Research - Nike, MGMT 'Kids', Urban Outfitters, COW

Nike Website:

Nike website, clearly shows their demographic within their target market through the use of images. Show a diverse range people people, ages, gender, race etc. The audience clearly sees the type of person they're aiming towards. The clean cut simplicity of both the images and the text suggests a sophisticated brand, designer even. 

The website also shows the activities people do whilst wearing Nike, again a range of sports, basketball, being a team sport high energy, and yoga, a individual exercise encouraging relaxation. The colour palette is also very considered within the website, the overall template is simple and stripped back but the images themselves are jam packed of colour. The selective use of colour allows particular elements to stand out to the audience and creates a hierarchy within the page.

The initial image on the website is an animation of their shoe design, again with a careful use of colour to direct the audience's attention to specific parts of the design. The use of an animation is an advantage of the platform (website), allowing for more interesting visuals to be used within the design. 

Nike Ads:

Nike ads from the 70s, catching onto a phrase specific to the time that also links to their product, the use of large bold take makes it the first thing you read. Again here the use of hierarchy and selective colour easily directs the audience's eye to each item in on the poster in a specific order. The simple black and white background with coloured shoes makes them the focal point of the image.

Here is an ad from the 80s, the text arrangement is more postmodern than the earlier adverts. The communicate a sense of rushing or adrenaline within the poster, translating the idea of being active onto the paper. 

The image is very eye catching, it demonstrates the intensity the athlete is experiencing. 

Design Using Less Digital Approach:

MGMT Kids Music Video:

The music video for MGMT's Kids has a very un-nerving beginning but becomes a series of animation that blends one image to the other (the clouds of smoke in the 3rd image become the clouds outside the window in the 4th image). This flow of visuals creates a sense of inclusion and continuity within the content.

The overall aesthetic of the animation is cartoon-y but with a more mature stance, the colour palette is minimal, sticking within a blue and pink/peach tones (relating to the "gender colours" given to kids when they're born?) of a pastel nature. This creates a contrast between the soft, gentle colours with bizarre and mature imagery. 

Urban Outfitters:

The use of small illustrations on the website appeals to a younger audience, even though they're not hand rendered it has a similar aesthetic and over impact. The use of 3s within the composition of the  website allows the eye to read across the images easily, nothing is too small or difficult to read. 

The colour palette is again pale and subdued, non-intimidating. 

The graphics on the website do include some hand drawn elements, these make the brand appeal to a younger audience. The products sold in urban outfitters are more unique and quirky, they also have a vintage section within the store and website. 

The store has a similar feed of being hand made/put together. The neutral colour palette allows the products to be the main focus for the store whilst supporting a rustic aesthetic that's popular amongst a younger demographic. 

COW Sheffield:

The website for cow addresses the key parts of the brand straight away, vintage, young, rustic, bold. The yellow and black are very powerful colours when used side by side, have connotations of warning signs, ultimately addressing the target audience straight away.
The use of film photography further translates the vintage aesthetic, softer tones creates an almost romanticised appearance of the clothes. 

The store reflects the website, the mis-matching furniture, and bright pops of colour. Creates a sense of continuity within the brand and a strong visual identity.