Process Post (W6)

Website Design

Good On You Directory is a website I have recently found that rates the sustainability of fashion brands. The site provides sustainability ratings on factors from “greenhouse gas emissions and water use to worker safety and living wages” (How We Rate Fashion Brand Ethics, n.d.).

Good On You navigation bar displaying title "Thousands of rated brands" and search bar.
Good On You home page carousel of sustainable fashion brands and their ratings.
Good On You homepage of categories.

Design Elements

In terms of design elements, according to Mauvé Page, the site implements the principles of balance, rhythm, contrast, and unity. 

With balance, the site demonstrates visual equilibrium and symmetry in its webpage elements and placements of categories. Rhythm is established through the repetition of elements and sequences, which allows for a degree of organization, predictability, and order. 

Contrast is used effectively through the choice of complimentary, yet opposing shade colours. The main point of focus is the brand search bar, which is emphasized by the placement and size of the banner, as well as the dark grey background. This main area of focus contrasts with the elements below, which are highlighted by a neutral white colour scheme. 

Finally, unity is exhibited by the consistency and harmony of the wepage elements. Further, other aspects of the website design that I would like to mention are it’s images and font choice. For each category displayed on the homepage, an image associated with the category is placed above the title, which I think is a great way to enhance visual elements and unity. 

Additionally, the use of a sans serif font allows for easier readability and is fitting for the purpose that the website serves, as it represents a break in tradition and a progressive, friendly personality. 

Critiques

A design principle that Page mentions that I believe the Good On You site could improve on is its use of proportion. With the way the webpage is laid out as it is, there is not much emphasis created to signify which elements are most important. Each subdivision of focus areas is given the same relative size and scale, which levels their individual importance. 

In How to Survive the Digitial Apocalypse, Gertz (2015) states that “whether it’s a lack of our own critical thinking or external pressure clamping down, we shy away from carving our own path. Originality is risky.” I believe this might be the case when it comes to Good on You’s website design. 

While it exemplifies a good number of Page’s design and UX/UI principles, the website overall lacks originality. Gertz describes a “Copycat Culture” in which website designers avoid different or unique designs, in favour of repeated, unoriginal design decisions that are known to succeed. In this regard, I feel as though the site’s choice of using a grid-like design airs on the side of simplicity, guaranteeing success, which does not necessarily enable much originality.

References

Gertz, T. (2015, July 10). How to Survive the Digital Apocalypse. Louder Than Ten. https://louderthanten.com/coax/design-machines 

How We Rate Fashion Brand Ethics. (n.d.). Good On You. https://goodonyou.eco/how-we-rate

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