Experts from the online publication PracticalEcommerce interviewed 20 e-commerce experts who shared the main trends in design in 2020. Such a survey allowed to form more comprehensive recommendations for designers and marketers, following which you can increase customer activity and achieve customer loyalty. In addition to large font, the use of popular site templates and CSS frameworks, experts recommend using the mode to turn off the brightness of the display (dark mode or Dark Mode), a simple layout with plenty of free space and an inclusive interface.
Dark mode switches the background of the mobile operating system to black, reducing the strain on the eyes, and also allows mobile devices to better adapt to lighting conditions (because the black pixels on the mobile phone are disabled). Dark Mode also extends battery life. Earlier in 2019, Apple introduced a “dark mode” in iOS 13. And Google added a dark mode to the Android 10 operating system. After that, mobile application developers, social network designers and almost all design communities presented versions of applications or sites in the “dark mode” ».
Leading user interface developer at European software company, is convinced that the dark mode will become “ubiquitous” by 2020, it will “capture” the websites of many retail companies, as well as partially – e-commerce applications. It is very easy to test the theory: today on the sites of popular brands you can see switches to the mode of turning off the brightness of the display.
In 1990, the United States passed the Disability Act, which requires people with disabilities to receive assistance, support, and access to all public services from the state, community organizations, and employers. In the same year, the World Wide Web was invented. However, in 1990, only 15% of Americans had a personal computer at home, and people with disabilities could not use the Internet because all existing sites were not adapted for them. Nowadays, when the number of brands has increased hundreds of times, companies face lawsuits claiming that their content is unavailable.
To avoid conflicts with users with disabilities, companies strive to create inclusive website design even when they have to sacrifice image concept or contrast. Most inclusive criteria do not affect the user experience and do not limit the designer’s creativity. By following this strategy, brands increase customer reach and avoid litigation.
Some e-commerce sites seek to simplify or minimize site navigation and layout by focusing on product features and capabilities rather than using multiple filters and widgets (so-called “intrusive design”). Now relevant: plenty of empty space, large fonts and easy navigation. Jimmy Duvall, director of production control at BigCommerce, emphasizes that cannabis retailers are the most progressive in this regard. Minimalism in design and simplification of navigation create the effect of “freedom”.
Simplifying site design is called content-oriented design. This site provides the information needed by buyers to find products and buy them. For example, the Maison Ullens brand linked to attractive photos of goods in its lookbook links to the pages of the online store with a detailed description. This encourages visitors to make a purchase without leaving the site.