Originality and Brand Experience in Web Design
Websites breaking free from templates are rediscovering brand experience.
1The Monotonization of Web Design
In recent years, websites have turned into similar templates due to mobile compatibility, SEO optimization, and conversion-focused designs. Brands' need for differentiation was ignored, while user experience became standardized. This has led to brands being forgotten.
2The Importance of Brand Experience
According to McKinsey research, a strong and recognizable brand has become the top priority for leaders. Brand experience is the key to building trust. However, templates prevent brands from delivering this experience.
3The Rise of Templates
Platforms like Shopify, Squarespace, and Webflow made it easy to create functional websites. But these templates became a barrier to original designs. Similarities across industries made it difficult for brands to differentiate.
4The Impact of AI
Artificial intelligence carries the risk of making brand experience even more standardized. Voice and agentic searches are changing how users evaluate products. This could lead brands into more price competition.
5The Concept of the Experiential Web
Websites have two different audiences: machines and humans. The 'Silent Web' optimized for machines and the 'Experiential Web' designed for humans can help brands maintain their originality.
6Lessons from the Early Web Era
The transition from Web 1.0 prioritized brand and design. Projects like Nike Better World used technology as a tool for storytelling, creating unforgettable experiences.
7The Power of Original Design
Brands should break free from templates and create their own unique worlds. This helps users form emotional connections with the brand. Original designs increase brand value and provide a competitive edge.
8The Future of Web Design
With the rise of AI and templates, it has become critical for brands to invest in experiential web designs. This will ensure brands are not forgotten and can move away from price competition.
9Conclusion
Originality and brand experience in web design are vital for the future of brands. Brands that break free from templates can stand out by offering unforgettable experiences to their users.
Original article: UX Collective - Medium — Web Tasarımında Özgünlük ve Marka Deneyimi