The modern web design left the brightness and fussiness of Web 2.0 websites. Instead the tendency shows progress towards flat minimalism and clean simplicity. Of course not all the websites are in the trend. Some resources don’t have designers skillful enough for original developments; the others simply don’t want to shock the conservative part of the audience. As for the last point there is a certain class of websites, which don’t actually care about standards – toy websites.
One can think toy websites are mostly oriented on the kid audience. But I prefer to consider they are designed for parents that think these websites are for their children (maybe, they forget of who would pay for toys). This fact gives a great advantage for creativeness in web design: the interface and usability should be on highly professional level (adults need it), on the other hand developers are extremely exempt to embody any innovation concepts.
One more type includes websites offering toys for adults: geeks, collectors etc. This hobby is considered to be quite extraordinary, so these guys don’t mind the websites to looks extraordinary as well.
Below you can see few examples of attractive websites created with great UX.
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Lego impresses with graphical animations on the slider: these short clips featuring the Lego heroes are really cool and they change the whole style of the design. I wouldn’t say it’s much about creativity, so you see how important to have a team of good professionals. Above that, the website has well-structured content without anything unimportant.
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The design combines strong minimalism with some kind of volumetric cubism. In certain elements I can also descry the influence of 8-bit aesthetics. Besides, Cubeecraft carries connection with wide range of social media being granted with more more internet vitality.