COP Practical: Masculinity within Adidas's Web Design

In order to identify how to create gender inclusive media for this brief I've explored the visual cues that makes branding and promotional material appear either masculine or feminine. Research states that other aesthetic cues such as bold, block type communicate a masculine aesthetic. This can also be seen in the use of colours such as black, blue, red, green which are considered traditionally male. This assumption is closely linked with the colours found in children's clothing as we are exposed to these assumptions at a very early ages.

The existing digital platform dedicated to football on Adidias's website has an overtly masculine aesthetic due to the use of black and red, which are closely associated with power and strength common characteristics associated with masculinity. However looking further into the design the use of shape and imagery also speaks to a masculine audience as the use of geometric 'shard' inspired shapes that frame the imagery heightens the masculine cues within the imagery (see figure 1). Furthermore the angular terminals within some of the display type further adds to this aggressive and powerful connotations associated with the use of 'shards' and geometric shapes (see figure 2).

Upon reflection of my research and observation I think colour is a larger element to consider when trying to create associations with a certain gender as colour perceptions are so ingrained in society. This stems from the classic assumption that blue is for boys and pink is for girls which is communicated to children through the clothes there put in to the toys they play with. This is a key aspect to consider when designing for Adidas as there target audience ranges from kids who want the newest football boot to adults purchasing clothes for themselves or items for their children. Therefore the aesthetic needs to be gender neutral in order to create a change at a fundamental level so the aesthetic of the site doesn't put of consumers by making them think football is only for boys/men as these assumptions are currently communicated within the design of the football section of Adidas's website. Although these assumptions are not going to directly discourage someone they reinforce the preconceptions they already have about the sport based on how society talks about women in sport/football.

Figure 1 

Figure 2