Saying less means more
There are so many ways to make a customer run away at the sight of a store page: being overwhelmed with choices, with notifications, with aggressive Call-to-Actions, too many steps and processes. They all tend stray away from the brand identity and the overall design.
In order for a brand to make its way into the market, they need to find and cuddle their niche. The company does not necessarily needs to always actively promote their products with first-degree messages such as “Buy Me Right Now”.
On the contrary, they need to permanently convey subliminal and inconspicuous messages about their identity and their story, show their customer base that they are beyond a product, they have a solid vision, they are proud of who they are, what they make and what defines them, they care more than the average company about the customer satisfaction and experience and their reputation. In other terms, it’s an humble way of saying the company could not exist without them.
I had quite a bit of fun of working on this project because building an almost complete website from scratches really forces the designer to keep thinking about the user, how many pages does he need to browse, what does he wants, how complex should it be browse information and purchase an item. I firmly believe that less if often better and we don’t want to get the user lost on pointless and irrelevant information. Everytime a user decides to spend his own personal time on your website or your app, it’s the most valuable thing he’s offering you, so, do not waste it.