Why do so many websites look the same? In order to answer this question, we’ll first look at trends in web design over its short history, and examine how modern tools and practises have contributed to a more homogenous-looking internet. We’ll examine the web design process from two perspectives—the designer’s and the developer’s—and discuss how the blurring of those roles impacts design. Along the way, we’ll discuss the various merits of following or bucking trends. Finally, we’ll offer some constructive advice to help you—whether you’re a designer or not—add an individual touch to your design work.