To engrain these into your (collective) brain cost these companies countless millions of their hard-earned revenue. From logo design to colour and font choices, a long line of decisions – expensive in time and capital – have been made with the common end goal of brand recognition and loyalty generation.
Why, then, is our portal to the world’s information and products totally devoid of visual texture?
If I was brand new to the web and ready to search for a business or product, I would expect to be enticed at every turn by rich colour combinations, unique design, and sleek arrangements. I would expect this from the beginning of my search.
Instead what I get is a list of bland text with which I am supposed to judge my next move. Our present search results pages consist of chunks of prose, whose digestion forms a barrier between us and the design and appeal that has been carefully weaved into every self-respecting company’s website.
I’m bored already. And that’s just the top three results.
The above seems to me akin to trying to recognise people you know by their names and contexts alone:
Imagine heading to a shopping area only to find all shop fronts in the same font type, colour and size, with a short summary underneath their store name. This just wouldn’t fly in the real world – it negates all the hard work that has been put into that brand and that store’s image.
The same goes for the net. You should be able to see what you’re judging before you choose to go there, because it makes your choice easier, your search more efficient.