Rules of modern web design state that visitors should open the home page to a fantastic hero image or video that is as large as the screen allows. It lays out perfectly placed information that is organized through consistently designed type and is largely driven by images and impactful videos. This imagery allows site visitors to experience the most accurate and consistent feel of the restaurant, bar, product, or establishment that they are researching. The forefront of web technology is everchanging and can give your brand fantastic representation on the Internet

This same technology also frequently features tens of millions of lines of code, hundreds of files and up to a couple gigabytes of data, making server times unbearably slow and driving (some) web developers insane. 

Enter: the rise of brutalist websites. 

While not particularly my cup of tea, in order to separate themselves from the pack and take a stand against the millions of template websites on the Internet, some developers and designers have abandoned all hope for modern web design. Web brutalism is the art (if you can call it art) of stripping down to bare bones, mid-1990’s–esque codingInstead of endless CSS and JS files creating flawless design and complex functionality (at the cost of large file sizes), these developers use basic HTML practices that the most novice web developers know. What this does is allow what is most important shine: content. By stripping down the endless options and aesthetics, web brutalism delivers quick information to the user. Sometimes this is done very well, as is the case with Craigslist.com. The buy and sell platform has been wildly popular for several years and part of it is due to its no frills approach. Without the distractions of games or advertisements that Facebook may bring, Craigslist allows you to efficiently search and find what you are looking for. On the other hand, there are several developers who bring forth the brutalist style almost out of protest, where ugly for ugly’s sake begins to take over. Trulybald.com shows overblown pictures combined with cramped, highlighted text that forces the user out of basic style elements and into an uncomfortable place in order to find what they are looking for. 

To everyone besides web novices and the extremely faithful, the small trend of brutalist web pages will come and go quickly. Although refreshing to see a website completely different than the many cookie cutter websites on the Internet, the ability to create an entire website with only 21 lines of code or with less data than would be needed to post a Russian novel is only practical for a basic article, or to make a point. In order to properly represent your brand it is important for any developer to tip-toe that line of efficiency and modern design. By stacking on the most popular plug-ins, pop-ups and high definition videos, your server will suffer, creating an unbelievable website that no one will see because it doesn’t load fast enough. Modern web design is about balance; creating beautiful, efficient websites that will give your customers the information they need to make a purchase.