Internet Retailer - Designs on Success article

Another article appeared in Internet Retailer featuring some of Elastic Path wisdom. Written by Bill Siwicki, this article is called, “Designs on Success” with a provocative subtitle of “Web site design lives in Internet years, and retailers who don’t get regular makeovers risk being left behind.”

The article goes into great detail about the gulf which often exists between the design sensibilities of marketing and branding types and the technical constraints of the IT crew. Of course both sides’ whims are tempered by the endless promotions and calls to actions ostensibly needed to feed the sales machine.

Indeed, with these diverse interests, coming up with usable “standards” is a nebulous affair at best. For online retailers, “what sells most is best” but uncovering what that is can be a perilous task. Siwicki addresses this conundrum thusly:

Because there are almost 109 million web sites competing for the attention of Internet users, many experts say the number of “suggested guidelines” for design is very small, and the guidelines themselves are understandably broad:

— No more making it up as you go along. A clear, all-encompassing concept is a must.

— Know when to say “when.” Overcrowding is never good, but there is also such a thing as “too much white space.”

— Keep up with the ever-increasing pace of web technology development, for technology profoundly influences design.

— And ultimately, one sure key to winning design is winning over the audience by ensuring its voice is heard.

The article offers up numerous mini-case-studies to support arguments for and against loading up your web site with links and choices. Like his Feb. 20th article, Keeping Site Design to a Minimum (blogged here) Elastic Path’s VP Marketing Jason Billingsley chimes in on minimalism, ergo:

The benefit of minimalism is that not only does it match today’s aesthetic, but it also simplifies the shopping experience. “When you look at successful e-commerce designs like Apple’s, you see it’s difficult to get confused,” says Jason Billingsley, vice president of marketing at Elastic Path Software Inc., an e-commerce platform vendor. “And if you can get across one clear message, it’s far more effective than crowding shoppers with more features and functions.”

What do you think? What is the perfect balance between form and function? Where is the tipping point between ‘not enough information’ and ‘brilliant branding’? How much does design matter (if at all) when you are shopping online?