Why do all websites look the same?

I happened across this article today, and it really struck a chord with me – “Why do all websites look the same?”
The author is a professor in design in Potsdam, Germany – with 23 years experience in this sector, he will have started out designing around the same time as me – at a time when no rules existed that the designer felt they had to adopt, or the user expected to see.
He challenged his students to forget everything we expect of a website today, and starting with a blank screen redesign an existing website.

I find it true that if you chop off the header, branding and colours of many a website, you could mix and match the parts without any change.
Maybe as designers we need to get better at introducing new elements that enhance an experience and strengthen a look of a brand – but don’t confuse the viewers’ eyes that have become accustomed to the same CTAs and banners.
Think on for 2019.

You can read the full article here: