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.
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.