If you know that your target audience will be comfortable with a certain look, and experience that breaks away from the cookie-cutter, then go for it, and dare to be different with your creativity.
Daring to be different may not always bring the best Usability practices with it, but can still provide the visitor with an amazing User Experience.
Play it safe, but really flex your creativity when you can
Now. If you’re creating a product for a new eCommerce startup, you need to know that your target audience want it clean, simple, no crazy s**t, and hitting a 10 on the Usability scale. If you think some abstract navigation menu, and an abundance of quirky scrolling animations is gonna sit well...
Of course, don't feel guilty if you do opt for something that's playing it safe and may look like a million other sites out there. If it's got a job to do, and do it well, then it's to be expected to look and function a certain way.
But, if you’re creating a site for a ‘So cool it hurts’ art gallery in San Fransisco then you know the target audience will gladly accept something that’s a little different from the norm.
Those kind of users understand that Usability may be neglected at the expense of quirky navigation, and out-there scrolling animations. They just get it, and accept it.
So, if you get the opportunity to run wild once in a while, embrace it.
Choose a less-commonly used font, sprinkle in some bizarre animations, pick an unusual colour palette, and give your creative juices a reset.
Embrace that design freedom, and dare to be different... if that's what your target audience expects.
See you next week,
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