The Strange New Web Design Trend You May Not Have Noticed

I'd be lying if I said I wasn't a little surprised to see a new web design trend that's essentially a throwback to Web 2.0.

Throwbacks always seem to have a place in the collective culture. Whether it’s in the form of sodas made with real sugar instead of corn syrup or teens bringing back crushed velvet and platform shoes, the trends of the past always get a second chance. But I’d be lying if I said I wasn’t a little surprised to see a new web design trend that’s essentially a throwback to Web 2.0.

After years of trying to make websites easier to use and engage with—as well as much more visually attractive—some designers and brands are choosing to go the opposite direction. Yes, they’re actively trying to make their sites ugly and hard to use.

“Web brutalism” and the rejection of slickness

As websites have trended toward more professional, sleek looks, some brands have found that a trendy website might not actually best reflect their values. According to an article on the trend in the Washington Post, we have Pascal Deville to thank:

In 2014 Deville, now Creative Director at the Freundliche Grüsse ad agency in Zurich, Switzerland, founded brutalistwebsites.com. He meant it as a place to showcase websites that he thought fit the “brutalist” aesthetic: Design marked by a “ruggedness and lack of concern to look comfortable or easy” in “reaction by a younger generation to the lightness, optimism, and frivolity of today’s Web design.”

"Brutalism” refers to the architectural term, which “describes a ’70s architectural movement characterized by large buildings with exposed concrete construction.” These buildings are functional, but not particularly pretty—and many of them are still standing, despite being in opposition to basically every building trend (see: all glass everything) today.

Web brutalism can be seen on sites like Bloomberg, Belong, and Craigslist (though Craigslist isn’t really a throwback; it was always bare bones to begin with), and is mostly viewed as a rejection of all things trendy. However, as it has recently, itself, become a trend, it’s hard to see how much longer it’ll hold out as a rejection—and it’s important to ask what, exactly, there is to reject.

What are we rejecting?

Brutalism on the web is more than just a throwback to older design days—it’s also a statement about the state of websites. After all, when trends (like giant hero images, mod designs with multiple tiles, and infinitely scrolling pages) become especially popular, many websites begin to bleed together if they’re not done right. This can lead to a kind of monotony online that many, many people find aesthetically displeasing.

That said, staying with design trends can also make your company look like it really does have a good idea of what’s going on, which can be hugely beneficial. And of course, there’s a huge distinction between sites that are ugly on purpose and those that are just plain ugly.

Web brutalism definitely isn’t for everyone—a lawfirm, restaurant, or other traditional company might find it a little too edgy for their crowd, especially when their visitors are just looking for their hours or services—but it’s always a smart idea to keep up to date on what’s buzzing online.

Want to try something new with your website? We can help!

efelle creative is a Seattle based web marketing firm that specializes in website design and development, website content management, search engine optimization, and other online marketing services. Since 2005, efelle creative has worked with hundreds of businesses to help them with their web development needs. Call us at 206.384.4909 or fill out our online contact form to get in touch with a custom web design specialist.