I chose New York & Co. for this post. The first thing I notice, aside from the basic ads that grace the page (just like every retail website known to man), is that they use a basic color palette of black, white, gray, and red. It's simple, but elegant. I'm glad that this website doesn't have the glaring white background like so many retail websites have. Those tend to hurt my eyes, so kudos for the black and gray.
Navigation is easy to use and all the necessary links are displayed in plain sight at the top of the page. Each link, aside from the Home link, have semi-transparent dropdown menus which allow the user to choose what category of clothing etc to view. When you pick a category, for example: sweaters in the Apparel section, it takes you to the sweater page and there it's much a like an online catalog (which is what these retail sites are for anyway). They show you a picture of an item while the name of said item and the cost is displayed directly under the image. It's simple and to the point, which I like.
They make a point to show images with words like "1/2 off", "20% off", and "buy one, get one 1/2% price" which is a fairly obvious marketing device to entice people to either buy their clothes, sign up for the mailing list, or sign up for a credit card. Honestly, I hardly ever pay attention to these things as I'm much more interested in the clothes instead of the ads. The site is very good at emphasizing words to grab the users attention too. And the fact that a lot of the key words are in red or bold helps out a lot.
Judging by the site alone, I would definitely be tempted to shop at this store. If only the prices were a little bit more agreeable.
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