Final Visual Analysis Project – Thesis & Outline

Sensory Response – When analyzing the viewer’s sensory response to a particular visual, it is important to consider the visual elements that attract the eyes. Close your eyes when considering a visual. When you open your eyes, what are the first visual elements that you see? When analyzing a viewer’s Sensory Response, you may consider analyzing at least two of the following effects:

Colors

Contrast

Perceptual Response – When analyzing a viewer’s perception of visuals, it is important to consider the audience. Consider who is or is not attracted to this type of visual communication. When analyzing a viewer’s Perceptual Response, consider at least two of the following effects:

Target audience specifics (age, profession, gender, financial status, etc.)

Cultural familiarity elements (ethnicity, religious preference, social groups, etc)

Technical Response – When analyzing a viewer’s response to certain visuals, we need to consider the technical visual aspects that may affect perception. Describe how visuals affect the interpretation of the intended media communication message. Address specific technological elements that impact perception. When analyzing the Technical Response, consider the Laws of Perceptual Organization (similarity, proximity, continuity, common fate, etc), and at least two of the following types of visuals:

Drop-down menus

Quality of visuals

Emotional Response – When analyzing a viewer’s Emotional Response, it is important to consider the targeted audience preferences and emotional intelligence. Discuss what the viewer might want to see and what type of visual presentation will set the tone for that response. When analyzing the Emotional Response, consider the effects of at least two of the following types of visuals:

Mood setting colors

Positioning of search buttons

Ethical Response – When analyzing a viewer’s Ethical Response, it is important to consider the targeted audience values and beliefs. Identify any negative messages about certain ideas, groups, or cultures. Describe and pinpoint images that may be inappropriate for a variety of viewers. Keep in mind that your website can be accessed by all ages and groups. When analyzing the Ethical Response, consider at least two of the following types of visuals:

Limitations in diversity

Digital alterations

I. Introductory Paragraph

a. General statements about visual communication and media The primary purpose of analyzing the visual aspect of a website is to create a good understanding of how it responds to ensuring a high score in the optical element. Generally, the users get motivated by the right visual aspects of a site they visit.

b. General statements about the effects of visuals on viewers The actual display supports the choice of the Nike website for analysis it has on various visual elements. Nike website is an eCommerce portal that Nike Company uses to market and make sales of its brands online, which includes sportswear products (Nike, Inc. 2019). Visual analysis of a company website gives a general outlook of the users’ experience when they visit a site. Frequently, a user will visit a website with a specific purpose which may include getting service on it, information or for exploration purposes. Either way, it’s the expectation of users that the website they visit has an excellent display of the content, backgrounds and other direct visuals (Delano, Jain, and Sinha, 2018). Also, the ease of use, navigation and resource time are important factors.

c. Thesis Statement (the last sentence of your Introduction) The paper will address create a visual analysis of the Nike Website by focusing on its perceptual, sensory, ethical, emotional and technical, responses.

II. Sensory Response

a. Visual examples of Sensory Responses used in website (include as many as you deem important to consider) Colors: Nike has an appealing utilization of colors where it applies simplified backgrounds and texts. In this case, it uses a white background making the text easily view and read. Text is usually presented in black color. The use of black color and white background identifies with both simplicity and all class inclusivity (Chen, Hsu, and Lin, 2010).

b. Analysis of the effects of these visuals (include as many as you deem important to consider) Contrast: Presentation of the content on the Nike website responds well to maintain good contrast show on it. The application of colors that can work together as well as the arrangement of materials in a strategic manner is commendable. The ads are also well presented on their own without creating any distracting to the users (Landa, 2018). Such kind of presentation appeals to all users.

c. Analysis of how the visuals may be used to strategically reach the targeted audience (include as many as you deem important to consider)

d. Details, information, examples that support your analysis ideas (include as many as you deem important to consider)

e. Quotes/paraphrases from academic sources substantiating your analysis ideas

III. Perceptual Response

a. Visual examples of Sensory Responses used in website (include as many as you deem important to consider) Target Audience Specifics: Nike uses a simplified navigation website that makes classification of its target market. Its menu presents a submenu for men and another for women. The above creates an accessible exploration of the site as it allows the customer to continue in the direction of the product they want. In this case, it has more sub-menus that the users quickly follow the specific product they are looking for. This issue encourages most sportswear shoppers as the site provides them with high convenience in accessing the exact products they want.

b. Analysis of the effects of these visuals (include as many as you deem important to consider) Interestingly, it applies the standard placement of the menu icon on the top. In this case, the menu is presented with a global icon involved in other standard websites. Hence, it’s easy for any users to see and access it. With the grouping, consumers are not distracted in any way. On the home page, the website presents the latest designs as a form of marketing. Again, it uses a few images in a well-placed manner with s short description — other products information connects linked to other pages. As a result of the layout and presentation, the Nike website appeals to all cases of people.

c. Analysis of how the visuals may be used to strategically reach the targeted audience (include as many as you deem important to consider) Cultural Familiarity Elements: The site presentation and functionality prove it right response to cultural familiarity. In this case, the visitors using a website come from diversified groups, including all cultures, races, ages and other specifications. Thus, Nike understands this and responds with a unique and straightforward display of everything on it in a culturally acceptable manner. In this case, persons of all ages can view without any concerns. Also, the use of neutral color makes it a favorite of all people from different backgrounds. Generally, some cultural groups gain different meanings from colors uses. However, the two colors dominant in the site background and text finds no lines of perceptions (Delano, Jain, and Sinha, 2018). Again, the site does not waiver from what it markets, targets and sells. In this case, the main objective is sports individuals, including all men and women. Thus, the high percentage of images reflects on athletes in the related sporting industry such as basketball and football. Besides, there is uniformity of access for all users. With the inclusion of the stated aspects, the site remains acceptable and usable by the global consumer’s fraternity from different races, cultural backgrounds, religions, ages, and ethnic groups.

d. Details, information, examples that support your analysis ideas (include as many as you deem important to consider)

e. Quotes/paraphrases from academic sources substantiating your analysis ideas

IV. Technical Response

a. Visual examples of Sensory Responses used in website (include as many as you deem important to consider) Drop-Down Menus: The menus are associated with buttons have their placement on the site. The menus and their contents are made such that they offer a fast response and display the data instantly. Uniquely, the menu includes very few options making it appealing (Delano, Jain, and Sinha, 2018). In this case, the menu options open in a different window, making it convenient to explore more than one page. Also, all pages on the sure have similarity in nature such that the colors, layout, and placement of contents are unique. Again, the wording applied the goal of Nike to remain as a leader in the sportswear industry is portrayed through the magnificent functioning of the site button and menus.

b. Analysis of the effects of these visuals (include as many as you deem important to consider) High-quality visuals graphics images also characterize the Nike website. Thus, also includes the text display and application of the uniformity shown on it. In this case, the contents are centrally positioned uniformly hence creating an appealing view that encourages and attracts the users on the site (Dabner, Stewart and Vickress, 2017). Fonts sizes and image placement is also uniform.

c. Analysis of how the visuals may be used to strategically reach the targeted audience (include as many as you deem important to consider) Quality of Visuals: Moreover, its logo application on each page becomes a simple and unique identifier. Generally, the icon is associated with speed movements hence showing the quality of the association of the product with support to the targeted group. Besides, the page display inters of graphical use is on a top-notch. Generally, the visuals quality is well used as a show of the core products quality.

d. Details, information, examples that support your analysis ideas (include as many as you deem important to consider)

e. Quotes/paraphrases from academic sources substantiating your analysis ideas

V. Emotional Response

a. Visual examples of Sensory Responses used in website (include as many as you deem important to consider) Mood Setting Colors: The site generally uses neutral colors in its background and main texts. To boost the consumers’ attitudes, it has the application of other colors for graphics purses such as green, blue, yellow, purple, pink, orange, pink and red (Harrison, Reinecke and Chang, 2015). Each of the colors has its influence, which includes blue for relaxation and serenity, yellow for joy, White for calmness, and green for anxiety reduction.

b. Analysis of the effects of these visuals (include as many as you deem important to consider) Moreover, purple and orange are used for luxury and enthusiasm purposes, respectively. With well-set moods, the site keeps users enjoying their experience and gives them the energy to continue browsing. A result, there is likely hood that their exploration would lead to the purchase of the products.

c. Analysis of how the visuals may be used to strategically reach the targeted audience (include as many as you deem important to consider) The positioning of Search or Purchase Buttons: The positioning of the search box is strategic such that one can easily access them. Like in other websites, the search box is placed on the top right of the website. The above makes it possible to access independent of a user’s experience in accessing websites (Harrison, Reinecke and Chang, 2015). Generally, the site applies the standard structure of many other websites that makes users have an n easy time while using it. Uniquely, the Nike website operates directly with its offline stores. In this case, the search button helps the users to locate the physical stores near them. Currently, the search box is customized such that a person is automatically redirected to the GPS application that gives the option of nearest shops to visit or make an order. The above allows convenience to acquire the products.

d. Details, information, examples that support your analysis ideas (include as many as you deem important to consider)

e. Quotes/paraphrases from academic sources substantiating your analysis ideas

VI. Ethical Response

a. Visual examples of Sensory Responses used in website (include as many as you deem important to consider) Limitations in Diversity: Nike is one the website that recognizes diversity concerns and addresses them well. In this case, the site shows respect and recognition to different diverse groupings starting from such as gender and, race and ethnic divisions (Landa, 2018). For the gender issues, the first response is seen with an equal preference as shown in the menu where the men and women are given an equal measure o exploring it through their designated links. Concerning the diverse ethnic and racial groupings, the company through its websites uses different individuals from different groups to market the products on it which include the African Americans, the whites, the Chinese and so on. This approach is made independently of a person’s nationality or color. Moreover, no information on the site presents a divisive feature as prices are the same as all.

b. Analysis of the effects of these visuals (include as many as you deem important to consider) Digital Alterations: To enhance the user’s experience, the website supports personal and cultural ethics. In this case, it responds to people perceptions by giving all users the freedom to make customizations o the products they want. In this case, users’ different looks of chooses through changing of colors, and various visuals ad expect to get the same product as they customized. This aspect has left Nike competing at a higher level.

c. Analysis of how the visuals may be used to strategically reach the targeted audience (include as many as you deem important to consider) Interestingly, the customization process is fast and simplified. It also allows the users to post their reviews hence a show of confidence in the quality of their products. Moreover, the use of different celebrities in sports creates a form of endorsement that is well accepted across all cultures.

d. Details, information, examples that support your analysis ideas (include as many as you deem important to consider)

e. Quotes/paraphrases from academic sources substantiating your analysis ideas

VII. Concluding Paragraph

a. Thesis Statement (the first sentence of your Conclusion) Create a visual analysis of the Nike Website by focusing on its perceptual, sensory, ethical, emotional and technical, responses.

b. General statements about visual communication and media conclusions Through the different perspectives, it’s possible to create a perception of the usability and usefulness of the site. Again, excellent response to the reactions allows it to stamp a robust appealing capability on the users.

c. General statements about conclusions regarding the effects of visuals on viewersChen, Y. H., Hsu, I. C., & Lin, C. C. (2010). The website attributes that increase consumer purchase intention: A conjoint analysis. Journal of business research, 63(9-10), 1007-1014.

Dabner, D., Stewart, S., & Vickress, A. (2017). Graphic design school: the principles and practice of graphic design. John Wiley & Sons.

Delano, J. D., Jain, H. K., & Sinha, A. P. (2018). System Design through the Exploration of Contemporary Web Services. ACM Transactions on Management Information Systems (TMIS), 9(3), 13.

Harrison, L., Reinecke, K., & Chang, R. (2015). Infographic aesthetics: Designing for the first impression. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (pp. 1187-1190). ACM.

Landa, R. (2018). Graphic design solutions (6th ed.). Boston, MA:

Nike, Inc. (2019). Nike.com. Retrieved from https://www.nike.com


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