Your website represents your brand. New visitors will form a first impression within seconds of arriving, and the visuals, layout and aesthetic will play a large role in shaping that impression.
Sure, your website may be very usable and have great content, but it’s the aesthetic that will evoke feeling, and it’s the aesthetic that will be used to judge the quality of your website in those first few seconds before the visitor has had time to browse around.
Dmitry Fadeyev at Smashing Magazine says use this to your advantage and fashion a unique style that will set your website apart from the rest — a style that will impress and delight users.
Throughout history, great artists always found new ways to express themselves and create new techniques to set their work apart from the rest. Think about the styles of Leonardo da Vinci, Vincent van Gogh, Pablo Picasso, Salvador Dali and Jackson Pollock. Think about the different movements of art, from Impressionism and Expressionism to Surrealism and Minimalism. These styles couldn’t be more different from each other — and that’s the point. The artists’ names live on because their art is unique.