DALL·E 2 and The Origin of Vibe Shifts

by Nathan Baschez Read the Original

Web design shifted around 2015 due to the democratization of photography and now, AI image generators like DALL·E 2 will further democratize visuals, making it easier for companies to send costly signals of strength, reliability, and resources to prospective partners. AI tools are making design more accessible, leading to increased use of illustrations, animations, and interactive visuals, but humans are still needed to create captivating designs. Future generations will be skilled at using AI and it will be exciting to see what they come up with!

Web design shifted around 2015 due to the democratization of photography via Unsplash; costly signals like custom illustrations then took over. Now, AI image generators like DALL·E 2 will democratize visuals, making it easier to generate any image. This shift is similar to costly signals in nature, where organisms compete to attract mates with surface-level signals. “Companies then started using custom illustrations in their brand aesthetic because illustrations suddenly became much more rare and expensive relative to photos.” Companies needed to differentiate themselves with costly signals of strength, reliability, and resources in order to attract customers, employees, and investors - this is why illustrations became more prevalent than photos.

Visual aesthetics in corporate design is about sending a costly signal of strength, reliability, and resources to prospective partners. Quality is defined by universal principles of design and premium materials, but trends change rapidly in the Red Queen's Race - companies must constantly strive to stay ahead of the competition. "We are strong, wealthy, and reliable," they say to your subconscious. Corporate design is used to send a signal of strength, wealth, and reliability to potential partners. This signal is conveyed even at a subconscious level.

AI tools are making design more accessible, leading to increased use of illustrations, animations, and interactive visuals. As the technology advances, humans will still be needed to create captivating designs as AI alone cannot signal status. Examples of AI tools include Github Copilot, Sudowrite and Fable. "For those of us who aren’t Warren Buffett, and do need to dress to impress, what defines quality?" Quality design must pass both universal principles of visual design and also use materials that are seen as premium. It must also keep up with the ever-changing trends and technology.

Future generations will be incredibly skilled at using AI to create amazing things, just like today's kids are considered "internet native". It will be exciting to see what they come up with! “Suddenly anyone could get a high quality photo of almost anything they wanted, for free. The phrase ‘game change’ has been beaten to death, but it really does apply here.” The democratization of photography had a huge impact on web design, and changed the game for how design signals strength, reliability, and resources.