I chose to write about the design and aesthetics behind one of my favorite online stores, Urban Outfitters. I have always loved shopping through their online store because of the amount of product they have available online. Opening the web page for Urban Outfitters is like walking into one of their massive stores. They have everything for sale from clothes to apartment. I believe that Urban Outfitters does an amazing job at organizing all of their online product in such a way that makes the consumer excited to shop and keeps them shopping for more.
White Space: Right away your eyes are drawn to the beautiful contrast between the pastel color palette and the form of the layout on the web page. Everything has been organized into boxes leaving the perfect amount of white space so that the consumer can focus on the image of the product rather than the decoration around it. Even though there are as many as ten images on a single page, it doesn’t feel overwhelming because they did not trap any of the space by lining the images with borders and frames. A lot of times online stores will try to fill up space with overwhelming color and decoration in hopes to intrigue the consumer. This can back fire and only confuse the consumer and take their attention away from what really matters, the product.
Print: Urban Outfitters does an amazing job with print. The fonts used on their website are both soft yet attention grabbing and reflect what is written. For example, the words, “Nice and Simple” are written in smooth, serif lettering. Right below this you see the words “shop women’s” in sans serif. This is a great way to balance out all of the writing on the image. Next to this image there is another image quite different.
Instead of having soft print and nice neutral tones, the image has a black background and bold type that reads, “Best New Arrivals”. This definitely grabs the consumer’s attention while balancing out the other side of the page. Choosing to have these two images next to each other paid off in my opinion because it makes the consumer want to shop both routes. On one hand, you have a very simple design with minimal colors and forms. On the other hand, you have a little bit more of a complex design with more forms and deeper colors. I believe that nine out of ten shoppers will end up shopping or at least clicking on both options because the two are so different from each other.
Options: When you click on one of the shopping route options, the website brings you to a similar format and layout with the perfect balance in contrast of white space and imagery. Once you are on this page, they give you even more options as to how you want to shop by organizing products into aesthetically pleasing compartments. This re-enforces the idea that they have such a large quantity of product and options for the consumer to choose from without clutter. This kind of layout makes online shopping feel less hectic and overwhelming.
Why: It would be very easy for Urban Outfitter’s online store to be extremely overwhelming given the amount of product available. The graphic design of their online store reflects much of what I learned from the class videos. They used tricks like white space, not trapping space, avoiding clutter, using cool color palettes, and using classic typefaces. I know that I could spend hours shopping their online store because of the many different route options given to you in a beautifully designed display.