This website is a great example of Elements and Principles of Design in the digital world. The use of lines and their movement across the page are great examples of directional force, making the viewer focus their attention to the middle of the page to where the content of the site is displayed. Also, the use of warm colors for the background makes the pictures with bright white backgrounds jump off the page.
I really like the way this website is constructed. My favorite feature is the menu and when the viewer clicks on the link it displays all the links for the site on geometric shapes that move to the middle of the screen. Also, the simple design of this site has a huge impact on the way the products are being viewed.