Some models are not polished and clean. They are rough, tearing and shredded. Nevertheless, they work and communicate effectively. This class of sites makes the crude trend called brutalism.
Although this is a bit of new web concepts, it has been a popular technique for posters and art for decades in the 1950s, 60s and 70s. Today, brutalism is radically different from what you are used to seeing… and that is why it is likely to attract your attention. Let’s look at what it is (and I’ll share why I’m already done with it!)
Brutalism is Minimalism on Steroids. You can think of it in two ways:
- Like a throwback to the early days of the web, when many sites had a brutalist look because that was all we knew
- A trend to meet all trends with clean lines and simple Designs
Here are some examples to make things happen and make them think in the right direction!
It is popular and is still gaining popularity. There is a Brutalist site that presents designs of Brutalist sites. Here’s how it describes the trend:
When it comes to brutalism, you will certainly know it when you see it. This is not a subtle design technique. But part of the reason why it might appeal to some is because it is strong; it often mimics Code visualization with a dark background, minivan typography and white and lime green text.
But there is an almost slippery scale for brutalism. Some will tell you that a really brutal Design does not contain images. Images are not a Deal-Breaker. They can be a component of a brutal design.
- Thick bottom, often black or white, without texture or shading
- Lack of design stuff – no shadows or gradients or patterns
- Minivan typography or a single font.
- Cluttered design with text that is too close or elements that are not filled in
- No single Hierarchy
- Overlapping but unintentionally appearing elements
- Design elements in the analog style
- Lack of Symmetry or Distance
- Not a real color scheme, but The use of red and green are common
- The design looks like visual errors such as alignment or overpressure errors
- Lack Of Animation
- The images are also strong, often in black and white, if ever used
- Simple navigation or not, often brutalist designs are one-page websites
- Nonconformist visuals often refer to a message of the same type
Is brutalism just an excuse to get away with bad Design? It really is a super-stripped-down template of a website. The strong nature might turn some away and does not create the kind of emotional connection that many sites use to attract visitors.
All the trends and elements you read and Design and readability experts say that the design requirements for ease of use have been thrown out the window. Is brutalism bad Design? Or is it intentionally ” hideous?”
Good for Conversions
One of the most interesting things about brutalism comes from Marc Schenker of Webdesigner Depot, who argues that this style of design can actually increase Conversions. This is not something that usually comes to mind when you think of a design trend, but it makes a pretty compelling matter when you find the style appealing.
Here’s what he has to say:
“Think about it: without high-resolution images or long videos, a website is not blocked and therefore can be loaded faster than usual. How does this affect Conversions? Research shows that faster websites increase Conversions. The Kissmetrics infographic states the following:
- The longer it takes to load a page, the higher the leave rate
- 79% of buyers dissatisfied with the performance of the site are less likely to buy from the same site
- A one-second delay in page speed can result in a 7% drop in website Conversions
There’s more to his Argument – but the numbers alone are pretty convincing. Would you be willing to leave the design style for increased Conversions?
The big question with brutalism is, can it ever be Mainstream? The design style is so hard, so in-your-face that users absolutely love it or hate it. In order for brutalism to go beyond the realm of unique Portfolio sites, it needs to be a little softer and easier for the average user.
For this reason, brutalism will influence Design, but will not surpass some of the other most common design styles. More Designs with brutalist concepts – especially typographic styles are becoming more popular. Some of the primary, bright color choices will infiltrate more designs.
Designers who develop brutalist concepts will also begin to incorporate a more modern style into strong aesthetic models, from animation cues to advanced Navigation to improve ease of use. Calls to action will be a little more “designed” so that users know what to do with such a Design.
I don’t know anything about you, But I’m already above this whole brutalism thing. While the sites are a little interesting at first, they are a little overwhelming. While I understand how to increase Conversions, in most designs it can be difficult to determine what this conversion is.
I don’t like the color and type selection. They lack emotional connection, and by and large, most designs seem cold. Maybe brutalism is just “too brutal” for me? What are you trying to imply? Let me know on Twitter (and mark Design Shack).