Brutalism vs. Soft UI: The digital battle

In the ever-evolving world of digital marketing, where attention spans are shrinking and competition is escalating, web and app design trends are more than just aesthetic choices — they’re strategic decisions. Two design philosophies stand at polar ends of the visual spectrum: Brutalism and Soft UI. While Brutalism feels like a punch in the face — raw, stark, and unapologetically blunt — Soft UI is more of a gentle hug, caressing the user with subtle gradients, smooth shadows, and calming palettes.

But which of these opposing design doctrines truly serves digital marketers best? Do we lean into the disruptive power of Brutalism to shock users into paying attention? Or do we lull them into comfortable conversions with Soft UI?

This article explores the nuances of both styles, their psychological impact on users, and how they’re shifting the digital marketing landscape — especially in the UK.

---

Understanding the Contenders

Brutalism: Web Design with No Filter

Inspired by the architectural movement of the 1950s–70s, Brutalist web design is intentionally rough around the edges. Forget symmetry, gradients or clean iconography — Brutalism is often typified by:

• Hard edges and blocky layouts
• Minimalist CSS (or none at all)
• Monochrome or high-contrast colour schemes
• Jarring typography
• A deliberate disregard for modern UX conventions

It’s the punk rock of web design. Designers use it to disrupt, defy expectations, and demand attention.

Think early Craigslist or the anti-aesthetic of Drudge Report. Today, modern iterations include sites like brutalistwebsites.com, showcasing an entire movement committed to digital defiance.

Soft UI: Design That’s Almost Invisible

Also known as neumorphism, Soft UI is a relatively recent trend that takes cues from skeuomorphism and flat design but softens the edges. It’s modern, sleek and looks like it belongs in a high-end tech product or wellness brand.

Key characteristics include:

• Subtle gradients and shadows
• Rounded corners
• Gentle transitions and animations
• Minimal colour palettes
• A tactile, “pushable” look, especially on buttons and cards

The Soft UI trend is frequently seen in apps and interfaces that want to feel premium, approachable, and intuitive.

---

Digital Marketing Implications: Function vs. Form

Design is not art for art’s sake in digital marketing — it’s a tool to drive engagement, conversions and brand recall. Here’s how both styles stack up:

---

1. Attention & Memorability

Brutalism wins on shock value. In a world full of slick templates and pastel gradients, a Brutalist website is hard to ignore. The lack of polish becomes a feature, not a bug. For digital marketers, this creates an opportunity for standout campaigns — especially in saturated markets.

Brutalist design taps into novelty bias. Users instinctively pay more attention to what feels new or different, even if they don’t immediately like it.

📊 In a 2023 UK study by Nominet, users spent 15% longer on “unconventional” websites, particularly those using bold typography and unusual layouts (source).

On the flip side, Soft UI doesn’t scream for attention — it whispers it. It’s elegant, unobtrusive, and designed to support content rather than distract from it. It works well for mobile-first audiences and industries where trust and user comfort are paramount (think fintech, wellness, or health services).

---

2. Brand Perception

Design is branding in action. A Brutalist layout can suggest boldness, honesty, or even rebellion. For challenger brands and disruptive startups, this can be gold dust.

Soft UI, by contrast, radiates calm authority and tech-savvy reliability. Think Apple’s iOS interfaces or digital banks like Monzo.

📈 According to the UK’s Design Council, “consistent and clean design” increases brand trust by 32% — a key factor in Soft UI’s popularity with high-value sectors like financial services (source).

A Brutalist design may catch eyes, but if your audience is over 50 or managing pensions, it may cause confusion or mistrust. Match the tone to the tribe.

---

3. Accessibility & UX

Here’s where Brutalism often stumbles. Many Brutalist websites are not built with accessibility in mind. Poor colour contrast, lack of hierarchy, and unintuitive navigation can alienate users — especially those with visual or cognitive impairments.

Soft UI also has pitfalls, particularly when it comes to accessibility. Overuse of subtle shadows and low contrast can make it difficult for users with visual impairments to navigate effectively.

The real design champions are those who apply accessibility best practices within either style — using ARIA labels, sufficient colour contrast, and scalable fonts.

If you’re running digital ads or SEO campaigns, remember: a poor UX equals high bounce rates, and that directly affects your ROI.

---

Case Studies: Brutalism in Action

Craig Oldham – Personal Portfolio

The British designer Craig Oldham’s site embraces Brutalist design to the core. It’s raw, typographic-heavy, and challenges what a portfolio should look like. It perfectly mirrors his maverick style and wins serious attention in the creative industries.

For digital marketers working with artists, musicians, or fashion brands, this is the kind of disruption that works.

Bloomberg Businessweek (previous iterations)

The business publication’s online presence once leaned heavily into Brutalist influences — especially with aggressive typography and blocky, unexpected layouts. It set them apart in the finance world and signalled editorial bravery.

Lesson: Brutalism can work in corporate sectors when executed with purpose and paired with strong editorial direction.

---

Case Studies: Soft UI Done Right

Revolut App

This British fintech brand exemplifies the clean, soft aesthetics of modern Soft UI. Shadows, gradients, and card elements create a sense of depth and trust — while not interfering with function. The interface makes money management feel simple and frictionless.

It’s a design philosophy aligned with their core messaging: financial freedom, but make it friendly.

Headspace

Although technically an American brand, Headspace has a massive UK user base and exemplifies Soft UI’s potential. Every element — from the rounded icons to the smooth micro-interactions — is designed to reduce anxiety and increase user satisfaction.

This shows how Soft UI doesn’t just look calming — it feels calming. For digital marketers promoting wellness, sustainability, or lifestyle brands, it’s an obvious fit.

---

SEO, Page Speed & Technical Considerations

Brutalism = Fast, Barebones, SEO-friendly (Sort Of)

Brutalist websites often use minimal CSS and JavaScript, which can lead to lightning-fast load times. In a world where Google rewards speed, that’s a serious advantage. However, Brutalism often lacks semantic HTML and proper tagging — critical for accessibility and SEO indexing.

Soft UI = Heavy Assets, Slower Load Times

While Soft UI feels luxurious, it often comes with baggage — lots of CSS, web fonts, gradients, and animation libraries. Without proper optimisation, it can cripple mobile speed scores and harm your search rankings.

For digital marketers, the balance is key: aesthetic appeal must not compromise technical performance. Google’s Core Web Vitals don’t care if your shadow is on-trend — if it slows down the page, it’s costing you traffic.

---

Cultural Context: UK-Specific Considerations

British digital audiences often sit somewhere between American enthusiasm and European minimalism. That makes the UK market an interesting litmus test.

Younger UK audiences (18–34) are more accepting of Brutalism and experimental interfaces, particularly in creative, music, and entertainment sectors. Conversely, older demographics (45+) place a premium on usability, clarity, and trustworthiness — a space where Soft UI thrives.

With the UK’s ageing population, digital marketers can’t afford to alienate half their audience with style over substance. Yet in youth-led subcultures or niche campaigns, Brutalism provides the edge needed to stand out.

---

The Future: Will They Blend?

There’s a growing trend toward “brutaluxe” — a hybrid aesthetic that combines Brutalist rawness with a touch of polish. Think harsh layouts softened by smart microinteractions. Or clean typography delivered in stark, monochrome palettes.

Design, like fashion, is cyclical. As more brands opt for Soft UI, we may see a rebellion back to Brutalism — just as we saw a rejection of skeuomorphism for flat design in the 2010s.

---

Conclusion: Which Side Should Marketers Choose?

There’s no one-size-fits-all answer. The design philosophy you choose should support your message, your audience, and your objectives.

• Choose Brutalism if your brand wants to disrupt, provoke or play in creative, youth-led spaces. Use it carefully — and don’t neglect function.
• Choose Soft UI if your goal is comfort, trust, and frictionless interaction — especially in sectors like finance, health, or lifestyle.

Ultimately, the best digital marketing design doesn’t belong to one trend or another — it belongs to the user. So don’t just follow the aesthetic; follow the behaviour, the feedback, and the results.