ONA is an E-Commerce website designed to promote and sell the brands products which follows a minimal black and white color scheme.
About ONA
ONA's user interface design embodies elegance and simplicity, reflecting the brand's commitment to minimalism and sophistication. With a sleek black and white color scheme, the website's layout exudes a sense of refinement and modernity.
Minimal aesthetics
ONA uses a minimalist aesthetic using simple rectangular elements, creating an experience where content and actions take the forefront of the user experience.
Product Architecture
ONA website's information architecture uses a hierarchical structure allowing users to quickly navigate to their required information through branches of categories and explore the website.
Sections
ONA is designed to efficiently organize all contents, to ensure clear user journey and seamless navigation.
Its contents has been consolidated into four main sections:
Visit
• Hours & admission
• Map
• Tours & Guides
• Group Visit
Exhibition
• Current
• Upcoming
• Past
Events
• Current
• Upcoming
• Past
Explore
• The Collection
• Artworks
• Artists
ONA's sections
Landing Page
Landing page consists of key highlights of the museum, presented in an variation of content layouts to make different sections distinguishable and user journey interesting.
• Hours & admission
• Current exhibitions
• Events
• Collections
• Store
• More to explore
Call to action buttons are used in between for user convenience.
Task Flow
NMMA has a one-path flowchart for a specific mission.
ONA's exhibition details
ONA's artwork details
Layout
Grid system
ONA uses grid system to ensure clean and organized layout.
ONA's grid System
Elevation
ONA's UI uses color to express elevation differences between elements, rather than shadows. For example, cards show the boundaries of their containers by having a color distinct from the background, without casting shadows.
ONA's elevation
Color
Color theme
ONA's color scheme is kept to black, grey and white, which acts as a blank canvas that accentuates the artworks and images on the website effectively, directing the user's attention to the visual elements. Adding additional colors could potentially divert the user's focus, especially considering the presence of vibrant images on this website.
ONA's color theme
Accessibility
Color Contrast
Text legibility is preserved by an adequate contrast between the font color and the background. For WCAG 2.1 AA compliance, text should have a color contrast ratio of at least 4.5:1 (larger text at least 3:1).
NMMA has a minimum contrast ratio of 8:1 for normal text which complies WCAG 2.1 AA.
Typefaces
Type scale
ONA's type scale provides the typographic variety necessary for its content. The website uses ‘Circular’ as primary typeface, making use of the variety of weights available with Circular Light, Regular, Medium, and SemiBold. ‘Playfair display’ has been used as secondary typeface.
ONA's Type scale
Circular
ONA uses the sans-serif typeface Circular as primary typeface.
Circular’s letterform
Playfair Display
ONA uses the serif typeface Playfair Display as secondary typeface.
Playfair Display’s letterform
Iconography
ONA's custom icons are designed with a linear style.
1. To create consistency, all of NMMA’s icons share the same underlying grid structure.
2. A collection of NMMA’s icons
Shape
Categories
Components are grouped into shape categories based on their size.
Shape categories let you set multiple component values at once. Shape categories include:
• Small components
• Medium components
• Large components
ONA's shape categories
ONA's shape categories
Components
Buttons
ONA's buttons
Image List
Horizontal Carousel
This image list uses a horizontal carousel inviting the user to continue to scroll sideways and explore content.
ONA's buttons
Grid
Grid layout is used to show artists.
ONA's image grid
Motion
ONA's motion design uses emphasized easing and longer durations to establish a bold and delightful experience.
Launch screen
ONA uses a parallax animation to introduce the museum by dynamically showcasing its name and providing a glimpse of select artworks within its collection.
ONA's launch screen
Panning animation
Collections are shown in slow horizontal movement of the artworks. Artwork’s labels appear while hovering over it.
ONA's panning animation to show collections.