Nike. Just Do It. Nike.com website analysis
Professor: Bronwen Hazlett
Thesis Statement: Visual elements play a crucial role in building trust with the users and it’s a key component in giving the users outstanding user experiences and encourages the user to start a conversation as well as building his or her interests in the products and services.
Nike. Just Do It. Nike.com website analysis: Outline
The Nike. Inc corporation is a USA based multinational company that deals with design, development, manufacturing and worldwide marketing and sales of equipment, accessories, apparel, footwear and services especially those used in sporting activities. The company has strong advertising strategies for its company with use of sponsorship agreements with celebrity athletes and college athletic teams. The company also uses internet marketing, email management technologies together with broadcasting and narrowcasting communication technologies in creating multimedia marketing campaigns. The company website contributes greatly to the number of sales the company makes especially in the present conditions and requirements due to covid-19 pandemic. Advice from World Health Organization and different countries is requiring people to avoid much travel and to do most of their activities at home. With the website, the customers can access their products and select the most appropriate for them and the most convenient store to pick as stated by Nayak, (2017). The company website is eye appealing and attractive to its customers who mostly are young and the middle-aged group.
The company website: Nike. Just Do It. Nike.com is easily accessible as it has a name closely linked to the company name. This means that users can easily find it even without properly spelling the website name or being sure of the website name. The website allows the user to select the country of stay where he can access the product. Upon opening the website, the company logo is shown at the top left which is clear with the top part having only three parts. The first part gives the user a click option to see the available stores where one can select the one closest to him. The next part is About US where one will get the company information and anything else about the company. The third part has help section where one can easily get help on any inquiry one has and the join and sign in section. This is to give a new user opportunity to register easily.
The next part of the page is the image of the item being searched or advertised taking half the page. The image is clear and an exact look of the product. This is attracting and building trust to the users with some product like the shoes showing images of people exercising in them. The website has used eye-catching images that are important in supporting the brand as explained by Salehi, Abdollahbeigi, Langroudi & Salehi, (2012). This is part of color use and instinctive user experience which acts to give the customers a wonderful experience. The image also acts to give visual cues which are more effective for instant communication with customers interested in specific items. This is more effective than reading the explanations on a website about a product. It stimulates an emotional reaction in the user as explained by Pengnate & Sarathy, (2017). Eric Lazar, the president of graphics and imaging company SpeedPro Loop stated that ninety percent of all purchases are made subconsciously which means that they are emotionally driven processes and not intellectual ones. Some customers do not take time to understand the product as the logo is just enough for established brands like Nike.
The company customers are athletes and mostly people involved in sports activities. The website has put this factor in place in their images by using young and flexible people exercising in the company’s product. This has high resolution generating great focus and tone to the website users. High quality images are engaging to look at. The users get interest of looking for more products even those they were not interested in. The window arrangement is also clear and appealing. This is important in capturing user’s attention and interest as explained by Fimberg & Sousa, (2020, October). According to research internet users take approximately 5.96 seconds to look at the main image. To utilize this effectively, the Nike website have medium sized images that are impressing and engaging the users. On the same page the website also shows alternative related items which is important in giving clear understanding to the users of how the organization’s product fits in the market.
In terms of technical response, the company website uses personalities and random people to demonstrate their products. This shows how it works and the kind of feeling it gives to the users such as having comfortable and happy customers and sport activities participants. A short testimony and description are provided at the bottom of the image giving a clear picture of how the users feel about the product. This creates trust in the customers as well as a clear way to show new users that others have had good and positive interaction with the products and were satisfied as explained by Perdue, (2002).
Visual elements play a crucial role in building trust with the users and it’s a key component in giving the users outstanding user experiences and encourages the user to start a conversation as well as building his or her interests in the products and services. The visual element can be classified into sensory response which include appearance of the site. This gives the user the first impression about the company. The next part involves perceptual response which shows the communication given to the user by the image. This includes the targeted age, gender or group of people which the company website displays effectively in their images. The company images have also covered the technical response which include the perception given. The website images have also covered the aspect of emotional response by use of eye capturing images. The images are appealing and attractive to the users.
Fimberg, K., & Sousa, S. (2020, October). The Impact of Website Design on Users’ Trust. In Proceedings of the 11th Nordic Conference on Human-Computer Interaction: Shaping Experiences, Shaping Society (pp. 1-5).
Nayak, T. (2017). " Just Do It"@ Ad Campaign: The Case of Nike Inc. Globsyn Management Journal, 11.
Pengnate, S. F., & Sarathy, R. (2017). An experimental investigation of the influence of website emotional design features on trust in unfamiliar online vendors. Computers in Human Behavior, 67, 49-60.
Perdue, R. R. (2002). Internet site evaluations: The influence of behavioral experience, existing images, and selected website characteristics. Journal of Travel & Tourism Marketing, 11(2-3), 21-38.
Salehi, F., Abdollahbeigi, B., Langroudi, A. C., & Salehi, F. (2012). The impact of website information convenience on e-commerce success of companies. Procedia-Social and Behavioral Sciences, 57, 381-387.