What is web brutalism, and how does it challenge modern UX design?

Web brutalism, a term popularized around 2016 by Pascal Deville, describes a design trend that emphasizes "rawness" and rejects mainstream aesthetics in favor of simplicity and authenticity. Originating from the architectural style of brutalism, which featured raw concrete and a disregard for conventional beauty, web brutalism similarly challenges traditional web design by stripping away unnecessary elements and focusing on basic HTML structures. There are two main styles within web brutalism: a functional approach that emphasizes simplicity and nostalgia for the early web, and a more jarring approach that intentionally subverts design norms with asymmetric layouts and unconventional typography. While this trend has sparked debate over its practicality and aesthetics, it presents opportunities for UX designers to explore unconventional layouts that prioritize visual differentiation and faster page loads. Despite criticisms of prioritizing aesthetics over usability, web brutalism offers a unique avenue for brands to stand out, particularly those targeting younger audiences or those in industries like fashion and art. By embracing web brutalism, designers can create memorable and efficient online experiences that challenge and redefine conventional web design norms.