The recent shift towards a web 2.0 design style has resulted in the emergence of the new breed of organic design. The traditional style of Web 2.0 design is characterised by glossy elements, bright colours, rounded corners, Helvetica and the dominant use of icons. Over time, this design style has evolved into the stereotypical template used by contemporary designers to varying levels of success. Although many designers are satisfied with leveraging the typical web 2.0 elements to create clean, crisp design concepts, others are exploring other ways to establish a point of difference!

The organic design style introduces distinctive interface elements like textured backgrounds or focal images. These elements typically compliment the underlying theme of the website and help familiarise users with the product or service on offer by creating a direct association. If executed well, an organic design style can go a long in effectively communicating a message and building an instant rapport with users. Unlike the typical web 2.0 cookie cutter formula, organic design is all about non conformity – fusing modern design principles with unique elements to create a website that stands out from the crowd!