Overview
NeuHue approached me to design the branding and e-commerce experience for their innovative line of sunglasses that enhance color perception for the colorblind. This unique product posed the challenge of crafting an aesthetic that would resonate with the colorblind community while still appearing premium and modern to all potential customers.
approach
Through persona development, site mapping, and competitive analysis, I strategized how to integrate NeuHue's transformative technology within an e-commerce framework optimized for usability and conversions. The final branding and website design artfully blend scientific data with a minimalist yet stylish look and feel.
From the clean logo suite to intuitively shoppable product pages and educational long-form content, every touchpoint in the NeuHue online experience exemplifies a converging of cutting-edge science with contemporary, inclusive design.
I then began immersing myself in further research about the various types of colorblindness and how they impact visual processing. Understanding these scientific nuances proved critical for developing a brand identity and website that is equally accessible and appealing across a range of visual abilities.
The core palette incorporates enhanced color combinations that demonstrate NeuHue's lens technology, while strategic uses of complimentary hues and patterns ensure the experience is welcoming for all customers. Comprehensive UI elements like a custom product visualizer allow users to upload images and see the corrective effects of NeuHue's lenses.
