Browse by kind
Categories
What a site is for changes what it looks like. Property, four times as often as the average winner: made to look expensive. Art, four times as often as the average winner: drawings rather than photographs. The way in to 20 kinds of it.
The short version
- 1Start with what the site is for.
What a site does changes how it should look, more than any trend.
- 2Property looks expensive.
Property winners reach for a luxury look about five times as often as the average winner.
- 3Art uses drawings.
Art winners use illustration about four times as often as the average winner.
- 4Find your kind among twenty.
Each category shows its best winners and what sets that kind of site apart.
- 5Borrow from your own kind.
A restaurant built on a portfolio’s moves, or a bank built on fashion’s, ends up looking generic.
The detail
Kode Sports Club8.30
CANALS8.28
Lando Norris8.18
Welcome to Hogwarts8.17
The New Mobile Workforce8.17
The best-scoring winners across every category below.
181 winners
Technology
Making something abstract look like it exists.
173 winners
Corporate
What a company is, for people who need to know.
120 winners
Campaigns
Built for one moment, then archived.
85 winners
Art
Drawing and image-making as the subject, not the decoration.
83 winners
Culture
Museums, archives and stories told at length.
82 winners
Shops
Selling something, and having to stay usable while doing it.
75 winners
Play
Sites you operate rather than read.
61 winners
Fashion
Where the picture does the persuading.
50 winners
Architecture
Space and structure, shown on a flat screen.
48 winners
Film & TV
Production companies, and sites that behave like trailers.
46 winners
Food & Drink
Small brands with more personality than budget.
41 winners
Photo & Video
Moving and still image work, shown at full strength.
32 winners
Sport
Speed and rivalry, shown on a screen.
30 winners
Photography
A portfolio problem: how to show the work without competing with it.
26 winners
Events
A date, a place, and a reason to turn up.
24 winners
Apps
A product page for something that lives on a phone.
23 winners
Property
Selling a place you cannot walk through yet.
17 winners
Institutions
Public bodies and organisations, where clarity is the whole job.
15 winners
Hospitality
Somewhere to stay or eat, sold on atmosphere.
9 winners
Publishing
Where the design must not make the reading harder.