A Minimal Aesthetic Creates A Simple Buyer’s Journey
The Rent The Runway app is clever, clean and enchanting. The interface is smooth and navigation is a breeze. And this all comes together thanks to its simple aesthetic.
The app itself is made up of a very minimalist design. White space is employed liberally throughout. Typography is kept very lightweight in various shades of grey and black. A muted beige accent color is used for supporting text and to orient users in the navigation of the app.
Given the massive amount of content on the app, Rent The Runway does an admirable job of helping users find what they’re looking for and clearly representing each and every product, section and service.
And this brings a modernity to the brand that users want to engage with. Minimalism is a design trend that’s here to stay, and brands that employ these design aesthetics can bank on reaching out to a younger, modern audience that cares about transparency, sophistication and class.
As you can see here, the interface is very pleasing and engaging to interact with. That’s because it feels light and airy. It’s a serene and breathtaking design that pulls you in and encourages you to start exploring the app.
This makes it more efficient for users to look through the vast catalog and find the pieces that they’re looking for — whether that’s a fancy cocktail dress, a mother-of-the-bride gown or a signature piece of jewelry to give their look that edge it needs.
And because there are no bumps or hiccups along the way, there is little stopping users from following through with their purchase and making it all the way to the checkout page. And that’s exactly what a good e-commerce app does — it alleviates stress and puts users in the mindset to buy.
Minimalism helps with that, and here it’s used wonderfully.