The world of digital design is a constant battleground where ideas, aesthetics and philosophies clash. In one corner stands Soft UI – subtle, friendly and soothing, like a warm blanket on a winter evening. In the other – Brutalism, its complete opposite. Loud, harsh and uncompromising, like a punk concert in a philharmonic hall. For years, it was the gentleness of Soft UI that dominated interface design, especially in the demanding world of e-commerce, where trust and clarity are a currency more precious than gold. However, as the Internet becomes more unified and users crave authenticity, brutalism is gaining strength as a bold alternative. Will we face a revolution in 2025 in which raw honesty dethrones polished gentility? Dive into this fascinating tale of two design extremes with us and discover which one is more likely to conquer the hearts and wallets of your online store’s customers.
The world of UI (User Interface) in the context of e-commerce is a dynamic arena where aesthetics directly translate into financial results. Choosing between Soft UI and Brutalism is no longer just a matter of taste, but a strategic marketing decision that can determine the success or failure of your website. In this article, we’ll walk you through the origins, psychology and practical application of both styles so you can make an informed choice about the direction for your business.
What you will learn from the article:
- Soft UI: We will discover why this subtlety-based style has become the gold standard in e-commerce and the psychological mechanisms behind it.
- Brutalism in Design: We’ll explore whether this rebellious aesthetic is just a fad or a powerful marketing tool capable of building memorable brands.
- Psychology and SEO: We will understand how the human brain and Google’s algorithms react to these two extreme approaches to UI design, and how this affects search engine visibility.
- Practical application: We’ll suggest when your website should exude calm and when it should scream at full throat to attract the ideal customer.
- Trends for 2025: We’ll look at the future of interfaces, analyzing how a professional marketing agency can help you prepare for the coming changes and use them to your advantage.
What is Soft UI and why has it become a quiet hero of e-commerce?
A properly designed e-commerce UI should act as an invisible guide, leading the user by the hand through the entire purchase path, from product discovery to transaction completion. Soft UI, also known as neumorphism in its lighter form, is a master of this subtle art. Imagine an interface that doesn’t shout, but whispers; doesn’t impose itself, but gently suggests next steps, creating an atmosphere of calm, trust and professionalism.
Soft UI is an evolution of flat design that has brought subtle depth and tangibility back to interfaces. Its philosophy is based on creating a consistent, three-dimensional experience, in which interface elements appear to be made of the same material as the background, and their functionality is suggested by subtle shadows and lights. Think of a button that is not a flat patch of color, but looks as if it is gently protruding from the surface, inviting you to press it. That’s the essence of this style, which draws inspiration from the real world, but in a minimalist and digital way. Behind its popularization is largely Apple, which has for years perfected the art of creating interfaces that are intuitive and pleasing to the eye in its operating systems (especially iOS and macOS).
The main features of the Soft UI are:
- Low Contrast: Elements rarely use pure black or white. Shades of gray and pastel colors dominate, creating a calm and cohesive palette.
- Subtle shadows and lights: Instead of harsh, dark shadows, the Soft UI uses two types of shadows – one dark (suggesting depression) and one light (suggesting convexity), which creates the illusion of depth.
- Rounded corners: Sharp edges are almost absent. Rounding makes the interface more organic and eye-friendly.
- Monochromatic color palette: Often the design is based on one dominant color in various shades, which reinforces the impression of consistency and elegance.
- Lots of space (whitespace): Airy layouts allow elements to breathe, reducing the user’s cognitive load and making it easier to focus on the most important content.
Why does this style work so well in e-commerce? The answer lies in psychology. Online shopping, especially for more expensive products or services, requires customer trust. Soft UI builds this trust in a subliminal way. Its aesthetics are associated with professionalism, security and attention to detail. When a user lands on a site that is calm, orderly and aesthetically pleasing, his brain automatically assumes that the company behind the site is equally reliable and trustworthy. As Don Norman argued in his book “Emotional Design,” people tend to perceive aesthetic designs as more useful. This is the so-called aesthetic-utility effect, which in e-commerce is a powerful conversion tool. A well-designed interface not only looks good, but also makes it easier to navigate, which is key to optimizing the user experience.
Moreover, in terms of marketing and product presentation, the Soft UI provides the perfect backdrop. Its subdued nature makes the product the star. High-quality photographs, videos and descriptions can fully shine without competing with a flashy interface. This approach is particularly effective in industries such as fashion, cosmetics, premium electronics and interior design, where visual product presentation is key.
A comparison of the Soft UI with its popular predecessor, Flat Design.
|
Feature |
Flat Design |
Soft UI (Neumorphism Light). |
|
Depth |
Minimal or none. Elements are flat, two-dimensional. |
Subtle, illusory. Elements appear to protrude from or be concave in the background. |
|
Shadows |
Often used a single, sharp shadow to separate the layers. |
Used two shadows (light and dark) to create a 3D impression. |
|
Contrast |
Usually tall, with bold, saturated colors. |
Low, based on subtle differences in hue and brightness. |
|
Impression |
Modern, minimalist, very readable. |
Elegant, organic, tangible, soothing. |
|
Examples |
Windows 8, early versions of Material Design from Google. |
Newer iOS interfaces, Dribbble, many modern apps. |
In summary, the power of Soft UI lies in its ability to build trust and reduce friction along the purchase path. It is not a style that screams for attention, but it is this very subtlety that makes it an extremely effective tool in the arsenal of any e-commerce website owner. Its elegance and serenity create the perfect environment for thoughtful purchasing decisions, which directly translates into higher conversions and customer loyalty.
Brutalism - can flashy anti-aesthetics actually sell?
In the world of digital UI, where smooth gradients and rounded corners of soft UI dominate, brutalism is like the loud, unexpected rasp of a vinyl record. It’s an aesthetic that rejects conventions, ignores the rules of good taste and deliberately prioritizes rawness and sometimes even ugliness. Its name comes from Brutalism in architecture (French: béton brut – raw concrete), which was characterized by massive, unplastered concrete structures. Brutalism in web design is its digital counterpart: it is honest to goodness, functional in the most basic sense and completely devoid of ornamentation.
Imagine a site that looks like it was created in the 1990s by a hacker in a dark basement: crude, undeveloped HTML, default system fonts (like Times New Roman or Courier), stark, illogical color contrasts and the absence of any grid (grid). This is the aesthetics of brutalism in its purest form. It is a conscious rebellion against the standardized, “safe” and corporate designs that have flooded the Internet. Brutalism states: “I don’t care if you like me. I’m here to provide information, and I’m doing it in the most direct way possible.” This approach may seem like folly in an e-commerce context, where aesthetics and trust are key, but against the odds, it can be a powerful marketing tool.
The key features of brutalism in web design are:
- Raw HTML: You’ll often see undeveloped links (blue and underlined), standard form buttons and no smoothed fonts.
- Limited color palette or intentional chaos: Pages may be black and white or use several bright, biting colors that break all the rules of color theory.
- Custom layouts: Instead of orderly grids, elements are often arranged haphazardly, overlapping or disproportionately large.
- System or non-standard fonts: Instead of elegant fonts from Google Fonts, Brutalism often goes for monospaced typefaces (as in Terminal) or default browser fonts.
- No embellishments: Forget about shadows, gradients or animations. Everything is flat, crude and painfully functional.
Can such anti-aesthetics sell? The answer is yes, but only under very specific conditions. Brutalism is not a strategy for everyone. Trying to implement it in a luxury jewelry store would end in disaster. However, for brands that build their identity on rebellion, authenticity and nonconformism, it can be a hit. The fashion industry is a case in point, especially in the streetwear and avant-garde segments. The websites of brands such as Balenciaga and Yeezy often flirt with brutalist aesthetics because it reflects their image – raw, uncompromising and dictating their own rules. This sends a powerful signal to their target audience, which values originality and rejects the mainstream.
Brutalism’s power lies in its ability to evoke strong emotions and be memorable. In a sea of identical-looking, “pretty” online stores, a brutalist website is like a shout that cannot be ignored. It takes advantage of the von Restorff effect effect, which says that a site that stands out is more easily remembered. For brands whose goal is to build a cult and a strong community, and not necessarily maximize conversions among the general public, brutalism can be extremely effective. It’s a polarizing tool – it will repel 99% of casual users, but delight the 1% who become the brand’s most loyal ambassadors.
The table below shows scenarios in which the use of brutalism may be justified, and when it is definitely a bad idea.
|
When is brutalism worth considering? |
When to avoid brutalism at all costs? |
|
Your brand is rebellious, artistic or niche. |
Your brand image is built on trust, security and professionalism (e.g. finance, medicine, law). |
|
Your target audience is a young, digitally aware audience that values authenticity. |
Your target audience is wide and diverse and may not understand the aesthetic experiment. |
|
Your main marketing goal is to stand out and build brand awareness (brand awareness). |
Your main goal is to maximize the conversion rate and minimize the rejection rate. |
|
You sell products that are in themselves unique, avant-garde or collectible. |
You sell mass products, luxury products or products that require a high degree of trust from the customer. |
Ultimately, UI brutalism is a powerful but risky tool. It requires a deep understanding of your brand and target audience. It is not a shortcut to being “cool,” but a well-thought-out visual communication strategy. If your company has a punk-rock soul, brutalism may be the perfect way to express that identity. However, if it’s more like a philharmonic, it’s better to stay with tried-and-true, harmonious solutions. This decision is one of the key elements that professional web design deals with as part of a comprehensive marketing strategy.
How do user psychology and SEO respond to these two extreme UI approaches?
Choosing between a subtle soft UI and a harsh brutalism is not just an aesthetic decision – it’s a decision that deeply affects the user’s psyche and, by extension, your site’s position in search results. Both the human brain and Google’s
Let’s start with psychology. Our brains are programmed to quickly assess our surroundings and make decisions based on first impressions. Soft UI takes advantage of this propensity in a masterful way. Its features – harmony, order, subtlety – activate in us a sense of security and trust. When we see an interface that is consistent and predictable, our brain uses less energy to process it (cognitive load is reduced). This, in turn, generates positive emotions and makes us more inclined to explore the site and make a purchase. This is the aesthetic-utility effect mentioned earlier – we subconsciously assume that since someone has put so much work into fine-tuning the appearance, the product or service itself must also be of high quality. This is the foundation on which most e-commerce strategies are based.
Brutalism operates on a completely different psychological plane. Its purpose is not to soothe, but to shock and stimulate. The harsh, chaotic aesthetic evokes an immediate, strong emotional reaction – it can be curiosity, amusement, but also irritation or confusion. For the right target group, this cognitive shock can be refreshing. In a world full of uniform interfaces, brutalism signals authenticity and boldness. It says: “We are different and we are not afraid to show it.” This honesty can build a very strong bond with audiences who share these values. However, for most users, especially those looking for a simple and quick solution to a problem (such as buying a specific product), brutalism can be an insurmountable barrier, generating frustration and high rejection rates.
And how does SEO respond to all this? Google has been saying for years that its goal is to provide users with the best possible results, and “best” means not only relevant, but also useful. Therefore, User Experience (
- Soft UI vs SEO:
- Advantages: It usually promotes clear structure, logical navigation and lots of whitespace, which is positively evaluated by algorithms. A well-coded soft UI can be lightweight and fast.
- Cons: The risk lies in the implementation. Overly complex shadows and gradients, if implemented using large image files instead of CSS, can slow down page loading. It is also a key challenge to ensure adequate color contrast to make the site accessible to people with visual impairments. Low accessibility (accessibility) sends a negative message to Google, as experts from Nielsen Norman Group point out in their accessibility guidelines.
- Brutalism vs SEO:
- Pros: In its purest form (raw HTML, minimal CSS), a brute-force website can be extremely fast and lightweight, which is a huge plus for Core Web Vitals. Its uniqueness can also generate a lot ofbacklinks from design portals, which has a positive effect on domain authority.
- Cons: Herein lies the greatest danger. Brutalism often deliberately breaks all usability rules. Chaotic navigation, unreadable fonts, lack of visual hierarchy – all these things make users quickly get lost and leave the site. A high rejection rate (bounce rate) and short time spent on the site are a clear signal to Google that the site does not meet users’ expectations, which can lead to a lower ranking. Moreover, ignoring accessibility rules (e.g., through extreme contrasts or lack thereof) is a red flag for both users and algorithms.
The table below synthesizes the impact of both styles on key psychological and technical aspects.
|
Aspect |
Soft UI |
Brutalism |
|
First impression |
Peace of mind, trust, professionalism, security. |
Shock, curiosity, authenticity, potential frustration. |
|
Cognitive load |
Low. The interface is intuitive and easy to navigate. |
High. The user must devote energy to understanding the out-of-the-box layout. |
|
Impact on conversion |
Usually positive, it minimizes friction along the purchase path. |
Risky. May scare off most, but strongly engage a niche. |
|
Core Web Vitals (SEO). |
Potentially good, but needs optimization of graphics and code. |
Potentially excellent (lightness of code), but only in pure form. |
|
Accessibility (Accessibility) |
Challenges with contrast, but generally promotes readability. |
Usually very low, which is a big disadvantage for SEO and UX. |
|
Behavioral Signals (SEO) |
Usually positive (low bounce rate, long time on site). |
Usually negative (high bounce rate, short time on site). |
In conclusion, from an SEO and mass audience psychology perspective, Soft UI is a much safer and in most cases more effective choice. It’s optimized to build trust and facilitate interaction, resulting in better user metrics and higher rankings on Google. Brutalism is a high-risk, high-reward strategy for adventurous brands that are focused on image building and reaching a specific niche, even at the expense of overall usability and potential SEO issues. The final choice depends on whether your marketing agency recommends playing chess or Russian roulette.
When should your website bet on meekness and when on defiance?
Deciding on a UI style for a website is one of the most important moments in the development process. It’s not just a matter of aesthetics, but a fundamental strategic choice that will define how your brand will be perceived by customers. To make the right decision, you need to answer three key questions: Who are you (as a brand)? Who are you speaking to (who is your target audience)? What do you want to achieve (what is your business goal)?
Here’s a practical guide to help you decide whether your company should go for an elegant Soft UI or an expressive brutalism.
Bet on Soft UI if:
- Your industry is based on trust and professionalism. Sectors such as finance, medicine, law, but also luxury goods and B2B services require building a sense of security. Soft UI’s calm, orderly and elegant aesthetics are the perfect vehicle for these values.
- Your main goal is to maximize conversions. In e-commerce, where every percentage counts, minimizing obstacles is a priority. Soft UI, with its intuitiveness and clarity, makes the shopping process smooth and seamless.
- Your target audience is broad and diverse. If your audience has different ages and levels of digital sophistication, a “safe” and universal design is the best solution. Soft UI is understandable for everyone.
- You want the product to be in the foreground. In industries such as fashion, cosmetics and photography, it is the product that is supposed to catch the eye. A subdued Soft UI creates the perfect backdrop that doesn’t compete with high-quality photos and videos.
Consider Brutalism if:
- Your brand has a rebellious and nonconformist identity. If your company is positioning itself as an alternative to the mainstream and its values are boldness and authenticity, brutalism can be the perfect visual manifestation of this philosophy. It’s a great choice for streetwear brands, independent magazines or music festivals.
- Your main goal is to build brand awareness and be remembered. In a crowded market, brutalism ensures that your site will not be confused with any other. The goal is to evoke a strong reaction and build a cult status among a narrow but loyal fan base.
- Your target audience is niche connoisseurs who will appreciate the experiment. Brutalism caters to an audience tired of corporate aesthetics, looking for something raw and real. These are often representatives of the creative industry, who will appreciate the boldness of such a design.
- The message is more important than the form. Sometimes, as in the case of an artist’s portfolio or ideological manifesto, the content is the most important. Brutalism, in its severity, can paradoxically help focus on the message, eliminating distracting embellishments.
Remember that this is not a zero-one choice. There is a whole spectrum of possibilities between pure Soft UI and radical brutalism. It is possible to draw from both aesthetics, creating so-called “soft brutalism” – designs that combine raw typography with attention to legibility and usability. The key is to make informed decisions based on a solid strategic foundation for your brand.
What will the future of UI bring in 2025 and how to prepare your e-commerce for it?
Predicting the future in such a dynamic field as UI design is like trying to forecast the weather a year ahead – we can observe trends and currents, but there is always an element of uncertainty. However, by analyzing the evolution of interfaces and the needs of users, we can, with a high degree of probability, determine the directions in which the design world will be heading in 2025, and consequently, how your e-commerce should prepare for it. One thing is certain: the battle between Soft UI and Brutalism will not end in a clear victory for either side. Instead, we will witness their synthesis and evolution.
The future lies not in extremes, but in intelligently combining the best of both worlds. Instead of asking “Soft UI or Brutalism?”, in 2025 we will be asking “How to combine the calmness and usability of Soft UI with the energy and authenticity of Brutalism?”. It is at the intersection of these two philosophies that the most interesting trends that will dominate web design in the coming years are born.
Key UI design trends to watch out for as you prepare your business for 2025:
- “Soft Brutalism” (Soft Brutalism): This is the most important trend that is already gaining popularity. It involves the use of bold, brutalist elements – such as massive typography, unusual grids and crude images – but within a structured and usable interface. Designers draw energy from the rebellion, but temper it with principles of good UX: attention to readability, contrast and intuitive navigation. The results are sites that are both crisp and functional, as seen in the many award-winning designs on platforms such as Awwwards, which is a treasure trove of web design inspiration.
- AI-based hyper-personalization: Artificial intelligence will revolutionize the way interfaces adapt to the user. Imagine an online store whose design and layout dynamically changes depending on your preferences, shopping history or even the time of day. For a customer who values simplicity, the UI might take the minimalist form of a Soft UI. For another, looking for novelty, the interface may become more expressive and bold. Marketing of the future is 1-to-1 marketing, and the interface will be its most important tool.
- Return to content and typography as the main element of design: In the age of information overload, clear and valuable messages are becoming crucial. Design will increasingly be subordinated to content. Instead of fancy visual effects, it will be the masterfully selected and arranged typography that will build hierarchy, mood and brand identity. In this sense, Brutalism, which has always relied on raw text, was ahead of its time.
- Accessibility (Accessibility) as a foundation, not an add-on: Increasing public awareness and growing legal requirements will make designing for all users (including people with disabilities) an absolute standard. This marks the end of the era of design that sacrifices legibility for aesthetics. The need for adequate contrast, keyboard navigation and compatibility with screen readers will be a priority, naturally favoring more structured and thoughtful approaches to UI. This is also a key element of technical SEO.
- Haptic and voice interfaces: The screen is no longer the only field of interaction. The development of haptic technology (vibration in smartphones and controllers) and voice assistants will make the user experience increasingly multisensory. UI designers will have to think not only about how something looks, but also how a click “feels” and how a brand interaction sounds.
So how do you prepare your e-commerce for this? The key is to be flexible and focus on the fundamentals. Instead of blindly following a fad, invest in a solid foundation:
- Define your brand identity: Before you choose a style, you need to know who you are. Is your brand trustworthy and elegant, or bold and rebellious? Your UI must be consistent with that identity.
- Commit to accessibility: Make sure your site is usable by everyone. This is not only a matter of ethics, but also a business requirement and an SEO ranking factor.
- Bet on performance: Regardless of style, your site needs to be fast. Optimize images, code and server resources. Speed is one of the most important factors affecting conversions and positions in Google.
- Think modular: Build your site based on a flexible design system (design system) that allows you to easily adapt to new trends without having to create everything from scratch.
- Collaborate with experts: The changing digital landscape requires expertise and experience. A good marketing agency or design studio can help you not only create a beautiful interface, but also develop a strategy that will stand the test of time and deliver real business results.
In summary, the future of UI in e-commerce will be neither fully “soft” nor fully “brute”. It will be smart, flexible and human. The brands that will win will be those that understand that the best interface is one that is an authentic reflection of their character, while treating their users’ time and needs with respect and empathy. The war of styles is coming to an end – it is time for an informed and mature dialogue.
Summary
We have analyzed two distant poles of the interface design world: the soothing calm of Soft UI and the uncompromising honesty of Brutalism. Our journey through user psychology, the hard realities of SEO and strategic e-commerce business goals leads to one fundamental conclusion: there is no single, universally best answer. Choosing between these aesthetics is not a simple decision of taste, but a deeply strategic move that must be inextricably linked to the soul of the brand, the expectations of its audience and its goals.
Soft UI remains the gold standard for most e-commerce businesses because it is a universal language. It speaks of security, professionalism and customer care, minimizing friction and maximizing the chances of conversion. It’s a safe, proven and highly effective choice for anyone who wants to build trust in a broad marketplace. Brutalism, on the other hand, is a powerful, albeit risky, tool for the brave. It’s a shout in a crowded room – guaranteed to be heard, but not necessarily understood by everyone. Its power lies in building a cult identity and creating memorable experiences for a specific niche audience.
Looking ahead to 2025, we can clearly see that the era of extremes is coming to an end. The winner of this “war of styles” will be neither one current nor the other in its pure form. The winners will be those brands that learn to draw from both worlds – combining the authenticity and energy of brutalism with the empathy, usability and attention to user experience that are the foundation of Soft UI. The future of design is intelligent synthesis, personalization and, most importantly, authenticity that is not only declared in marketing slogans, but visible in every pixel of the interface.
Key findings
Soft UI or brutalism – which is better for my e-commerce in 2025?
There is no single answer. It depends on your strategy.
Choose Soft UI if your priority is to maximize conversions, build trust among a wide audience and provide an intuitive, seamless buying process. It’s the standard for most online stores.
Consider brutalism if your goal is to build a strong niche brand, stand out at all costs and reach an audience that values authenticity and rebelliousness. It’s a high-risk strategy.
The trend for 2025 is a synthesis: so-called “soft brutalism,” which combines bold aesthetics with principles of good UX.
How do these styles affect the psychology of the customer?
They influence diametrically opposed.
Soft UI evokes a feeling of calm, security and professionalism. It lowers the cognitive load, making the user feel comfortable and more inclined to trust the brand.
Brutalism evokes shock and a strong emotional response – from curiosity to frustration. For the right target group, it signals authenticity and courage, building a strong, almost cult-like bond.
Does the choice of UI have a real impact on SEO and sales?
Yes, huge. Google increasingly values user experience(UX), and UI is a key part of that.
Soft UI generally supports SEO because it promotes clear structure and intuitive navigation, which leads to positive behavioral signals (e.g., low rejection rates).
Brutalism is risky for SEO. While it can be very fast (which is a plus), its chaotic nature often leads to high rejection rates and low time on page, which is a negative signal to algorithms.
When should I definitely bet on Soft UI?
Opt for Soft UI if your brand operates in a trust-based industry (finance, medical, legal), sells luxury goods, targets a broad demographic or simply wants to make the buying process as simple and efficient as possible.
And when can brutalism be a good idea?
Brutalism can be a hit for brands in avant-garde fashion, art, independent music, creative agencies or cultural festivals. It’s a good choice when your main goal is to be remembered and build an image as a non-conformist leader in your niche.
So what is the most important UI trend for the coming years?
The most important trend is not a particular style, but an approach. Interfaces that are authentic, accessible to all and intelligently personalized will lead the way. Instead of blindly following fashion, the key will be to create design systems that are flexible, fast and a true reflection of brand values, while respecting the user’s time and needs.
