From the well aged book "Don't Make Me Think", people read the web differently than books. Almost always they are there to find information or get something accomplished, not for aesthetics or pleasure (though social media has likely skewed this since it's penning)
This is why consistent UX beats out cleaver design (churn)
Like if someone wants to do crazy stuff, that’s fine, do it as an art project, whatever.
But IMO the only people who benefit when businesses and institutions are required to turn their websites into works of art, are artists. Everyone else is worse off.
This is why consistent UX beats out cleaver design (churn)