Week Thirteen | Susan Mihalick

J.Crew.com

Everyone needs a little retail therapy sometimes, even if you aren’t buying and are just drooling on your laptop over a wonderfully designed website with gorgeous clothes. J.Crew.com’s website design is simple, well designed, and brand appropriate.

1. 1. The homepage of J.Crew.com uses hierarchy to move the consumer to the newest, and most profitable items. The design grid used highlights the “new arrivals” by making it the largest “bucket” or “group” on the page. The consumer can assume that this, largest section, must be the most up to date, and important of them all. From this large section, the positioning of the models who are use to display the products actually direct the viewer’s eye around the page. This is a smart, and affective way of leading the eye to other sections of the site.

2. 2. The visual hierarchy is also enhanced with the use of different styles and sizes of fonts. Besides the largest box for the “new arrivals”, which is also the most visually appealing item, J.Crew directs the consumer to other sections of the page with help of different fonts, and sizing. They use one style font for their navigation bar and a different color and font for special announcements ie. Shipping details and subcategories. The use of a three-column grid for the display of their products helps to organize and balance the page. J.Crew uses a side bar navigation in addition to one across the top of the page. This design helps to create hierarchy between the more general groupings of information and the more specific ones on the left hand, vertical navigation.

3. 3. J.Crew does a great job in keeping their display space clean and simple but still having character. Their choice of typefaces speaks to their products and brand. The muted, blush color palette helps to draw attention to the most important aspect of their site, the products. This use of color is a strong use of gestalt, and aids in creating a clear hierarchy.

4. 4. The vertical navigation is a bit dense and probably could be simplified. Its hierarchy could be improved by adding a splash of color, either to the fonts, or background boxes. A change in fonts, between the sections could also help to form a greater separation.