This has been going on for a while but is worth looking at anew because of a trend forecast outlined at today’s LS:N Global briefing. If you load the homepage of Dutch communications group Kessels Kramer you might be met with any number of baffling, barmy hanger sites – about Italian horror, trained butterflies, esoteric sciences, hot air balloons, in short anything but what you’re looking for. The project was used to illustrate what LSN’s team term “netstalgia”, a hankering for the aesthetics of the early internet days, and a concomitant online drive for personality, even at the expense of usability. Reloading a page has rarely been so addictive.
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.