Shopbop.com is a premier online shopping boutique for the fashion savvy female, carrying everything a woman needs for her wardrobe. I log onto shopbop.com at least once a day, for it is updated on a daily basis. I don’t only love shopbop because of the amazing clothes and accessories it carries, but the site is very easy to navigate. Shopbop uses a grid to organize categories and direct customers to their proper needs. You can see how on the top left shopping can be narrowed by four categories: shop by brand, shop by category, shop by trend, and designer boutique. Below designer boutique there is a list of every designer the website carries making it very easy for customers to navigate. On the top of the page, going across you can click on: what’s new, sale, lookbook, designer index, exclusives, style guide and denim guide. All the categories you can shop from are all bolded and each grid has a white border and white lines, separating each category. The main colors of the site are orange, light gray, dark gray and white. The colors complement each other and the white typography on the orange and the gray really stand out, so the eye is drawn directly to the categories. The colors and calm and easy on the eyes, which makes the overall site enticing. Shopbop does a great job of showing why it is necessary to have a grid in online organization. Without grids, customers or visitors would be left lost with no form of direction.
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