November 21, 2012, 10:08 AM

When less is more for site design

A Fandango web designer will discuss minimalism at the 2013 IRWD conference.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Stuart Silverstein

Some retailers design their e-commerce sites seeking to make a big splash, filling pages with everything from rotating hero shots to columns showcasing products other shoppers are buying to boxes upon boxes promoting specials, deals of the day and original content. The only thing missing is the kitchen sink.

Today, though, some retailers see a different design path. They look at a web page and see many elements they consider unnecessary. They hone their e-commerce site pages to include only what they deem essential to make a sale. Minimalism is a hot trend in web site design, and advocates say it allows retailers to make a big visual impact with elements like carefully selected imagery and fonts and creative use of white space.

Minimalism will be in the spotlight at the 2013 Internet Retailer Web Design & Usability Conference Feb. 11-13 in Orlando in a session entitled “When less is more: 30 tips on minimalist web design from 30 sites—in 45 minutes.

“I will be looking at 30 different sites that use minimalist design, and give a tip you can learn from each,” says Stuart Silverstein, lead user experience designer at online movie ticket seller Fandango. “This will be a fast-paced, information-filled session. This will be a combination of eye candy and practical tips.”

Attendees will learn how to craft web pages with minimal design elements without sacrificing features and functions critical to closing sales.

“The key takeaways will be new ideas and insights that companies can try on their own sites,” Silverstein says. “They will see new perspectives on web design that will help them solve design challenges they are currently working on.”

The editors of Internet Retailer invited Silverstein to speak because of his 11 years of experience in web design. Silverstein’s design career began in visual design and brand development and has transitioned to web designer to user experience designer, strategist and consultant. He has worked with Activision, HairClub for Men, The Smithsonian and Gateway, among others. After running his own agency, Fetch Creative, for eight years, he joined Fandango as a lead user experience designer for the web.

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