to interact. For instance they have videos and brief descriptions of Burton sponsored professional snowboarders, like my personal favorite, Mark McMorris. In doing this Burton is creating a culture for the customer to immerse in and experience, which is an essential part of their branding strategy which is expressing pathos and ethos. It is legitimizing the brand by providing access to information on professional boarders that chose Burton. Ethos is being expressed through this professionalism and by presenting it’s self as a well established brand. All the videos, pictures, and the site in general is very sharp and clean cut looking, which is what consumers are looking for.
Final Thoughts: Overall this company does an impressive job of maintaining a prosperous brand. Their excellent knowledge and usage of visual rhetoric allows them to be an elite brand. With the digital age, it is more important now than ever to be aware of the positive connotations of using graphic design and visual rhetoric to your advantage. With a well established website, a company can access and target more consumers in the way that they intend to, and Burton does just that.