Follow trends but stay original

Often when a new client is looking for a design or re-design they tend to reference their competition or favorite online shops. Referencing is one thing, there is no reason not to be inspired and even to request functional design that works for you. Following or copying competition exactly is not going to make you do as equally as well as they do. If anything, it will lesson your own value and presence online. For instance, if customer “A” always shopped at one of your competitors websites and you mimicked the functionality and look right down to the finest deal what incentive is there for them to shop at your place instead when everything is the same? If your competitors site already pleases them then going to a copy cat version of it involves the chore of having to trust some place new all over again that might not deliver the same results.

It is important to compete by filling in the gaps the competition has missed or improving the experience that is already the common trend. Take music and movies for example, there are a zillion Led Zeppelin like bands out there but only one Zeppelin. Sure, some of the rip offs where successful too but when conversations is the goal do you really want to take that chance that you might fall under that small percentage?

Be original and create a unique brand. Be the wolf, forget about the sheep.

Trends are a dangerous thing