# Originality and Brand Experience in Web Design Websites breaking free from templates are rediscovering brand experience. - **Source:** [UX Collective - Medium](https://brifing.si/source/5c6bdc88-e150-4203-af43-069801e37dd9) - **Published:** 2026-07-26 - **Topic:** [Design & UX](https://brifing.si/c/design) - **Original article:** - **On Brifing:** https://brifing.si/s/13489cd3-23fd-455d-b882-19dbc3669782 ## The 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. ## The 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. ## The 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. ## The 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. ## The 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. ## Lessons 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. ## The 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. ## The 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. ## Conclusion 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. ## Sources covering this story - https://uxdesign.cc/your-website-is-boring-but-that-might-just-set-it-free-f2b13863e22c?source=rss----138adf9c44c---4 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._