Only 4.5% of paint sales occur online. Crazy right? The founders behind Lick set out to challenge industry-norms and create a direct to consumer paint company. I designed an eCommerce website to form the foundation for the startup.
Demystifying home decor.
Breaking down industry norms into terms that people understand is something that permeates the entire digital experience. Instead of offering vast colour ranges, with questionable product names like Probiscus Fur or Croydon Rock, Lick worked closely with leading interior designers to define a small but perfectly formed colour range. Simply named by number. No more Silk Matt Mid Sheen Emulsion. Keep it simple – just Matt or Gloss.
Sample stickers can be purchased for a fraction of the price of paint pots, and have the advantage of being transferable. Game changer. I designed a feature allowing users to populate a mini colour palette to share their colour selections with friends for feedback.
A design system that heroes colour.
My design ethos was to create a simplistic, uncluttered, white canvas to contain the colours clearly without interruption. The sample stickers are square with rounded edges reflected in the user interface design elements. The industry standard appears to showcase colour ranges on minature paint tiles on screens with vast numbers of choices. The human eye sees colours differently when alongside other colours so we pushed for enlarged product tiles to help users effectively and accurately browse colours.
"Ralph is truly a fantastic designer and great to work with. He had a complete commitment to understanding the problem we were trying to solve in order to get the best results. We love his work as do our customers!"
Lucas London, Lick, Founder.
LOCATION - LONDON
® 1986 - 2021