This article is the second in our two part series on 2011 web design trends.

6) Creativity will trump trendiness

When it comes to building new websites, the client/designer workflow often follows this pattern: The client calls, saying he wants an amazing new website that stands out from the competition. He cites a few examples of industry competitors he wishes to emulate. The web designer takes these suggestions into consideration, does some additional research, and develops a site proposal filled with "cutting-edge" ideas and technologies culled from other websites. That’s all fine and well, but what often gets left out is actual creativity – the very thing the client was looking for in the first place! And what is actual creativity, you might ask? In truth, it’s tough to define since it doesn’t follow a pre-established pattern. Nevertheless, we know it when we see it: an original illustration in place of clip art, a unique page layout that facilitates usability, web copy that doesn’t read like it was produced by marketing robots. In 2011, as the internet becomes saturated with ever more trendy websites, expect originality to make a comeback.

- www.starbuckscoffeeathome.com
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Throughout the history of life on our planet, many formerly dominant species have found themselves ill-equipped to adapt to changing environments. Surivival strategies that proved successful in one ecological niche were useless in another. The result: mass extinction!
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