The Nike Swoosh

internationally recognized, through its fluid design cre ating portrays momentum and movement a strong connection between the logo and the sportswear brand.

The internet is a dynamic and crucial platform used by brands to innovate new ways for consumers to experience e-commerce shopping. The increasing volume of online shoppers seen in 2020, where it was recorded that more than half of the UK population were making apparel purchases online, shows this desire has only been made more apparent (Siddiqui et. al, 2003; Chevalier, 2022). Burberry’s landing page integrates the F-shaped pattern theory which according to Nielsen (2006) is the dominant reading pattern online for consumers and suggests that this is where key information should be placed to optimise customer attention and reduce bounce rate (Silva, 2022). Burberry uses a horizontal navigation bar, which according to the F-shaped pattern theory, is where users first read in a horizontal movement, suggesting this is an ideal place for primary information (Nielsen, 2006). Nielsen (2010) suggesting that 69% of user attention on the web leans to the left and so placing the logo and navigation bar dominantly on the left side is more user effective. Websites are known as an active medium as they are used for purpose, Burberry utilises its landing page by chunking its text content, breaking it up with spaces in between and supporting it with subheadings (Nielsen, 2008; Moran, 2016). This enables users to skim read so they can access the desired content easily which could possibly increase sales (Moran, 2016).

Landing page’s act as a entry point to a website(Baldwin, 2020). Examples taken from Burberry’s website show they use F-shaped pattern theory on their landing page. They place navigation bars/filtering options here which may improve conversion rates.

This page also shows Burberry using chunking to break up their text with white spaces making the information easier to read while making the page clearer and easy to use (Moran, 2016).