Right On, Target

I’ve noticed two things that Target is doing nicely. First, they have been selecting products that coordinate in color for their sections. For example, in this email all the decor is teal, the electronics are silver, etc. Doing this makes the groupings aesthetically pleasing, feel as if they belong together, and helps to define the sections. Even the products in the recovery module are coordinated in Target’s signature red.

Second, is their use of responsive coding, which best optimizes rendering for desktop vs. mobile. On a computer the email is significantly wider, with the hero image to the left and it’s related links to the right. Whereas on a mobile device the sections stack vertically. This makes the text and images larger on a small screen, therefore, easier to read and click.

From: Target
Date: 8/22/15
Subject Line: Psst! Save 30% on kids’ clothing. Ends today.

On a computer:
Target Computer

On a mobile device:
Target Mobile

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Responsive Web Design

One of the questions we most commonly field is “What is Responsive Web Design?”, and we typically answer from a Coding perspective. In a nutshell: the HTML files are coded with flexible images and media queries so that the design will render differently based on the viewing device (say desktop vs mobile or tablet). Coding for RWD is more complex, and typically takes 50% more time than non-responsive. Additionally, the designer and the coder need to be on the same page, and therefore communication time is also typically increased. We came across this stellar blogpost from Sandijs Ruluks with the FROONT team on 9 basic principles of responsive web design, which addresses many of the questions from a Design perspective. As the saying goes: A picture is worth a thousand words. We think the animated GIFs included in the article are worth a lot more. Check it out!

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