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← The UX Guide Vol. 1: Luxury Ecommerce

jewelry · Shopify ·

Asprey

London house founded in 1781 and long based on New Bond Street, known for silverware, leather dressing cases and fine jewelry, and for the royal warrants it has held since the 1800s.

The pages

desktop1440 x 900

Asprey homepage on desktop, Shopify luxury jewelry storefront captured at 1440 x 900
Homepage
Asprey collection: business & corporate gifts on desktop, Shopify luxury jewelry storefront captured at 1440 x 900
Collection: Business & Corporate Gifts
Asprey product page on desktop, Shopify luxury jewelry storefront captured at 1440 x 900
Product page

mobile390 x 844

Asprey homepage on mobile, Shopify luxury jewelry storefront captured at 390 x 844
Homepage
Asprey collection: business & corporate gifts on mobile, Shopify luxury jewelry storefront captured at 390 x 844
Collection: Business & Corporate Gifts
Asprey product page on mobile, Shopify luxury jewelry storefront captured at 390 x 844
Product page

Palette

Surfaces, by share of painted area

91.7%
8%
91.7% #ffffff page
8% #440055 dark bands
0.3% #512d6d secondary surface

Ink, by share of text set in it

51.2%
24.3%
11.9%
10%
51.2% #440055 body and headings
24.3% #ffffff reversed on dark
11.9% #202020 emphasis
10% #817c89 secondary
2.6% #403b49 emphasis

Imagery, by share of the page it covers

2.8% photograph, the rest is surface

Typography

sans-serif · everything

Gill Sans

sans-serif · accent

Gill Sans MT Pro

of all text on the page

100% sans-serif

The icon set

cart
account
menu
close
wishlist

Ecommerce components, rebuilt to spec

Asprey add to cart button photographed on its product page
photographed on asprey.com
Add to cart
Type
Inter 12px / 500
Color
rgb(255, 255, 255) on #512c6c, painted over #ffffff
Shape
4px radius, 431 by 48px
Label
center, rebuild matched the photograph at 1

Size and color

Color selector
Control
radio list with img cells, 14 swatches
Swatch
square, 50 by 50px, 7px apart
Chosen
cell text-decoration-line: none (unselected line-through)

The email sign up popup

Asprey email sign up popup, centred centre
Email capture
Placement
centred centre, 360 x 420
Asks for
email
Offers
nothing named
Shown on
both
Dismissible
no close control found