Web 1.5

In keeping with my own self-defeating theories about the ultimate pointlessness of (re-) branding (not to mention my subconscious desire to become the patron saint of envy), I was delighted to find a depressing article by Jared M. Spool entitled The quiet death of the major re-launch

According to Spool, the era of high profile web site re-launches is well and truly behind us:

There was a time when sites launched in cycles, living from one major redesign to the next. Each new redesign would bring a whole new look, a whole new user experience. Companies would often hire new outside firms to create and execute these new designs, abandoning the firm that made the previous design. The new firms would try to top the existing design with something dramatically different and attention-grabbing. After all, if you can't notice any change, why did it cost so much? [...] However, the best sites have replaced this process of revolution with a new process of subtle evolution. Entire redesigns have quietly faded away with continuous improvements taking their place.

Could it be that we are now seeing a responsible approach to web design? One that is not about creating marketing buzz focusses on the primacy of user experience without swallowing the entire Jakob Nielsen lesson in uglyograpy?
It certainly looks like it. I look forward to the day when we hear no more about web design in the mainstream, as if it was a special discipline with new aesthetic and technical rules.
Found via Digg.

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