[r00dY]

I run a front-end agency that specializes in helping top-league branding agencies and designers code their websites.

Designers try to make sth fresh and out of the box all the time. The problem with these solutions are:

1. UX sucks

2. Don't scale to other resolutions (especially mobile / tablet).

3. EXTREMELY expensive to code comparing to "boring" web solutions (multipliers might be as big as 5-10x)

So most of the work we do is to try to make designers think with patterns ("boring" but the only way to fit in budget) and try to get as much as they can from STATIC design. Play with typography, key visuals, content etc. This is where their work brings most value for reasonable money.

The author of the article is a professor, so wouldn't expect realistic business thinking from him. He might be sad because web is boring, but usually no one wants to spend huge amount of money for prototypes where there's 95% probability that UX and stability will be worse than standard.

And there's a HUGE value in familiarity for users. That's why most of "creative projects" end up looking pretty similar at the end. I've seen many e-commerce sites which had "fancy design" and after months/years ended up with standard e-comm layout.

Also, web today is super hard comparing to 10 years ago. Number of things to think about multiplied by A LOT. Coding great static website with all things stable and looking great is a big task already.

It's like asking for a car with steering wheel in the back or with 3 wheels and paying for it 5x more. Do you want one?

EDIT:

Not saying "creative projects" are bad or sth, they sometimes are super coool. But I treat them more like "web art installation". Nice if you like them but not really practical.