While it is important to understand which characteristics can be successfully applied to a Web site’s design, it is equally important to understand their relative value in shaping a consumer’s experience, given the natural trade-offs that occur due to design complexity, resources limitations, or situational factors. Piccolo is a brand new organic baby food brand that has a very engaging website that uses it’s design to entice new potential consumers.

Many aspects to the website are used to shape the consumer’s experience and enhance the general perception of the brand. One way in which they do this is through interactive elements such as videos and animations. Piccolo’s work links directly with Valacich’s ‘General interface categories’ shown below:

The Piccolo website has a very good flow which uses factors from all 3 columns of Valacich’s table. For example, it’s ease of use and navigation links with the ‘Representational Delight’ of appropriate screen size and layout, pleasant background colour throughout which is aesthetically pleasing for the consumer, leading to longer duration spent on the website browsing. From using this academic source and integrating this into the Piccolo website, the consumer’s perception of the brand improves that consequently drigves sales and profit.

See the Piccolo website here:

www.mylittlepiccolo.com