What each kind of site is doing
Trends by Genre
A shop is not designed like a museum, and a film company is not designed like a software firm. This is what separates them right now.
Method
How This Is Measured
Every site here is tagged by the award body. For each genre we compare how often a tag appears inside that genre against how often it appears across all of them. A trait that turns up three times more often in fashion than everywhere else is telling you something real about fashion sites.
That multiplier is the number beside each entry. ×3.0 means three times the average rate. Traits appearing on fewer than 3 sites in a genre are ignored, and the genre's own subject tag is excluded — shops being tagged "E-Commerce" is not a finding.
Across 64 sites in 8 genres. Tags are the award body's own classification.
Shops 8 sites
Shops
Selling something, and having to stay usable while doing it.
- ×3.0 Shopify — built on Shopify — the shop platform showing through the design 3 of 8 sites here
- ×1.3 Figma — designed in Figma before it was built 3 of 8 sites here
- ×1.1 GSAP — motion choreographed on a timeline 3 of 8 sites here
- ×1.0 Animation — motion as a core material 4 of 8 sites here
Fashion 8 sites
Fashion
Where the picture carries the whole argument.
- ×3.0 Interaction Design — things that respond as you move, not just as you click 3 of 8 sites here
- ×2.5 WebGL — three-dimensional graphics rendered live in the browser 5 of 8 sites here
- ×2.2 Fullscreen — imagery running edge to edge, no margins 3 of 8 sites here
- ×1.8 E-Commerce — built to sell directly 4 of 8 sites here
- ×1.7 Storytelling — a beginning, middle and end rather than a menu 3 of 8 sites here
Food & Drink 8 sites
Food & Drink
Small brands with more personality than budget.
- ×4.8 Illustration — drawn artwork rather than photography 3 of 8 sites here
- ×2.7 Figma — designed in Figma before it was built 6 of 8 sites here
- ×2.2 E-Commerce — built to sell directly 5 of 8 sites here
- ×1.8 Typography — the lettering doing the heavy lifting 3 of 8 sites here
- ×1.6 3D — objects with depth rather than flat pictures 3 of 8 sites here
Technology 8 sites
Technology
Making something abstract look like it exists.
- ×4.0 React — built as an application rather than a document 3 of 8 sites here
- ×3.4 Next.js — built as an application rather than a document 3 of 8 sites here
- ×3.0 Startups — the young-company look — bright, direct, confident 3 of 8 sites here
- ×2.7 Scrolling — the scroll itself used as the main control 3 of 8 sites here
- ×1.9 GSAP — motion choreographed on a timeline 5 of 8 sites here
Culture 8 sites
Culture
Museums, archives and stories told at length.
- ×4.8 Single page — everything on one long page instead of a site to navigate 3 of 8 sites here
- ×2.7 Scrolling — the scroll itself used as the main control 3 of 8 sites here
- ×2.5 Typography — the lettering doing the heavy lifting 4 of 8 sites here
- ×2.3 Storytelling — a beginning, middle and end rather than a menu 4 of 8 sites here
- ×1.6 Colorful — colour used loudly and on purpose 3 of 8 sites here
Film & TV 8 sites
Film & TV
Production companies, and sites that behave like trailers.
- ×4.0 Music & Sound — audio as part of the experience — still rare anywhere 3 of 8 sites here
- ×4.0 Video — moving footage carrying the page 3 of 8 sites here
- ×3.6 Fullscreen — imagery running edge to edge, no margins 5 of 8 sites here
- ×2.0 Microinteractions — small responses to small actions — hovers, presses, ticks 4 of 8 sites here
- ×1.5 UI design 3 of 8 sites here
Play 8 sites
Play
Sites you operate rather than read.
- ×4.0 Experimental — rules broken on purpose 3 of 8 sites here
- ×3.0 Interaction Design — things that respond as you move, not just as you click 3 of 8 sites here
- ×2.0 WebGL — three-dimensional graphics rendered live in the browser 4 of 8 sites here
- ×2.0 Web & Interactive 4 of 8 sites here
- ×1.6 Three.js — three-dimensional graphics rendered live in the browser 3 of 8 sites here
Architecture 8 sites
Architecture
Space and structure, flattened onto a screen.
- ×4.0 Luxury — the visual language of expense — restraint, space, slow motion 4 of 8 sites here
- ×2.7 Transitions — movement between states rather than hard cuts 3 of 8 sites here
- ×2.0 Big Background Images — one enormous photograph doing the work 3 of 8 sites here
- ×1.9 GSAP — motion choreographed on a timeline 5 of 8 sites here
- ×1.3 Animation — motion as a core material 5 of 8 sites here