A lot of similarity of websites has to do with usability. If I go to a website that is similar to others I frequent, it is easier to figure out what to do. This is proven out in user testing. Those sites that are familiar will do better in converting and win those A/B tests.
How many times have you been to a site with a different design and have to spend a few minutes trying to figure out the navigation? If you are trying to get your users to do something, familiarity is what wins.
Maybe our common definition of creativity is wrong. Good design isn't always "new and cool." Often the best design simply achieves a goal within given parameters.
How many times have you been to a site with a different design and have to spend a few minutes trying to figure out the navigation? If you are trying to get your users to do something, familiarity is what wins.
Maybe our common definition of creativity is wrong. Good design isn't always "new and cool." Often the best design simply achieves a goal within given parameters.