Analysing Graphics – Thomas Graham

Mood and Atmosphere

The mood of the web page is quite dull, using a lot of black and white imagery to fit the theme. It gives the web page a street-feel and shows the

customer what their design is all about

Genre

The genre is streetwear, which is proven as there are

black and white images, making the web page look

quite like a street, as well as the model skating on the

road.

Ideology

The ideology is that the product and customer has a laid-back approach, which is why the models in the web

page are so relaxed, as if they are enjoying a relaxing day as opposed to concentrating on how to pose. This could have

a positive effect to the consumer as they may relate to the laid back approach to life and want to wear similar

clothing.

Brand identity

The brand clearly takes pride in their work and the website is well structured, with clear

images and easy to access information. But it does have the easy going attitude with the attire and in each picture no one is being serious. The brand wants to be identified

as a serious company but also show the attitude it is

passionate about.

Style

The style of Route One’s home web page is in an urban design, wanting to identify itself as a

streetwear clothing line primarily. It also has outdoor and mountaineering attire available which can also

be found on the home page.

The web pages’ composition is of a basic looking, grey/black/white website with a grid

design for the interface. The proportion changes for the use of this grid as some of the options

are larger than others, based on whether there is a sale or they are seasonal, to make sure

attention is drawn to the most popular product. The lettering is very clear with white writing in the logo on a dark grey banner, however there

are some areas where it is not so legible, for example with writing which says “New

collection Doom Sayers” because it is white writing again but on a lighter grey image. The

shape is very boxlike for the image but they all fit together nicely, which shows the professional

touch and can convince customers that their product is professionally made and dealt with.

The target audience is for teenagers to young adults,

with an age range of 15 – 21, l as it has the professional

style to it, appealing to youth more than older adults, but

doesn’t have a really colourful style so it might be quite bland for younger age

groups. Route One’s web site is marketing clothing for

these ages as well as expedition clothing, but they always try to sell what is in season or on sale, so that

customers are more attracted to the better suiting

or money saving option for their clothing line.

Analysing Graphics – Thomas Graham

N

Style

Good example of motion graphics is the animation for the opening of a Fifa 17 pack, as it is 3D, has good sound effects that draws attention form the player and

increases suspense with bass filled sound effects of fireworks, depending on the quality of the packs rewards. The style is photo-realistic, as the Graphics look so

close to real life, as well as the image of Thiago Silva on the front cover of the Fifa card.

Genre

The genre of the motion graphics is sports as it is a licensed football game and is made purely for the sport only. The animation gives proof that it is sports related as

the player displayed is wearing his shorts, long socks, football shoes etc.

Mood and Atmosphere

The mood of the animation is bright and lively, as the theme of football wants to be sent to all players as a positive feeling.

This is represented with the confetti, fireworks and smiles on

the player’s faces, as much positivity as possible

Genre

The genre of Fifa is a video game, noticeable when looking

at the bottom corner of the image where it requires the

player to “press X to skip” to the next screen.

Ideology

The animation is of a pack, which contains random players, or other items for the player to

use on Fifa. This means that they are valuable to a player

because there could be a great reward for purchasing or

earning one of these packs.

Brand identity

The identity of the brand is sport related, which they

translate through the sporty theme of the animation. An example of the sport related

theme is the player in a football kit, wearing sports clothing and football boot. This makes it look similar to sport companies like Nike and Adidas. This has been used to appeal to their sporty,

mainly male audience.

The target audience is predominantly male, appealing to youth in the age range of about 9 to 21, with the layout not being too childlike but still colourful enough to appeal to the younger side of the audiences. The professional standard of the animation can grab the attention of the older youth but it is not really the style for a typical adult ages 25+, unless they are passionate for games. The game itself is aimed at people who are around this similar age range, so it appeals strongly to the correct audience, which is effective to make people want to play the game more.

The motion graphic is composed of bright, slow building sequence of motion, which uses sound to create suspense as the pack unfolds. There is not much lettering, so the point of focus is held at the centre of the pack, where the information is gradually displayed. The scale of the pack in comparison with the football pitch background is enlarged, as it is top of hierarchy. The reason that the pack is in the foreground is to drag all of the attention to it, making the gamer more interested in what their pack contains.

Analysing Graphics – Thomas Graham

In comparison

These two pieces of graphics have been used to attract the attention of typically male youth, using multiple techniques such as the colour, layout and style. I will analyse the differences and similarities between these two graphics and why the creators chosen to use the techniques.

Colour

The colour in the Route One web page is mainly black or white, not breaking their colour scheme too much too show the professional standard. This can be seen as dull or boring as there isn’t too much excitement but to people who like a professional outlook and street style wear, this is appropriate. In contrast with the web page, the fifa pack animation uses bright colours, filled with excitement and interest, which makes the gamer feel suspense for the pack. The bright colours also appeal to the younger audience, while the content of the pack appeals to all ages, so everyone has interest in the animation. The difference between these two is that Route One uses the plain, black and white idea to make a customer interested in the brand, so that they will want to shop there often, whereas Fifa uses bright colours for the gamer to make them excited so that they will want to purchase another pack to experience it again.

Lettering

There is a lot of information displayed on the home page of the Route One website. This is to give the customer a variety of options at once. It is important to style the interface in this way as it looks organised and the customer can return to this page when they want to purchase something else. Fifa however displays no words on the interface, bar a small sign, which lets the gamer skip the cinematic. This is because they do not want to show any information, which will draw the attention away from the animation. If the gamer experiences it with no distraction then they will get the full satisfaction out of it, wanting to pay to experience it again. The similarity is that they have used lettering appropriately to make the customers want to purchase again, but the difference is that Route One uses a lot of content to organise it in a well-informed way, whereas Fifa wants to keep the eyes on the content of the pack.