Why 404 pages are like shopping bags(hear me out)
Your error page is a brand opportunity in disguise and worth a little bit of effort
You've gone to do your weekly shopping. You've waited in line, reached the checkout, only to realise you've forgotten a bag.
So you:
Get a plain, flimsy, boring bag that barely makes it to your car before splitting open, or
Get a sturdy, well-designed bag with clever copy or nice branded moment that you'll actually reuse
The thing is… you're getting a bag either way. The shop loses nothing by making it a good one.
404 pages work the same way. Users will encounter them regardless—so why not make them better? Other than cutting corners, there's no downside to creating error pages that actually enhance your brand instead of embarrassing it.
Finding concrete stats is tricky, but it looks like ~74%* of people immediately close a website when they encounter an error page. With roughly 3%* of desktop visitors hitting a 404 at some point, that's a lot of potential customers walking away from a fixable problem.
We've all been there. Links break, pages move, servers glitch—it's the nature of the internet. What's puzzling is how many businesses waste this inevitable touchpoint, thinking of them as digital afterthoughts. Bland, apologetic, and utterly forgettable.
Design pleasant surprises
When people hit a broken link, they're already frustrated. A creative 404 page acknowledges this friction while providing unexpected delight. Instead of feeling like they've reached a dead end, users might actually enjoy the experience.
Take Retool's 404 page. They turn the error into a playable game of Tetris. It aligns perfectly with their tech-savvy brand while giving users something fun to do. Some people bookmark or share great 404 pages precisely because they're so unexpected. (I’m looking at you designers)
Let your brand's hair down
Error pages offer unique creative freedom without the constraints of typical marketing materials. They're unexpected moments where you can showcase humour, values, or personality in authentic ways.
A sustainable fashion brand might use their 404 to highlight environmental messaging. A tech startup could demonstrate innovation through interactive elements. The key is that these personality moments shine brighter because they're unexpected.
Dropbox's brand site does this well, combining playful interactivity with clear functionality. Your generic error page is missing a vital opportunity for authentic brand expression.
What your 404 says about your company (more than you think)
Here's something worth considering: how you handle the small details reflects your broader company culture. Top brands spend time on seemingly minor touchpoints because they understand everything contributes to the bigger picture.
From a talent attraction perspective, a well-designed error page sends a subliminal message about care and attention to detail that likely runs through your entire business. Companies with thoughtful 404 pages probably have thoughtful company cultures too.
Raredays does this nicely, using their people stickers on their 404 page to hint at their agency's personality and team-focused culture.
The next errors will be smarter, contextual & just better
Current 404 pages are largely non-contextual—the same page for everyone, everywhere, site-wide. But imagine error pages that adapt based on what users were seeking.
If someone hits a broken link about art deco sofas, what if the 404 assessed their path and surfaced related content about similar furniture styles or interior design articles? Or implemented a more specific design? With advancing AI capabilities, contextual error pages could soon become viable, turning error moments into genuine discovery opportunities.
This isn't just about being clever, it's about providing actual value. Instead of a dead end, users could find content that's even more relevant than what they were originally looking for. Context is key, and contextual error pages seem like the natural next step.
Look beyond the numbers: the psychology of delight
Creative error pages with humour or engaging visuals transform negative experiences into positive brand touchpoints. People respond more favourably when sites take responsibility for errors rather than implying user fault, and creative approaches can actually enhance brand perception by demonstrating attention to detail and user care.
Implementation thoughts
Assume everyone will see it. These pages shouldn't be afterthoughts. People will encounter your error page. Act accordingly.
Don't just auto-redirect Avoid automatically redirecting error pages to your homepage. Users get a confusing page flicker and end up wondering what happened. Own the error instead of trying to hide it.
Different industries call for different approaches:
E-commerce sites might offer promotional codes as apologies plus robust search functionality
SaaS platforms can showcase creativity while maintaining utility and clear navigation
Media companies should prioritize content discovery and brand personality
Creative agencies can use 404s as subtle sales tools—every touchpoint reflects creative expertise
Add Thoughtful Extras:
Interactive elements that provide moments of delight
Animated brand assets that reinforce your identity
Mini-games that entertain while subtly showcasing capabilities
Engaging copy—at minimum, write something memorable
Balance creativity with functionality. Looking cool matters, but helping people navigate back to working content matters more.
Always Provide Clear Escape Routes:
No matter how creative your approach, users need obvious paths back to working content. Include clear navigation menus and links to key pages. Remember: if they opened the broken link in a new tab, they don't have a back button.
Implementation Considerations
Resource Requirements: Creative pages need a bit of ongoing maintenance and updates to remain functional across browsers and devices.
Performance Impact: Monitor loading times and user experience on mobile and slower connections.
Brand Alignment: Stay flexible but consistent—the tone should match your overall brand positioning.
So why bother?
Remember those shopping bags? Every time someone leaves your shop, they're carrying your brand with them—literally. The flimsy bag tears and gets thrown away immediately. The well-designed one gets reused, seen by others, maybe even generates a conversation about where it came from.
404 pages work exactly the same way. Users will encounter them regardless, but the experience they have becomes part of how they remember your brand. So really, the only question is whether it'll be flimsy or a good one.␃
Oh and if you’re stuck for inspiration… take a peek at 404s.design to see some of the best error pages out there.
