Design trends fade. Clarity doesn’t.

Most websites are influenced by design trends — new layouts, animations or visual styles that feel current at the time.

The problem is that trends often prioritise how a website looks over how it works. When style decisions are made without considering usability, websites can become confusing, distracting or difficult to navigate, even if they look polished.

Users don’t visit websites to admire design trends. They visit to understand what’s on offer, decide if it’s right for them, and take action.

Clear structure, strong hierarchy and intuitive navigation consistently outperform trend-led design. These fundamentals help users find what they need quickly and confidently.

Trends change. Clarity lasts.