Axioms of Web Design

When it came to picking a well designed website that I have visited often, the first webpage that  came to mind was rei.com. They have always had a clear, well-organized, and attractive looking 

website. However, when I went to visit it this weekend, I noticed that the display that I am normally

use to has been drastically changed. The display below is what I am typically use to seeing when shopping REI, but the new design (while quite different) is still very appealing.

 Here is a good idea of what you will see if you look up their webpage...

Simplicity plays a big part here. They are working well with the consumer's ability to scroll through the website. They understand how the customer will interact, and have done a good job in making it easy for them. The search bar is conveniently placed at the top of the page, where it is easily visible right next to the REI logo. The drop down menu also makes it easy to find what you are looking for.

After that, they highlight trends and equipment for the current season...

Advice for the outdoorsman... 

And special deals and paraphernalia for members- all just as you scroll down the page.

When you do decide to click on a link, like "climb" for example. It will pull up a page that looks similar to this. The space is clean, the colors are attractive, and it is easy to read. Here, the grid structure is much more apparent than on their home page. 

You will notice that if you adjust your screen size, the webpage adjusts along with it. The menu bars will appear differently as the webpage becomes larger or smaller. This shows that the webpage is compatible with all screen types, including that of a mobile smart phone. While the images, layout, and font usage are are clean and concise; the information is clear and navigation is easy. This website is designed for a number of different people- climbers, bikers, hikers, campers, yoga enthusiasts, runners, skiers, etc. But REI is able to appeal to a large target audience with their warm outdoor colors, their naturalistic photographs, and their clearly formatted website.