For certain companies, the latest trend in Website design is to deliberate make their websites look bad or ugly. These sites refrain from using the traditional user-friendly interfaces that have long been the industry’s standard design. Instead they are being built on imperfect, hand-coded HTML. Within the code, you can see if it’s really a streamlined application or it’s a very rough, handmade, HTML website. They also get their inspiration using 1990s style graphics.
In 2014, Pascal Deville termed this type of design, “Web brutalism.” He stated that it’s not only what you can see, it’s also how it’s been built. With Brutalism, it remains one of those things whereby you know it when you see it and in recent time, you tend to see it more and more. However, just because the website doesn’t look aesthetically appealing, it doesn’t mean that it commercially it can’t be successful.
After speaking to a few of these alternative designers about their designs, he established that they did this to create some wonderful things on the web without using the so-called ‘best practices.
Stastically, websites that are designed more simplistically like the Web Brutal sites are, tend to engage better with the consumer. Since the brain prefers to think about things that are easy to think about.
It is therefore important to know what design choices are prototypical for a site in your particular market sector, but it is even more important to find evidence that supports those design choices resulting in people engaging with your company and ultimately leading to a purchase. As a result, a lot of designers make bad choices. Without doing the research, you could make them too.
So when considering redesigning or building your website from scratch, considering these points:-
- Follow prototypical e-commerce layout themes.
- Be much more open with whitespace.
- Consider using Images which feature a single product with high-resolution pictures & contrasting colours.
By following the principal of having a less appealing but simpler website, will ultimate lead to customers being encouraged to purchase additional items or upgrade their purchase very effectively, time and time again.