What a great website. First off it’s about Axes, which are just cool to think about and use. The design of the site has lots of little surprises but executed in a simple way. The main nav has these great large icons that are worked into the drop-down navigation lists. For me that’s a cool little moment when you mouse over them and see those illustrations. Then the area below the slideshow and main marquee items is designed in a way that feels like a collage of items. This breaks up what could be a pretty static design and keeps you interested visually all the way down the page. Wonderful and simple design.
Microinteractions
Microinteractions are subtle site animations enhancing engagement. They include triggers, rules, feedback, and sometimes loops/modes. Practical uses: improving engagement, guiding user behavior. Well-designed microinteractions boost user engagement and your online presence.
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