Theme and case


Nowadays, the number of consumers who use electronic commerce
for online shopping is increasing rapidly (Trifts and Ha?ubl, 1999). Nevertheless, how does aesthetics of online shopping website affect
people’s user experience?Krauss and Hoffmann (2004) state
that visual aesthetics manipulates apperceives of the viewer and cause
effective communication with them. Therefore, the aim of this essay is to find
out the answer by comparing with two study cases.

One study case
would be mentioned is Shoe Zone
online store, which provide a bad example on interface of website, while End online clothing retailer presents a high
quality of interactive design. From this study, it would be discussed what is
the difference between Shoe Zone and End online store on interface design, to
explore how can the system’s usability of Shoe
Zone website be improved.   

Literature review:                                                                                         

It is necessary
to research how do other people discuss this topic, and how could their
perspectives support. There are a wide range of academic literatures has proved
that aesthetic have a great influence on credibility of website depend on the
interface design.

Alsudani & Casey (2009) agree with this argument, and
claim that aesthetics is one of the factors affects credibility at user’s first
impression, furthermore, there is a study have shown that views make judgments
on web site’s credibility in a very short time based on aesthetic appeal.

Robins and Holmes (2008) have similar finding
with Alsudani & Casey (2009), they
indicate that the higher aesthetic interface is, the higher credibility have when
the same content is demonstrated by using different levels of aesthetic
treatment. Moreover, aesthetics is associated with the decision of views to
stay or go.

According to
the Thorlacius (2007, p63)’ s statement, she deems that aesthetics play a
significant role in an incredible web design, since a successful design can
attract target audience when browse the web site.

Aesthetics not
only have an inseparable relationship with building user responses to websites,
but also affects judgement of views to usability and credibility (David and
Glore, 2010).

However, Batiha,
et al. (2006) points out that aesthetics does not barely means a plenty of
graphics or photos displayed on screen, the most important thing is that it is
the approach to appeal the viewers’ sense and emotion.

There is
another researcher found that aesthetic significantly affects perceived online
service quality as well as satisfaction of users. (Wang, at el. 2010)


Design principles at a glance

half of consumers estimate the credibility of websites depend on how the
interface look like on the
screen from some points, such as layout, typography, font size, colour scheme
and so on (Fogg
et al. 2003). In order to that, Lidwell (2010) said that design
principle is a method to help designers to enhance usability, influence
perception, increase appeal, and make a better design decision during projects.

l   Consistency

As is known to all, Consistency is an
essential principle in design, it helps designers to make a successful design
work. Wilbert (2007) states that consistency plays a major objective in web page
design. However, some Web site designs more focus on graphics for establishing
their own identities, so that ignore design standards and consistency.

Therefore, it is necessary to pay particular attention on consistency.


l   Simplicity

The majority of designers
tend to apply simple and clear content into their design work, in order to
bring a good impression for audience. According to Michailidou et al. (2008) suggest
to use the ”less is more” notion in design, they found that the viewers prefer
simple content websites rather than more complex ones. Another researcher Laja
(2017) also claims that utilizing negative space to create a simple interface
is an effect way to have a good communicate with viewers. Because enough white
space can make a scientific and simple website, if a web
site page is full of text or graphics without enough space, leading to a busy
and cluttered interface, in that way, it is difficult for users to read or
appeal users to continue to the next page. A simple interface promotes elegance and
sophistication, which could improve legibility of information.

l   Hierarchy

Hierarchy is an
essential element of design principles, a good organized hierarchy can make a
successful website design. The best visual hierarchies have a clear, and
obvious order to range the most important thing to observe first, while a weak
hierarchy cannot organize information effectively causes users have no idea
what to read next (Porter, 2010). Whether what kind of print and screen media
you are doing, there are some contents, words and images need to arrange and
organize in a layout. Using the prioritization and organization of content to provide
unequivocal message to viewers (Statelman, 2017), so that it is important to
think about what is the prioritizing content for users to notice on the screen.

l   Layout

This is no
denying that layout is indispensable part that need to be considered in the
design process. Mottay (2001) alluded that layout could be affected by different
elements in usability, such as a particular color, graphics or textual
organization. Gird is a normal tool used for arranging the layout in design
process, which cause a good looking website design. Woods (2014) supports this,
stating that grid based layouts organize content into columns and boxes, which
feel balanced.


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