UX Principle #3 - Minimalist Design and Aesthetics

  • By
    Brooke Cowling
    September 20, 2018
    March 2, 2022

In case you missed it, yesterday we explored personalisation and showed the value of getting your users to set their preferences early on so you can make better, personalised recommendations. Today, the great debate. Minimalist design and aesthetics.

The old adage rings true, first impressions matter and that's no exception when it comes to your website or app. Aesthetics and a minimalist design are extremely important when you want to make a good first impression, especially when you’re selling a limited supply, high value product like a phone, watch or car.

Usually it’s all about showcasing the product. Usually! It’s not just about the sale, it’s about inspiring your customers and showcasing your product.

Apple are selling a product concept, that’s why they use simple text, copy and an abundance of white space (or black space in this case), to inspire their customers. They make their customers focus on the product not the crap. Yes, they include a small ‘BUY’ call to action but it’s not plastered everywhere. Apple are saying ‘When you’re ready, after we’ve sold you on the product, then buy it’.

On the other hand, if you have a traditional e-commerce site and you’re selling a large volume of SKUs, you need a different strategy. You can still make it aesthetically pleasing, but it's more about the sale in this case.

So, to recap, a pretty site with a clean and simple design works really well if you’re selling a product concept; low volume, high value.

Tomorrow we’ll be looking at how to reduce cognitive load through status and feedback. Stay tuned.


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