Colour pictures are accompanied by product information and description
through text. The website textshould ideally be short and presented in an
uncluttered format. At the same time, the product information should be in-
depth and expert. The text font size, style, clarity of language and tone ought
to be applied with consistency according to the tastes and expectations of
luxury consumers. Ideally, website text should be restricted to a maximum of
three sentences per paragraph. Small illegible text font sizes and uncoordi-
nated language should be avoided at all costs. The language of the website
should also be clear, concise and consistent in its tone through all the pages.
Dark text colour should also be applied against a clear background and vice
versa.
3-D and zoomproduct views are indispensable visual tools in the online
sale of luxury goods as a result of the sensory nature of luxury products.
Facilities for three-dimensional product views, zoom view and product-size
enhancement provide a superior visualization of products and also empower
shoppers to see products in their own individual mode. Also applying these
features through slide shows contributes to a positive online web experience.
Sound
In offline retailing, sound is used to evoke and stimulate different feelings in
the subconscious of the shopper. This is achieved through music type,
volume, pitch, tempo and other sound manifestations. For example, in phys-
ical store retail, fast music is used to generate high shopping traffic inflow
and spending; loud and funky music encourages impulse purchase; soft music
such as jazz and classical music prolong the length of time that customers
spend in a store; and slow tempo music reduces the pace of human traffic
flow and increases sales volume. Also, familiar and nostalgic sounds such as
waterfalls, chirping birds and Christmas carols stimulate emotions that lead
to spending.
This retail strategy of influencing mood with sound effects can be trans-
ferred to the internet environment. Sound is also an important tool for enter-
tainment while shopping online, and can be one of the strongest motivations
for online luxury shopping. Sound is most effective when applied with a
focus on the brand personality. Although all luxury brands are associated with
prestige, each brand has its own distinct attributes. Therefore the choice of
sound features such as music should be in line with the key associations of
the brand and its consumer expectations. It is also vital to apply the sound
element in moderation and appropriately through consistency in sound type.
This is in order to avoid a negative effect that could lead to irritating online
consumers with sound in all the website’s pages. Sound effects should also
have control tools to provide online consumers the empowerment to manage
their sound choices.
Several luxury brands have currently incorporated sound within their
chapter 6 217digital luxury