A study of 10,000 websites found that their design has become more uniform over time. What does this mean for the future of creative expression on the internet?

We decided to investigate the claim to see if there was any truth to the notion that websites are starting to look the same and, if so, explore why this has been happening. We ran a series of data mining studies that scrutinized nearly 200,000 images across 10,000 websites.

It’s virtually impossible to study the entire internet; there are over a billion websites, with many times as many webpages. Since there’s no list of them all to choose from, performing a random sample of the internet is off the table. Even if it were possible, most people only see a tiny fraction of those websites regularly, so a random sample may not even capture the internet that most people experience.

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