COP Practical: Final Designs

Overall the final design (see figures 1- successfully answers the brief as by showing male and female products next to each other within the same platform the redesign aims to create a more gender neutral representation of football, in regards to Adidas's branding. This is further enhanced through the minimal use of colour with the only colour being those within the products which have then been colour picked to highlight the range you've clicked on when exploring the website. This allows the colours used to relate to the products rather than gender allowing for minimal connotations to be drawn. This idea could be pushed further by removing the shop men and women to just shop now however I felt this might not encourage/ showcase that Adidas do sell products for women, therefor the design might not improve the current perceptions. Furthermore the removal of blue from the website and the use of geometric shapes works well to reduce football and Adidas brand association with masculinity whilst still retaining aspects that appeal to men. Throughout the redesign Circular Std has been used as the curved aspects to typeface and modern aesthetic allow the typeface to appeal to both men and women, reducing the masculine association with football as there are feminine elements to the typeface too. In addition to the use of product photography I've incorporated a get involved section featured at the bottom of each page which allows customers to find out about the latest training days for boys and girls, find out the latest news about professional football (men and women) and to share how they style there Adidas clothing by incorporating Adidas's #styleyour3stripes. This addition to the website looks at the social issue surrounding the separation of men and women's football, therefor by including a section within the website where people can find more information and opportunities the separation is reduced as both boys and girls are given the same opportunities. Overall the the final outcome works well to change Adidas's strong association with masculinity in relation to football branding by removing professionals and focusing on the products themselves which are sold to both men and women.

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