It’s a misguided attempt at creating a sense of inclusiveness, culture, or family through abstract shapes and colors that don’t really commit to any particular set of values or beliefs. And they’re not diverse, which is really the message that companies are trying to convey when they use these graphics. These generic “happy blue people” illustrations aren’t quirky or spontaneous. If your brand identity is tied to generic humanoid shapes and the color blue, then how do you expect people to differentiate you from the billions of other brands that look exactly like you and claim to value the same things that you do? These types of landing pages create absolutely zero brand recognition. I’ve seen these landing pages everywhere, and yet I can’t actually name a single company from among those that I’ve seen. And they really only do one thing to your brand… Killing a Brand in One Fell Swoop Sure, there’s demand for these kinds of illustrations, especially among companies that are still in their early stages and are prototyping their websites.Īnd there was certainly a point in time when these illustrations were so novel and fresh on the scene of web design that they were actually interesting to look at.īut by now, they’ve been used ad nauseam by anyone and everyone. So they turn to free libraries like Humaaans and unDraw, which offer a plethora of customization options and colors for SVG illustrations of people from all walks of life. (Or a decent copywriter so people can actually understand what their business does, instead of spending 15 minutes reading their landing page to eventually realize that “ideating human-centric solutions” basically just translates to “we make websites.”) Their budget’s stretched thin, and they can’t hire a real designer to put in the real work that it takes it create a real brand. Some companies (startups in particular) have it rough. Sound familiar? That’s because it’s been the defining mark of many new brands that have sprung up over the past two years or so.Įveryone and their grandmother has seen them by now-blue people, purple people, people without faces, polygons dressed as humans… There’s no shortage of it going around.Īnd it’s all thanks to free illustration libraries like Humaaans, unDraw, and Shape. You stumble upon a landing page with a white background, some faceless blue people doing typical blue-human things somewhere off to the right, and a lonely little call-to-action button that’s floating hopelessly in a sea of blue and white.
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