In fairness though, whilst people&#x27;s needs when visiting a company homepage vary, they&#x27;re almost never &quot;admire almost-full-screen header image, read bullet points beneath 3 icons selected more for layout purposes than because they convey the most useful information&quot; which is what the design trend discussed in the article optimises for.<p>A side effect of the current design trend is that navigating to a specific piece of information, or seeing what&#x27;s changed usually takes another click or a lot more scrolling precisely because the actual products and support contacts are relegated to a lower priority than the full screen &quot;We make software (and have good taste in stock photos)&quot; message.