Color, themes, fonts: The building blocks of good e-commerce and ui design

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Visual design on e-commerce sites is sometimes viewed as a purely aesthetic matter, but it has another important job. Used effectively, such design elements as color and type font can help visitors navigate a page and call out a product’s best features. Used poorly, they can distract visitors and detract from sales.

Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference and Expo.

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Description from Internet Retailer Conference:

"Colors, themes, fonts: The building blocks of good design"
— Josh Levine, Founder and Chief Experience Officer, Ai (Alexander Interactive)
— Sari Levine, Creative & User Experience Director, E-Commerce, Lowe's Cos. Inc.

Design elements that you choose to engage your customers work on consumers at a subconscious level—colors, themes, fonts, use of white space—but they are crucial to grabbing and holding shoppers' attention. This session will offer extremely practical advice and analysis of the building blocks of good design—what messages do different fonts communicate? When should you have white space and when not? What colors trigger certain reactions in consumers? How do you develop a design theme for a web site and how do you carry it out throughout the entire site without its becoming intrusive? This session will feature a design expert and a retailer who will discuss each of these important building blocks in detail and demonstrate how they were applied to a site design.

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Color, themes, fonts: The building blocks of good e-commerce and ui design

  1. MEET THELEVINESColor, themes, fonts:The building blocksof good designInternet Retailer Web Design ConferenceFebruary 14, 2011Orlando, Florida
  2. HI THEREI’M MR. LEVINEE-COMMERCE STRATEGY, DESIGN & DEVELOPMENTFounded 2002, independent 40 hands-on employeesManhattan office Collaborative, client-focused approachSELECT CLIENTS
  3. HI THEREI’M MRS. LEVINELowe’s, Creative UX Director.Attended School of Visual Arts in NY & Washington Universityin St. LouisWith 2009 sales of $47.2 billion, Lowes Companies, Inc. is aFORTUNE® 50 company that serves approximately 15 millioncustomers a week at more than 1,725 stores in the US,Canada & Mexico.
  4. HI THEREA BIT ABOUT MEJoined lowes.com in March 2009Hired to elevate the customer’s online &multichannel experience, look and feeland brand voice.Partnered with Ai in January 2010
  5. ELEMENTSOF DESIGN
  6. “ As much as 95% of our decisions are made by the subconscious mind. — Dr. A.K. PRADEEP ”
  7. ACCOMPLISH MAGIC“ Strong visual design produces miracles. Its amazing how much information a good visual designer can put on a page and it still feels uncluttered. — JARED SPOOL ”
  8. LEARN TOOLS COLOR TYPE& HOW TO LAYOUTHARNESS PHOTOGRAPHY
  9. COLORAttracts attentionConveys meaningElicits emotion
  10. COLORCOMBINATIONSThe Color Wheel
  11. COLORCOMBINATIONSWarm
  12. COLORCOMBINATIONSCool
  13. COLORCOMBINATIONSANALOGOUSHarmonious, natural, pleasingto the eyeMONOCHROMATICSoothing, authoritative yetless vibrantCOMPLEMENTARYHigh contrast, energetic,vibrant
  14. COLORCOMBINATIONS
  15. COLORSYMBOLISM BLACK RED authority, power, exciting, dramatic, strength aggressive WHITE BLUE purity, cleanliness responsible, calm, virtue sadness GREEN PURPLE nature, abundance, majestic, expensive new beginnings,
  16. COLORSYMBOLISM
  17. COLORSYMBOLISM show visuals examples (obama, birght orange, red)
  18. COLORCONTRAST
  19. COLORSATURATION
  20. COLORSATURATION add red
  21. TYPOGRAPHYConveys meaningAffects legibilityEmbodies personality
  22. TYPOGRAPHYFONT CHOICE
  23. TYPOGRAPHY SANS SERIFFONT CHOICE Text SERIF
  24. The Book of Typography No NoʼsOverviewThis is a book that lays down the law lorem ipsum with the rules and guidelines with regard to allthings typography. This is filler copy. Go on and enjoy the book. Go on now. Chop chop. SOME NO NOʼS • content lines are too long (length) • Too many font sizes, styles and colors • Linespacing is too tight •Text blocks are not aligned •Using ALL CAPS for content copy VIEW MORE PLUS FREE buy now $3.00 SHIPPING What people are saying“ I LIKE THIS BOOK A BUNCH. I “ THIS IS A TESTIMONIAL ON “ ORLANDO IN FEBRUARY IS READ IT 5 TIMES. JACK IS BEHALF OF THIS QUITE NICE. THIS BOOK IS PRODUCT UPON .
  25. The Book of Typography No Noʼs Overview This is a book that lays down the law lorem ipsum with the rules and guidelines with regard to all things typography. Go on and enjoy the book. Go on now. Chop chop. No noʼs include: • Content lines are too long (length) • Too many fonts, styles and colors • Line spacing is too tight • Text boxes not being aligned • Using ʻALL CAPSʼ for content copy View more $3.00 Plus Free Shipping BUY NOW What people are saying“ I like this book a bunch. “ This is a testimonial on “ Orlando in February is I read it 5 times. Jack is behalf of this wonderful quite nice. This book is
  26. LAYOUTControl eye flowReduce clutter
  27. “ Seems to be a lot of wasted space. ”“ add more promos & products. We have all of this empty space to ”“ Can you make my logo bigger? ”
  28. EMBRACE WHITESPACE& KILL CLUTTER
  29. LAYOUTSIMILARITY
  30. LAYOUTPROXIMITY
  31. LAYOUTPROXIMITY
  32. PHOTOGRAPHYTells a storySays a thousand words...
  33. PHOTOGRAPHYPERSPECTIVE
  34. PHOTOGRAPHYHUMAN
  35. PHOTOGRAPHYHUMAN
  36. PHOTOGRAPHYHUMANPhotos from Usableworld Study
  37. EVERYTHING COMING TOGETHER
  38. JOIN ME ONA DESIGN JOURNEY
  39. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  40. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  41. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  42. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  43. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  44. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  45. THROUGH THE YEARS 19961996 1999 2000 2004 2006 2009 2010
  46. NAVIGATIONHOW & HOMEPAGEWHERE TO WAYFINDINGAPPLY IT PRODUCT TRANSACTION MOBILE
  47. NAVIGATIONOffer clear pathsProvide orientationSet expectations
  48. NEWOLD
  49. FONT CHOICE SIMILARITYCONSISTENCY SATURATION CONTRAST
  50. vv
  51. vv
  52. HOMEPAGEEntry doorInvite explorationWindow shopping
  53. JOSH CONSISTENCY FONT CHOICE, SIZE, COLORSATURATION PERSPECTIVEWHITESPACE COLOR PALETTE
  54. WAYFINDINGCreate momentumOrient within a spaceEasily navigate
  55. WHITESPACEPERSPECTIVE FONT CHOICE
  56. FONT CHOICEDEPTH MONOCHROMATIC CONSISTENCY WHITESPACE FONT STYLE, COLOR COLOR
  57. COLOR — CALLS YOUR ATTENTION
  58. COLOR SURPLUS — BRAIN TUNES IT OUT
  59. PRODUCTUnderstand at a glanceProgressive disclosureAnticipate user’s needs
  60. JOSH — SYS ADMIN GUY
  61. HOMEPAGEExamples
  62. TRANSACTIONTypography is kingClose the dealNo room for error
  63. CONSISTENCY SATURATIONFONT STYLE, SIZE, COLOR
  64. DEPTH CONTRASTSIMILARITY SATURATION
  65. MOBILE
  66. SO WHAT DID WE LEARN?Visual design goes beyond aestheticsDesign is having an effect on your customers whether youare consciously in control of it or notHarness design principles to control shopping experienceEmbrace whitespace & kill the clutterGood Ui design is invisibleTypography can make or break transaction design
  67. THANK YOUDon’t forget to buy your spouse a lawnmowerfor Valentine’s Day…because let’s be honestthat’s the gift that keeps on giving. (Or justbuy them the Typographic Book of No No’s)SARI LEVINE sari.g.levine@lowes.comJOSH LEVINE jl@alexanderinteractive.com 212-598-2800 x202

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