Introduction
This is a will compare the Amazon and eBay website. Both are e-commerce companies based in the United States of America. The essay will analyses the use of proximity in both websites. Approximately will mainly touch on the user interface and how elements with similar traits are grouped together within the website. Another element that will be discussed is the use of the power of alignment in both the eBay and the Amazon website. Repetition and contrast in times of the UI design what websites will also be compared. The study will provide a recommendation after the comparison.
Proximity
The principle of proximity enables the creation of less clutter on a website by ensuring that all the related items are visually grouped to result in a more organized layout. The lack or relationships between objects is stressed by placing them further apart (Duyne, 2020). Proximity greatly adds to the user experience in a website. White space effectively contributes to the principle of proximity when accurately placed in a website. Most armature designs are naturally inclined towards evenly spreading the content evenly. White spaces in proximity are meant to guide the user’s eyes in the intended directions.
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Figure 1 : Amazon.com application of the principle of proximity
The Amazon website has applied the principle of proximity in the design of its landing page. The clickbait categories that include the shop by category and the Amazon basics have been characteristically grouped together above the discover Amazon element.
Figure 2 : Ebay.com application of the principle of proximity
The eBay website has also applied the principle of proximity. The website's homepage uses whitespace to guide the uses and direct them to the intended content within the design. The popular categories such as phones and electronics have been clearly separated from the Daily Deal. Each of the categories have been grouped together.
Alignment
One of the most basic and important features designers consider when making up websites is the word of alignment. Alignment significantly ads to the usability of a webpage. Alignment in a website includes the correct arrangement and sizing of elements such as the header and the content (Firat et al., 2016). Other factors such as paragraphs and texts I also has a significantly influence the navigation through a webpage. A website designer must pay attention to the smaller elements that go within the larger sections of a web design layout.
The design amazon.com website follows the principle of alignment on the homepage. The different elements and displaying the different product categories on the homepage have been well aligned (Farkas, 2018). Are you sure can easily navigate from the element with best sellers in clothing and jewelry to the best sellers in sports and outdoors. The website also allows a user to view the products by scrolling left wise or right wise. The different categories can be browsed by navigating from top to bottom below the Slider.
Figure 3 :: Amazon.com application of the principle of alignment
The shooter of the landing page of the ebay.com website have not fully followed the principle of alignment (Petterson and Thai, 2017). The element that contains the help chat has been made to float on the right out of line with all other page elements. It looks like it's not part of the website. A user may find this distracting and is therefore not as effective as it is intended to be. There is also much white space on the footer.
Figure 4 :: Ebay.com application of the principle of alignment
Repetition
In the design for website reputation is not viewed as monotony but as consistency to the readers are on the webpage. Repetition provides familiarity for the use of the specific website. A web designer may choose to repeat certain elements to provide a consistent look and feel for the whole website. Some of the elements that could be repeated to bring out consistency include bold font color font size special relationships a specific type of bullet graphic symbols lines graphic and almost any other design element.
Figure 5 : Amazon.com application of the principle of repetition
Website designer for ebay.com has applied the principle of repetition to include unity in the website. All the different products that are sold by the website have been unified by the design. Repetition has been used to design the different product holder elements to enhance user visibility (Beaird, 2017). The prices and the product descriptions have been placed on similar places within the individual elements containing the products.
Minimal repetition has been used in the amazon.com website. On the new laptops and desktops page the web designers used a reputation to help in a navigation (Yong, 2016). The contents and elements have been arranged from up to down to help a user easily travel through the content.
When navigating through the ebay.com page a user is likely to bounce around the products and check them out a randomly while the a navigation of a user browsing through their laptops and electronics page in the amazon.com web page is likely to move from up to down or in the opposite.
Figure 6 :: Amazon.com application of the principle of repetition
Contrast
Web designers use the principle of contract to make some design elements stand out from the rest (Almeida and Monteiro, 2017). This is used to create a focal point and manipulate differences in the colors of shapes in order to establish visual interest.
The designer of ebay.com uses a green banner on top of the page to enhance visibility of their promotion that is to end in two weeks. The other designer on amazon.com uses different elements to father propose different value propositions that one could gain by registering with Amazon.
Figure 7 : Amazon.com application of the principle of contrast
Figure 8 :Ebay.com application of the principle of contrast
Conclusion
This study has discussed the different design techniques and principles that has been used in the construction of ebay.com website and amazon.com website. Both of the website analysed are e-commerce websites. E-commerce websites require which user interface functionality and user experience design. Some of the principles applied in both the eBay and the amazon.com website include repetition proximity alignment and contrast.
References
Almeida, F., & Monteiro, J. A. (2017). Approaches and principles for UX web experiences: a case study approach. International Journal of Information Technology and Web Engineering (IJITWE), 12(2), 49-65.
Beaird, J. (2017). The principles of beautiful web design. SitePoint Pty. Limited.
Duyne, D. K. V., Landay, J., & Hong, J. I. (2020). The design of sites: patterns, principles, and processes for crafting a customer-centered Web experience. Addison-Wesley Longman Publishing Co., Inc..
Farkas, D. K., & Farkas, J. B. (2018). Principles of web design. Longman Publishing Group.
Firat, M., SAKAR, N., & Yurdakul, I. K. (2016). WEB INTERFACE DESIGN PRINCIPLES FOR ADULTS’SELF-DIRECTED LEARNING. Turkish Online Journal of Distance Education, 17(4).
Pettersson, E., & Thai, T. (2017). Design Principles in Mobile Web Usability.
Yong, Y. P., Jantan, A. H., Abdullah, R. H., & Kamaruddin, A. (2016). The impact of visual design principles on classical aesthetic design for a web-based educational platform. International Journal of Technology Enhanced Learning, 8(3-4), 318-339.
