Contrast

The designer uses contrast well. For instance, the fonts used for the series tabs at the top of the page are different from the fonts used on the side product category menu. The colors of the tabs are varied, indicating difference in which series are available to shop under.

Repetition

The designer uses repetition well. For instance, the font and vertical placement of the right and left shopping menus are the same. This helps the viewer understand that the two are related...they shop under the left-hand menu and their purchases will shop up in the right-hand menu. Also, this helps the viewer understand that all of the categories listed under the left-hand menu are for shopping purposes. They will NOT be lead to a page about a different series or to a different website entirely.

Alignment

The designer uses alignment well. For instance, the series tabs at the top of the page are aligned horizontally and the product/shopping menus on the sides are aligned vertically. This gives room for the product features and pictures centered in the middle of the page. The tabs and side categories act as a border around the centered part of the page.

Proximity

The designer uses proximity well. For instance, the Wish List is located directly below the Shopping Cart. This allows the user to easily differentiate between what is being bought and/or what is on their list to be bought. If the Wish List was located on the other side of the page, it would be more difficult for the user to keep their shopping organized.