Websites have grown bland in the contemporary digital age. Template-driven and generic, homogenised by the frameworks of big-name content management systems. The internet is a place of dry technicality; portals seeking to convey information or to market a product to a specific audience, often afraid to break out of the norm.
Mammoth marketplaces such as Amazon and eBay are utilitarian in their layout and design, and countless smaller brands follow suit. Perhaps blinded by the success of those giants, maybe fearful of confusing potential customers. However, we must also keep in mind that computing technology and processing power has still been in relative infancy—something that has forced designers to adopt a ‘bare bones’ approach, simply so that the pages would not an age to load.
The advent of 4G wireless connectivity, processors associated with light-speed calculations, and network providers dishing out generous data packages has to some extent served to lift these previous constraints. Slowly, but surely, we are beginning to witness websites which mirror works of art.
A breed of disobedient designers are redefining the art of web design by bucking the visual conformity that has oversaturated our digital age—whether it is harnessing the avant garde approach of web design brutalism, the tongue-in-cheek throwbacks to the disagreeable design of the mid-1990s, or using the latest technologies to bring the progressive aesthetics of high-end fashion magazines to life, there are pioneers ready to bring a new visual language to the world wide web.
Be it culturally-engaged design brands or experimental musicians, simply creating a free web store or the birth of another personal blog, designers are taking notions of creativity to a whole new level. It is vital to create a sense of bespoke branding that will be memorable long after the visitor has left the page, to consider a human audience as opposed to a search engine. Sure, we want to provide a website that is easy to navigate, but too there should be an emotional, human connection that extends beyond homogenisation.