A few years ago I coined the term “Pixel to Revenue Ratio” to depict the amount of revenue designers were removing in their work.
We went through this period where we would take over the whole screen and use a cool image behind some nice stylised text.
It was horrible overreach without much evidence from UI designers.
I doubled down and saw how Australia’s 3 major retailers handled this online and made an example:
- Myers – Had massive lumps of white space, causing loads of scrolling
- David Jones – had the exact same set up as Myers
- The Iconic – Earlier ecommerce adopter and mainly online, had everything zipped up and tight. Leading to online share of voice.
Check your whitespace. I’m now currently doing this for the online lending space and see one of my competitors blowing their pixel budget.
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