"404 page not found" is the digital equivalent of, “it’s not you, it’s me.” Something’s gone wrong and it ends here. But luckily, unlike that toxic past relationship, a 404 page can lead to a positive outcome.
The average 404 page is an abrupt end to a user journey: that's because they’re not all given a thoughtful design and strategic purpose. But invest in your 404 error page design with creativity and thorough web design principles, and you can significantly impact how users feel about your site and brand (and keep them from bouncing).
Ready to up the game of your error pages? Read on for best practices and 404 page examples from creative brands including Wix Studio, Airbnb and Lego. But first, let’s have a quick recap of basic 404 concepts.
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What is a 404 page?
Let’s back up for just a second. What does 404 mean? In simple terms, a 404 page is an error page that web visitors see when they click on a broken link. From a technical perspective, 404 is an HTTP error message code that a web server sends to the web browser when the server cannot find what the user requested. This can happen for a variety of reasons:
The company removed the content from the website, but the link is still available in Google search results.
The website includes an incorrect link, whether there’s a typo or an old, out-of-use link wasn’t updated.
A website visitor mistyped the URL of the page. For this reason, don’t ask users to manually write URLs that aren’t short and simple. Alternatively, provide a QR code that loads the site. (Read more on the QR code creative boom.)
11 examples and best practices to inspire 404 page design ideas
A standard 404 page says, “hey, you’ve come to the wrong place.” But a great 404 page says, “go here instead.” By using one, or a few, of the best practices below, you’ll engage visitors and prevent them from completely abandoning your website.
1. Follow minimalist design principles
The primary purpose of the 404 page is to give users a clear signal of where they are and what they can do next. An overly elaborate design risks distracting visitors. Minimize friction, confusion and uncertainty by minimizing visual details. Wix Studio’s 404 page presents a restrained and straightforward design, with a hint of eye-catching color to emphasize the recommended next step.
2. Don’t add too much content to the page
We know that people on the web don’t read, they scan. Especially on 404 pages, avoid writing long passages of text. Instead, make every word count and get straight to the point. For example, Zhenya Rynzuk’s 404 page features only one sentence (404 error) in expressive typography, and a single navigation option (bring me back) that leads to the homepage.
3. Write a memorable error message
Use this opportunity to convey your brand personality. Standard messages like "404: Page Not Found" are a missed opportunity when you could, for example, make your visitors laugh. Try a more human and friendly tone such as, "Oops! This page doesn't exist." Hugoware went even further with its 404 message: "404. Page was sucked into the vortex!" and provided a graphic design to match.
4. Maintain visual consistency
A 404 page should align perfectly with the rest of the site’s branding, both in terms of language and styling. Use the same visual attributes (colors, fonts, spacing) that you use on all other pages on your website. Notice how Mailchimp maintains visual consistency on its 404 page. A call to action button that says “Mailchimp Home” has the same styling properties as “Start Free Trial” in the top right corner.
5. Add relevant imagery
Even though a 404 page isn’t a desired destination, it should still feel part of your brand narrative. Relevant imagery—such as an illustration, photo or video—helps maintain a consistent story, but make sure your text and visuals fit together. The music streaming service Spotify is one example: the illustration of a vinyl disk feels right at home with the platform’s users, and is also labeled 404.
6. Make the page a jumping off point
The primary purpose of the 404 page is to guide the visitor on what they can do next, so it's essential to offer a next step (or steps). Depending on the nature of your website, you can offer one link (i.e., "Go to homepage"), a few links to key pages of your website (i.e., for a corporate website, you can add "Home," "Products" and "About Us") or even add a search bar (i.e., for an eCommerce website). On its 404 page, Airbnb offers a few options that match the typical intents of the site's users. Use your analytics data to understand what parts of your website are the most important to your visitors, choose the top important ones (as a rule of thumb, up to 5) and add them on this page.
7. Use generous whitespace
The 404 page shouldn’t feature a lot of content, so use this to your advantage. Add whitespace to help your main intent stand out, like a recommended next action or a small activation. One example is CUSP’s 404 page. The simple black and white page features a pseudo-3D sphere with a mouse parallax effect, rotating in response to the mouse cursor's movement. Contrast and whitespace work in tandem to direct entire user attention to the key message.
8. Leverage the moment for brand awareness
You have one chance to make a first impression—how do you want to use it? If someone lands on your 404 page, offer them a taste of what your business does. You never know, but your products or services could be precisely what they’re looking for. After only a few seconds on Myriad Video’s 404 page—mimicking the error bars in dopamine colors from old fashioned linear TV—there’s no doubt they’re in the world of media. Similarly, a digital agency or design studio can include some of the latest web design trends in their 404 page design to show they’re on the pulse of the creative industry.
9. Introduce creative visual effects
Motion effects can make the page more dynamic and alive. Original website animations can demonstrate your level of craftsmanship and surprise your visitors, provided you adhere to mobile design best practices with an equally usable 404 design for mobile browsers. Full-screen background gradients—one of many Wix Studio design features—add a hypnotic, stopping power that keeps visitors from bouncing. Software developer Andrea Reni created a 404 page with an animated element that resembles a browser glitch—but a welcome glitch that’s interactive and playful.
10. Add a healthy dose of humor
“Are we there yet?” are four words no driver wants to hear. Not arriving at your destination is far from a fun experience. Bring humor into your 404 error page design to turn destination frustration into site delight—and to intrigue your visitors so they don’t bounce quickly. 404 page humor can come to life in numerous cheeky ways: a self-deprecating joke, an interactive game or a funny illustration. One professional web creator, Romain Brasier, turned his error page into a 404-inspired game, entertaining strayed site visitors while demonstrating his web development skills.
11. Add unexpected but useful functionality
Landing on a 404 error page shouldn’t be a total bust. Adding functionality that’s useful and relevant to your visitors can make the navigation misfortune well worth it. Create a functionality that aligns with the intent of your visitors. A recipe website’s 404 page can include a search bar for finding other recipes. An airline website’s 404 page can ask for your budget and show suitable destinations. Dribbble, a social network platform for visual designers, uses its 404 to give designers inspiration for the colors of their choice. This helps reroute users back to the site’s design library and satisfies their original intent to find creative references.
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What's included in a 404 page?
No surprise—a 404 page design should follow the best practices for responsive web design. But a few of them are worth highlighting so they don’t slip.
Consistent website navigation, footer and branding: Connect the 404 error page design to the rest of your website both visually (logo and brand colors) and functionally, by including the site’s top navigation and footer.
Accessibility compliance: All of your pages should reflect accessibility best practices, even your 404 page.
Clear error message: A clever and creative 404 page design is good practice, but there should be no confusion that this is an error page. The error message should load immediately and be the most prominent element on the page.
Recommended action(s): This isn’t where users are meant to be, so where should they go? Always include at least one option—in the body of the page, separate from the navigation and footer—to help visitors get back on the right path. Two good options are to include a link directly under the error message, or to include a search bar to help users find exactly what they’re looking for.
Apple keeps its 404 page design at a minimum: navigation, error message, search bar, text link and footer.
Lego’s 404 page also includes all the fundamental elements, but with a creative twist. The text and image reinforce the brand personality and offering, and leave a positive impression on what could be a frustrating experience.
What are the benefits of a customized 404 page?
Let’s hope for a time when website building and browsing will be error free. Until then, every web design project should include a 404 page design. But seize this opportunity to create something bespoke and clever, and turn a moment of user frustration into a moment of delight. Here are a few reasons why:
User experience benefits. A well-designed 404 page doesn't feel like a dead-end—it should help visitors decide what to do next. For example, link to your high-traffic entry pages so your visitors can start their journey right.
Visual benefits. A nice 404 error page design can leave a positive impression on your visitors. In fact, the aesthetics-usability effect suggests that users are more tolerant of minor usability issues when they find an interface visually appealing.
Marketing benefits. Good design can strengthen your brand image. The best 404 pages guide visitors to the right decisions and become a huge conversion opportunity.
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