Web design is not just a pretty façade

Some people view the visual design of e-commerce sites as pure aesthetic behavior, in fact it has another important role in the browsing experience. If the use of good words, colors, fonts and other design elements can successfully guide visitors to a certain page, highlighting the characteristics of the product. A poor browsing experience distracts visitors and reduces sales.

Josh Levine, website Http://www.aliyun.com/zixun/aggregation/37468.html, founder and chief creative experience Officer of the > Design company Alexander Interactive, In the recent "820.html" > Network retail website design and usability conference, with "color, title, font: The foundation of excellent design" as the title of excellent design should have the elements and enumerated the design examples to illustrate. Sari Levine, Lowe ' s cos company Creative & user Experience shared the evolution of the Lowe company's website from the inception of the 1998, which only sold a single product--the book--developed to now absorb effective visual design principles.

Josh Levine found that the layout, color arrangement, photography, and other principles that were learned in the Academy of Art, "If you can't take full advantage of the tools that these design colleges have learned, you may lose a portion of your sales." "He takes the example of how a retailer UnderArmour to convey bravery and masculinity through red and black to illustrate how to play with color effectiveness. They are selling high-end tights. The same red and black themes are inappropriate when applied to pet food websites.

Levine also shared how to enhance text information to attract attention through appropriate photographic techniques. Eye-tracking studies show that a baby's face picture is more appealing to viewers than a text description on a Web page, and that a baby's side face is more likely to attract attention to text. He also discussed the tension between web operators and designers, who wanted to fill the page with pictures and promotions as much as possible, while designers objected to the practice, instead of "arguing for gaps, resisting clutter", arguing that too much content would cause viewers to read in disorder.

Sari Levine discusses the development of the Lowes.com Web site, and how to apply the excellent design concept to help guide the homepage more attractive. Over the past 18 months, Lowe's has enhanced the use of fonts, making them a bridge between key areas of a page, and combining photos and text to make the content of categorized pages clearer. She said Lowe ' s also improved the home page performance through intimate design, offering services to different types of customers at the site entrance. The purpose of this is to attract visitors ' attention to different areas of the page through color, typesetting and white space. The main page of the different focus on the design-home page to show the big picture-with a specific color to attract different consumers.

Instead of letting customers look for themselves, they lead customers to the desired products through different fonts. Sari Levine added that in most cases the same design principles could also be used to create effective mobile sites, and that even some of the designs on mobile sites have a better effect than e-commerce sites. When designing a mobile site, removing all unnecessary information will lead to loss of sales.

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