Mia Krysa

I never really thought much about UX Design until it was something I started learning about in school. As a chronically-online society, we’re being psychologically influenced by every website we visit. And when we’re not online, we’re shopping in stores that showcase items with packaging that encourages us to buy. Design influences behavior, attitude, and mood.

Unfortunately (or, fortunately), I’m the type of person who will buy something that looks prettier — just because it’s pretty. I’ll choose the product that’s new, trendy, and aesthetically pleasing over something that might be more reliable but less attractive. This summer, I fell victim to cute packaging once again.

Packaging over Product?

I was on my way to the beach and realized that I had forgotten sunscreen. I stopped at Target on the way, and they had a small kiosk with sunscreens and tanning oils. As I scanned the shelves, the old, trusty Banana Boat or Sun Bum wasn’t speaking to me. And then I saw a new brand, that had nostalgic 80s-inspired packaging and a whipped-cream style bottle. I decided I needed it. I waited in line to cash out and wondered how much it was going to be. I hadn’t even looked at the price. It was $22.00. I looked at my friend, appalled at the price. I couldn’t remember the last time I spent $22.00 on sunscreen. Was it inflation, or was I a victim of pretty packaging?

I wanted to see how the psychology of design translated into websites that I frequently shop on. Then, I picked a website that I don’t ever use. Overall, I found that the website that I tend to favor much more is the website that seems to be more psychologically appealing to me.

Abercrombie & Fitch

There was a much more personal connection for me on A&F’s website. I thought about the fact that it’s a brand that rose to fame in my middle school years… maybe there’s a nostalgic element to it that I don’t realize. But, let’s consider logistics.

A&F’s website was seamless, clean, and easy to use. There weren’t colors, pictures, or carousels flashing in your face. I didn’t come across a single pop-up. I thought it was interesting that when they did want to include color, they used green. They highlighted a limited-time sale on the landing page in green, and the “Add to Bag” and “Checkout” buttons were green. Green brings positive emotions and feelings. It’s most associated with feelings of wealth, nature, renewal, and growth.

The website and brand also offered a variety of collections to make customers “feel a sense of belonging” and “feel a sense of freedom”. These collections included an NFL Collection, Pride Collection, and a collection personalized to each shopper. A&F also offers plus size sizes which aren’t available on every site. When customers feel like they belong, they’re more likely to stay loyal to the brands that they love.

Typography, page layout, personality, and photos were all in A&F’s favor on their website. If you want to read my comparison between A&F’s UX and UI design versus H&M, my presentation is below.