People complain that websites are all starting to look the same. They are not entirely wrong. A lot of modern websites do look alike. They have familiar navigation bars, predictable layouts, large hero sections, cards, and responsive grids. Buttons look like buttons. Forms look like forms.
But, I would argue that's a good thing. Software is supposed to feel familiar.
A website is not a painting. It is not a brand mood board. A website is usually a tool that someone is trying to use to accomplish something. They want to read, buy, search, compare, book, or solve a problem. And when people are trying to get something done, originality is not always a virtue.
Familiarity Is a Feature
Jakob's Law says:
