What’s Trending: 2014 eCommerce Website Design

As you know, trends in web design are always changing. Ecommerce design is no exception to the rule. Ecommerce design, however, is slightly different because the changes are usually more functional than simply visual or trend based. Ecommerce websites have a simple goal in mind: to make it as easy as possible for users to […]

By Caitlin Mekita

As you know, trends in web design are always changing. Ecommerce design is no exception to the rule. Ecommerce design, however, is slightly different because the changes are usually more functional than simply visual or trend based. Ecommerce websites have a simple goal in mind: to make it as easy as possible for users to find and purchase products. Trends in eCommerce, therefore, usually function around trial and error findings about what attracts shoppers and what makes them feel safe and secure. With each example I’ve posted, I have included a link to the original website so you can see it in action.

LARGE, VIBRANT IMAGES

This is probably my favorite trend in eCommerce right now. When a client provides large and clear original images, it opens the door to a new world of design possibilities. I love experimenting with different photo editing techniques (think Instagram) and keeping it simple to make the product shine. Blurred background images make for great graphics when overlaid with text. Products always look better with large, detailed images that can give shoppers more in-depth looks in to texture and color.

MINIMALISTIC, SIMPLE DESIGNS

Keeping it simple is a big trend in eCommerce sites. Since the goal is to encourage shoppers to find exactly what they want and to buy it, designers are realizing that anything that could cause a distraction might not be a good idea. Minimalistic designs utilize white backgrounds with black or dark grey text that are simple to navigate. They also allow the product images to stand out drastically, drawing the eye directly to the product itself, as seen above with the bags for sale.

LONG SCROLLING

Long Scrolling is popular right now as a way to present tons of information immediately. Scrolling also works well with mobile devices, as it is easier to get new information with the flick of a finger than with the push of a button (and the loading of a new page). Parallax scrolling in my opinion is a passing trend, but long scrolling is here to stay as website performance gets better.

Another common way eCommerce sites use long scrolling is the infinite scroll. If you’ve ever used twitter,  pinterest, or google images, you know what it’s like to get to the bottom of a page to prompt the loading of a new set of products or information. eCommerce sites utilize this technique on pages where there might be dozens of products or more. Instead of having visitors click through the pagination to get to the next set, they simply continue to scroll as more and more products are loaded into their current page.

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FLAT UI

Flat UI is a design sprawling across the web but I really like it for eCommerce. Anything that makes your shopping experience more easy and more beautiful is good in my book! Flat UI means that the buttons and graphics you use to navigate the site are easier to see, read, and understand because they are simple and flat. No more fancy bells and whistles and unnecessary gradients, shine, or shadow. Flat UI icons are trendy and simple , clean and easy to understand.

VIDEOS

This trend is one of my favorites, not only as a designer but as a consumer. Zappos and Amazon use videos on the regular and I’m sure other companies will be doing the same soon. Videos in the product view show the consumer exactly how their selection looks on a model. While most product images are re-touched and can be untrustworthy at times, videos can show us exactly how a shirt fits or how the leather of a shoe reflects light at different angles. Videos are yet another way to instill trust into your customers and to make them sure they are getting exactly what they are looking for.

MIX AND MATCH TYPOGRAPHY

Mix and Match Typography has always been useful if done right, but It’s becoming especially prevalent. Mix and match typography works well when two or more different fonts each retain brand consistency, yet are distinct from one another. This technique makes a page more visually interesting, drawing the eye to certain headlines with one font, and then down to a longer paragraph with a different font.

While many trends come and go, I believe that the trends I have discussed here will be prevalent for a long time. This is because they not only make your website look better, but they also make it easier to use and navigate, which makes it easier for shoppers to find what they are looking for, trust that they understand the product, and buy it. This is our goal as eCommerce designers.

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