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ModCloth Design Review 3 May 2010

Posted by Madeline Moy in Design, e-commerce, Websites.
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The modern elements of the website design clash with the vintage aesthetic of the clothes that are sold on the ModCloth site. The look of the site doesn’t have to be totally vintage, but there’s no cohesion. You don’t know you’re on the same site when you click from page to page.

For example, the walking tour section employs illustrations that evoke classic botanical drawings while the dominant graphic on the “Be the buyer” landing page is something that looks like a series of clip art dress icons that are hot pink and blue.

The blog header also has a very modern feel to it and uses photography that is very different from the other photos on the site.

The pages of the site often use colors and typography that compete for attention. It appears that at least five different fonts are being used on the home page. The font uses in the “New Sunglasses” graphic is almost unreadable and the “Say hola to these picks!” graphic right next to it uses a completely different (and dated) font. The colors in the two graphics are not complementary and also clash with the colors in the photos above them.

When I look at the clothing pages, I like what I see. It’s simple and clean, and it’s all about the clothes. The rest of the site is a mess.

Visual design grade: C+

Update 5/4/10: I reviewed the ModCloth site last night, and the home page is now totally different! It looks a lot better, especially because the graphics under the two main photos have a similar color palette to the clothes that are pictured. And they use readable fonts. However, the “Twelvsies Tuesdays” graphic still looks out of place, mostly because it’s red, orange, yellow and black.

Screenshot of home page of ModCloth website

Screenshot of graphics on home page of ModCloth website

NEW visual design grade: B

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