Visual design on e-commerce sites is sometimes viewed as a purely aesthetic matter, but it has another important job. Used effectively, such design elements as color and type font can help visitors navigate a page and call out a product’s best features. Used poorly, they can distract visitors and detract from sales.

Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference and Expo.