From meh to memorable: why UI design matters more than ever
Why it’s time to break free from the beige and rediscover the creativity and personality of UI design.
A Beige Problem
Remember the early days of the internet? The wild, chaotic MySpace profiles bursting with glittery GIFs, or the ridiculous thrill of MSN’s “nudge” feature? The Xbox home screen (not really the Internet but still), Ask Jeeves and all those awesome Flash websites? Back then, the internet had personality. It was unexpected, memorable, and unapologetically weird. Love it or hate it — it was certainly iconic.
Fast-forward to now, and our digital landscape is… beige. Functional, sure. But fun? Inspiring? Not so much.
There’s no single reason why we got here — it’s not just one silver bullet. It’s a combination of factors that have led us into The Beige Age, where everything looks clean, functional, and consistent, but terribly dull.
First, it’s hard to test how fun or creatively inspiring a digital experience is. While clicks and conversions are measurable, magic isn’t — and in our rush for speed-to-market, creativity often gets sidelined. The rise of data-driven design and reliance on templates has far prioritised usability over delight, stripping away the quirks and surprises that make experiences memorable.
People don’t know what they want until you show it to them.
-Steve Jobs
Then there’s the internet’s commercialisation, which has shifted focus toward short-term monetisation. Maximising ad revenue and engagement metrics often takes priority over long-term brand perception and user loyalty. Profitability is crucial — money makes the world go round, I get it — but this short-term mindset sacrifices the meaningful, inspiring experiences that build stronger connections and pay off exponentially over time.
And finally, we’ve embraced a culture of collaboration to the point of diminishing returns. As Tobias van Schneider puts it, “The natural desire to reach consensus inside a group tends to eliminate both bad and great ideas.” Collaboration has become an endless dance of cursors and meetings, leaving little room for the solitude necessary to nurture great ideas. Creativity thrives in quiet moments of reflection, where fragile ideas can grow into something extraordinary. But in our hyper-collaborative environments, we risk settling for the mediocre middle ground.
The result of all this? An internet that prioritises efficiency and consensus over originality and boldness. It’s functional but forgettable. Brands that want to stand out need to break free from these constraints and rediscover the value of craft, personality, magic, and a bit daring.
Why UI Design Matters More Than Ever
I believe the next five years will bring a major shift in digital design. UI will no longer be treated as a nice-to-have; it’ll be recognised as the linchpin of memorable digital experiences. Companies that invest in crafted, visually distinct designs won’t just survive — they’ll thrive.
Why? Because UI is the personality of your product. It’s the first impression, the emotional hook, the wow factor. A well-designed UI can create a sense of trust, foster loyalty, and set your brand apart in a sea of sameness. It makes your product more than just usable — it makes it enjoyable, even delightful.
The good news? Users are starting to notice. Research shows that thoughtfully designed UI grabs attention, fosters trust, and communicates a brand’s personality. The aesthetic–usability effect demonstrates how visually appealing designs are perceived as more intuitive — even when functionality isn’t perfect. In a crowded digital space, a unique, crafted UI is a competitive advantage. It’s what makes your product or experience stand out and succeed.
Beyond user satisfaction, great UI has measurable business impact. It reduces friction, which means fewer drop-offs and higher conversion rates. It improves brand perception, turning casual users into advocates who feel connected to your product. And let’s not forget the competitive edge: in a world of lookalike interfaces, bold and unique design signals confidence, innovation, and quality.
Humans are complex balls of cosmic dust, but tapping into their emotions is the key to creating lifelong users. People may not always remember the functionality that worked seamlessly, but they do remember the moments that made them feel something — delight, surprise, or connection. That’s the power of great UI: it doesn’t just meet needs; it creates experiences that resonate and stick in users’ minds.
The Merge of UI and UX: Efficiency at the Cost of Creativity
Over the past decade, combining UI and UX roles has become the industry norm. On paper, it makes sense — less headcount, more efficiency, and a single person responsible for the entire design flow. But in reality, this merge has led to what I’d call the beigeification of the internet.
Unless you find a unicorn and they’re out there, asking designers to do it all, can diluted the craft of UI. What used to be an art form — creating visually distinct and engaging digital experiences — has become an afterthought. The result? Interfaces that are functional but forgettable, brands that lack personality, and users who are bored.
The Skills Gap in UI Design
There’s another challenge on the horizon: a growing skills gap in UI design. Over the past few years, many talented UI designers pivoted to UX roles, chasing higher pay and the relative objectivity of research-driven work. Visual design, by contrast, is deeply subjective, it takes a unique skill set to handle feedback sometimes, especially when you’ve put your blood, sweat and tears for a stakeholder or a user having a bad day to rip it to shreds.
As a result, we have fewer specialists who are truly invested in the craft of UI. With companies de-emphasising UI, young designers see it as a less viable career path and gravitate instead toward other areas.
This gap is both a problem and an opportunity. As demand for great UI resurges, the industry will be crying out for designers who can craft visually stunning, personality-driven interfaces.
The Role Chaos: Who’s Responsible for What?
Modern design teams often resemble a tangled web of responsibilities. Brand teams, UI designers, UX designers, engineers, and design systems teams all have overlapping roles. Add constantly evolving titles — Product Designer, Interaction Designer, UX/UI Designer etc, etc.
I think Redditor ‘BabyMistakes’ sums it up nicely
I’ve worked as a digital product, UI, and UX designer. On small, medium, and large teams. Something I’ve learned is that there is no single source of truth that orgs reference when they land on a title. It is the combination of the team’s culture, and the professional experience of the individual team members. In my experience, oftentimes, it can also have to do with resources, and justifying allocating more funds to a given team, product, or project.
This confusion leads to misaligned priorities. Branding teams may lack digital expertise, resulting in designs that look great on a billboard but fall flat on a website. Engineers might dismiss “magic moments” like playful animations or bespoke touches because they’re hard to implement and don’t appear to move the needle on paper. And design systems teams? Focused on consistency, sometimes at the cost of creativity.
The solution? The UI designer should go beyond crafting visually stunning interfaces and take on a strategic role in driving the brand’s digital vision. This elevated position places the UI lead at the centre of decision-making, alongside other key disciplines, with the authority and freedom to shape memorable, impactful experiences. By combining creative vision with strategic influence, the UI lead can ensure that design not only looks great but also drives deeper brand connections.
Who’s Doing It Right?
Some brands are already bringing personality back to digital design:
Drink Half Past
Their pastel colour palette isn’t just pretty; it ties directly to their product ingredients and the interactions are slightly quirky, making the UI part of the brand story.
Slack’s
It’s playful micro-interactions and friendly tone remind us that even work can feel human. It’s a productivity tool, sure, but it doesn’t take itself too seriously — and that makes all the difference.
Wise App
Transferring money could be boring and transactional, but not with Wise. Their app blends intuitive design with a modern, sleek aesthetic that takes the edge off financial tasks.
Treep Tours
Want a UI that screams adventure? Treep Tours’ website delivers a clean, inviting design that feels like a breath of fresh air. It has a compelling story plays out as you scroll and fun cursor effects.
Swag App
Benefits programs have never looked so stylish. Swag’s UI makes it fun to explore perks and engage with incentives.
OEM Care
A healthcare site that doesn’t feel clinical — OEM Care combines clarity with a warm, approachable interface. They do a really nice job of intergrating the brand from the smallest details to largest moments.
Updated iMessage Reactions
Even Apple is giving reactions a glow-up! The updated iMessage reactions add just the right amount of playfulness without being over the top.
Practical Solutions for Leaders and Teams
Redefine Roles: Stop cramming UI and UX into one ambiguous job. (Unless they’re a unicorn.) Specialisation matters, and clearly defined roles can ensure both areas get the focus they deserve.
Up skill UX Designers: Invest in up skilling current UX designers to highlight the importance of UI design and creativity. By enhancing their understanding of visual craft and the value of creating unique, personality-driven experiences, you can bridge the gap between functionality and creativity.
Invest in Training: Build up a new generation of UI designers who value the art of crafting engaging, memorable digital experiences. Training programs can encourage specialisation in UI design as a distinct and rewarding career path.
Rethink Design Systems: Balance efficiency with space for creative expression. Introduce flexibility into design systems, allowing room for bespoke elements that inject personality and align with a brand’s unique identity. Lets leave 10% to just go fucking crazy.
Embrace and Celebrate Weirdness:mFoster a culture where teams feel empowered to push boundaries, experiment wildly, and embrace the unexpected. Whether it’s a quirky animation, a playful interaction, or a design element that’s completely out of left field, these moments can define a product. Breaking the mold isn’t just encouraged — it’s essential. The internet doesn’t need another safe, functional interface; it needs boldness, creativity, and a touch of weirdness to truly stand out.
The Future of UI Design
We’re standing at a crossroads. Stick to the current path, and we’ll end up with a digital world so homogenous it might as well be entirely designed by AI.
But we have a choice. We can invest in UI and celebrate the craft, personality, and creativity that make digital experiences unforgettable. By daring to experiment, break rules, and innovate, we create new era of the internet
The internet doesn’t have to be beige. Let’s bring back boldness, personality, and a touch of the unexpected. Because in a world where everyone’s playing it safe, standing out is the ultimate power move.
