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Dicks Sporting Goods - Instagram Video REP

Introduction:


  • Summary: The video shows kids getting a ping pong table for Christmas--it shows the kids growing up and playing progressively better--it shows the kids as adults gathered with their family on Christmas, battling it out on the ping pong table. 
        
  • Audience: Story time! I started following Dick's earlier this year when they made the move to stop selling assault rifles and raised it's minimum age for gun sales to 21. As a person in favor of gun control, this impressed me and despite not being an avid sports connoisseur, they gained my following! I would say that the typical shopper at Dick's is men, as men have a slight monopoly over sports. However, pro-gun-control demographics say that mostly women are in favor. So Dick's may have slightly shifted their demographics when they made this decision. We should also remember that Instagram users are mainly young adults. SO - young adults, split by gender. And for this specific video, I would say families are targeted. Parents wanting to make life-long memories with a Christmas gift. 
  • Seascape Principles: First and foremost is the story principle. This video pulls on the Holiday heart-strings! The value principle pairs with least resistance in the "shop now" button. If the value is to shop, then the ability to is right there! I'd also say that the expectations principle is satisfied because the video features a sporting product, and even shows it's life-long quality. 

Analysis:

  • Contrast: I chose to draw over this image with the same color as the "shop now" button to show just how much the white contrasts with the darkness of this basement scene. In any other color, the text would have basically camouflaged into the background. Using contrast in color was essential in this instance.  
  • Proximity: The text also uses proximity to create hierarchy and give balance. The image has a little more weight on top, but the bottom line of text balances the image. It shows that the top, the logo, is what's most important, and then pulls you down to the body to let you know what comes next. 
  • Lines: I found the lines of this image very interesting. Because of the angle of the photo, the line of the ceiling basically points to the top text. Once you're done reading that your eye follows the line of the light cast from the window which points directly to the bottom element. The lines of this screen shot create movement, directing your eye where it's supposed to go. 

Conclusion:

The design principles here organize the image. They make the text readable and understandable, they tell you what's most important and then how to read it so it all makes logical sense. Design can increase understanding at a glance and thus increase user satisfaction. Paired with the seascape principles mentioned above, this ad is a home run!

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