The design of online stores is a priori a more complex task compared to conventional sites. E-commerce sites are usually focused on optimizing the buying process and, as a result, increasing conversions. Therefore, in e-commerce design there are two types of trends – practical, dictated by usability, and decorative, which came from web design as such. What is relevant today in e-commerce design, what ideas are embodied “for beauty”, and what really help to sell better and more?
The design is not a search for the magic orange button in the lower right corner, which increases the conversion by 300%. The harmony of the elements, the style that matches the spirit of the brand and the business goals, that”s what makes the design effective.
One example of successful application of 3D effects in e-commerce is a virtual fitting room. For example, an app for fitting glasses allows the user to create a “model” of his face with a computer camera or smartphone, and decorate it with his favorite glasses – it is clear that such a demonstration is much more effective than a simple photo of the product. Competently choose a model of glasses without fitting is almost impossible, and a really working 3d-application can radically change the dynamics of sales of such a special product for electronic sales.
A virtual fitting room is often created using augmented reality, which we”ll talk about below. Today, such applications are especially popular for the selection of cosmetics, clothing, furniture – items that must always be inscribed in a certain context (the face or figure of the buyer, the interior of the room, etc.).
The effect of three-dimensionality also creates parallax (the movement of some elements against the background of the static position of others when scrolling, or their multidirectional motion, motion at different speeds). Although this effect has been used in the design of smartphone interfaces since time immemorial, it still remains in trend, and looks good on e-commerce sites when changing / flipping through products.
Augmented reality is still powerfully tearing the patterns and boundaries between the real and virtual worlds, and is likely to become obsolete soon. It works quite simply: with the help of an AR application, the camera of a smartphone or tablet scans the trigger image in the real world, and the promotional page of the site opens on the mobile device and interactive content is played.
AR opens wide opportunities for e-commerce and promotion – the creation of virtual fitting rooms, product demonstrations (such as videos from the brand), the integration of virtual objects in the real interior. In general, AR is a relatively simple way to create a memorable, emotional communication that perfectly conveys the values of the product and the brand, using all the features of modern mobile devices.
Flat design. Biomorphism. Minimalism.
The trend towards simplification and simplification of the design is obvious – the interface of the new versions of iOS and the updated Android, which will be released this fall, is a great confirmation of that. The “smaller” the design, the more lightness in the pages, purity in the code, more responsiveness and functionality based on the same performance (often limited when it comes to mobile devices). In the minimalist design paradigm, the emphasis on pure colors and expressive fonts is especially noticeable. This is especially important for e-commerce, where the original fonts evoke associations with the brand. With the help of the font, we can control the user”s attention and direct his chaotic scanning of the page by looking in the right direction.