November 27, 2012, 10:10 AM

Apple.com: Simplicity defined

A simple design yields e-commerce riches.

Kevin Woodward

Senior Editor

Lead Photo

Like many of its products, the design of Apple Inc.’s e-commerce site embodies simple yet functional design principles. Employing its characteristic white background, the site does not detract from the large and detailed product images Apple uses on its home page and throughout its e-commerce site. It makes frequent use of video, using as many as three to convey information about a product. At times, a product video is the central element of the home page. Store navigation similarly is visually oriented, with clear and colorful product images anchoring the top of the page to choose categories, and a large image in the center for a featured product, like the iPhone. And, within categories Apple.com makes use of tabs to easily select product types.

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