Finally, we must mention a dangerous yet common idea. The idea is that in order to stand out and attract attention, brands should be constantly striving to look different, to employ whacky eye-catching colours, shapes and gimmicks. Some people think this is what it means to be distinctive. This idea leads to dangerous behaviours of regularly changi

Judging by the similarities in the layouts and design within industries, most websites are based on copying competitors. This follow-the-average approach leads to poorly performing elements becoming accepted as “best practices” just because they’re common.