Websites are often designed based on predefined templates or existing systems. This is both because they reduce risk in terms of financial performance and because it is practical to follow general conventions to support user learning. The result is that web design often takes on a generic appearance, lacking distinctiveness.

It is well documented that skilled design work has a generally positive impact on business success, but the connection between website aesthetics and key financial indicators remains largely unexplored. Aesthetics present a challenge in that they are subjective and often considered difficult to measure. As a result, aesthetic exploration is frequently deprioritized in website design, as decision-makers tend to favor established expressions with proven performance on metrics more directly linked to financial outcomes. 

Through an open exploration in three phases, this master’s thesis investigates the current landscape of website aesthetics by examining existing literature, conducting interviews with industry professionals, and engaging in digital prototyping. The thesis provides insights into how aesthetics, often deprioritized in favor of convention, can be strategically leveraged by designers to create added value through differentiation and relevance in today’s digital landscape.