While browsing a forum, I read someone writing about "stability over creativity". It made me reflect and realise that the technology industry, especially websites, really is in that position now: creativity is no longer the top priority compared with making sure we have a stable website. What does stable mean? And why is it more important than creativity?
Here are a few things that, in my view, have changed the direction of website design in the modern era.
1. The Growth of Mobile Technology
Today there has been an explosion in smartphone users and other mobile devices such as tablets. On mobile devices, users consume more content from the internet, helped by the huge number of mobile apps that cater to them, such as TikTok and Instagram. This is one reason people's habits in consuming online content have changed.
2. A Flood of Content Online
People who used to read in detail now just skim. That is because of the flood of content online. Users are now used to consuming short content, which psychologically satisfies their hunger for new content. This is the approach TikTok takes.
3. Creativity Isn't Enough Through Visuals
Because of today's flood of content, creativity is no longer enough through visuals alone. Visuals may not even matter much anymore, given how little time users spend on each piece of content. Creativity now leans more towards user experience than user interface. Look, for example, at how many brands sponsor TikTokers who can deliver lots of views and engagement, even though their content is far from aesthetic visually, if admittedly engaging.
So what is the conclusion about why stability matters more than creativity in company websites and web design? Making sure we have a website that reliably shows the important information people need is now far more important than showing a website that looks pretty. Make sure every page of the website opens quickly, so users don't feel they are waiting too long.
