Kidrobot is a company that sells "art toys," and I think their website displays some great design features. The first page is more colorful, and the bright colors draw customers in. Once they click on a link to enter the site, a more serene color scheme is implemented, to make for a relaxed shopping atmosphere. The sans-serif typeface makes everything seem very clean, and for the majority of the site, the copy is grey on a white background. This gives the site a simple feel. The navigation of the site is extremely basic. At the top there are three main headings: ART TOYS, CLOTHING, and LIFESTYLE, and these are shown in big all caps letters across the top of the page.
These headings darken as you scroll the cursor over them, (other smaller titles at the top turn blue when scrolled over, mimicking the blue of the kidrobot logo) and this makes the site feel at once more solid and responsive. The hierarchy and size of the type makes it easy to know which item to click on first. Every toy photo featured on the site is a square, and also has a very light grey background (the light grey creates a tiny contrast with the white background of the page, which is really nice)—these two features echoed throughout the page help to unify it, while the individual toys within the squares create the variety (even the photographs of clothing follow this system).
Very little color is used on the page besides the color of the toys. This makes it clear to the viewer that the toys are the primary focus here. Overall I think it's a great site that gets right to the point in a clean, fun way.
http://www.kidrobot.com/
